2X eCommerce Podcast

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In this episode of the 2X eCommerce podcast, host Kunle Campbell is joined by Elery, the founder of Nift, to discuss an innovative alternative to traditional advertising platforms like Meta. They explore how Nift offers eCommerce brands a scalable way to acquire highly engaged, high intent customers by leveraging a network of premium consumer apps to match brands with potential customers who aren't actively in the market but are interested. Through tailored gift mechanisms, Nift allows brands to reach new audiences while collecting valuable first-party data, offering a game-changing channel for customer acquisition. Elery shares insights into managing Nift accounts, optimizing conversion rates, and the potential benefits for both large and emerging brands, highlighting its consistency and scalability as an acquisition channel. The conversation also touches on the challenges marketers face with traditional advertising platforms, and how Nift's approach can provide a more efficient path to growth.

00:00 How Nift is Helping Consumer Brands Acquire New Customers at Scale → Elery Pfeffer
01:59 Meet Elery: The Visionary Behind Nift
02:28 Elery's Journey: From Tech Enthusiast to Marketing Innovator
04:44 The Problem with Traditional Advertising
05:54 Introducing Nift: A Revolutionary Platform
08:56 How Nift Works: A Deep Dive
13:15 Success Stories: Brands Thriving with Nift
16:35 Optimizing Your Marketing Strategy with Nift
18:57 Nift's Unique Approach to Customer Engagement
26:44 Scaling with Nift: Opportunities for Emerging Brands
37:05 Getting Started with Nift: Tips and Offers
42:07 Conclusion: Embrace the Future of Customer Acquisition





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  • (00:00) - How NIFT is Helping Consumer Brands Acquire New Customers at Scale → Elery Pfeffer
  • (02:10) - Meet Ellery: The Visionary Behind NIFT
  • (02:40) - Ellery's Journey: From Tech Enthusiast to Marketing Innovator
  • (04:56) - The Problem with Traditional Advertising
  • (06:05) - Introducing NIFT: A Revolutionary Platform
  • (09:08) - How NIFT Works: A Deep Dive
  • (11:36) - Boost Your Visibility with Reviews.io
  • (15:27) - Success Stories: Brands Thriving with NIFT
  • (18:47) - Optimizing Your Marketing Strategy with NIFT
  • (21:09) - NIFT's Unique Approach to Customer Engagement
  • (28:56) - Scaling with NIFT: Opportunities for Emerging Brands
  • (39:17) - Getting Started with NIFT: Tips and Offers
  • (44:19) - Conclusion: Embrace the Future of Customer Acquisition

Creators & Guests

Host
Kunle Campbell
Host of the 2X eCommerce Podcast and Co-Founder at OCTILLION
Guest
Elery Pfeffer
Elery Pfeffer is the founder and CEO of NIFT, a groundbreaking platform that redefines customer acquisition by aligning brand incentives with consumer discovery.

What is 2X eCommerce Podcast?

Hosted by Kunle Campbell, who is an operator of a portfolio of consumer brands, 2X eCommerce is a weekly podcast for ecommerce operators by ecommerce operators. We interview remarkable ecommerce founders and leading enablers of ecommerce growth, with every episode promising to give you at least one growth hypothesis or idea you can test.

Our focus is growing your ecommerce revenues from a cross-functional perspective, be it marketing, your tech stack, operations, finance, or customer experience. We believe that by bringing together insights from a variety of experts, we can help you double the throughput of key ecommerce functions.

2X your eCommerce growth with insights from Kunle and handpicked experts.

Follow us on Twitter, LinkedIn and Instagram: @2XeCommerce

How Nift is Helping Consumer Brands Acquire New Customers at Scale → Elery Pfeffer
===

Elery Pfeffer: [00:00:00] We increased their customer growth in Q4 off season by 540%. So we 5x their customer acquisition by putting them in front of customers who are interested, but not currently in the market.

Elery Pfeffer: So we are very motivated to find the right things for the consumer and match each consumer with something they're going to like. We are as motivated as the brand in rare cases, even more so than them in making this work for the brand.

