Customer Experience

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
Jason Sidana

A Deep Dive into Growth, Partnerships, and Staying Connected with Customers: A Conversation with Jason Sidana and Madeleine Anderson

Hello everyone, I’m excited to share with you a fascinating conversation I had with two exceptional guests, Jason Sidana, Chief Growth Officer at Maxburst, and Madeleine Anderson, Partner Manager at Endear.

Jason Sidana | maxburst
Jason Sidana

Meet the Guests

Jason Sidana is a man of many hats at Maxburst, a web design and development agency. He juggles sales, marketing, and project management while focusing on the company’s growth and helping clients achieve their growth goals. Jason’s passion for business is evident, and he enjoys delving into operational and management books.

On the other side, we have Madeleine Anderson, who is based in Fargo, North Dakota. As the Partner Manager at Endear, a CRM and clienteling tool for retail brands, she handles co-marketing activities, lead generation, and events with partners. Madeleine is also passionate about triathlons, which adds an interesting twist to her personality.

Jason’s Journey into the Industry

Jason’s journey into the industry is rooted in his family’s footwear and apparel stores. This exposure sparked his interest in retail, leading him to build a custom POS system and expand into wholesale and various sales channels. This entrepreneurial journey eventually led him to start his own agency, which later merged with Maxburst.

Maxburst’s Holistic Approach to Client Growth

At Maxburst, Jason and his team take a holistic approach when working with clients. They delve into the granular details of the business’s operations, including logistics and staff management. This comprehensive understanding of the client’s business allows them to identify areas for improvement.

The Power of Partnerships

Jason emphasizes the importance of partnerships when building a tech stack for clients. He believes that it’s impossible to do everything on your own and that finding good partners in the ecosystem is crucial. By collaborating with experts in specific areas, such as CRM or middleware integration, they can provide comprehensive solutions to their clients.

Leveraging Sales Staff as a Marketing Tool

Jason shares an interesting insight about using sales staff as a marketing tool. He realized that there was downtime during lunch hours and late evenings when the sales staff could engage with customers and potentially increase sales. This benefited the sales staff by earning them extra commission, creating a seamless customer experience, and improving overall satisfaction.

The Importance of Merging Retail and E-commerce

Madeleine adds to the discussion by highlighting the importance of merging retail and e-commerce. She explains that in the past, retail was seen as a stepping stone towards e-commerce, but post-COVID, retail has become crucial for quick and convenient product access. The omnichannel concept has gained significance, emphasizing the need for businesses to have a cohesive presence across multiple sales channels, including retail, online, and marketplaces.

Staying Connected to the Customer

Jason discusses the concept of companies losing their soul as they grow larger. He shares his personal experience of staying connected to the end consumer by working as a salesman in his family business. By doing so, he gained valuable insights into customer trends, preferences, and needs, which helped him make better decisions regarding purchasing and customer experience.

Wrapping Up

As we wrapped up our conversation, Jason offered his sneakers and website development services. Madeleine expressed her gratitude for being part of the podcast. This conversation was a treasure trove of insights and lessons, emphasizing the importance of partnerships, understanding the customer, and staying connected to the customer as a business grows.

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The Importance of Online Channels in Customer Service

The Importance of Online Channels in Customer Service

This article explores the importance of online channels in customer service. Discover how digital communication tools can transform customer relations, offer personalized experiences, and provide cost-effective, efficient service.

Talk-Commerce Stephanie Bateman

Scaling E-commerce Success: Unifying Customer Service with Stephanie Bateman of Gorgias

In this episode of Talk Commerce, your host, Brent Peterson, sits down with a distinguished guest, Stephanie Bateman, a dynamic sales leader with a focus on meaningful business development and account growth. Stephanie’s unwavering commitment to her work and her knack for devising simple yet effective solutions to intricate business problems have won her accolades in her industry, reflected in her impressive less than 5% annual client churn rate and extensive experience managing complex sales cycles that span over 60 days.

