In this engaging episode of Talk Commerce, I had the pleasure of speaking with Jordan Gesky, Senior Customer Experience Manager at True Classic. With her extensive experience overseeing customer service operations and the entire customer journey, Jordan offered valuable insights into how this growing men’s apparel brand is embracing technology while maintaining authentic customer connections.
The Evolution of Customer Experience in E-commerce
Jordan shared how True Classic has transformed their post-purchase journey into a revenue-generating opportunity. Through their partnership with Parcel Labs, they’ve created customized landing pages that showcase new products and membership benefits to customers tracking their orders. It’s a smart approach that turns a routine tracking check into a potential sales opportunity.
Embracing AI While Maintaining the Human Element
One of the most fascinating aspects of our discussion was True Classic’s approach to AI integration. As Jordan pointed out, AI isn’t about replacing human agents but rather enhancing their capabilities. Their chatbot, cleverly named “Crew” (a play on crew neck t-shirts), handles basic queries while allowing human agents to focus on more complex customer needs.
True Classic’s Growth Journey and Future Vision
Having been one of the first ten employees at True Classic, Jordan offered a unique perspective on the company’s growth. What started as a focused men’s apparel brand has now expanded to multiple retail locations across Chicago, Arizona, and Florida. The brand is eyeing expansion into women’s and children’s wear, driven by consistent customer demand.
Multichannel Presence and Future Opportunities
True Classic has established a strong presence across various channels, including:
Physical retail stores in major cities
Online presence through their website
Partnerships with major retailers like Target
Sam’s Club and Walmart online presence
Upcoming expansion into TikTok Shop for 2025
Wrapping Up
As we wrapped up our conversation, it became clear that True Classic’s success stems from their ability to balance technological innovation with genuine customer connection. Jordan’s insights demonstrate how modern e-commerce brands can leverage AI while maintaining the personal touch that customers value.
Want to hear more about True Classic’s journey and Jordan’s insights? Listen to the full episode of Talk Commerce for more detailed discussions about e-commerce innovation and customer experience strategies.
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
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.
eTail Palm Springs 2025 revolutionizes the retail conference experience with personalized networking opportunities, specialized content tracks, and insights from over 250 industry experts. The event focuses on meaningful connections and professional development for eCommerce leaders.
x-hoppers unveils its revolutionary AI-powered retail communication platform at NRF 2025, combining advanced theft prevention, team connectivity, and enhanced customer service capabilities in one integrated solution
Leverage organic PR to boost your brand visibility and SEO. Gloria Chou, a leading PR coach, shares her proven strategies for securing media features and building brand authority on this episode of Talk Commerce. Learn her CPR pitching method and how to find the right journalists to pitch your product.
A Seamless Blend of Technology and Personalization November 21, 2024 New York, NY: The holiday shopping season, often synonymous with frantic searches, long lines, and overwhelming choices, is undergoing a transformation thanks to Verizon’s innovative approach. The company isn’t merely offering deals; it’s fundamentally redefining the customer experience, leveraging the power …
Albisa Candles is excited to announce its newest candle, Flan. Capturing the essence of a classic and popular dessert among Hispanic and Latin American cultures
In this episode of Talk Commerce, I had the pleasure of chatting with Isabel Alvarez, the passionate founder behind Albisa Candles. Isabel isn’t just a candle maker—she’s a storyteller, preserving and sharing her Cuban heritage through the evocative scents she creates. If you’ve ever wondered how something as simple as a candle could transport you to a specific place and time, you’ll want to read on. This blog post will dive into the inspiration behind Albisa Candles, the entrepreneurial journey of Isabel, and what sets her candles apart in a world full of lavender-scented options.
The Genesis of Albisa Candles: Inspiration Rooted in Heritage
Isabel Alvarez’s journey into candle making wasn’t just about starting a business; it was about honoring her roots. When her husband noticed her passion for crafting candles, originally intended as gifts for friends and family, he encouraged her to transform her hobby into a full-fledged business. Thus, Albisa Candles was born—named after her husband, Albert, and her own nickname, Issa.
What really struck me during our conversation was the deep connection Isabel has with her Cuban heritage. Every candle she creates carries with it a story, a memory, or a slice of life that is deeply personal, yet universally relatable. Whether it’s the scent of buttery Cuban bread or the cologne-inspired Havana Nights candle, Isabel’s creations go beyond just aroma—they evoke powerful memories.
Isabel beautifully summed it up by saying, “Scent can evoke memories. It can take you back. You light our Cuban bread candle, and it instantly takes you to Saturday morning with your grandparents.” This is the kind of emotional resonance that sets Albisa Candles apart from the standard, run-of-the-mill options out there.
