ecommerce

Kristin N Spencer

Value-Based Marketing with Wordsmith Extraordinaire: Kristin N. Spencer

Hey there, podcast listeners and blog readers! In this episode of Talk Commerce, I had the pleasure of chatting with Kristen Spencer, a certified copywriter and wordsmith who’s challenging the status quo of traditional marketing. Kristen believes that digging deeper than surface-level customer avatars and embracing genuine curiosity can unlock powerful sales strategies. Join us as we explore why those old marketing worksheets might be doing more harm than good and how a value-driven approach can resonate with today’s savvy customers.

Talk Commerce with Kristen Spencer: Beyond Avatars – Selling with Curiosity and Value

The Problem with Avatars and Traditional Personas

Kristen argues that creating customer avatars based solely on demographics can be exclusionary and doesn’t resonate with younger generations who prioritize values and brand alignment. I found this particularly insightful, as I’ve noticed a shift in my own purchasing behavior where I’m drawn to brands that reflect my personal beliefs.

Kristen suggests that focusing on psychographics – a customer’s values, personality traits, and convictions – is far more effective. She’s developed a unique questionnaire to uncover these deeper insights, leading to stronger messaging that connects with the target audience on a more meaningful level.

Selling with Curiosity

Kristen emphasized the importance of curiosity in sales and marketing. By genuinely seeking to understand our customers’ needs and motivations, we can tailor our messaging and offers to resonate with them. This really struck a chord with me. In the age of ChatGPT, it’s easy to fall into the trap of relying on AI to generate generic content, but I believe that human connection and genuine curiosity are still essential for building trust and driving conversions.

The Power of Value-Based Marketing

Kristen’s approach centers around “touchstone principles” – core values that guide all marketing and sales decisions. By establishing these principles and ensuring that all messaging aligns with them, businesses can build consistency and trust with their audience. This is something I’m actively working on implementing in my own business, and I can already see the positive impact it’s having.

Embracing Change and Adaptability

We discussed the potential pitfalls of relying too heavily on AI for marketing, and Kristen highlighted the importance of adaptability in today’s rapidly evolving landscape. Businesses that are willing to embrace change, listen to their customers, and pivot their strategies accordingly are more likely to thrive in the long run.

Kristen’s Book and Resources

Kristen’s upcoming book, focused on the power of curiosity in sales, promises to be a valuable resource for anyone looking to enhance their marketing strategies. She also offers a fun “Alice in Wonderland” themed quiz that helps you understand your purchasing type. You can find the quiz at alisquiz.com.

My conversation with Kristen Spencer was a fantastic reminder that effective marketing goes beyond surface-level demographics. By embracing curiosity, focusing on customer values, and building strong touchstone principles, we can create messaging that truly resonates and drives results. I highly encourage you to listen to the full podcast episode to delve deeper into these insights and explore Kristen’s unique perspective on the future of marketing.

If you’re interested in learning more about Kristen’s work, connect with her on LinkedIn (Kristen N. Spencer) or visit her website, literarysymmetry.com.

Connect with Kristin

TWITTER @sincerely_kris

INSTAGRAM @literarysymmetry

NEWSLETTER OblitRe | A Destructive Yet Wildly Curious Business Newsletter – OblitRe

ALICE IN BUSINESSLAND QUIZ: https://alicequiz.com

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Albisa Flan Candle

Albisa Candles Unveils “Flan”: A Sweet Scent of Heritage and Nostalgia

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

Isabel Alvarez

Scents of Heritage: How Albisa Candles is Lighting Up E-commerce with Cuban Flair with Isabel Alvarez

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!

More episodes about digital E-commerce

Sanne Bolkenstein

The Future of Magento with Sanne Bolkenstein

In this episode of Talk Commerce, I had the pleasure of chatting with Sanne Bolkenstein, Commercial Director at Hyva. We dove deep into the world of Magento, exploring the challenges it faces, the innovative solutions Hyva offers, and the exciting potential of MageOS for the platform’s future. Sanne’s insights were incredibly valuable, and this blog post summarizes the key takeaways from our conversation, including my personal reflections on the Magento landscape.