During the conversation, Stephanie shares invaluable insights on Gorgias, a cutting-edge customer service platform designed specifically for e-commerce merchants. Gorgias is built to support an array of tools, integrating support over email, live chat, voice, Facebook, Instagram, Twitter, and SMS into a single feed, enabling merchants to deliver top-tier customer experiences at scale on Shopify, BigCommerce, and Magento.

Boasting a current customer base of 10,000+ e-commerce merchants, including household names like Steve Madden, Timbuk2, Decathlon, and Sports Illustrated, Gorgias has become an e-commerce industry game-changer. The love for Gorgias among its users isn’t just for its innovative product but also for its relentless focus on e-commerce needs and, above all, its lightning-fast customer service response times.

With successful fundraising rounds in December 2020 and this year, amounting to $25 million and $30 million respectively, Gorgias has doubled its growth in significant ways, including annual recurring revenue, customer base, and team size. The platform continues to expand rapidly, always in search of new team members keen to grow with them.

Don’t miss this enlightening episode with Stephanie Bateman, where we dive deep into the world of e-commerce customer service and the ways Gorgias is making a significant impact. Tune in to learn more about Stephanie’s journey, her strategies for account growth, and what the future holds for Gorgias.

Adobe Commerce Support Alliance Interview with Ray Bogman

Adobe Commerce Support Alliance Interview with Ray Bogman

The Adobe Support Alliance is an ambitious effort by Adobe to better serve the client and the partner. It is a three-way commitment involving Adobe, the client, and the partner, with each party taking on the responsibility to help provide the best possible service.


Forget Everything You Thought You Knew About Brand Collaboration with Scott Moore

Veteran Twin Cities marketer, Scott Moore thinks he’s found that most elusive of opportunities. A new way for businesses to reach the parts and touch the hearts of customers that the $300bn US ad industry simply cannot.

After a storied and successful career beginning at the legendary Fallon agency, rising to the top of marketing at Best Buy and then as CMO of Wynn Resorts, Scott has invested billions of dollars on every form of marketing and has seen every enduring and ephemeral 21st century trend.

Which makes his latest move one that we should all stand up and pay attention to.

Last year, bitten by the collab bug and smitten by the business opportunity, Scott left corporate marketing behind to launch Colaboratory with his co-founder Brian Bispala, formerly the CTO of Code 42.

Colaboratory is a marketing automation platform that makes it easy for brands of all types and stripes, shapes and sizes to meet, match and execute brand x brand collabs to drive growth and enhance brand perception.

In today’s episode Scott explains how;

  • Brand collabs cut through the digital clutter to create impactful and effective marketing in an age when marketing has been increasingly commodified. 
  • Collabs will counter a cookie-less future promising less creativity and a return to “bigger-takes-all” message bombing.
  • How a “collab marketplace” solves many of the friction points stymying brands as they try to get in the game.
  • Collabs are now available to all brands not just a tool that has been mastered by culture-forward brands in Food, Fashion, Sports and Entertainment.
  • Collabs help brands, “share and square” their equity across platforms and touchpoints, dimensions and domains.
  • Brand collabs enable brands to divide the effort and multiply returns as they expand customer perception and accelerate new product and promotional opportunities.

Today’s show is an insider view on how the best marketing brains are developing this new muscle, and masterclass on how you can too.

Brand-to-brand CoLab and innovative partnerships go beyond just creating a funny ad, like you see in the Super Bowl. That’s creative, but that’s ephemeral. It’s art. 

These Colabs that are being built today are conceptually interesting. They’re not just visually arresting.You’re like, wait a minute. What’s that? It catches your attention. 

We interview Scott Moore who is building solutions where you don’t have to be Jay-Z or the CEO of Nike to do a collab.

You shouldn’t have to be the president of Ralph Lauren. All brands should be able to say, Hey, these are my customers. This is what I’m trying to do with them. Who can I partner with to grow my brand.  

