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=== Critical data points === * Core channels that are driving performance are Google Ads, Facebook & Instagram, and TikTok * User-generated content was the key revenue driver for Instagram & TikTok. * Returning customer AOV growth of over $50 from 1st purchase to 3rd purchase. * Typical period before customer re-purchase is between 60-90 days. ** ''Purchasers not only purchase the original product but also supporting product as well (I.e. Purchases eye-cream plus cleanser)'' {| class="wikitable" |Channel |Customer Type |Orders |Total Sales |- |Google Search |First-Time |741 |$54,626.40 |- |Instagram |First-Time |560 |$39,801.52 |- | | | | |- |Channel |Customer Type |Orders |Total Sales |- |Direct |Returning |69 |$6,159.90 |- |Google Search |Returning |29 |$2,980.30 |} * We will continue to focus efforts on DTC growth in 2020 and unlocking channels of profitable marketing spend. * Our first national brick and mortar retailer, Von Maur, launched in fall 2021 and we plan to continue to nurture growth with this partner, as well as add another key national retailer or two in 2022 with the focus on quality rather than just quantity * We expect to delve more significantly into traditional retail in 2023, once our DTC marketing efforts have matured. * DTC will continue to strategically be our core focus and estimate that DTC sales will always be forecast at 60% – 65% of our annual revenue. * That said, the power of our DTC and social marketing efforts will be key to top of funnel awareness that will help us launch retail more effectively.
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