e-commerce strategy

Sarah Engel and JB Brokaw

Where Human Touch Meets Digital Innovation with January Digital

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

Carolyn Lowe

Strategic Insights from ROI Swift’s CEO Carolyn Lowe for Mastering the Amazon Marketplace

In this episode of Talk Commerce, host Brent Peterson engaged in an enlightening conversation with Carolyn Lowe, CEO and founder of ROI Swift, about maximizing success on Amazon’s marketplace. The discussion revealed crucial insights for brands considering Amazon as a sales channel, along with practical strategies for optimizing their presence on the platform.

Key Takeaways

  • Brands should conduct thorough P&L analysis before entering Amazon
  • Products priced under $15 rarely generate profit after Amazon fees
  • 60-70% of Amazon searches are non-branded
  • Video content is increasingly important for product listings
  • FBA can increase conversion rates by 30-80%
  • Proper product page optimization should precede advertising efforts

About Carolyn Lowe

Carolyn Lowe’s journey to becoming an Amazon expert began at Dell Computer, where she worked in consumer marketing for six years. Her transition to entrepreneurship came through her experience helping a mom and baby company grow from a modest $10,000 monthly Amazon revenue to an impressive $400,000-$500,000. In 2015, she founded ROI Swift with the ambitious goal of helping 500 brands achieve profitable growth.

Detailed Episode Summary

The conversation began with Carolyn sharing her background in e-commerce, dating back 25 years when she moved from Boston to Austin for a role at Dell. Her expertise in digital marketing evolved through various positions, ultimately leading to the foundation of ROI Swift.

On the topic of Amazon presence, Carolyn emphasized the importance of strategic decision-making. She outlined specific scenarios where brands should consider Amazon:

“If you’re in retail or you’re sold through retail partners or other online partners, you’re going to end up on Amazon anyway, so you might as well make it the best experience,” Carolyn advised. However, she cautioned that brands with exclusive direct-to-consumer models might want to maintain their independence.

Regarding product pricing, Lowe shared crucial insights about margin considerations. She explained that successful Amazon products typically require:

  • 60-80% gross margins
  • Ability to absorb 15% Amazon fees
  • Additional 10% for shipping costs
  • 10-15% advertising budget

The discussion turned to product optimization, where Carolyn stressed the importance of proper page setup before advertising: “Don’t spend any more money on ads until you’ve got the best product page,” she emphasized, noting that conversion rates below 10-15% indicate need for improvement.

Personal Commentary and Analysis

The podcast reveals the complexity of Amazon marketplace success, highlighting how proper preparation and strategy are crucial for brands entering the platform. Carolyn’s emphasis on data-driven decision-making and thorough economic analysis before Amazon entry demonstrates the platform’s evolution from a simple marketplace to a sophisticated e-commerce ecosystem requiring expert navigation.

Memorable Quotes

“Amazon is the devil we know.” – Carolyn Lowe, discussing the predictability of Amazon compared to other platforms

“If your product needs a lot of education and it’s a disruptor, it will be difficult on Amazon.” – Carolyn Lowe, on product-market fit

“You don’t want to send good traffic to a bad web page.” – Carolyn Lowe, emphasizing the importance of product page optimization

Engaging the Audience

To learn more about optimizing your brand’s Amazon presence, connect with Carolyn Lowe on LinkedIn or visit ROI Swift’s website at roiswift.com. The full episode offers additional insights and practical tips for brands considering or currently selling on Amazon.

Final Thoughts

Amazon marketplace continues to evolve, requiring brands to maintain agility and strategic focus. Success on the platform demands more than just listing products – it requires careful planning, proper pricing strategy, and ongoing optimization efforts.

Find more conversations about optimizing for Amazon Marketplace here