Unlock and Unleash the power of Brand to Brand Colaborations 

The Talk Summary

  • Scott is co-founder and CEO of Collaboratory, a venture back startup that helps brands connect to brands to grow their market more efficiently, more effectively with their partners.
  • I’m a former marketer, started an advertise, was the COO of a marketing tech company, sold to private equity, and then was the CMO of wind resorts. I’m now the CEO of High Alpha, a new business with my partner Brian Bisk.
  • Scott: I hired the team, defined a big space where such that if you win, you really win, and then went build products and experiences that meet your customer’s needs.
  • Scott says that if someone slaps you at a high frequency, it hurts. Brent says that he used to say the joke in the preamble and have a little laugh track that goes on behind it, but then he decided to just start telling the joke to the listeners.
  • Scott: I worked for Win, Wind resorts, and Encore, and they’re all world class companies. Encore Boston Harbor is like a full on Vegas style hotel at wind level of execution, five minutes from downtown Boston.
  • Brent: I’m interested in the collaboration space and Andy Hel has been helping me get informed and learn about it. We could also talk about entrepreneurship and getting funded, and yesterday I was sat next to a venture capital backed company who is going for his second round of funding.
  • Brand partnerships are more than just having your JBL stereo in your Pontiac Sunfire. They can be as big as McDonald’s Monopoly and Best Buy. Scott: It came to light through proximity, existing relationships, or serendipity. I don’t know how Senator Serendipity works, but it doesn’t fit to a 21st century world or 21st century marketing in any way.
  • In the market for love, the way we solved it was meet your, best friend’s sister. In the market for jobs, the way we solved it is through Indeed, and in the market for collectibles, Etsy does the same thing.
  • Scott: I can do better segmentation to figure out should they target you or me, and then I’ve got amazing pipes into your life. But I don’t remember a single ad from today, and that’s an age old marketing problem.
  • Scott says that he’s never bought a Clinique product in his life, but he has bought a lot of Crayola, and he noticed that the two brands have a shared audience. He says that if you can find relevant audience connections, you can fill in the gaps.
  • Scott: We want to build solutions where you don’t have to be Jay-Z or the CEO of Nike to do a collab. We want to do it in a software data-driven, technology kind of way.
  • Scott: In the past, a lot of these collaborations have been incidental or by accident. But now, as social media matures, influencers are still pretty strong, and Adidas knows their business and they can do it.
  • Scott: A TicTacs on TikTok is on fire, so leave that alone. The maturation means you’re paying a CPM cost per thousand when you buy media.
  • A partnership between any two brands can be very interesting. You could pick ’em, and the other brand may have an equal set of assets, but they may have a different spin on the customer audience.
  • Scott: There’s a lot of brilliant, creative marketing people across all organizations of all sizes, and there are ways to bring data to this work. Brent: There are risks and rewards to collaborations, but the ones that are well constructed tend to perform better.
  • Scott: Those ones tend to outperform Who I happen to know from high school. Brand partnerships and collaborations are the way to grow strategically, and we’re saying just let us, let’s role play back. Scott: Sometimes we smarty pants people get over our skis with all the rational, and we need to go back to the local third grade classroom and see if they even understand our strategy.
  • Scott: Let’s go to the third grade class. They can vote on whether or not to partner with the Rolling Stones, Justin Bieber, or Athlete A. And there’s no math.
  • Scott: I think collaboration opportunities have always been there, but they’ve been viewed tactically and opportunistically, not strategically. I think collaboratory is uncovering these opportunities, and it’s emanating from culture leading categories like sport, music, culinary fashion of course.
  • In my past life I worked with a RUM brand that had a partnership with the Boston Red Sox. I think that was a strategic rather than opportunistic collaboration, and the Red Sox are very strategic in how they grow.
  • Scott: That doesn’t sound super strategic, although it’s intuitively right. The Red Sox are very analytics focused, and if they said, Hey, look at what’s happening in our audience, aside from the fact they we’re performing, and we have the trend you just talked about, the twins, that is also true.
  • Great commerce and digital properties do three things: they create demand, they capture demand, and they help brands grow. The Red Sox need to create demand, and they need to tell brands and partners what they’re interested in.
  • We have a tool called partner capture tool that gets put on in people’s emails, on their websites that says We’re open to co. partner with us. We take all this demand, capture it, organize it so they can go through it quickly.
  • Scott: I know I’ve seen more than my fair share of bad ideas, but I also know what to do with them. The good ones we just sort calmly off they go.
  • Scott: So we have demand creation, demand capture, and demand activation. Once we decide two brands, they have to meet, assess, agree this match, go do these things, and then go mobilize whatever they’re gonna do.
  • Scott: I don’t know who has what capabilities, but Coca-Cola can do something in stores better than I can, and Netflix probably has better content creation. We collaborate with agencies, design firms, TikTok, makers, email, but it’s more based on the customer’s needs.
  • Scott: The biggest advice I would give a CMO or a cro or a CEO who wants to get started in a collaborate collaboration is that it’s not to start with hey, our first collab should be the Rolling Stones or don’t start. Start one.
  • Scott: You can get started in Collaboratory with a quick start. You can use the marketplace to capture signal, find like-minded partners, and capture signal back from the partners and their customers, and you’re just gonna be smarter. Scott would like to plug his book, but I can’t tell if that was on Coth.
  • Scott says that he’s building a business that connects brands, but he also needs to build a community of collaborators. Scott: People who think this way, who care, are massive inveterate connectors, like I just connect people all the time. I don’t really worry about the payback we used once a year, but I would connect you in general.
  • Andy Hele is leading the cultivation of a community of collaborators. If you’re interested in this topic and want to play, reach out to us and let’s make smarter so you can stop targeting supermodels and start finding people whose interests are more like yours.
  • Going back to the rules of marketing, Scott says measuring is one of the three big things you need to do. He also says there are thousands of potential collaborations, including Mrs. Meyers soap and some scrubbing, something.
  • I wanted to build a relationship with Brady for that other purpose, but I thought TB 12 should be at the wind. Two years later, I run into their leadership team and guy comes up, he’s sky, we’re at the wind.
  • Scott: I’d much rather be paid a commission, but I felt some inherent joy in saying, Hey, this is a good idea. Brent: I think we need to take this seriously, use data, use a platform, be pay it forward in this, and trust that you’re gonna meet more innovative people.