Elery Pfeffer: And they went from acquiring 1, 200 customers per quarter to 5, 600 consumers per quarter and maintaining consistent ROAS. And this is just a middle of the road brand.

Kunle Campbell: So on today's episode of the 2X eCommerce podcast, we explore bold alternative to meta ads that offers a new scalable way for eCommerce brands to acquire engaged, high intent customers. Stay tuned because you don't want to miss this one.

[00:01:00] This is the 2x e commerce podcast hosted by Kunle Campbell.

Kunle Campbell: So welcome to the 2X eCommerce podcast. In today's episode, we're diving into a bold alternative to meta ads that's offering 2X eCommerce brands a new way to acquire highly engaged, high intent customers at scale.

My guest today is Elery. He's the founder of Nift, a revolutionary platform. That's reshaping how brands target and convert new customers without relying on the typical ad channels. So whether you're struggling with. Rising cost or rising acquisition costs to be specific, or looking for a more efficient way to grow your customer base.

This episode will give you fresh actionable strategies to scale your business more efficiently. So stay tuned. And before we jump in, make sure to follow this podcast on your favorite platform, so you never miss an episode filled with, Huge insights and expert guests like this one.

Meet Elery: The Visionary Behind Nift
---

Kunle Campbell: Hey Elery, [00:02:00] welcome to the 2X eCommerce podcast. Happy to be here. Kunle. Brilliant. Brilliant. Brilliant. We've had conversations prior to this. It was really good catching up with you, but I never really dug into your back story. Haven't looked at your LinkedIn. You've had quite an illustrious career.

Do you want to track back as far as you want? On your background,

why did you get into tech in the first place?

Elery's Journey: From Tech Enthusiast to Marketing Innovator
---

Elery Pfeffer: I like solving problems. When I was when I was growing up, I didn't grow up in the U. S., but I visited New York and I saw all the all the hot dog stands.

I was 10 years old and I went home and I said to my mom, I'm going to start a hot dog service. I'm going to take a one of the tricycles. And I'm going to put hot dogs in the back and I'm going to go after school [00:03:00] to all the schools in the area and just make a killing. And my mom said, you're going to get robbed and killed as a 10 year old doing that.

So she had me call the city hall to try to get a merchant's license. And then they laughed me off as 10 year old, but I've always found opportunities in the market. And as I grew a little older I fell in love with technology and I remember as a kid, I was connecting my PC to everything I could find.

I was 15 when I connected the PC to the workout bike we had at home. And I created this animation that would go faster as you pedal faster and obviously ruined the the bike. My mom did not like that at all. But I liked finding needs in the market and then solving them with technology.

And I'm very [00:04:00] passionate about technology.

I'm a product person. I was always developing products even back when I was doing my military service I actually worked at on products for the military. And from there my career has taken me through every kind of product you can imagine.

And my previous company, we were developing SaaS solutions for marketers. And I got to spend a lot of time with marketers. And this was a primarily data analytics SaaS product that we were selling marketers. We were able to identify influencers and their customer base.

The Problem with Traditional Advertising
---

Elery Pfeffer: But what I took away from that experience is really how hard it is to be a marketer.

If you're trying to acquire new customers, you're constantly being squeezed by all sides. So you [00:05:00] have the big platforms who try to capture more and more control and leave you with as a marketer with less control. And then on the other side, you have your costs that fluctuates and you have to really thread the needle to be in, in between all those.

And basically I came up with a product that puts marketing and advertising on its head. Currently, if you think about it. What Meta and other platforms like it are prioritizing is content delivery, and then they turn the interest in the content into into interest in the product. And then the question I always ask myself is, why do we have to do it like that?

Consumers don't like being interrupted with ads.

Introducing Nift: A Revolutionary Platform
---

Elery Pfeffer: And that's how we came up with Nift, which is an incentive aligned platform where [00:06:00] people come in to discover and try new products. I think I've been running companies in the last 20 years. And I can say this is the one I'm most excited about.

