How to Turn Customers Into Community #604 — Add To Cart: Australia’s eCommerce Show

Everyone says they’re building a community. But very few brands actually are.

In this Add To Cart Playbook, we break down what it really takes to turn customers into a community that drives loyalty, repeat purchases and word of mouth.

Featuring insights from Tara McKeon (Proud Poppy), Briony Kennedy (Adorn Cosmetics), Anastasia Lloyd-Wallis (Retail Doctor Group) and Laura Thompson & Sarah Sheridan (Clothing The Gaps), this episode explores why the brands winning today aren’t just building audiences: they’re building belonging.

In Today's Playbook:

How Tara McKeon built a 22,000-member community around Proud Poppy that drives repeat purchases
Why the strongest ecommerce brands focus on community before conversion
How letting customers lead the conversation can create deeper loyalty than any campaign
Why status and belonging can outperform discounts in loyalty programs
How brands like Clothing The Gaps turn customers into participants in a community-driven mission

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Explore Proud Poppy
Tara's main episode
Adorn Cosmetic's main episode
Clothing the Gaps' main episode

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