#TalkCommerce

Shane Kaszyca

Scooping Success: Building a Household Brand with Shane Kaszyca

Welcome to another exciting episode of Talk Commerce! I’m Brent Peterson, and this time, my co-host Scott Oshman and I had the pleasure of chatting with Shane Kaszyca, the VP of IT at Whisker—the innovative company behind the Litter-Robot. Shane shared invaluable insights on building a brand that not only solves real problems but becomes a household name in the process. If you’ve ever wondered how a product transforms into a verb or how to navigate the complexities of e-commerce while keeping innovation at the forefront, this episode is for you.

The Journey to Becoming a Household Name

Solving a Real Problem Differently

Shane emphasized that becoming a household name isn’t just about being first—it’s about being better. Whisker’s founder, Brad Baxter, didn’t invent the automatic cat litter box, but he reimagined it. By utilizing a rotational sifting system that leverages gravity, the Litter-Robot provided a cleaner, more efficient solution for cat owners.

“It’s not just being first but solving a problem in a new, innovative way,” Shane explained.

Marketing Where Your Audience Is

Whisker didn’t stop at innovation; they also mastered the art of marketing. Starting in 2015, they ramped up efforts to put the Litter-Robot in front of audiences where they already were—be it online or in big-box stores like Target, Costco, and PetSmart.

“You have to expose a problem and show that you have the solution,” Shane noted.

The Power of Branding

Shane drew parallels with brands like Google and Kleenex, pointing out how the Litter-Robot has become synonymous with automatic cat litter boxes. This level of brand recognition is a monumental achievement and a testament to Whisker’s commitment to solving real customer problems.

Innovating in E-Commerce: Balancing Tech and Marketing

Embracing Headless Solutions

As VP of IT, Shane is passionate about adopting technologies that empower the marketing team. He advocates for headless solutions that allow marketers to create and manage content without heavy reliance on developer resources.

“Once you have your brand guidelines and widgets, let marketing go nuts,” he said.

I couldn’t agree more. Allowing the marketing team to operate independently not only speeds up execution but also fosters creativity.

The Challenge of Payment Options

We delved into the complexities of offering multiple payment options. Shane highlighted the fine line between providing convenience and overwhelming the customer.

“Every payment provider wants to be on your site, but you don’t want it to look cluttered,” he explained.

This is a common struggle in e-commerce, and finding that balance is key to enhancing the customer experience.

Preparing for the Holiday Rush: Code Freeze Strategies

The Importance of Planning

With the holiday season approaching, Shane shared Whisker’s strategy of implementing a code freeze well ahead of peak shopping days.

“We have 28 business days until our code freeze,” he mentioned.

This proactive approach ensures stability during the busiest time of the year, a practice that many e-commerce businesses can learn from.

Expectations for Record-Breaking Sales

Shane is optimistic about the upcoming season, expecting it to be record-breaking. Their focus on customer journey optimization and robust testing sets them up for success.

“I think we’ll have a really good customer journey that’s going to drive a ton of business,” he said.

Letting Marketing Teams Fly

Reducing Dependence on Developers

One of the standout points Shane made was about reducing the marketing team’s dependence on developers for simple tasks. By providing a set of tools and widgets within brand guidelines, marketers can create engaging content more efficiently.

This resonates with my experience, too. Empowering teams with the right tools can significantly accelerate growth and innovation.

Testing and Experimentation

Shane shared that Whisker is currently testing three variations of their homepage, embracing a culture of experimentation.

“We’re using Bloomreach for A/B testing, trying different experiences,” he shared.

This willingness to test and adapt is a hallmark of successful e-commerce strategies.

Our conversation with Shane Kaszyca was not only enlightening but also inspiring. Whisker’s journey from a simple idea to a household name like Litter-Robot exemplifies how innovation, strategic marketing, and empowering your team can lead to monumental success.

If you’re in the e-commerce space or looking to build a brand that resonates, Shane’s insights are invaluable. Don’t miss the full episode for a deeper dive into how Whisker is revolutionizing pet care and e-commerce.


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Shannon Wu-Lebron

Orchestrating Supply Chain Success with AI: Insights from Shannon Wu-Lebron

Hey there, Talk Commerce fans! On this episode, we had the pleasure of chatting with Shannon Wu-Lebron, the Vice President of Industry Strategy at Blue Yonder. Shannon brought a wealth of knowledge about optimizing ecommerce through supply chain management and artificial intelligence. Let’s dive into some of the key takeaways from our conversation.

The Holistic Approach to Supply Chain

Shannon highlighted the importance of a holistic approach to supply chain management. Gone are the days when we could simply focus on the front-end ecommerce experience. To truly optimize, we need to consider everything from planning and merchandising to warehouse logistics and last-mile delivery. This resonated with me, as I’ve recently seen firsthand how interconnected these elements are in my own fractional CTO role. When we focus on just one piece of the puzzle, we risk missing opportunities for greater efficiency and customer satisfaction.

AI-Driven Optimization: Machine Learning and Beyond

Shannon shed light on leveraging AI to drive supply chain optimization. Their “Commerce Machine Learning Service” helps retailers predict inventory availability, optimize fulfillment strategies, and even forecast sales and returns. I found it fascinating to hear how machine learning is being used to tackle real-world challenges like stockouts and dynamic safety stock. It’s clear that AI is playing an increasingly vital role in shaping the future of ecommerce.

Supply Chain Orchestration: Connecting the Dots

One of the key concepts Shannon discussed was supply chain orchestration. This involves breaking down traditional silos between departments and systems, allowing for seamless data exchange and real-time decision-making. I’ve often seen challenges arise when different teams operate in isolation. Orchestration, as Shannon described it, offers a powerful solution to connect the dots and optimize the entire process.

Democratizing Ecommerce: Tools for Small and Medium Businesses

Shannon also touched on the democratization of ecommerce, highlighting how SaaS platforms and advancements in AI are empowering smaller businesses to compete with larger enterprises. I’m passionate about seeing businesses of all sizes thrive, and it’s exciting to see how technology is leveling the playing field. Smaller merchants now have access to tools and insights that were previously only available to large companies with deep pockets.

As we head into the holiday season, Shannon shared some insights into the trends she anticipates. She emphasized the importance of planning for unpredictability, especially in the face of economic uncertainties. We also discussed the extended holiday shopping period, which now seems to start earlier and last longer than ever before. It’s crucial for merchants to adapt their strategies to meet these evolving consumer behaviors.

Our conversation with Shannon Wu-Lebron was packed with valuable information for anyone involved in ecommerce. From the importance of holistic supply chain management to the power of AI and the trends shaping the industry, Shannon’s insights provided a roadmap for optimizing operations and enhancing customer experiences. To hear the full conversation and get even more valuable takeaways, be sure to check out the complete episode of Talk Commerce.

Thanks for tuning in!

Brent Peterson
Host, Talk Commerce

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