Okay. So there's a lot to unpack there. Yep. First you were in the military as military service. You were into like products and when we mean products just for the audience, for audience clarity, we mean SaaS or IT. Products essentially bring into market technology products.

You're a technology, you're a technology person. And then you've had a lot of experience in, in many other industries, and I think your last sort of state before Nift was in marketing and you saw this big problem. On essentially CAC, this big CAC issue. And what we found is, what we're doing to essentially solve the CAC problem is maximize CLTV.

But CAC is broken. There are many times [00:07:00] when, you're in meta or you're buying from even TikTok and. There's just downtime and you're literally losing thousands,. So now with Nift, what I understand you're saying here is it's more a brand discovery platform from a consumer perspective.

All right, so the mechanism for advertising is broken. It's incentive misaligned. We like to, you survey 100 consumers and ask them, can you turn off all the ads in your life? Chances are anywhere between 99 and 100 consumer would say where do I sign off for that? Ads are interruptive.

Especially if you're not in the market looking. On the other hand, there are wonderful products that can change our life. And as a product person, I have passion for products. They just [00:08:00] get missed. And so how do we reconcile those two things? The only way is to, instead of using technology to just get more and more engagement from the user, use technology to completely change the mechanism.

Make it incentive aligned. Everybody wins.

Almost most marketers realize this, but some still don't. I think the big platform are very intentional in keeping control to themselves. Whenever there's a competitor, they buy it. Meta, they bought Instagram as soon as they were, why?

Because they want to keep control for themselves. And this is just sound business logic on their part. And so the marketers are losing more and more control of their company's destiny.

How Nift Works: A Deep Dive
---

Elery Pfeffer: And if what we have [00:09:00] is we have a platform that very specifically gives access to marketers to hire in the funnel audience, and you're able to get in front of people who would be interested in your product, but not currently in the market.

Interested in your product, potentially might buy it. Maybe now, maybe later, but not currently in the market. So you cannot access this audience through through other means and the way it works, it's very simple, actually. So we have a an ecosystem of premium consumer apps that we partner with that would give you as a consumer a Nift gift as a thank you for taking an action like upgrading your account or completing your first purchase.

If you leave a review on TripAdvisor, [00:10:00] First time we live in review, you'd get an Nift card, an Nift gift. Thank you for leaving a review. You upgrade your paid account on Tinder. You'd get an Nift as a thank you. And we asked the consumer a couple of questions and we match them with two brands they've never tried before to try for the first time.

So think about the consumer's attention. They are now, they have now gotten a 30 gift to try a new brand they've never tried before. They're going to evaluate both options. They're considered carefully and make a choice. So you get 100 percent of the consumer's attention. They're going to engage with your brand deeply, and then they're going to make a choice about which brand they're interested to try the first time, and then they're going to try it.

So we will get a customer who has an interest, isn't in the market, has an interest. To try out a product for the first time [00:11:00] 20 minutes from getting introduced to the brand. And so that's what we do. And we've been flying under the radar for quite a long time. Typically marketers take us From job to job and this is the first year we're scaling our own marketing operation.

So how long have you been working on Nift? So I think that the first iteration of the business was focused on smaller local businesses. And in 2020 luckily we're well positioned to take advantage of the 2X eCommerce boom that was brought on by COVID and we've scaled 2X eCommerce and D2C quite a lot.

The D2C part of Nift has been around for about four years. Four years. Okay. Okay. Yeah. There, there's a lot to to unpack. I'm going to start out from the discovery [00:12:00] bits because listeners to this podcast are probably spending conservatively speaking, 70 percent of their media, of their budgets, of their marketing budgets on meta.

And I'm talking from a first time custom acquisition standpoint, rather than, looking for bottom of funnel. So if you're looking at that And you're looking at a potential new channel, like Nift. I want to understand distribution. Let's start out with distribution because what you talked about, the example you gave was more around Tinder, right?

