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DroulezвЂ™s data-driven focus partly comes from his background as a trader in finance. The best marketing is word of mouth, вЂњwhich is really powerful, but you canвЂ™t measure it directly.вЂќ To get вЂњoutside of the DR flywheel,вЂќ Parachute is trying tactics like #myparachutehome on social media to encourage more conversation about its products.Д«ut how do you make a hashtag data-driven? Increasingly, marketers must be adept at analyzing structured and unstructured data to identify patterns, he said. Marketing canвЂ™t fix a bad product or poor customer experience. Lifetime value, for example, can be negatively affected if items are out of stock, defective or if shipments go awry. As CMO, Droulez often takes a step back to look at the bigger picture. Historical performance and the overall media mix allows Parachute to contextualize one channelвЂ™s performance against the whole.ДЇactors beyond marketing also impact customer loyalty and repeat purchases. Parachute uses an attribution methodology вЂ“ Droulez calls it вЂњa methodology because itвЂ™s not a truth or lawвЂќ вЂ“ to understand how each marketing channel contributed to a sale. ItвЂ™s up to the marketer to take those skewed perspectives and find out what really happened. вЂњEvery platform will tell you what it thinks it did, and there is a portion of truth in every platformвЂ™s perception of how many people bought or converted.вЂќ вЂњWe look holistically to keep things honest,вЂќ he said. And experiential marketing, including the Parachute brick-and-mortar stores, makes the brand feel more anchored and legitimate to shoppers.Дigital platforms still have their place in ParachuteвЂ™s marketing вЂ“ but Droulez takes a cautious approach to connecting their contribution to a sale. It buys on Facebook but uses more Instagram and Instagram Stories posts.

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Parachute has invested in podcasts, tested TV and ran out-of-home campaigns. Over the past year and a half, Droulez has added more channels to the companyвЂ™s marketing mix. вЂњWe want to be a premium home brand.вЂќДЄs Parachute expands its product assortment, itвЂ™s also diversifying its marketing.

вЂњBedding was a vehicle to gain customer trust, but it was never the end goal,вЂќ said Parachute CMO Luke Droulez. Five years later, Parachute sells sheets, towels, mattresses, bathrobes and baby blankets to consumers online and in five stores on each coast. We joined Ariel for a chat about morning rituals and breakfast in bed must-haves in a little twist on our usual Mornings WithвЂ¦feature.Once upon a time, direct-to-consumer startup Parachute sold high-quality sheets online, touting efficiencies by cutting out middlemen. WeвЂ™re loving ParachuteвЂ™s clean, well-styled vibe, envelope closure pillowcases, and topless lifestyle - Ariel urges everyone to consider foregoing their top sheet for a little chic, Euro-style uplift!

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The idea of offering top notch Italian bedding to the masses might not sound ground-breaking at first glance, that is until you view the price tag: a little over two hundred dollars for a full set of artisan-made Italian bedding. After a blissful night wrapped in perfect Italian bedding on a trip to the Amalfi Coast, Parachute Home founder, Ariel Kaye decided to make it her mission to bring this luxurious and restful experience to the rest of us here at home.

Ariel KayeвЂ™s big idea began as so many good ideas do: with a good nightвЂ™s sleep.

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