Magento’s Performance Woes and Hyva’s Solution

One of the major issues Sanne and I discussed is the performance of many Magento sites. I believe that a significant percentage of Magento stores are quite slow, and this is a big problem for merchants. Sanne highlighted how the default Luma front-end, which is over a decade old, can lead to frustrating development times and impact performance. This frustration, shared by many Magento developers, was what led Willem Wigman to create Hyva.

Hyva, with its Hoover front-end, aims to address these challenges head-on. As Sanne explained, Hoover offers a lightweight and efficient solution compared to Luma, with fewer dependencies and significantly improved performance. This leads to faster loading times, a better user experience, and reduced development costs for merchants. I’ve heard similar feedback from others in the community, which solidifies my belief that Hyva can be a game-changer for many Magento sites.

Hyva vs. PWA Studio & Luma: A Clear Choice?

Naturally, we discussed Hyva in relation to other solutions like PWA Studio and sticking with Luma. Sanne’s perspective was clear: PWA Studio is in maintenance mode, and choosing it wouldn’t be the best decision for most merchants. As for Luma, she couldn’t fathom why anyone would opt for it considering the performance and development drawbacks. I personally agree with Sanne that, for Magento users, especially those seeking improved performance, Hyva is a much more attractive and cost-effective solution.

The Magento Community: A European Perspective

During our conversation, Sanne and I discussed the differences in the Magento community between Europe and the US. I’ve noticed a sense that the US community is perhaps not as vibrant or as actively involved as the European community. Sanne highlighted the collaborative and trusting environment in the European Magento community, with agencies even working together despite being competitors.

This collaborative approach is inspiring, and it made me think about how we can foster a stronger sense of community in the US. Sanne’s advice to start small with Magento meetups and events is something I’d like to see more of. Maybe we need to embrace a more organic approach, starting with smaller, more focused events, rather than aiming for massive gatherings.

The Rise of MageOS: A Hope for Magento’s Future

Sanne and I also discussed the growing significance of MageOS, a community-driven initiative that aims to ensure the long-term viability of Magento. I was initially skeptical of the MageOS fork but have since changed my perspective. The lack of innovation in the core Magento product from Adobe is a concern for many in the community, and MageOS is a powerful response to this issue.

Sanne emphasized that MageOS empowers the community to drive innovation, which is crucial to Magento’s future. She believes that features currently available in Adobe Commerce, but potentially not prioritized in the future, can be incorporated into MageOS, offering Magento users a greater range of options. I agree that MageOS is an exciting development, and I’m eager to see how it shapes the future of the platform.

Conclusion: Embracing the Community & Innovation

The conversation with Sanne was insightful and inspiring. It reinforced the importance of community, innovation, and recognizing the need for more diversity in the Magento world. It’s clear that Magento is a dynamic platform with both challenges and opportunities.

Hyva offers a fantastic front-end solution for those seeking improved performance and developer efficiency. And MageOS presents a beacon of hope for the future of Magento, ensuring its continued relevance and innovation through a community-driven approach.

I highly recommend listening to the full podcast episode to gain a deeper understanding of Hyva, MageOS, and the current state of the Magento landscape. Thanks for joining me on this journey!

See these episodes for more insight into Hyva

Sanne Bolkenstein

Magento Community: Meet Magento Netherlands and Beyond with Sanne Bolkenstein

Hey Commerce fans! It was an absolute pleasure to chat with Sanne Bolkenstein, the producer of Meet Magento Netherlands, on a recent episode of Talk Commerce. Sanne’s passion for the Magento community is infectious, and we had a lively discussion about the upcoming Meet Magento Netherlands event, the importance of organizations like MageOS and the Magento Association, and why the Magento community is such a special place to be. In this blog post, we’ll dive into the key takeaways from our conversation, offering insights into the thriving world of Magento.

