The Reversed Cart Playbook
🚀 How to Get Customers to Pay Before They Even Choose, Google & Bing’s Latest Ad & Search Updates, and more!
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Brain cells > GPT
In this newsletter, you’ll find:
🚀 The Reversed Cart Playbook: How to Get Customers to Pay Before They Even Choose
🔍 Google & Bing’s Latest Ad & Search Updates
🏆 Ad of the Day
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Together with Poplar
How Kettle & Fire leveraged direct mail to win back customers
Email and digital ad performance aren’t what they used to be, and brands are looking for new, efficient ways to reengage their customers and drive repeat purchases.
That’s why Kettle & Fire turned to direct mail with Poplar to reach valuable customers who simply weren’t engaging with their email campaigns.
Using Poplar’s easy Klaviyo integration, Kettle & Fire targeted lapsed customers who didn’t open their emails with a 1:1 mailer that fit into their existing Klaviyo workflows. Not only did this immediately boost the response rates of that group by 1.4%+, it drove over 15x ROI.
Don’t take our word for it, hear it from them directly: “We use Poplar for our win-back campaigns, and they’ve consistently shown a super high ROAS with personalized messaging and content.”
Want to see how direct mail can drive more conversions for your brand?
🚀 The Reversed Cart Playbook: How to Get Customers to Pay Before They Even Choose
Most eCommerce brands follow a flawed sales model—forcing customers to browse, decide, and then buy. But what if we flipped the entire process?
Instead of convincing customers to choose products, what if they committed to spending first, before even picking what they want?
That’s the Reversed Cart Model—a high-leverage revenue system that removes choice fatigue, increases AOV, and locks in sales upfront before customers even select an item.
This isn’t a theory. Nike, Sephora, and Allure Beauty have already used it to drive millions in extra revenue. Here’s how to make it work step-by-step for your brand.
The Tiered Reversed Cart Model: A Framework for Every Brand Type
Not every eCommerce brand can apply this the same way. A luxury apparel brand won’t run a mystery box, just like a supplement brand won’t offer a shopping pass.
Here’s how to tailor the Reversed Cart Model to your business type:
How to Deploy The Reversed Cart Model (Step-by-Step)
1. Pre-Paid Shopping Credits (The “Bankroll” Effect)
Instead of a traditional discount, customers deposit money upfront for a bonus when they check out.
Example: “Deposit $100 today and get an extra $20 free to spend.”
Tech Stack: Recharge (for pre-paid credit), Nosto (for personalization), Klaviyo (email flows).
2. VIP Access Paywalls (Turning Shopping Into an Exclusive Event)
Charge customers for access to premium shopping experiences instead of just discounts.
Example: “Buy a $50 VIP Shopping Pass to unlock members-only pricing and early drops.”
Tech Stack: Skio (for membership gating), LoyaltyLion (VIP perks), Shopify Scripts (for exclusive pricing rules).
3. Spend-First Bundles (Customers Pay, Then Pick)
Let customers pay first for a premium selection experience.
Example: “Pre-pay $75 for a skincare bundle worth $120+—you pick your items after checkout.”
Tech Stack: Rebuy (upsell automation), Smartrr (bundle selection flow), Yotpo (UGC/social proof).
The Reversed Cart Revenue Engine: Full Funnel Execution
Most brands fail at execution because they implement these models without the right customer journey.
Here’s the full flow to make it work:
In The Future of eCommerce: Customers Don’t Just Want Discounts—They Want a Better Way to Buy
If your brand is still running a standard cart, you’re leaving money on the table.
The best DTC brands don’t optimize ads—they optimize buying behavior. The Reversed Cart Model is how you engineer higher AOV, lower CAC, and repeat revenue without relying on constant retargeting.
🔍 Google & Bing’s Latest Ad & Search Updates: What Marketers Need to Know
Insights from SEL
Google and Bing are making key changes to ad placements and search analytics, impacting how advertisers optimize campaigns. From ad-heavy Bing results to Google's new Demand Gen controls and Bing’s enhanced data insights, these updates shape search strategies for 2025.
- Google Rolls Out Channel Control for Demand Gen Campaigns - Google Ads now lets advertisers choose where Demand Gen ads appear across its platforms. However, performance data is still grouped under "Google-owned channels", limiting visibility into individual platform performance. Many advertisers are waiting for more detailed insights before making adjustments.
- Bing Adds Date Range Comparisons for Better Search Analysis - Bing’s new side-by-side data comparisons let advertisers track trends, seasonal patterns, and marketing campaign effectiveness. This feature removes reliance on third-party tools, making it easier to benchmark goals and identify areas for search performance improvements.
- Bing Tests Ad-Heavy Search Results, Shrinking Organic Visibility - Bing is experimenting with up to seven ads per page, drastically reducing organic search visibility. With only one or two organic results, advertisers will need to adjust bidding strategies as CPC rates rise and competition for top placements intensifies.
Bing’s new performance tracking tools give businesses actionable insights, helping them analyze seasonal trends, refine targeting, and adjust strategies without third-party tools.
🎥 Ad of the Day
What Works:
The three core benefits (time-saving, cost-effective, and health-focused) are presented in a hierarchical, structured manner using bullet points, bold text, and checkmarks. This taps into cognitive fluency, making it easier for consumers to process information quickly.
It also functions as a pattern-interrupting hook that immediately captures attention. Lists and numbered frameworks are psychologically proven to increase engagement because they set clear expectations and make information easier to digest.
The "SHOP NOW" CTA is bold and actionable, standing out against the light background. The price point ($2.34 per smoothie) is also strategically placed to combat price resistance by making it feel like a low-commitment and high-value purchase.
What Could be Better:
While the logical benefits are strong, emotion drives conversions more than logic. A tagline like “Fuel Your Hustle in Seconds” or “The Easiest Way to Feel Your Best” could create a deeper lifestyle association rather than just stating the features.
Broader Insights:
Kencko taps into the modern wellness consumer's mindset—seeking nutritious yet convenient solutions. This aligns with the on-the-go nutrition market, where convenience and clean ingredients are non-negotiable for today’s buyers.
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