So I've signed up for Tinder. I don't think I need Tinder by the way, I'm a married man, but hypothetically speaking I sign up for Tinder, update my profile and the reward I get is a Nift gift card. Is Tinder a platform? Is it a partner? How do you sort out distribution? If I come in as a wellness brand, say we're selling mushroom coffee.

How do, [00:13:00] how does Nift know what platforms to essentially give gifts? A potential try before you buy, or, potential experience with for my customer base, for mushroom coffee lovers, for instance. All right.

Success Stories: Brands Thriving with Nift
---

Elery Pfeffer: So I'll give you an actual example. Wine insiders, they are a super premium wine club and their model includes a satisfaction, a guarantee and no obligation to continue.

So they're really a nice wine club. Within three months of launching on Nift, we accounted for 25 percent of their customer acquisition. And how big is this wine club? We can deliver. I'm thinking about what's public. We have for a lot, if not most of our brands, including.

11 figure revenue brands. We are in some cases, second, in a lot of cases, third acquisition channel. [00:14:00] And we take 10, 20, 30 percent from it up. So that's 70 percent that you said it starts to split more evenly between meta and Nift. And I'll give you another, I'll give you another example from and the matching is really around.

Not which partner fits your brand, but which consumer fits your brand. So we will find for that wine club, super premium, we will find the right Tinder consumers. We will find the right iHeartMedia consumers. We will find the right TripAdvisor consumers to match with what would interest them in mushroom coffee.

We would find the right consumer that would be interested in a wine club. We would find the right consumers that would be interested in, we have a brand called Blenders. They're a [00:15:00] Gen Z focused sunglass eye company. I know Blenders, yeah. Just to show you how powerful the platform is, there's really no, not a lot of people that are in the market for sunglasses in Q4.

Q4 is the middle of winter. If you're in the northern hemisphere, you're not actively searching for sunglasses. You are, but not at the rates you are in summer. We increased their customer growth in Q4 off season by 540%. So we 5x their customer acquisition by putting them in front of customers who are interested, but not currently in the market.

And they went from acquiring 1, 200 customers per quarter to 5, 600 consumers per quarter and maintaining consistent ROAS And this is just a middle of the road brand. There's brands we provide tens of thousands. If not more new first time customers a quarter. And so the [00:16:00] scale of Nift, we're a scale channel.

We have 50 million consumers. And so as you're thinking about evaluating your a new potential channel this is a scale consistent channel. Doesn't so when brown blenders went from 1200 to 5600 customers per quarter. Roll as didn't change same role as. The consistency in unit economic role as CPAs.

Is there as you scale, which is based on brands are telling us is a big problem with other channels.

Optimizing Your Marketing Strategy with Nift
---

Elery Pfeffer: And what's the customer journey like with Nift, with Meta, it's fluctuates, sometimes you can have Meta starts out a journey and then Google sorts of wrap it up. It's a great question.

You start off by completing an action like leaving a review, then you get your Nift card and you might choose to use it. When you choose to use it, [00:17:00] we ask you for your name and email. So the interaction is with Nift, and this is going to become important later. Then what we ask you is we ask you one question about your lifestyle.

What do you like to do on the weekends? Then we ask you, which categories are you interested in? And those two together allow us to match you with two gift options. And then as you pick your gift, We ask you, are you okay to be contacted about your gift by the brand? And so we actually pass on first party data to the advertiser.

And so that is what is what is the opt in rates? At that point in time, when you ask that question, as to whether you want to share that data with with the brand. All right. So this is the proves the point. [00:18:00] It's 90%. 90 percent of consumers. Opt in to be contacted by the brand 90%.

And the reason is this is not an ad. Somebody took an action. They got 30. They needed to decide where to spend it. It triggered a search. They searched, they found the brand they're interested in and they want to receive their value. And so they are agreeing to be contacted by the brand to basically receive information about their product and their gift.

So you get customer data. So even if they don't convert per se, you still get customer data, which you can nurture over time to convert. Okay. Okay.