Leveraging Technology for Better Communication

By leveraging the latest technology and tools, companies can improve their communication processes and ensure that their messages are delivered quickly, accurately, and effectively.

Let Your Customers Do the Talking

The Most Boring Article About Telling Customer Stories You’ll Ever Read.

That’s where customer storytelling comes in. Customer storytelling is the practice of leveraging your customers’ stories to help tell your brand’s story. It’s a powerful way to engage your audience and build trust in your brand.

The power of collaboration

Unlock the power of collaborations: Grow your business faster.

Brand collaborations are an effective way for businesses to diversify their products and services, increase their reach and visibility in the marketplace, and create unique promotional opportunities.

Talk-Commerce-Allie Kern

The Secret Sauce for Improving Customer Experience – Back Office Operations with Allie Kern

Good customer experience is a top priority for any business. It’s the key to driving customer loyalty, acquiring new customers, and, ultimately, improving bottom-line results.

But many businesses overlook that the secret to excellent customer experience lies in back-office operations. By investing in back-office operations and ensuring they are running smoothly, businesses can ensure that customers have a seamless, enjoyable experience – and reap the rewards that come with it.

With the right back-office operations strategy, businesses can create a more connected customer experience, drive customer loyalty, and increase sales. Let’s explore how back-office operations can be used to improve customer experience.

We interview Allie Kern with BrightPearl who helps us understand how an ERP solution like BrightPearl can improve your customer experience.

Learn more about ERP here: What is ERP (Enterprise Resource Planning): What It Is and How It Works

What is an ERP
What is an ERP