Within a year, the company scaled from a bootstrapped operation in its founder’s apartment to a global eCommerce name driving $50 million in annual revenue.
We sat down with Margaret Fortner, Head of Growth at Glamnetic, to dive deep on:
- The outsized value in optimizing post-purchase customer flows
- How Disco drives metric growth and ongoing qualitative user insights
- Disco’s rapid migration that got Glamnetic up and running in two hours
"Acquisition rates, CACs, AOV, blended ROAS — Disco has been significantly positive for Glamnetic across all of these categories. And it wouldn’t be possible if they had not shown how dedicated they are to solving each of our problems.”
Pre-Disco Days: Stagnating Acquisitions
Glamnetic launched in late 2019, right before they saw immense growth throughout 2020 (as well as a global pandemic) via traditional paid acquisition channels like FB and Instagram.
By 2021, the brand — like many others in the DTC eCommerce ecosystem — began to hit a ceiling for scalable digital customer acquisition, due to industry-wide shifts like:
- Skyrocketing CACs — Across many major channels, digital CPMs went from $2 to at least $33 (at a rate of 17.5x) within just three years.
- The rollout of iOS 15 — This brutally altered brands’ abilities to drive user numbers through efficient attribution, targeting, etc.
At that point, the team decided to pivot its approach — now setting its sights on growing into an omnichannel model for a unified growth channel strategy across DTC, Amazon, and retail.
However, they soon encountered what Margaret has called their greatest pain point: the question of how best to diversify their channel mix for effectively reduced acquisition costs.
“Everyone was so accustomed to just throwing money at Facebook and then getting more money out. So we knew we had to respond with a very blended CAC approach. The main issue was deciding how best to achieve it.”
Onboarding with Disco: The Two-Hour Migration
As for how the team actually connected and onboarded with Disco, Margaret pointed out that she’d already seen the benefits of Disco in her previous role on the growth team at Hydrant.
Once she arrived in her role at Glamnetic, she knew she wanted to sign up for Disco again as early as possible, based on her first-hand knowledge that the platform did indeed work.
Since the company runs on Shopify Plus, installation efforts were seamless, and, if anything, according to Margaret, more time was likely spent on logistics than the pure tech.
Ultimately, onboarding Glamnetic — with a sweep of all-in, heads-down implementation — took roughly one or two hours of development time.
“I’d already had a great experience with Disco in my last growth role, so I guess I’ve become a repeat customer. Both migrations turned out to be super easy. Glamnetic’s integration took maybe a couple of hours of dev time at most.”