We spoke with Dave Diamond from ZUMI on doing business Down Under, marketing challenges, and trying to reach a broader audience.
Tell us about your business! What do you sell and what inspired you to start it?
We’re Australia’s only online Electronics & Tech “Boutique.” Initially I set up ZUMI to offer Australians a better shopping experience online when it came to electronics. All the fashion brands focus on curation, design, and service, but there wasn’t anything there for tech.
It’s always overwhelming shopping for your latest laptop or phone. So we wanted to make it a more enjoyable, reliable, and personal experience.
Unlike all the other big box stores, our small team focuses on supplying our customers with only the best in tech. Our nerds check online reviews and test all the products. So when you shop at ZUMI, you know you’re spending your money right. We’re also working on our own small range of more affordable tech at even higher quality standards to some of the best brands we stock.
One of our biggest selling points is that we offer zipPay at checkout. zipPay is a "Buy Now Pay Later" option that helps us convert browsers into shoppers by offering customers the ability to pay over time with flexible interest free payments.
How do you go about marketing your business?
I’ve always wanted to ensure we had steady traffic regardless of our marketing budgets. Selling top brands online means we have extremely tight margins, which is why I’ve focused a large amount of our time on SEO. Organic traffic is one of our biggest contributors in sales. We try for the longer tail keywords.
We also do a bit of remarketing with Facebook Ads and dynamic stuff using lookalike audiences built from captured emails through Privy. Our email marketing is basic at the moment.
As for our on-site offers, we always offer people incentives to come back and shop using exit intent targeting through Privy.
We look around for other free methods we can try, like commenting on Reddit posts and partaking in Facebook groups, too.
What types of offers work best for you?
We can’t discount too much due to margins. But we offer new customers $10 off their first order and also push our free shipping forever policy.
What else besides Privy is in your tech stack?
We also use SEM manager, Beautiful Abandoned Cart, Conversio, and InstaSearch.
What are some of your biggest business or marketing challenges?
There are plenty of challenges for any entrepreneur, but the biggest ones for us are:
Finding ways of competing with bigger dudes with cheaper prices.
Running all web design and marketing on my own. So there’s really no time to focus on social platforms, content creation, and so on.
Limited ad budgets + time
Deciding on best marketing channels
What advice would you give to other entrepreneurs or small businesses?
Don’t compare yourself to others when seeking inspiration.
You can’t do everything. Stop trying.
If you’re feeling depressed or unsure, get off the computer and read a book.
Patience is essential. Always!
If you’re a fellow Aussie, ZUMI has continent-wide shipping for interest free electronics. At Privy HQ we’re crossing our fingers they’ll expand to the States soon!
Check out a few related interviews on how our customers build their businesses with Privy.