On Data-Driven Approach & Tactics with Priscilla Rolvers
Recently we had the great opportunity to speak with Priscilla Rolvers, owner of the amazing Enjoy Divine Nature store. Her love for nature and skincare inspired her to build a dream business which has been sustained by her own enthusiasm, proving that loving something is often at the heart of what makes one successful. Read more on her data-driven approach, inspiration, and tactics that drive her long-term success.
It all started as a hobby, evolved into a passion and ended up being a dream job. Priscilla has sold herbal medicine & natural skincare since 2011. And while her biggest goal is to provide enough for her family, money isn’t the main reason she does it. She follows one simple philosophy: people first, money second. She is passionate about wanting to make a change, and this meant taking an alternative approach: quit suppressing the symptoms and really treat the cause of people’s skin problems. Priscilla is a nature lover, a vegan, considerate of the environment, and strictly against testing products on animals, characteristics that have all informed her business model.
Where do you get an inspiration when it comes to business? What motivates you?
I’m inspired by people trying to make the world a better place and am doing my best to be a part of it. I love how a lot of brands I sell provide people in need with extra care. An example for this is a UK company who are involved with people who can’t get a normal job because they have special needs, but besides that they also provide free manicures to cancer patients. I would love to meet them face to face one day, but for now I’m trying to bring their story out to the public and make them famous and acknowledged for the great things they do.
Based on your ratings (9.5/10), seems that you’re very successful in the field. Is it difficult to keep your customers from different countries so happy?
Success of the business differs greatly by country. I sell in the Netherlands, Belgium and Germany. Right now I’m at the cusp of entering the German market. To be honest, I’d like to explore Germany to sort everything out first and then I’ll be winking at Sweden, where my best friend is about to migrate soon. Would be great to have her on my team there!
Recently, you switched platforms and are newly using Shopify now. What led you to this decision?
I started with one platform in 2011, but my shopping cart broke just before Christmas and it took me two weeks to realize it. It was at that moment that I had the choice to leave it all behind and quit, or be firm and start all over. That’s when I switched platforms for the first time. Their support was just terrible and I noticed they back companies who import a lot of cheap products from China and sell them for a big profit in Europe. Those workers are mostly too young to do such work and are unfairly paid, and I hate the idea of that. People should come first, period. I didn’t plan on switching platforms again but then I got a chance to do a free demo with Shopify. I instantly fell head over heels for them — I love how they pay a lot of attention to the owner, customers and most of all to content marketing. Shopify gives me great insights about sales and my clients, but most of all, they provide me with tips about marketing channels, how well blog posts are performing and so forth.
When it comes to time, money, work, IT skills, etc., how difficult was it to switch platforms? Did you manage to do it all by yourself?
The change itself was easy, but I couldn’t export and import all data without errors which made me add everything manually. This may sound like a lot of work, and believe me — it was, but this was also my chance to build the shop from the ground again.
I did 99% of the work myself, but when I needed help I have people to turn to. My best friend is a web designer, I also know a couple of self-employed people who can steer me in the right direction when I’m about to lose track, and of course my husband is a very great support. Even my seven year old daughter helps me from time to time, by packing products for customers. The most important thing for me right now is to get as much information as possible in Shopify. I’m working together with someone who loves programming and would really like to help me integrate everything.
You’ve been analyzing your data since the very beginning of your business. Now you’re using MD app — what are key benefits of data analytics for you?
There’s a common saying in Dutch: “Meten = Weten”, which means measuring is knowing. Many people — women especially — are scared of terms like “data”, “reporting” and “analytics”, but I love it. When running an online business, it’s crucial to monitor your performance and apply a data-driven approach to be successful. I tried many different things others recommended over the years. For example, I paid influencers for testing my products but when I measured the results, there was little to none ROI.
I appreciate the way MonkeyData helps webshop owners. It shows me exactly who my loyal and best customers are and allows me to gain better contact with them. Nurturing is the most important thing and a lot of people forget that it is also possible online by following them on social media. I care about my customers and I want them to know that. For instance, I send them cards when I see they have a newborn on the way or that it’s their birthday.
It’s great to have a clear overview of my returning customers. If someone buys in my store, they will most likely buy again because my products don’t go along forever, and they need new products after they use it up in two or three months. My “dream-customers” also provide me with more and more new ones by recommendations, so they receive some extras from me.
Which data do you monitor the most and what do you use it for?
My decisions and tactics are very data-driven. Dashboards with all instant info help me steer the shop in the right direction with no need to do complicated tasks to get certain info in Excel sheets. It really gives me a lot of added value, but mostly it saves time. I know who my customer is, whether they are a returning customer, what the AOV is they provide me with, etc.
Here’s an example how I use my data. MonkeyData showed me one client, let’s call her Sandra, who always bought a certain type of product which she used up in about three months. Then she would return to buy it again. I saw the pattern and when Sandra suddenly stopped buying, I sent her a message. It might sound like this is sort of of an invasion of privacy and a direct approach, but I get really positive reactions from them and I’ve been able to keep selling to them as a result.
No scary stalking, just that extra bit of personal contact. For instance, all my top customers received a Christmas card last year. Not an email, a real card, just to make that little difference. And it pays off.
Based on your previous experience, your results and most of all, your dreams, where do you see your business five years?
I’m building a house and will get my own lab there to make my own skin and hair products. I’m so glad I have the money, the opportunity for this, and most of all, a very understanding and supportive husband. I’d also love to do workshops so people can make their own products if they can’t pay for the products I make myself. See, a lot of women tell me they’d love to buy organic skincare, but they don’t have the budget. I can teach them to make it themselves within their budgets, so organic skincare is available for everyone that wants to use is.
I’d like to see myself having a big market share in the Netherlands, Belgium and Germany and I wish to start the same thing again in Sweden. I would love to have a POS ideally in Haarlem, but for now that’s a really big dream. I need to have a steady running online business first. I also want to start selling via eBay & Amazon as these marketplaces are very popular in Germany — should be nice alongside Dutch Bol.com.
Last question, do you have any advice to those who want to start their own business or to those who are considering switching platforms and starting all over?
If I could go back in time, I would tell my younger self to focus on the important things and not to get distracted by all those ads on Facebook and other channels. So guys, focus on what’s important and never use AdWords if you are just starting unless you want to give up a lot of money for little to no results. I recommend MonkeyData as data is the most important thing. There are a lot of things to get lost in when you start, but MonkeyData sorts everything out and keeps everything in the same place. Also, choose wisely out of all those companies that will spam you by pushing you to try their softwares / products / solutions. Not only is it way too time consuming but it’s also very distracting. Follow two successful people max, don’t get distracted by twenty things at once, and always remember:
