Articles & Podcast Episodes

Talk Commerce WILSON GRIFFIN

Revolutionizing Resale: Wilson Griffin on Recurate’s Sustainable Fashion Mission

In this episode of Talk Commerce, I had the pleasure of sitting down with Wilson Griffin, CEO and founder of Recurate. Wilson shared his insights on the resale market, sustainable fashion, and how Recurate empowers brands to embrace circularity.

The Environmental Impact of Fashion

Wilson highlighted the massive environmental footprint of the apparel supply chain, particularly in the fashion industry. He emphasized the duty of brands and enablers like Recurate to optimize manufactured product use.

“The apparel supply chain fashion in particular, but this is true of other industries as well, is it has a massive, massive environmental footprint. Just the amount of raw materials and resources that go into manufacturing the products that we buy.”

We can significantly reduce the industry’s environmental impact by extending product life cycles and reducing dependence on manufacturing new items.

Bringing Brands into the Resale Economy

Historically, brands have been excluded from the resale economy, with platforms like eBay and Poshmark facilitating secondhand sales without brand involvement. Recurate aims to change that by helping brands manage their own resale programs.

“What we’ve set out to do is help those brands to participate in this. So all of a sudden brands are incentivized to make higher quality goods that will last longer because they’re actually going to benefit from the second, third and fourth sales.”

By connecting brands with the resale market, Recurate enables them to benefit from multiple product life cycles, incentivizing the production of higher quality, longer-lasting goods.

Resale OS 2.0: Streamlining the Resale Process

Wilson introduced Recurate’s latest offering, Resale OS 2.0, which provides modular solutions for brands to integrate resale into their existing e-commerce ecosystem. With features like seller influencer closets and the ability to quickly launch resale programs, Recurate is making it easier than ever for brands to embrace circularity.

“The way that we, uh, work with brands is we’ve we fully integrate into their sort of e-commerce ecosystem tech stack. Uh, what that means is that we have access to a lot of that brand’s information as far as, you know, customer purchase history, the brand’s catalog.”

This integration allows brands to leverage customer data and product information to optimize their resale offerings and meet customer demand.

The Future of Sustainable Fashion

As we move into 2024 and beyond, Wilson sees a significant opportunity for brands to invest in sustainable practices and embrace the resale market. By offering secondhand products alongside new items, brands can grow their revenue without increasing their environmental footprint.

“There really is no incremental water usage or greenhouse gas emissions to sell a product a second time. All of that environmental impact went into the first sale of that product.”

https://youtu.be/UKrY7PvlzH0

Brands prioritizing sustainability, transparency, and innovation in their supply chains will be well-positioned to thrive in the growing resale economy.

As a fervent advocate for sustainability, I believe that the work Recurate does is crucial in transforming the fashion industry. By empowering brands to embrace resale and circularity, we can significantly reduce the environmental impact of the apparel supply chain while still meeting consumer demand.

I encourage listeners to check out Recurate’s website and reach out if you’re a brand interested in launching a resale program. As consumers, we can also support brands that offer resale options and prioritize sustainability.

To hear more of Wilson’s insights and the full conversation, be sure to listen to the complete Talk Commerce podcast episode. Let’s work together to revolutionize the fashion industry and create a more sustainable future.

Talk Commerce - Brian Gerstner

Strategic Partnerships: Navigating the Evolving Marketing Landscape with Brian Gerstner

Welcome back to Talk Commerce! Today, we had the pleasure of chatting with Brian Gerstner, President of White Label IQ, about the crucial role of strategic partnerships in the ever-changing marketing world. Brian’s insights into leveraging partnerships, navigating the rise of AI, and preparing for the upcoming holiday season were truly insightful.

The Power of Niche Expertise and White Label Partnerships

Brian emphasized the increasing need for specialization in the marketing industry, especially with the rise of AI tools like Jasper and ChatGPT. He believes AI will ultimately “beat the mediocrity out of all of us,” pushing agencies and businesses to focus on their core strengths and partner for specific needs.

“AI is going to not be your friend” if you’re “just getting things done and checking off boxes.”

This resonated with me deeply. As someone who has witnessed the evolution of the digital marketing landscape, I’ve seen firsthand how crucial it is to develop and excel in a niche. Partnering with experts like White Label IQ allows agencies to access specialized skills without the fixed costs of hiring full-time staff.

AI: A Tool, Not a Replacement

While AI presents incredible opportunities, Brian rightly points out that it does not replace human expertise. AI tools are powerful for content creation and iteration, but they lack the emotional intelligence and strategic thinking humans bring.

“AI is great at creating the pieces… but it’s not really great at bringing the pieces together.”

I couldn’t agree more. As marketers, we must guide and curate AI, ensuring it aligns with our brand voice, understands our audience, and ultimately serves our business objectives. The human touch is essential in crafting compelling narratives and building authentic customer connections.

Gearing Up for the Holiday Season and Beyond

With Black Friday and Cyber Monday just around the corner, Brian offered valuable advice for merchants and agencies.

“Plan ahead for next year… collect the information so that you can follow up with people so that you can grow your audience.”

His emphasis on leveraging first-party data for post-holiday nurturing resonated strongly. Building relationships with customers acquired during the holiday rush is key to long-term success.

Final Thoughts

Brian’s insights underscore the importance of adapting to the evolving marketing landscape. Embracing niche expertise, leveraging strategic partnerships, and understanding the potential and limitations of AI is crucial for staying ahead of the curve. As we head into the holiday season and beyond, remember the value of human connection and strategic collaboration in achieving sustainable growth.

Be sure to check out the full episode of Talk Commerce to hear more from Brian Gerstner and gain valuable insights for your business!

Talk Commerce - Mischa Zvegintzov

A 6-Step Guide to Landing Podcast Interviews to Grow Your Influence

Being a guest on shows can be a powerful way to grow your influence, establish thought leadership, and connect with new audiences. However, landing those coveted interview spots requires a strategic approach. In this post, we’ll dive into the six essential steps to mastering the art of podcast pitching, as shared by Mischa Zvegintzov, a renowned expert in the field.

1. Don’t Aim Only for the Biggest Podcasts

While setting your sights on the most popular podcasts is tempting, don’t overlook the value of smaller, niche shows. If a podcast has an audience that aligns with your message and expertise, it can be just as valuable as a larger platform. Focus on finding the right fit rather than solely chasing numbers.

2. Have a Compelling Story to Share

To capture the attention of podcast hosts and their listeners, you need to have a compelling story to share. Identify the unique value you can bring and craft a narrative showcasing your expertise and insights. Consider what challenges or problems you can help solve for the podcast’s audience.

3. Send a Simple, Direct Email Pitch

When reaching out to podcast hosts, keep your pitch simple and direct. Mischa suggests using a template like this: “I found your podcast, and you have a great show. Are you looking for an interesting guest to be on the show? If so, what are the next steps?” This approach is straightforward and shows genuine interest in the podcast.

4. Be Prepared for Rejection

Rejection is a natural part of the podcast pitching process. In fact, Mischa notes that only about 10% of pitches may receive a positive response initially. Don’t let this discourage you. Instead, be prepared for rejection and have a plan to follow up with those who don’t respond. Persistence is key.

5. Make a Counteroffer

If you receive a “no” from a podcast host, don’t let the conversation end there. Take the opportunity to make a counteroffer by inviting them to be a guest on your own podcast. This strategic move can open doors to valuable connections and potential collaborations down the line.

6. Take Action, Don’t Wait for Perfection

One of Mischa’s most important pieces of advice is to take action and start pitching, even if you don’t feel fully prepared. Don’t wait for everything to be perfect before contacting podcast hosts. You can figure things out as you go along. The key is to start building momentum and learning from the process.

Take Action!

Mastering the art of podcast pitching requires a combination of strategy, persistence, and a willingness to learn and adapt. By following these six steps shared by Mischa Zvegintzov, you can increase your chances of landing valuable podcast interviews and growing your influence in your industry. Remember, it’s not about aiming for perfection but rather about taking action and consistently putting yourself out there. With each pitch, you’ll refine your approach and move closer to becoming a sought-after podcast guest. So, start crafting your compelling story, send those pitches, and embrace the journey of building your influence through podcasting.

Talk Commerce - Ali Wing

The Sweet Future of Food: Exploring Sweet Proteins with Ali Wong of Oobli

Welcome to a new entry in my journey as a podcaster, where I had the pleasure of diving into a topic that’s not only fascinating but also revolutionary for the food industry. In my latest episode, I sat down with Ali Wong, the visionary CEO of Oobli, to discuss the transformative potential of sweet proteins. This isn’t just about taste—it’s about health, innovation, and the future of how we enjoy our favorite treats.

A Sweet Introduction

Before we delve into the meat of the conversation, I want to extend my gratitude to our sponsor, Oobli, for supporting our podcast. It’s partnerships like these that enable us to bring insightful content to you, our listeners.

The Talk Commerce Podcast: A Platform for Engaging Discussions

As the host of the Talk Commerce podcast, I’m always excited to invite you, the audience, to engage with us. Whether it’s through comments, emails, or social media, your participation makes our discussions richer and more meaningful.

The Power of Sweet Proteins

During the episode, Ali Wong illuminated the concept of sweet proteins—remarkable substances derived from plants and berries along the equator. These proteins are game-changers; they can mimic the sweetness of sugar without the negative effects on blood glucose levels or the gut microbiome. Imagine indulging in your favorite chocolate without the guilt of sugar!

Reducing Sugar, One Chocolate Bar at a Time

Our conversation ventured into the practical applications of sweet proteins. Oobli has been at the forefront, using these proteins to reduce sugar content in chocolate and other food products. The result? The same great taste and texture we all love, but with a fraction of the sugar.

A Healthier Sip: Sweet Proteins in Beverages

I was particularly intrigued by the impact of sweet proteins on beverages. Ali highlighted how these proteins could significantly reduce the calorie load in sodas and other drinks—a boon for anyone mindful of their sugar intake.

Athletes and Sweet Proteins: A Winning Combination

For athletes, the balance of protein and sugar in their diet is crucial. Ali discussed how sweet proteins could cater to the specific nutritional needs of athletes, providing the necessary energy without the excess sugar that’s often found in sports drinks and energy bars.

The Sugar Debate: Finding the Sweet Spot

Our discussion wouldn’t be complete without addressing the elephant in the room—the abundance of sugars in our modern diet. Ali and I explored the challenges this poses to our health, particularly the impact on our gut microbiome. She stressed the importance of balance and moderation, and the need to consider the long-term implications of our dietary choices.

Sweet Innovations Around the Globe

As we wrapped up our conversation, we touched on the fascinating use of alternative sweeteners in different cultures, like ube ice cream in Hawaii. It’s clear that there’s a world of possibilities when it comes to rethinking sweetness in our food.

Final Thoughts

My talk with Ali Wong was more than just a discussion about sweet proteins; it was a glimpse into a future where our health and our palates are no longer at odds. The potential of sweet proteins to revolutionize the food industry and improve public health is immense, and I’m excited to see where this innovation takes us.

I hope this blog post has given you a taste of the rich insights from my conversation with Ali Wong. For the full experience, be sure to listen to the episode on the Talk Commerce podcast. Until next time, keep savoring the sweet side of life—responsibly!

Talk Commerce - Ben Riggle

Navigating the E-Commerce Evolution: A Deep Dive with Ben Riggle

As the Talk Commerce podcast host, I’ve had the privilege of engaging with some of the most insightful minds in the e-commerce industry. In a recent episode, I sat down with Ben Riggle, the Managing Director for Channable, to discuss the dynamic world of online marketplaces and the strategies businesses can employ to thrive in this competitive space. In this blog post, I’ll share the key insights and lessons from our conversation, offering a comprehensive guide to expanding your online presence and optimizing your e-commerce strategy.

The Imperative of Diversification in E-Commerce

Ben Riggle opened our discussion with a critical look at the North American market, where Amazon has long been the dominant force. However, he stressed the importance of not putting all your eggs in one basket. Diversifying sales channels is not just a strategy; it’s a necessity for survival and growth in the current e-commerce climate. With Channable’s feed management platform, businesses can scale their presence not only in the US but globally, tapping into a multitude of marketplaces that offer unique growth opportunities.

Overcoming Marketplace Challenges

One of the most pressing challenges for sellers is managing product listings and campaigns across various marketplaces. This is particularly true in categories like fashion and jewelry, where the complexity of variants and platform-specific requirements can be overwhelming. Ben emphasized the need for a strategic marketplace match, ensuring that your brand and product category align with the platform’s audience and advertising opportunities.

The Rise of Retail Media and Platform Competition

The concept of retail media is reshaping the e-commerce landscape, with platforms like Amazon, Walmart, and even TikTok Shops vying for sellers’ attention. Ben highlighted the importance of considering factors such as distribution relationships, category competitiveness, and profitability when choosing which channels to prioritize. It’s a delicate balance between seizing advertising opportunities and maintaining a profitable distribution model.

Leveraging Insights and Automation with Channable

Channable is revolutionizing the way businesses approach marketplace selling with its insights tools. These tools help clients monitor and optimize product performance, providing scoring for listings and utilizing AI to automate categorization. This level of analysis and automation empowers businesses to make data-driven decisions about where to list and sell their products, maximizing their online potential.

Streamlining Advertising Campaigns

When it comes to advertising, managing both organic and paid campaigns can be a daunting task. Ben discussed how Channable simplifies this process, offering an end-to-end solution that streamlines campaign management. By reducing the time spent on manual tasks and enhancing control over advertising spend, businesses can more effectively optimize their campaigns for better results.

The Global E-Commerce Opportunity

Our conversation also touched on the push for North American clients to expand internationally, particularly into Canada and Mexico. Ben underscored the potential for businesses to tap into new markets, highlighting the advantages of trade agreements and the need to navigate compliance and paperwork challenges. Cross-border expansion is not just an option; it’s a gateway to the vast potential of the global e-commerce market.

Social Media’s Role in E-Commerce Expansion

Ben Riggle shared his insights on the evolving role of social media in e-commerce. Platforms like TikTok, Facebook, Instagram, and Pinterest are not only driving traffic but also generating significant revenue for businesses. He also pointed to the potential resurgence of Twitter and the impact of data and AI in shaping the future of online selling. For B2B businesses, social media presents an untapped avenue for distribution and marketing, one that is ripe for exploration.

Supporting Causes Through Collaboration

Lastly, Ben took a moment to highlight a cause close to his heart. He spoke about Knockaround sunglasses and their collaboration with the Trevor Project, an initiative supporting young men grappling with issues related to sexuality. This partnership exemplifies how businesses can leverage their platform for social good, aligning their brand with meaningful causes.

Conclusion

The e-commerce landscape is in a constant state of flux, with new challenges and opportunities emerging at every turn. My conversation with Ben Riggle provided a wealth of insights into how businesses can navigate this complex environment. By diversifying sales channels, optimizing listings, embracing retail media, and considering global expansion, companies can position themselves for success in the ever-evolving world of online marketplaces. Whether you’re a seasoned e-commerce veteran or just starting, the strategies discussed in this episode of Talk Commerce are invaluable for anyone looking to make their mark in the digital marketplace.

Talk Commerce - Josh Gibson

Navigating the Marketplace Maze: Insights from Marketing Maverick Josh Gibson

Welcome to the latest entry on my “Talk Commerce” blog, where I, Brent, your host and guide, delve into the dynamic world of commerce and marketing. In a recent episode, I had the pleasure of sitting down with Josh Gibson, a seasoned marketing leader and the Vice President of Marketing at Simon Data. Josh’s expertise lies in scaling early-stage and venture-backed B2B SaaS companies, and he brought a wealth of knowledge to our conversation.

The Sojourn Group’s Mission: Empowering Brands in the Marketplace

Josh Gibson is not just a marketing guru; he’s also at the helm of Sojourn Group, a consulting agency that specializes in helping brands transition from traditional distribution models to thriving as third-party sellers on marketplaces like Amazon and Walmart. During our chat, Josh illuminated the various services they offer, from customer service to PPC, warehousing, and listing optimization. It’s clear that Sojourn Group is dedicated to ensuring brands can navigate the complexities of marketplace selling with ease.

A Day in the Life of a Marketing Leader

Josh’s day-to-day is a testament to his leadership and vision. Overseeing a team of 36, he ensures that every department is aligned and driving the company forward. But it’s not all work and no play for Josh; he’s a family man at heart. He cherishes spending time with his wife and four kids, especially when it involves camping for 40 to 50 nights a year. It’s this balance of professional drive and personal passion that makes Josh a truly inspiring figure in the marketing world.

The Lighter Side of Commerce

Our conversation took a playful turn when I shared a joke, prompting a humorous exchange. It’s moments like these that remind us of the human element in business, something that’s often overlooked but is always present.

The Marketplace Giants: Amazon, Walmart, and Target

The discussion shifted to the competitive landscape of marketplaces, where giants like Amazon, Walmart, and Target are vying for dominance. Josh highlighted Target’s strategic approach to onboarding new sellers and the recent partnership between BigCommerce and Target. He shed light on the application process, approval timelines, and the unique requirements of each platform.

The eBay Enigma and Beyond

We also tackled the challenges and opportunities of selling on eBay and pondered the potential for smaller marketplaces to stand toe-to-toe with the industry’s heavyweights. Josh’s insights into the complexities of marketplace selling were eye-opening, underscoring the importance of a strong team to manage the multifaceted nature of this business model.

The Power of Partnership and Optimization

Josh emphasized the value of partnering with agencies like Sojourn Group, which can help brands cut through the noise and optimize their marketplace listings for maximum impact. He also touched on the fulfillment services offered by Amazon and Walmart, the rise of multichannel fulfillment, and the crucial role of data visualization and reporting in marketplace performance.

Final Thoughts

Our conversation with Josh Gibson was a deep dive into the evolving landscape of marketplace selling. For brands looking to expand their presence across various platforms, the insights shared in this episode are invaluable. The strategic considerations discussed will undoubtedly aid any company in making informed decisions about their marketplace strategies.

Stay tuned for more episodes of “Talk Commerce,” where we continue to explore the intersection of marketing, technology, and commerce. Until next time, keep innovating, keep marketing, and keep creating connections that drive commerce forward.

Talk Commerce - Raul Galera

E-Commerce Referral Marketing: Insights from a Partnership Manager with Raul Galera

As the co-host of the Talk Commerce podcast, I recently had the pleasure of sitting down with Raul Galera, the Partnership Manager at ReferralCandy, to discuss the dynamic world of e-commerce. In a landscape that’s constantly evolving, Raul brought to the table a wealth of knowledge on current trends, challenges, and strategies that are shaping the industry. In this blog post, I’ll share the key insights and lessons from our conversation, offering a deep dive into the world of e-commerce from the perspective of a seasoned expert.

The Role of AI and the Impact of Rising Ad Costs

Raul began by shedding light on his role at ReferralCandy and how the company is navigating the e-commerce space. One of the most intriguing points he mentioned was the increasing use of AI for content generation. As brands strive to stay relevant and engaging, AI tools are becoming a game-changer in producing content at scale.

However, it’s not all smooth sailing. Raul pointed out the significant impact of rising ad costs on e-commerce brands. With the cost of customer acquisition climbing, brands are feeling the pinch, especially during high-stakes sales periods like Black Friday and Cyber Monday.

The Shift to Organic SEO and Understanding Consumer Behavior

The conversation then turned to the strategic shift towards organic SEO. As ad costs rise, e-commerce brands are looking to organic search engine optimization to drive traffic without breaking the bank. Raul emphasized the importance of understanding the nuances in consumer behavior, particularly the differences between products that fulfill needs versus those that are more likely to be impulse buys.

Offline Interactions and the Resurgence of Physical Mail

In a digital age, it’s easy to overlook the power of offline interactions. Raul highlighted an interesting trend: the use of physical mail for marketing purposes. This throwback approach can cut through the noise of digital marketing, offering a tangible touchpoint for customers.

Preparing for Black Friday and Cyber Monday

Looking ahead to major sales events, Raul anticipates a softer approach to discounts from e-commerce brands. Thanks to better stock management and preparation, brands may not need to rely as heavily on deep discounts to attract customers.

The Importance of a Clear Post-Purchase Plan

A key takeaway from our discussion was the importance of having a clear post-purchase plan. Raul stressed the significance of post-purchase customer journeys and the introduction of new and complementary products after the initial sale. This strategy is crucial for engaging customers and encouraging repeat purchases, which fosters brand loyalty.

The Power of Partnerships in E-Commerce

Raul then delved into the world of partnerships, explaining the two main types: co-selling and influencer marketing. He underscored the value of mutually beneficial relationships, whether between brands or with influencers. Co-marketing with complementary brands and strategic influencer marketing can drive sales and elevate brand awareness.

Leveraging Word-of-Mouth with ReferralCandy

Introducing ReferralCandy, Raul explained how the solution empowers brands to leverage word-of-mouth marketing through a referral program. The automated nature of the program incentivizes customers to refer friends, benefiting all parties involved.

Conclusion: Embracing the Future of E-Commerce

As we wrapped up the episode, Raul extended an invitation to brands to consider implementing a referral program to tap into the power of word-of-mouth marketing. He also offered his contact information for further discussions or inquiries.

The e-commerce industry is a complex and ever-changing beast, but with the insights from Raul Galera, brands can navigate it with greater confidence. From the impact of AI and ad costs to the strategic use of partnerships and referral programs, there are numerous opportunities for brands to thrive. As we continue to explore these topics on Talk Commerce, I invite you to join us on this journey and discover how to leverage these insights for your own e-commerce success.

  • Referral Candy: 00:01:22, 00:29:52
  • Shopify: 00:02:01, 00:22:36
  • AI (Artificial Intelligence): 00:07:00
  • Organic SEO: 00:10:33
  • Clienteling: 00:14:14
  • Amazon Days: 00:18:35
  • Klaviyo: 00:23:43
  • Influencer Candy: 00:28:50