Nift's Unique Approach to Customer Engagement
---

Elery Pfeffer: No, I want to highlight how [00:19:00] customer data is important. Kuma we ran a third party research study and we interviewed a hundred or the third party actually interviewed 150 DTC retail executives across the U.

S. And very interesting findings. First of all on average I was surprised by this. I talked to a bunch of marketers and they told me you shouldn't be surprised. It actually sounds reasonable. Marketers advertise on eight and a half channels on average. Only half of these marketers are confident.

They know which channel performs the best. Exactly the point you're you're describing the customer journey that starts on meta and ends on Google. They can't tell what performs the second. We talked about first party data, 90 percent or 89 percent of marketers want to escape the wall of gardens.

Of Amazon and Meta and preventing them from accessing first party data. [00:20:00] And so they are very intent getting control back to try to market to these people these consumers and they're faced with walled gardens. So those w we just talked about data and it came to mind. I don't think we're about to publish this.

This is, I think the first time we're talking about this. Study results, but it's going to be available. There's a bunch of interesting information there that I found surprising. Yeah I'll link to the reports if this episode comes out after it's been published for sure.

Okay. So going back to, so I get the distribution. So how many distribution channels do you have, you talked about Trustpilot, Tinder, um, are these apps? Yes, these are apps or services. If you renew, some of them are point of sale system, like MindBody, when you renew your gym membership, you get a GNNift.

It's people who [00:21:00] consumers trust now and are engaged with now. So you're basically as an advertiser getting access to that consumer base. Yeah. Which doesn't exist anywhere else. It reminds me of when, there's some like with some DTC some top tier DTC businesses that, that essentially have what do the.

Postcards and flyers, fly, flyer marketing within their package to cross promote. Reminds me of that, but is the gift card entirely an e gift card or is there any physical components to it, whether they're card carrying Nift card holders? It it could be physical.

Some brands hand out and iNift in their box post delivery, and that's a physical card, that's a little bit more complicated. Most of the cards are electronic and I think it's important to understand how the money works. So the way brands. Think about this. Instead of [00:22:00] spending, I don't know, 20, 30, 40, 50 on meta to acquire a customer for the first time.

With Nift, they give some of that value to the consumer to get them to try their product out for the first time. And they also pay us with CPC. So this is all funded by the D2C advertiser. But when you look at it, the costs are typically lower than other channels and they're consistent and you can just basically diversify your acquisition portfolio.

Okay. So you have a really activated customer here or potential sorts of longterm customer. You're giving them a discount. Say my mushroom coffee is 40 pounds, typically where what sorts of discounts am I, would you. Would you suggest I I give the Nift customer.

Our point of view is start off with testing. We AB, the platform allows to AB test everything in this [00:23:00] particular case. I would target at least 20 pounds. If your brand brand is an up and comer and you're trying to get your name out there, I'd try 20 pounds and 30 pounds, and obviously I would target the CPA and to match the to match how much of a gift or discount you're giving the higher the the gift, the lower the CPA you, you can expect.

And what we tell brands typically is if you want to increase the the CPA target by 10 pounds or give 10 pounds to the consumer, give the 10 pounds to the consumer, the unit economics are going to work in your favor. Your conversion rate is going to increase in a way that it's going to be more economical for you to give it to the consumer than to increase the CPA.

It's also [00:24:00] going to work in our favor because the cost per click that we earn is probably going to be the same. And so we rather you give the value to the consumer to get you to get them to try you for the first time. And if you think about mushroom coffee, The user experience is very indicative of interest in mushroom coffee.

The consumer got six categories to choose from. They picked mushroom coffee over other things. And then they picked your gift over another competing, maybe sunglasses that they're interested in. So their level of intent is very high. And we've seen conversion rates as high as 40%. That's not the standard.

