Where Human Touch Meets Digital Innovation with January Digital

March 13, 2025 susanmakolea

In a recent Talk Commerce episode at E-Tail West, I had the pleasure of sitting down with two distinguished guests from January Digital: Sarah Engel, President, and JB Brokaw, Chief Operating Officer. Their insights into digital brand innovation in retail proved both timely and enlightening.

The Renaissance of Physical Retail

Sarah Engel shared an interesting observation about the current state of retail: “Stores are back.” After the lessons learned during COVID, there’s a renewed appreciation for physical touchpoints in the customer journey. For omnichannel retailers, brick-and-mortar locations continue to drive significant revenue, highlighting the importance of creating meaningful in-person experiences.

Navigating Brand Identity in a Crowded Market

“The barrier to entry to launch something is next to nothing at this point,” JB Brokaw pointed out during our discussion. This reality has created an interesting challenge for established brands: how to maintain relevance and foster loyalty in an increasingly crowded marketplace. The key, according to both guests, lies in standing for something meaningful rather than competing solely on price.

The AI Shopping Revolution

One of the most intriguing parts of our conversation centered around the concept of “agentic” AI and its potential impact on shopping behaviors. Sarah shared how AI shopping agents could transform routine purchases, particularly in low-risk categories like grocery shopping. However, she emphasized that this technology’s adoption would be gradual, starting with simple replenishment tasks before moving to more considered purchases.

The Creative Comeback

Perhaps the most surprising insight from our discussion was the industry’s return to creative focus. As Sarah explained, “Creative is the algorithm. Creative is what is actually driving things forward.” This shift represents an exciting evolution from the big data era – not abandoning data, but rather using it to fuel more authentic and compelling creative content.

Measuring What Matters

A significant challenge brands face today is balancing immediate sales metrics with long-term brand building. Sarah highlighted how January Digital helps organizations develop new KPIs and train C-level employees to look beyond just comparative sales numbers, creating a more holistic approach to measuring success.

Looking Ahead

The conversation with Sarah and JB revealed that we’re at an interesting crossroads in digital commerce. While AI and automation are becoming more prevalent, the human elements of brand building – creativity, authenticity, and physical connections – are more important than ever.

As I reflect on our discussion, it’s clear that success in today’s digital commerce landscape requires a delicate balance between embracing technological innovation and maintaining authentic human connections. Brands that can master this balance while staying true to their core values will be best positioned for future success.

Want to hear more insights from Sarah Engel and JB Brokaw? Listen to the full Talk Commerce episode for deeper discussions on digital transformation, brand building, and the future of retail.

For more Conversation with Sarah Engel listen here

Beyond USPs: How to Create Real Emotional Connections with Your Customers

March 11, 2025 Brent W. Peterson

It’s fascinating how many businesses still rely on generic unique selling propositions (USPs) that aren’t actually unique at all. In my recent Talk Commerce conversation with Chantal Cornelius, founder of Apple Tree Marketing, we dove deep into this challenge and explored a fresh perspective on standout marketing strategies for today’s crowded market.

The Journey to Standout Marketing Strategies

After 25 years in marketing, Chantal noticed a pattern: coaches and consultants were all using the same language to describe their services. “I help you get from where you are to where you want to be” became a universal, yet ineffective message. This observation led her on a nine-year research journey, culminating in her new book “Standout Strategies.”

The Five Emotional Strategies That Make Businesses Stand Out

During our discussion, Chantal revealed the five core strategies she’s identified:

1. Certainty

This strategy focuses on being a safe pair of hands. Businesses using this approach emphasize reliability and consistency – think McDonald’s, where customers expect the same experience every time.

2. Connection

This strategy builds on creating a sense of belonging. It’s particularly effective for networking organizations where members want to feel part of something bigger than themselves.

3. Contribution

Perfect for charities and purpose-driven organizations, this strategy helps customers feel they’re making a difference in the world.

4. Growth

This approach appeals to clients seeking personal and professional development, emphasizing excitement, empowerment, and freedom.

5. Significance

This strategy caters to those wanting to be heard and respected, focusing on helping clients make a bigger impact.

Finding Your Strategy: A Personal Insight

What struck me most during our conversation was Chantal’s candid admission about her own business. She initially thought growth was her strategy, but customer feedback revealed they valued her as a “safe pair of hands” – certainty was her true strength. This highlights an important lesson: sometimes our perception of our business differs from what our customers truly value.

