Montana Knife Company pulled in $1.7 million over Black Friday weekend without discounting a single knife. Co-founder Brandon Horoho explains how: five targeted product drops, one for each customer persona. An email cadence so aggressive he was watching unsubscribe rates like a hawk. And a VIP program where the reward shows up unannounced in your mailbox. It’s a story about knowing exactly who your customer is and giving them what they want before they ask. Also: why Brandon actually high-fives when his repeat customer rate goes down.

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LINKS

• Montana Knife Company: https://montanaknifecompany.com
• MKC on Instagram: https://instagram.com/montanaknifecompany
• Brandon’s first episode: https://unofficialshopifypodcast.com/episodes/montana-knife-company

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The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who’ve built thriving ecommerce businesses.