Podcasts

Talk Commerce - Cullari & Wardell

The Power of Geofencing: How To Dominate Your Market with Location-Based Marketing

In this episode of Talk Commerce, we explore the world of geofencing with the dynamic duo, Barbara Wardell and Ernesto Caleri, co-founders of Kalari & Wardell. They share their valuable insights on how to use location-based marketing to attract customers, drive foot traffic, and outperform your competition. Get ready to unlock a powerful strategy that can transform your business!

Geofencing: A Powerful Tool for Small Businesses

“We started this company in the middle of COVID to help small businesses recover foot traffic,” says Ernesto. He explains that geofencing is a technology that utilizes the relationship between smartphones and satellites to create virtual fences around locations of interest. “When someone walks into a competitor’s store, we can send them an ad to your store.”

This tactic is particularly relevant for industries like restaurants, laundromats, and even niche businesses like mezcal brands. Ernesto emphasizes that the power of geofencing lies in its ability to track satellite-verified visits. “We do 5,000 satellite-verified visits a month across the US, Canada, and Australia.”

Democratizing Geofencing for Small Businesses

“We asked the question, what will it take to bring this technology to small businesses?” Barbara explains. Their answer was a revolutionary approach to geofencing, making it accessible for even the smallest businesses. They honed their strategy in the laundromat industry with a budget as low as $1,000 a month. “We were able to drive over 1,000 visits to one laundromat owner in the Carolinas with about 30 locations.”

This success story propelled them into new verticals, including private aviation, apparel, and even the alcohol and beverage industry. “We’ve been able to bring it to other verticals as well.”

Beyond Retail: Geofencing for Services and B2B

Ernesto and Barbara emphasize that geofencing goes beyond retail. “We can do B2B, which is retail. We also do services. We also do track website traffic.” They highlight examples like vacation rentals and retreats where geofencing can be used to target people in a broader geographic area. “We can look at neighborhoods in New York City, neighborhoods in Staten Island, neighborhoods in Florida. We can see where people are actually coming from and we can send ads to consumers like that even if they’re not living within driving distance of a location.”

Privacy-Focused Approach: Anonymity and Data Protection

One of the key concerns with location-based marketing is the perceived creep factor. Barbara addresses this concern directly. “Your device becomes anonymized, unlike with Facebook and other platforms.” She emphasizes that Kalari & Wardell prioritize data privacy and use a clean-room approach to anonymize users. “We actually do protect consumer privacy.”

The Future of Commerce: Hybrid Models, Data Accuracy, and Human Connection

As we move forward into 2024, Barbara believes the future of commerce lies in a hybrid model. “I think we’re going to go a little bit back to old school as well as integrate.” This means a balance between online and offline experiences.

Ernesto echoes this sentiment. “The world’s best visual models do not create faces that resonate with people just yet.” He believes that while AI is a powerful tool, it can’t replicate the human element of connection and empathy.

Final Thoughts: Embrace the Power of Geofencing

It’s clear that geofencing is a powerful tool for small businesses looking to attract customers, drive traffic, and dominate their markets. Kalari & Wardell offers a compelling solution that puts the power in the hands of the underdog.

The future of commerce is exciting and filled with possibilities. Get ready to embrace the power of geofencing and unleash the potential of your business!

Talk Commerce - elena- leonova

Power of Sophisticated Commerce: Insights from Spryker’s SVP of Product with Elena Leonova

In this episode of Talk Commerce, Brent Peterson sat down with Elena Leonova, the Senior Vice President of Product at Spryker, to explore the world of complex ecommerce solutions and the art of effective product management.

“Ultimately, what they want to do is they want to run digital commerce, how they’ve been running their commerce practice in general. And that also means that in most of the cases, the available solutions that fit everybody don’t work for them.”

  • Elena Leonova

Navigating the Complexities of Sophisticated Commerce

Elena shared her insights on how Spryker, a digital commerce platform, caters to the needs of large enterprises with intricate business models and processes. She highlighted examples of Spryker’s customers, including those selling to dealers, powering small grocery shops, and managing supply chain complexities for industrial-grade printers.

“We built our platform to specifically be extensible in all those places to solve for those complexities.”