The AI Factor in Modern Marketing

We also discussed the role of AI in marketing, and Chantal shared an interesting perspective on using AI tools while maintaining authentic human connection. She emphasized that while AI can help create content, it’s crucial to maintain your unique voice and emotional connection with your audience.

Takeaways

The insights Chantal shared remind us that successful marketing isn’t just about what we do, but how we make our customers feel. Whether you’re a solopreneur or running a larger organization, understanding your emotional strategy can be the key to truly standing out in your market.

Want to learn more? You can find Chantal’s book “Standout Strategies” on Amazon or visit appletreeuk.com to take the free strategy assessment test.

Listen to other episodes about marketing strategy here

Listen to another episode with Chantal here

Transforming B2B Commerce Through 3M’s Digital Shelf Revolution with Xavier Rio

March 4, 2025March 4, 2025 Brent W. Peterson

In this enlightening episode of Talk Commerce, host Brent Peterson sits down with Xavier Rio, Global E-commerce Manager for 3M‘s Safety and Industrial Business Group. Based near Paris, France, Xavier brings his extensive experience in digital transformation and unique perspective on global e-commerce strategies. The conversation explores how 3M, a global science and technology powerhouse, is revolutionizing B2B commerce through innovative digital solutions.

Key Takeaways

3M’s indirect e-commerce strategy operates primarily through partner platforms and marketplaces served by distributors
The company’s digital shelf enhancement program empowers product experiences through web crawler insights and an always-on model
Sustainability initiatives are driving innovation, exemplified by the new solar-powered safety communication helmet
B2B commerce is evolving rapidly with the influence of younger generations in decision-making roles
AI implementation focuses on practical applications that solve specific business challenges
Personalization in B2B requires multiple layers of customization across segments, personas, and individuals

About Xavier Rio

Xavier Rio serves as the Global E-commerce Manager in 3M’s Safety and Industrial Business Group, where he leads various global e-commerce projects and programs across multiple regions including the US, Europe, Asia, GCE, and Latin America. His role focuses on generating incremental sales through e-commerce partner platforms. A former rugby player, Xavier brings the collaborative and team-oriented principles from his sporting background into his professional work, emphasizing the importance of teamwork in digital transformation initiatives.

Detailed Episode Summary

The conversation begins with Xavier outlining 3M’s position as a global science and technology company operating through three main business groups: safety industrial, transportation electronics, and consumer. He explains that 3M’s e-commerce strategy primarily relies on channel partners, creating an indirect go-to-market approach through established platforms and marketplaces.

A significant focus of the discussion centers on 3M’s digital shelf concept, which Xavier describes as an end-to-end process leveraging product content insights from web crawlers to optimize content delivery and enhance product discoverability. This system enables better product experiences through their Product Experience Management (PXM) system.

The conversation shifts to the evolution of B2B commerce, with Xavier highlighting how younger generations are driving rapid change in business practices. He emphasizes that B2B transactions now require understanding multiple roles within organizations and how different age groups interact with digital platforms.

Innovation remains at the forefront of 3M’s strategy, as evidenced by their recent launch of a solar-powered safety communication helmet – the first of its kind globally. This product exemplifies 3M’s commitment to combining sustainability with practical innovation.

Personal Commentary and Analysis

The interview reveals a fascinating glimpse into how traditional manufacturing giants like 3M are adapting to the digital age. The company’s approach to digital transformation is particularly noteworthy for its balanced consideration of technology, people, and processes. Rather than pursuing technology for its own sake, 3M’s strategy focuses on solving specific business challenges and enhancing customer experience.

Memorable Quotes

“Innovation is equal to invention and commercialization. We could have great invention, but if we are not able to commercialize, it won’t be an innovation.” – Xavier Rio

“E-commerce is not the end state. Really the end state is omni-channel contract commerce.” – Xavier Rio

“We need to make AI right, efficiently… every time we first raise the question, not raise the AI for AI, but what is really the problem that we want to solve?” – Xavier Rio

Engaging the Audience

To learn more about 3M’s innovative approach to B2B e-commerce and digital transformation, listeners can tune in to the full episode of Talk Commerce. The conversation offers valuable insights for professionals interested in digital commerce, technology integration, and global business strategies. Follow Talk Commerce on your preferred podcast platform to stay updated on the latest developments in e-commerce and digital transformation.

Final Thoughts: The discussion with Xavier Rio illuminates how 3M is navigating the complex landscape of global B2B e-commerce while maintaining its commitment to innovation and sustainability. As digital transformation continues to reshape business operations, 3M’s strategic approach to the digital shelf serves as a compelling model for other organizations seeking to enhance their e-commerce capabilities.