On the site. So one in every, call it, three customers who land on your landing page would convert. [00:25:00] That's right. And that depends on the gift and depends on the level of interest and the matching. That's not the norm. But we routinely see top more than 10 percent conversions. Okay. Okay. So there's a self selection component to it where they indicate their interest, so would they indicate the interest from a broad category point of view, or are you very specific that are you interested in tickets, mushroom coffee?

Premium wine, vintage wine, or how specific they have to pick mushroom coffee as a category. Okay, they just don't know which brand they're going to get, but they're interested in mushroom coffee. Okay, so think about the level of intent here. They're they pick mushroom coffee. And then they picked the specific brand over another brand.

So by the time they're on your site, they're very qualified. Okay. Okay. And then I think this also aligns [00:26:00] very well to the commitment and consistency principle in psychology. In the sense that they commit a small amount, which is the discount amount. And that's essentially not just them into deeper engagement later.

And that depends on how engaging the brand is because this kind of customer is different from a meta customer or Google customer. So if they're put into an email flow or some communication flow that has, or bears this in mind, in context, you can really nurture them to a subscription. Eventually. Yep.

But making that small commitment by bringing out your wallet and paying this brand is huge. It's a huge commitment. So they're pre qualified in, in my opinion.

Scaling with Nift: Opportunities for Emerging Brands
---

Elery Pfeffer: Now, what actually impresses me, and I'm going to ask you this question again, is you talk about doing this at scale because it's one thing, gets in a few hundred, trial customers are not being able to repeat it, how repeatable.

Is [00:27:00] this, is Blender still working with you guys? We have customers that known customers. There's a meal subscription kit that, that has been with us for three years, four years now. And we have no contract, so everybody can turn it off anytime they want to at any hour of the day.

Interesting. Yeah, interesting. And it's been consistent and there's no seasonality and we provide there's minor seasonality. I should say swings of 5, 10 percent in each direction. And they've been with us for for years and they're not the only one. So that distribution. So with the mushroom coffee example how would you, you don't have to answer this if it's proprietary information.

How would you decide? What partners to, to deliver the offer? Because this Nift to me is an offer delivery platform at scale. Basically, I have an offer it's 50 percent off first purchase, almost a tribe almost a tribe [00:28:00] before you buy, they're still paying. So how would you decide, okay, these are the platforms that are going to get.

Us a lot of mushroom coffee customers, which does that proprietary information. This is not this is not where I would start, but I can tell you what is the prescription for success in game. The prescription is. You have a mushroom coffee brand, the consumer's not going to just buy it once. If you're 40 pounds, mushroom coffee is will last you a month, come up with a sample product that will last you a week and give it for free.

Only the people that have expressed interest in mushroom coffee and your brand specifically, this is a very highly qualified audience. And then what you could expect is north of 25 percent conversion rate, sometimes even higher or even not for free, ask [00:29:00] them for shipping. So they pay something at least, and your CPAs are going to be very low.

So we took care of the bottom of the funnel. We have a very unique audience of people who are not in the market for mushroom coffee, but have enough interest to pick it as a category. We want to convert every single one of them. Then what we do is Nift will match you with the right consumers that fit mushroom coffee.

And then not just that, but you could actually this is something we're rolling out now, bid to lifetime value. So you can actually change your bid, CPAs, but also lifetime value. We're rolling this out in the next couple of months. And then it's up to us to find the right match. We do that because we know the consumer, we ask them questions, wherever it's available and appropriate, we will get third party data on them and we will individually [00:30:00] personalize the six categories that the consumer sees to each individual consumer, and that's our proprietary patented AI algorithms.

Our patent is from seven years ago or eight years ago. And then we could do it at massive scale. So we could actually do this matching in milliseconds, in hundreds of milliseconds from the consumer landing on Nift to us showing them specific categories, and that's our secret sauce.

Okay. It makes sense. It's not just partner. It is partner, but it was also income bracket and gender and 400 other indications for each consumer. Okay. Okay. And are they situations in which you tap into your Nift network directly rather than, onboarding Nift onboarding partner customers who opt for Nift?