Meet Magento Netherlands: A Hub for the Magento Community

The Power of Connection

As Sanne eloquently put it, the heart of Meet Magento Netherlands lies in the power of connection. The event provides an invaluable opportunity to reconnect with familiar faces and forge new relationships within the Magento ecosystem. This resonates deeply with me, as I’ve always found the Magento community to be incredibly welcoming and supportive. The chance to engage in face-to-face conversations, share ideas, and learn from one another is truly what makes these events so special.

Gaining Insights and Staying Ahead

Meet Magento Netherlands is more than just a networking event; it’s a hub for knowledge sharing and innovation. Attendees can expect a packed agenda filled with insightful presentations, covering the latest trends, technical advancements, and best practices within the Magento landscape. Sanne emphasized the importance of staying up-to-date in this ever-evolving industry, and Meet Magento Netherlands provides the perfect platform to do just that. From my perspective, it’s inspiring to see the passion and creativity that drives the Magento community forward.

Mixing Business with Pleasure

One of the things that sets the Magento community apart is its ability to seamlessly blend business with pleasure. Sanne highlighted the fun and vibrant atmosphere that permeates Meet Magento Netherlands, extending beyond the formal presentations and into the after-hours festivities. This resonates with my own experiences at these events. The Magento community knows how to work hard and play hard, creating an environment that fosters both professional growth and genuine camaraderie.

Why Merchants Should Attend Meet Magento Netherlands

Sanne offered compelling reasons why merchants should consider attending Meet Magento Netherlands. The event provides a unique opportunity to gain insights into the latest ecommerce trends and innovations, connect with potential partners and solution providers, and learn from the experiences of fellow merchants. As someone who has witnessed the transformative power of these events firsthand, I can confidently say that Meet Magento Netherlands is an invaluable resource for merchants looking to elevate their businesses.

The Importance of MageOS and the Magento Association

Our conversation also touched upon the crucial roles played by MageOS and the Magento Association in supporting the Magento community. Sanne explained how MageOS helps ensure the future of open-source Magento, while the Magento Association provides a unified voice for the community, advocating for its needs and fostering collaboration with Adobe. I wholeheartedly agree with Sanne’s assessment. These organizations are vital pillars of the Magento ecosystem, providing essential support and guidance to the community as a whole.

A Call for Diversity

Sanne concluded our conversation with a powerful call for increased diversity within the Magento community, particularly encouraging more women to join the ranks. I echo her sentiment wholeheartedly. A diverse and inclusive community is a stronger community, and we must continue to strive for greater representation within the Magento ecosystem.

Keep Talking

My conversation with Sanne Bolkenstein provided valuable insights into the vibrant Magento community and the upcoming Meet Magento Netherlands event. From the power of connection to the importance of organizations like MageOS and the Magento Association, our discussion highlighted the key elements that make the Magento community such a special place to be. I encourage you to listen to the full podcast episode for even more insights and to learn more about Meet Magento Netherlands.

And as always, keep the commerce conversation going!

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eTail Boston 2024

eTail Boston 2024: Revolutionizing Retail with AI, Future Tech, and “Storyselling”

eTail Boston 2024, set for August 12-15, promises to revolutionize retail with a focus on AI, future tech, and “storyselling.” Featuring 100+ industry leaders and innovative pop-up experiences, this conference is a must-attend for eCommerce professionals.

Navigating the Future of Ecommerce with Jisse Reitsma

Welcome to another engaging episode of “Talk Commerce,” where we delve deep into the heart of ecommerce, technology, and entrepreneurship. In this special edition, we had the pleasure of hosting Jisse Reitsma, a prominent figure from the Netherlands and the visionary behind Yireo. Jisse brings a wealth of knowledge and a refreshing perspective on the evolving ecommerce landscape. Today, we will unwrap the essential insights from our enriching discussion centered around the latest trends in ecommerce for 2024.