  • Elena Leonova

The Evolution of Product Management Across Platforms

Brent and Elena discussed how Elena’s product management experience evolved as she transitioned from Magento, an open-source platform, to BigCommerce, a multi-tenant SaaS solution, and now to Spryker. They explored the challenges and opportunities that arose in each environment, from managing an ecosystem of partners to navigating the data-rich world of SaaS platforms.

“The role of the product manager is to make sure that we as software company make the right decisions. Ultimately, we’re building a product or a platform that is going to last for many, many years.”

  • Elena Leonova

Mentoring the Next Generation of Product Managers

Elena’s passion for product management extends beyond her work at Spryker. She shared her insights on the importance of understanding the nuances of platform products and the need to balance customer-centric thinking with commercial viability.

“Besides just kind of what we just talked about, the platform products, a lot of people also don’t realize that product management is not about just building the product that customers love. You build products that you ultimately need to sell to customers.”

  • Elena Leonova

As the podcast drew to a close, Elena invited listeners to connect with her to discuss platform products and explore product management mentorship opportunities.

Brent’s Takeaway: Elena’s deep dive into the complexities of sophisticated commerce and her insights on the evolving role of product management were incredibly valuable. Her commitment to mentoring the next generation of product leaders is truly admirable and showcases her dedication to advancing the industry.

WordPress Tags: ecommerce, product management, platform products, Spryker, Magento, BigCommerce, sophisticated commerce, enterprise commerce, mentorship

https://youtu.be/pG9AQ2rIv_0

Key Takeaways:

  • The complexities of sophisticated commerce and how Spryker addresses them
  • The challenges and opportunities of product management in open-source, SaaS, and platform environments
  • The importance of balancing customer-centric thinking with commercial viability in product management
  • Elena’s commitment to mentoring and sharing her knowledge with aspiring product managers

Don’t miss this insightful conversation packed with valuable lessons for anyone interested in the world of ecommerce, product management, and platform-based solutions. Watch now and unlock the power of sophisticated commerce!

Talk Commerce - Casey Drake Endear SalesChat

Revolutionizing Retail: Endear’s Casey Drake on the Power of SalesChat and Clienteling

In this special partner episode of Talk Commerce, we’re thrilled to have Casey Drake, the VP of Sales at Endear, join us for an insightful discussion on the future of retail CRM and clienteling. Sponsored by Content Basis and Endear, this episode contains valuable tips and strategies to help you supercharge your online sales and build stronger customer relationships.

The Game-Changing Power of SalesChat

One of the key topics Casey dives into is Endear’s revolutionary SalesChat feature, which transforms how brands connect with customers online. As Casey explains:

“SalesChat is a live chat widget on your website. It’s Endear’s what we’re calling our live chat feature is SalesChat. And we put that word sales on it for a reason because it’s meant to be and separate itself from a traditional support chat widget that people might be used to putting on their website.”

By empowering store associates to engage with customers through SalesChat, brands can create personalized shopping experiences that drive conversions and foster long-term loyalty.

Bridging the Gap Between In-Store and Online Sales

Another crucial point Casey raises is the importance of breaking down the walls between retail teams and e-commerce teams. Too often, these teams view each other as competitors rather than allies. However, as Casey points out:

“I think the only way you get that wall broken down is with like, we need to have a conversation about attribution and how store associates can get attribution for online sales. It doesn’t need to be every online sale, but give them a way to do that.”

By providing store associates with the tools and incentives to contribute to online sales, brands can create a more cohesive and effective retail strategy.

Talk Commerce - Casey Drake
Talk Commerce – Casey Drake

The Importance of Hiring and Empowering the Right People

Throughout the episode, Casey emphasizes people’s critical role in the success of any retail strategy. As he wisely states:

“I think so many brands need to like really take their hiring process seriously and then treat the good ones that they do get, treat them well and put them in the positions to succeed. Cause that like none of this works if you don’t have good people.”

Brands that want to deliver exceptional in-store and online customer experiences must invest in talented, trustworthy store associates.

Embracing the Future of Retail

As the retail landscape continues to evolve, brands must adapt and innovate to stay ahead of the curve. By leveraging cutting-edge tools like Endear’s SalesChat and prioritizing clienteling, brands can unlock new opportunities for growth and success.

So, if you’re ready to take your retail strategy to the next level, be sure to tune in to this value-packed episode of Talk Commerce featuring Casey Drake. Trust me, you won’t want to miss the incredible insights and actionable tips shared throughout this conversation.

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 - 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
Talk Commerce
Talk Commerce

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