Typically we don't we might later or right now we don't. [00:31:00] Okay. Makes sense. Makes sense. And then what's your cost in model is it you've mentioned CPC, CPA, how do brands pay for performance? We typically charge CPC, but optimize through CPA. So we're pretty good at hitting your CPA targets.

How would you define, sorry, go ahead. How would you define a CPC? The minute the consumer picked your gift and you got their name and email, that's when we charge. Okay. So it's like a lead is like a cost per lead. It's basically a lead. Yes. Okay. Thanks for clarifying. And then I'm charged. What's a typical lead prices now on the platform?

It really varies by category. It really varies by category anywhere between on the low end, it could be as low as a buck and a half and on the high end, it can be seven, eight dollars. Interesting. Super interesting. Super interesting. Yeah. And [00:32:00] a brand What's your take on free, a completely free trial product versus a, some payment, just making sure that the customers actually pay and commit, to create some consistency.

I'd like to see them pay something and then it depends on the brand. So apparel brands. We're gonna run a ROAS campaign. We're not gonna run a we're not gonna run a free like handkerchief to for somebody to test your brand, right? . So somebody is interested in a shirt. We are going to run a ROAS campaign two to three X roas at least.

To start with, the customer has to pay for at least half, they're going to have to pay for half the shirt for products with higher LTV and more consistent repeatability, we're going to increase the gift value, really get them to try your product out.

That makes a lot of sense, makes a lot of sense and just going [00:33:00] underneath the bonnet, going into the engine, what does media buying look like on Nift? Is it self serve? Would you need to train your media buyers? Is there, Are they bidding wars? What does it look like to manage a Nift account?

It is a managed service. This is a great thing. This you're not going to have to spend a ton on, on, on creative. It's a managed service. Some marketers called us the lowest effort channel they have out of their entire mix. The gift that you put on doesn't change. It can be to stay the same for 2 years, and we develop all the marketing asset and the C branch just approves them.

We might suggest a B tests over time. We might suggest improvements, or we might suggest keeping it as it is. It is an extraordinarily low lift to test and scale. Very,

very interesting. And so you'll find in house [00:34:00] teams, just, Nifts accounts, themselves. Our Nift team manages the account for them for the most part. They can manage it. Some manage it on their own, but there's not a lot to manage, honestly. So you set the CPA targets. The system will bid for you to hit those CPA targets, and it's typically very good at hitting the CPA targets.

Our system our team will let you know if you're starting to lose traffic because something's changed and you need to make decisions about changing your CPA. It is very low lift. Besides adjusting your CPA, what are the variables within the control of the system? Of your representatives of a media buyer.

So first of all, they control everything. We are not trying to take control from the marketer. We actually want to give marketer more control. They control the gift value. They control the creative they [00:35:00] control how they're presented. They control the landing page, redirect the customers into.

They control every part of the experience from the category that consumer sees all the way to checkout. It makes sense. It makes sense. So you started the Nift journey with essentially eight, nine, 10 figure type, businesses, really astute, established. D2C consumer brands.

What's the strategy now? Are you looking middle market now to really make it more mainstream? We are so 7 figure brands we have a new emerging team that we started this year focus only on smaller emerging brands. 7 figure brands are going to gain exactly the same benefit. As a large brand, there is no advantage to scale on Nift.

It is just one to one. You've got a gift to a [00:36:00] mushroom coffee. You don't know whether it's a huge, well known brand or an up and comer, I'd say if somebody knows how to acquire customers on Meta. And is looking for a channel to grow that doesn't cause them to increase their CPA as they grow. We are interested in talking because our product is the brand's product.

We don't have a content product to attract consumer. So we are very motivated to find the right things for the consumer and match each consumer with something they're going to like. And so we are as motivated as the brand in rare cases, even more so than them in making this work for the brand. And so seven figure brands are welcome even smaller if they're experienced and we can help them out and get them set up and have them scale on the platform quickly.

[00:37:00] Interesting. So Elery, just wrapping up, I want to ask you a few more questions.