Crafting Authenticity: The Art and Chemistry Behind the Scents
One of the most fascinating parts of our conversation was diving into the process behind each candle. Isabel emphasized the sheer amount of testing and fine-tuning it takes to capture a scent that feels authentic. For example, her café con leche candle went through more than 23 variations before she landed on the right formula. It’s this dedication to getting it just right that allows her candles to have such a strong impact on those who smell them.
Creating these candles is no small feat. Isabel told me, “You become a little bit of a chemist… It has to be the right temperature, everything.” What’s impressive is that Albisa Candles are hand-poured, with Isabel painstakingly controlling every facet of the process to ensure consistency and authenticity.
The Entrepreneurial Grind: Balancing Passion and Business
Isabel’s entrepreneurial journey is both inspiring and challenging. Growing up with a father who was a self-made entrepreneur, Isabel was no stranger to hard work. She recognized early on the unique opportunities available in the U.S. for those willing to put in the effort. However, as most entrepreneurs will tell you, the journey is far from easy. Isabel juggles all aspects of her small business—from production to marketing—on top of being a mother and a wife.
She candidly shared with me the struggle of balancing work-life responsibilities. “There’s not a time off. I’m constantly looking at emails, responding to people, thinking of what I’m going to create next,” she explained. It’s a constant hustle, but it’s clear that her passion drives her to push through the late nights and early mornings.
Expanding the Vision: What’s Next for Albisa Candles?
One of the things that intrigued me most was hearing about Isabel’s plans for the future. She revealed her exciting idea to expand the Albisa brand beyond Cuban heritage to encompass other Latin cultures as well. This initiative is set to launch around Hispanic Heritage Month and aims to show the rich diversity and interconnectivity within Latin culture.
Isabel teased me with some upcoming scents, one of which might even indulge our sweet tooth—think caramel custard! The notion of expanding her offerings to include scents inspired by Puerto Rico, Mexico, and other nations is brilliant and timely.
Preparing for the Big Season: Sales Goals and Strategies
As we move into the third and fourth quarters of the year, Isabel is gearing up for what is the busiest season for candle makers—pre-Black Friday through the holidays. This is where the bulk of Albisa Candle’s revenue is generated, and Isabel is laser-focused on maximizing this period. She’s actively engaging her community via Instagram and planning for a big anniversary sale on August 25th that will coincide with the launch of new products.
Wrapping Up
Isabel Alvarez’s journey with Albisa Candles is a labor of love and a proud homage to her Cuban roots. Through her scents, she offers a unique way to reconnect with memories, making her candles more than just decorative items, but rather, experiences of their own. Whether you’re looking to bring a piece of home into your living space or want to explore the beauty of Cuban culture through scent, Albisa Candles stand out as a way to do just that.
Be sure to visit albisacandles.com this August 25th for their five-year anniversary sale—trust me, you don’t want to miss out. And if you’re as inspired by Isabel’s story as I am, I highly recommend listening to the full episode on Talk Commerce for even more insights.
Curious to experience Albisa Candles for yourself? Head over to their website and explore the unique offerings. Don’t forget to follow them on Instagram and sign up for their newsletter to stay updated on all the latest releases and promotions!
Explore the insights from a captivating episode of the Talk Commerce podcast, featuring Peter Karpas, the CEO of Bold Commerce. The conversation centers around the often-overlooked yet critical aspect of e-commerce: the checkout experience. Karpas, with his extensive background in payments and e-commerce, sheds light on the limitations of traditional checkout processes and unveils the potential of personalized checkout flows to revolutionize online businesses.
Key Takeaways
Checkout is more than just conversion: While conversion rates are important, merchants often overlook the crucial role checkout plays in driving average order value (AOV) and lifetime value (LTV).
Personalization is paramount: Just as every other aspect of an e-commerce site is personalized, the checkout experience should be tailored to individual customer needs and behaviors.
Rigid and brittle checkout flows are hindering growth: Many platforms offer limited customization options for checkout, leading to a fear of experimentation and missed opportunities for optimization.
Composable commerce offers a solution: Bold Commerce offers a composable checkout solution that allows merchants to break free from rigid platform limitations and create truly personalized experiences.
A/B testing in checkout is crucial: Merchants need to embrace A/B testing in their checkout process to uncover hidden opportunities for increasing AOV and LTV.
The checkout experience impacts the entire customer journey: A seamless and personalized checkout experience can foster customer loyalty and drive repeat business.
