How Data Backups Can Save Your Brand with Rewind’s General Manager of Ecommerce Daniel Sim
One second your data is there. The next second it’s all gone. You blink, and you lose everything in a matter of seconds. We’ve all been there—at least on a personal level—but it’s a whole other story when a business is on the line.
SaaS platforms don’t back up mission-critical cloud data. Most brands don’t know that. And unfortunately, they only understand that truth once they’ve experienced a major data loss event and its impacts.
Founded in 2015, Rewind backs up, restores, and copies all the information stored in SaaS applications, preventing data catastrophes. Security is at the core of what they do. From Paul Mitchell to Gymshark, brands turn to Rewind to protect the high-priority data that powers their business.
We chatted with Daniel Sim, General Manager of Ecommerce at Rewind, about why every brand needs a backup solution and data security best practices.
Building a Safety Net
Most brands assume their SaaS data is protected, stored, and easily accessible at any time. But, unfortunately, that’s not the case.
Data catastrophes can happen to any brand at any time. Sometimes it’s late on a Friday night and an employee pushes the wrong button. Sometimes a growth marketer installs a new app that needs data access, and there’s a bug in the app that corrupts data.
Most SaaS platforms live by the Shared Responsibility Model. If data loss occurs for all paying customers, the SaaS company restores the data. But, if it’s an issue impacting only one brand, they won’t do it. Put simply, software customers are always responsible for ensuring data is protected.
That’s why DTC brands need backup solutions like Rewind. But, at the end of the day, everyone needs a backup solution. It’s not exciting. It’s not sexy. But, it’s important.
“These data disasters can happen to anyone. We help you recover from very specific errors related to your data.”
SaaS Backups for Every Brand
For most brands, backups aren’t top of mind. Unfortunately, most brands come to Rewind after they’ve experienced a data loss event and the mass impact of that.
Rewind partners with brands of all sizes. Data loss events can wipe out anyone—from new DTC brands to legacy retailers.
When onboarding brands, Rewind first tries to understand the data security practices already in place, asking:
- Who has access to your systems?
- Does every person need that level of access?
Then, they run through password policies and general data practices, helping brands understand the whole picture.
Installing Rewind is simple. It’s an easy installation. And then, brands connect it to Shopify or BigCommerce. Rewind also offers backup protection for Quickbooks Online, Trello, Github, and Microsoft 365 users.
The software acts as a time machine. Brands can go back to any day or time and recover deleted products, individual blog posts, or other data. In an ideal world, after setting up Rewind, brands won’t use it again.
Beyond the backups product, Rewind also has a product called Copy for brands to replicate single items or all their cloud data.
Regardless of the industry, lost data can result in costly downtime. It can hurt business reputation, client perception, and loyalty.
“The average business has tons of SaaS products in their organization. We want to be the backup provider for all your SaaS stack.”
Why Backups Matter
With the rise in cyber attacks, all businesses should review the policies, procedures, and programs they have in place to ensure they’re protected against cybercrime.
Ecommerce is growing. And, brands shouldn’t be scared to make updates to their site or change designers or agencies because it could result in data loss. They shouldn’t be afraid to install a new app when it could boost sales.
Backups help brands act boldly in situations like that. With tools like Rewind, no longer do brands have to worry about an app or site damaging their store.
Some best data practices from the Rewind team include:
- Installing a password management solution.
- Embracing multi-factor authentication (MFA).
- Adopting the principles of least privilege.
- Properly vetting apps.
- Watching for cybercrime.
- Backing up data.
“The need for backups is increasing. These issues aren’t going away, and you need a solution that prevents data loss events from happening or at least helps you recover.”
The Future of Data Protection
Daniel says, “We’ll see more regulations coming from the government. It’s already a trend.”
He just hopes it’s not a burden on small businesses.
The other trend he’s seeing is that there are more and more sophisticated ways to secure accounts and data aka multi-factor authentication.
Rewind is maturing in terms of how they’re approaching data loss events and preventing them from happening. For example, in the future, they’ll be able to quickly detect data anomalies and proactively protect brands from data loss events.
At the end of the day, Rewind believes, “your data is your data.” So, they’ll never sell a brand’s data or use it to their advantage. They protect it in every way possible.
“Down the line, we expect to see even more secure authentication methods for data access.”
- What to pledge
- How to improve
- Which tools will set you up for success
I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.
This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.
We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.
Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.
Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.
Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.
If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.
Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!
One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!
Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.
Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.
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33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.
The benefits of elevating your customer experience:
- 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
- 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
- 87% of customers who have a great customer experience will make another purchase
- 72% of customers share positive experiences with 6 or more individuals
Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.
Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!
Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!
I'm supposed to say Tydo, right? 😉
Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.
A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.
At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.
Klaviyo. We're using it to power our email and newsletter at soona too!
Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.
Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.
Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.
Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.
When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.
Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!
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