Getting Started with Nift: Tips and Offers
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Elery Pfeffer: How should, what, From a budget perspective are you say what percentage of their meta ads should they initially allocate or take from to dedicate to Nift to really test it out to, to its full effect and say, okay, this is a channel I'm going to start to use moving forward.

So the point where we see our AI start to pick up who your target customer is 2, 000 conversions. So what we want to do is we want to test and get to about 2000 conversions. And we don't want brands to start off with a high budget number. Let's test it out, see the consumers like it, and then [00:38:00] slowly increase the pace and get to 2000 conversions.

In certain situation where we think there's an acceleration opportunity, we will. We will guarantee the CPA or the ROAS up to 2000 conversions just to really make it go fast and get there in a couple of weeks. And then from there, we want to scale I think a good starting point on a monthly basis is potentially spending 30K on us.

And then as you see consistency in the results and measure LTV, ROAS consistency over a few months, you can start scaling from there. Excellent. Excellent. Excellent. I do not think I have any more questions, Ilaria. I I would say. This is speaking to the audience is we're in a time when we really need to test our options out.

We can't rely on just a few platforms [00:39:00] and from what Elery has said, the. The barrier to entry is not that high to test. So it's really worth trying Nift out, especially in its infancy. I remember in the early days of Meta when, you were getting, CPCs or CPCs of less than a dollar.

That's long gone now. And I think Nift is in that early stage, obviously all your big partners have realizing the returns or have realized the returns and it's time for the middle market to actually come and interject. So for people who want to find out more about Nift, do you have any special offers to the 2X eCommerce audience?

Yeah, so we'll give you 1, 000 worth of acquisition to start with. That's generous. Okay. And what should they do to retrieve the 1, 000? So they should just [00:40:00] set up a meeting with one of our emerging brand consultants to help them set up quickly on the brand. They'll also be very upfront, and if it doesn't fit, they'll tell them.

We have a pretty wide variety of of of categories that work well on Nift. Apparel, beauty and personal care, home goods and decor, digital services of every kind, streaming, subscription consumer apps work well, education, fitness, and finance. Subscription for services or even if it's not a subscription, but a high repeat purchase like mushroom coffee could work patent food supplies, health and wellness and food and beverage all work well on if anything that you're interested, the consumer would be interested in, but not in the market for and can make a snap decision to get would work well.

Stuff that doesn't work well is like appliances. You have to know, and you're in [00:41:00] the market. You're not buying a washing machine on a whim. You're in the market to buy a washing machine. Those tend to not work well on Nift right now. But everything else does. If they go to go Nift.com they're going to find their way to book a meeting.

Vale, it's been a pleasure having you on the show. As Ari has said it, it is go Nift.com and yeah. It's brilliant to have you on the show and finding out about a channel that would, that listeners can actually test because the ethos of this podcast is giving listeners a hypothesis, an idea they can test right away and see if it would, impact growth.

Very just thank you for, for coming on and we'll keep watching, you know, the growth of knit from the sidelines. Thank you for having me. I'm a fan of what you're doing, so I'm looking forward to seeing uh, [00:42:00] your brands also grow faster in the U S potentially with Nift. Amazing. Thank you very much.

All right. Bye.

Conclusion: Embrace the Future of Customer Acquisition
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Elery Pfeffer: So thank you for tuning into this episode of the 2X eCommerce podcast. I hope you enjoyed my conversation with Elery from Nift, where we explored an exciting new approach to customer acquisition. One that bypasses traditional ad platforms like Meta and delivers more engaged, high intent customers.

If you're looking to lower your cost and improve retention while scaling effectively, Nift could be the game changing solution for your brand. If this episode brought value. To you, please subscribe to the 2X eCommerce podcast on your preferred platform. Your support helps us bring more insightful conversations and high impact guests straight to you.

Don't forget to leave a review and share this episode with other 2X eCommerce operators looking to grow. Until next time, keep pushing the boundaries on scaling your 2X eCommerce business. Thank you for listening.