About the Guest: Peter Karpas
Peter Karpas is the CEO of Bold Commerce, a company that provides innovative checkout solutions for e-commerce businesses. His wealth of experience in the payments industry, having previously held leadership roles at PayPal and First Data, provides him with a unique perspective on the evolution of online transactions. Karpas is a passionate advocate for leveraging technology to create frictionless and personalized customer experiences. He is a frequent speaker at industry events, sharing his insights on the future of e-commerce and the transformative power of composable commerce.
Detailed Episode Summary
The podcast episode kicks off with a lighthearted exchange about sports, showcasing Karpas’s approachable demeanor and genuine enthusiasm. The conversation quickly transitions to the heart of the matter: the challenges and opportunities within the e-commerce checkout landscape.
Karpas highlights the limitations of traditional checkout processes, emphasizing their rigidity and lack of personalization. He argues that merchants are often afraid to make changes to their checkout flows due to concerns about potential disruptions and negative impacts on conversion rates. However, he contends that this fear of experimentation is preventing businesses from unlocking the full potential of their checkout experience.
To illustrate his point, Karpas shares a compelling anecdote about a brand that experienced an unexpected increase in revenue after temporarily disabling Apple Pay due to a technical issue. This counterintuitive outcome stemmed from a subsequent rise in average order value, demonstrating the interconnectedness of conversion, AOV, and LTV.
The discussion then delves into the concept of personalized checkout flows, with Karpas explaining how tailoring the checkout experience to individual customers based on factors such as cart value, purchase history, and location can significantly impact key metrics. He advocates for a more dynamic approach, where merchants can create multiple checkout flows optimized for different customer segments.
Karpas introduces Bold Commerce as a solution to these challenges, positioning the company as a leading provider of composable checkout solutions. He explains how Bold’s platform empowers merchants to break free from the constraints of rigid platform checkouts and embrace a more modular and customizable approach. This allows businesses to integrate seamlessly with various third-party services and create truly personalized checkout experiences.
The conversation touches upon the importance of A/B testing in checkout, with Karpas stressing the need for data-driven decision-making to optimize the customer journey. He emphasizes the benefits of experimenting with different elements within the checkout flow, such as the placement of upsell offers, shipping options, and payment methods, to identify the most effective strategies for maximizing AOV and LTV.
Finally, Karpas shares his predictions for the future of e-commerce, highlighting the growing momentum of composable commerce and the transformative potential of AI-powered tools. He concludes by encouraging merchants to embrace innovation and challenge the status quo to create exceptional checkout experiences that drive business growth.
Personal Commentary and Analysis
This podcast episode provides a valuable perspective on the evolving landscape of e-commerce checkout. Karpas’s insights challenge conventional wisdom and encourage merchants to rethink their approach to this critical aspect of the customer journey. The emphasis on personalization and A/B testing resonates strongly with the broader trend towards data-driven decision-making in e-commerce.
The concept of composable commerce, as embodied by Bold Commerce’s solutions, offers a compelling alternative to the limitations of traditional platform checkouts. This modular approach empowers businesses to create highly customized experiences that align with their specific needs and objectives.
As the e-commerce landscape continues to evolve, the ability to personalize the checkout experience will become increasingly crucial for businesses seeking to differentiate themselves and foster customer loyalty. This episode serves as a timely reminder that the checkout process is not merely a transactional endpoint but rather an integral part of the overall customer journey that deserves careful consideration and optimization.
Memorable Quotes
“The checkout power trio is conversion, average order value, and lifetime value. And those are three interconnected dials. And when you turn one, it impacts the other two.” This quote underscores the holistic nature of the checkout experience and the need to consider all three metrics in optimization efforts.
“Everybody has been in some ways brainwashed into thinking that checkout is all about conversion. When it’s not.” This provocative statement challenges the prevailing focus on conversion rates and encourages a broader perspective on the role of checkout.
“Don’t have learned helplessness. You need to know that it is possible. It is doable. It is doable in weeks and months, not quarters and years.” This empowering message reminds merchants that they can take control of their checkout experience and implement meaningful changes without significant disruption.
Engaging the Audience
If you’re interested in learning more about the power of personalized checkout and how Bold Commerce can help your business thrive, we encourage you to listen to the full podcast episode. You can find the Talk Commerce podcast on all major podcast platforms. Subscribe to stay up-to-date on the latest trends and insights in e-commerce!
Final Thoughts
This insightful podcast episode with Peter Karpas underscores the importance of a strategic and personalized approach to the checkout experience. By embracing innovation and challenging conventional wisdom, merchants can unlock significant opportunities to enhance customer satisfaction, drive sales, and ultimately boldly reshape the future of e-commerce.
e-commerce, checkout, personalization, Bold Commerce, Peter Karpas, composable commerce, A/B testing, average order value, lifetime value, customer experience