The Essence of Ecommerce Trends in 2024
Our conversation with Jisse began by diving into the crucial ecommerce trends that are shaping the industry in 2024. We explored how building long-term customer relationships has become paramount for businesses aiming for sustainable success. The focus has dramatically shifted from merely acquiring customers to nurturing lasting relationships, emphasizing loyalty and customer satisfaction.

Exploring Technological Advancements in Ecommerce
A significant part of our discussion revolved around how technologies like Augmented Reality (AR) and Virtual Reality (VR) are transforming online shopping experiences. Jisse highlighted the role of these immersive technologies in making online shopping more interactive and engaging. Moreover, the rise of voice search and the importance of personalizing the shopping experience were pivotal points that underscored the necessity for businesses to leverage data insights effectively.

The Impact of AI on Ecommerce
Jisse extensively shared his views on how Artificial Intelligence (AI) is revolutionizing the ecommerce sector. From understanding customer behaviors to optimizing conversions, AI stands out as a game-changer. He offered insightful anecdotes on how AI-driven tools like chatbots enhance customer service by providing instant support, thus significantly improving the customer experience.

Listener Questions and Insights
We had the opportunity to incorporate a few listener questions in our discussion. One notable query was about the integration of flexible payment options and how they cater to diverse customer needs. Jisse explained that offering various payment methods not only enhances customer satisfaction but also reduces cart abandonment rates. Another interesting question was about the growing trend of social commerce. Jisse elaborated on how consumers are increasingly making purchases directly through social media platforms, making it a critical aspect of modern ecommerce strategies.

Ecommerce Trends Revolutionizing Business
In closing, Jisse left us with a thought-provoking statement: “The future of ecommerce is not just about technology but about how we utilize it to create meaningful connections and sustainable practices in business.” This encapsulates the core message of our discussion – the harmonious blend of technology, customer engagement, and sustainability is indeed the key to thriving in the dynamic world of ecommerce.

See More Episodes about the future of E-Commerce

AI-powered returns processing in futuristic retail warehouse with holographic displays

parcelLab Unveils Returns Forecast AI: Revolutionizing Retail Returns Management

parcelLab unveils Returns Forecast AI, a groundbreaking tool that leverages artificial intelligence to revolutionize retail returns management, offering unprecedented visibility and control over the returns process.

Talk Commerce - Chris Moe

Navigating Amazon Success with Cartograph: Insights from Chris Moe

Welcome to an insightful episode of Talk Commerce, hosted by Brent Peterson. In this episode, Brent engages in a compelling conversation with Chris Moe, the CEO and founder of Cartograph—a leading Amazon agency specializing in the consumer packaged goods (CPG) industry. Their discussion revolves around the dynamic world of Amazon, focusing on evolving trends in the food and beverage sector, the intricacies of digital advertising, and strategies for maximizing visibility and sales on the platform.

Key Takeaways

  • The importance of crafting compelling creative content to enhance product visibility and conversion rates on Amazon.
  • Insight into trends in the food and beverage industry, including the rising popularity of keto and innovative product formats.
  • Strategies for managing Amazon reviews to maintain consumer trust and product credibility.
  • The evolving landscape of Amazon advertising and the introduction of Amazon Marketing Cloud.
  • Anticipated challenges and opportunities for Amazon sellers in light of new fee structures and market conditions.

About Chris Moe

Chris Moe is the visionary CEO and founder of Cartograph, an agency dedicated to helping brands navigate the Amazon ecosystem. With a background in finance and consulting at McKinsey & Company, he leverages his expertise to drive growth for CPG brands. Cartograph, founded in 2017 and based in Austin, Texas, offers end-to-end support in strategy, pricing, SEO, advertising, operations, and logistics. Their mission is to assist brands in growing products that are beneficial for people and the planet.

Read more at Cartograph’s official website

Detailed Episode Summary

Brent Peterson opens the episode by welcoming Chris Moe, who provides an overview of Cartograph’s operations. Chris explains that his agency focuses on managing Amazon pages for a wide range of CPG brands, encompassing everything from supply chain management to full-funnel advertising.