Find more episodes about B2B Commerce here

Behind the Curtain of AI in eCommerce – Why Good Data is the Key to Staying Competitive

February 25, 2025 Brent W. Peterson

In a recent episode of Talk Commerce, I had the pleasure of sitting down with Rochelle Thielen, CEO of Traject Data, to explore the transformative impact of retail data automation on the industry. While conversations about AI dominate headlines, our discussion revealed that the true revolution lies in how automated data collection and analysis are powering these solutions.

The Scale of Retail Data Automation Today

During our conversation, Rochelle revealed some staggering numbers about data collection in modern retail. “When we’re talking about quantity, we’re looking at 100 million data points per day for some enterprise users,” she explained. This massive scale of data collection is what’s enabling the sophisticated AI solutions we’re seeing in retail today.

As someone who’s been in the e-commerce space for years, I was particularly impressed by how this data is being put to practical use. The sheer volume of information being processed is mind-boggling, but it’s the application that really matters.

Real-Time Decision Making in Retail

One of the most fascinating insights Rochelle shared was about the importance of real-time data. “If you’re more than 24 hours old on data, you’re pretty far behind,” she noted. This is particularly crucial for:

Dynamic pricing strategies
Inventory management
Customer experience personalization
Competitive analysis

The Human Element in AI Implementation

Something I strongly agree with, and Rochelle emphasized, is the continued importance of human oversight in AI systems. She stressed that “humans are still controlling what the AI is doing,” with teams regularly verifying data samples to ensure accuracy. This human-in-the-loop approach is crucial for maintaining quality and preventing potential pricing or decision-making errors.

Transparency in AI Customer Service

We had an interesting discussion about chatbots and AI-powered customer service. Rochelle made a compelling point about transparency: “You need to be transparent. People don’t negatively look at interfacing with a bot as long as the bot is equal to or better than the human.” This approach to honest AI implementation is something I’ve always advocated for in e-commerce.

Looking Ahead: 2025 and Beyond

Looking to the future, Rochelle shared some exciting predictions. The focus is shifting toward true omnichannel experiences, with particular emphasis on:

Integration of social media data (including TikTok)
Enhanced visual and video data processing
Democratized access to AI tools for smaller retailers
Sophisticated fraud prevention systems

Real-World Applications

One of the most impressive examples Rochelle shared was how their data helps prevent fraud and unauthorized reselling. For small businesses, their systems can detect when purchased items are immediately listed for resale on platforms like eBay, helping protect inventory and brand value.

Final Thoughts

As we wrapped up our conversation, it became clear that we’re at an exciting intersection of big data, AI, and retail. What impressed me most about Traject Data’s approach is their focus on scalability and accessibility – making these powerful tools available to businesses of all sizes.

If you’d like to hear more insights from Rochelle and learn about the future of retail technology, I encourage you to listen to the full podcast episode. The rapid evolution of retail technology means there’s always more to learn and discuss.

Remember, whether you’re a major enterprise or a small retailer, understanding and leveraging data is no longer optional – it’s essential for staying competitive in today’s retail landscape.

Find more episodes about what’s on the forefront in retail innovation here

How G2A is Revolutionizing Digital Entertainment with Mona Kinal

February 18, 2025 Brent W. Peterson

In this episode of Talk Commerce, I had the pleasure of sitting down with Mona Kinal, a seasoned marketing professional with over 20 years of experience who currently serves as the CMO at G2A.com. Our conversation revealed fascinating insights into the evolution of digital marketplaces and the future of gaming entertainment.

The Evolution of G2A: From Gaming Store to Digital Entertainment Hub

G2A.com’s journey is a testament to the dynamic nature of digital commerce. What began as an online video game store in 2010 has transformed into the world’s largest and most trusted marketplace for digital entertainment. Under Mona’s marketing leadership, G2A now serves more than 30 million customers across 180 countries, with over 100 million items sold from their 75,000 digital offerings.

Adapting to Post-Pandemic Consumer Behavior

One of the most interesting aspects of our discussion was how the pandemic reshaped G2A’s business model. As Mona explained, COVID-19 didn’t just change how people shopped – it transformed how they consumed entertainment. The emergence of casual gamers alongside traditional hardcore gamers opened new opportunities for expansion into software, e-learning, gift cards, and subscriptions.