Crafting the Perfect Creative

A significant part of the discussion centers on the concept of “collective creative,” where Chris emphasizes the critical elements of product presentation on Amazon. He covers the significance of images, titles, star ratings, prices, and shipping speeds. According to Chris, these elements together form the first impression for potential buyers and are crucial for achieving higher conversion rates. He explains:

“Your best e-commerce products are small, light, and expensive, but making sure that products meet consumer expectations is equally crucial.”

Trends in the Food and Beverage Sector

Chris delves into emerging trends within the food and beverage industry. Highlighting the market’s transition from traditional forms to more innovative formats like clear protein and gummies, he notes:

“Innovation in food and beverage is about small, impactful changes that cater to evolving consumer preferences.”

He also touches on the challenges of replacing liquid products with powdered alternatives, despite the logistical and cost benefits, due to consumer preferences for ready-to-drink products over do-it-yourself mixes.

Managing Reviews on Amazon

The conversation shifts to the management of customer reviews on Amazon. Chris underscores the difficulty of maintaining high ratings in certain categories, suggesting that authenticity and transparency are key. He shares:

“Amazon is a reasonably honest place; long-term, you cannot fake a bad product.”

Strategies for soliciting genuine reviews, such as Amazon’s Vine program and product inserts requesting reviews, are explored. However, Chris cautions against overly aggressive tactics to avoid breaching Amazon’s policies.

The Evolving Amazon Ecosystem

Chris provides insights into the evolving landscape of Amazon advertising, particularly the introduction of Amazon Marketing Cloud. This new tool allows brands to construct specific audiences for display advertising and offers deeper analytics on consumer behavior.

“Moving from interesting insights to actual incremental impact is challenging, but tools like the Amazon Marketing Cloud can be game-changers.”

Challenges and Future Trends

Discussing the recent changes to Amazon’s fee structures, Chris highlights the significant impact of these adjustments on sellers’ profit margins. He notes:

“Amazon’s new fees are causing ire among sellers, particularly the charges associated with lower inventory levels and the cost of cross-country shipping.”

Chris also touches on the burgeoning field of retail media networks, predicting that Amazon will face increasing competition, particularly in categories where it has historically struggled, such as apparel and groceries.

Personal Commentary and Analysis

Listening to Chris Moe’s insights offers a valuable perspective on the complexity of selling on Amazon. His expertise uncovers the stark reality that success on the platform requires meticulous attention to every aspect of product presentation and consumer interaction. The episode serves as a reminder that while Amazon offers vast opportunities, it also poses significant challenges that require strategic navigation.

Memorable Quotes

  • “Amazon is like a reasonably honest place; you can’t fake bad products.”
  • “The best e-commerce products are small, light, and expensive, but they must also meet customer expectations.”
  • “Innovation in food and beverage often revolves around small, impactful changes that align with consumer needs.”

Engaging the Audience

Interested in getting more in-depth insights from industry experts like Chris Moe? Make sure to listen to the full podcast episode on Talk Commerce. Subscribe to our podcast for more enriching conversations and stay updated with the latest trends in ecommerce and digital marketing.

Final Thoughts

In this episode, the complexities of navigating the Amazon marketplace are laid bare. Chris Moe’s expertise sheds light on the importance of strategic product presentation and innovative solutions to meet evolving consumer demands. While challenges like new fee structures and increasing competition from retail media networks loom large, the opportunities for growth and success on Amazon remain abundant for those who can adapt and innovate.

Retail executives network and collaborate at eTail's 25th Anniversary Conference

eTail Expands U.S. Production Team, Propelling Next Phase of Growth

Worldwide Business Research (WBR) has expanded its U.S. production team for eTail, promoting Kristin Schoenstein to eTail Chief of Staff and Elizabeth Robillard to eTail Portfolio Director. Leucepe (Leo) Martinez also joins the eTail Palm Springs team, bringing international perspective from eTail Toronto and London.

Talk Commerce
Talk Commerce

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