The AI Revolution in Digital Marketplaces

A significant portion of our conversation focused on how G2A leverages artificial intelligence across their platform. Mona shared several key applications:

Seller verification and fraud prevention
Customer segmentation and personalization
Marketing automation and content creation
Cybersecurity and pattern recognition
Customer service automation

Trust and Security in Digital Commerce

What particularly impressed me was G2A’s commitment to security. With over 400 payment methods available and an anti-fraud rate lower than the industry average, they’ve created a trusted environment for digital transactions. This focus on security, combined with local payment options like Blic in Poland and Bizum in Spain, has helped build customer confidence across global markets.

The Future of Gaming and Digital Entertainment

Looking ahead to 2025, Mona shared some exciting predictions:

AI will continue to be a driving force in industry innovation
Marketplace dominance will grow (currently 65% of European online sales)
Increased brand presence in gaming platforms like Roblox and Fortnite
More gaming-inspired entertainment content
Seamless multi-device gaming experiences

Personal Reflection

As someone who’s worked extensively with major brands like Universal Music, I found Mona’s insights into digital entertainment particularly relevant. The way G2A has positioned itself as a “gate to adventure” in the digital world showcases how modern brands can successfully blend commerce with entertainment.

I especially appreciated Mona’s emphasis on democratizing digital entertainment – making it accessible to everyone regardless of age, location, or digital savviness. This approach aligns perfectly with the evolving nature of gaming and digital consumption.

If you’d like to explore more about what G2A offers, visit g2a.com and discover their extensive digital marketplace for yourself. As Mona would say, it’s time to “open the gate to adventure” in the digital world.

Find more interviews about Digital Consumer Behavior

More ways to connect with G2A:
https://www.instagram.com/g2a_com/

https://www.facebook.com/G2Acom

https://www.tiktok.com/@g2a_com

SEO Success Through Strategic Planning and Patience with Nick Musica

February 25, 2025February 11, 2025 Brent W. Peterson

In this engaging episode of Talk Commerce, I had the pleasure of speaking with Nick Musica, CEO of OpticsIn. With nearly two decades of SEO experience dating back to 2003, Nick shared invaluable insights about the evolving landscape of search engine optimization and what truly matters for sustainable SEO success.

The Three Pillars of SEO Success

Nick emphasized that while many aspects of SEO have changed over the years, three fundamental pillars remain constant:

Technical SEO: Ensuring Google can efficiently crawl and index your website
On-Page SEO: Optimizing content and how you communicate about your products/services
Off-Page SEO: Managing what other websites say about you and how they link to your site

The Evolution of Content Quality

One of the most interesting discussions centered around content quality. As Nick pointed out, we’ve moved far beyond the days of keyword stuffing. Today’s successful SEO strategy requires:

Contextual relevance rather than keyword density
Natural language that speaks to your specific audience
Clear product/service differentiation
Content that matches user intent

The Truth About Link Building

From my conversation with Nick, it became clear that link building remains crucial but requires a strategic approach:

Quality over quantity is paramount
If link acquisition seems too easy, it’s probably harmful
Building natural, relevant backlinks takes time
Focus on building domain authority before targeting product pages

Common SEO Mistakes to Avoid

Nick highlighted several critical mistakes businesses often make:

Content cannibalization through duplicate pages
Lack of proper canonical URLs
Impatience with SEO results
Trying to game the system with low-quality links

My Key Takeaways

As someone who’s worked extensively in ecommerce, I found Nick’s insights particularly valuable. The emphasis on patience and building a solid foundation before expecting results resonated with my experience. Success in SEO isn’t about quick wins – it’s about creating a sustainable strategy that builds authority over time.

Keep evolving

SEO continues to evolve, but the fundamentals of creating valuable content, maintaining technical excellence, and building quality relationships remain constant. As Nick emphasized throughout our conversation, there are no shortcuts to sustainable SEO success – it requires patience, strategy, and a commitment to quality.

Want to learn more? Listen to the full episode of Talk Commerce featuring Nick Musica and discover more detailed insights about building a successful SEO strategy for your business.

Listen to other podcasts about SEO strategies

From Dog Poop Detection to Aerial Innovation: How Caleb Olson’s Poop Copter Took Flight

February 4, 2025 Brent W. Peterson

The Future of Pet Waste Management

Who knew the future of picking up dog poop would involve drones? In this entertaining episode of the Talk Commerce podcast, host Brent Peterson chats with Caleb Olson, a software engineer who decided that if dogs must poop, robots should scoop. Olson’s creation, aptly named the “Poopcopter,” is what happens when a tech genius gets tired of the daily “treasure hunt” in their backyard.