David Chinn, CEO and Co-Founder of Lexer, knows better than most that retailers are drowning in data but starving for insight. Since 2015, he’s been helping brands like Cotton On and Rip Curl unify their customer data and use it to drive measurable growth. From tackling TikTok Shop duplicates to using AI for smarter segmentation, David and his team are showing what’s possible when retailers actually take control of their customer data.

Today, we’re discussing:

• How first-party data is reshaping ecommerce in a cookieless world
• The messy side of marketplaces like TikTok Shop and how to fix duplicate data
• Why the smartest retailers focus on their top 25% of customers
• Zero-party data done right (and when to ask for it)
• How Lexer is using AI to turn insights into real-time action
• What’s next for data-driven retail and where brands should focus in 2025

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Explore Lexer

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Most brands still see payments as a cost centre: something to minimise rather than optimise. Caroline Tran from Hello Clever is flipping that mindset. Her approach transforms the payment rail itself into a driver of growth by connecting real-time payments with real-time rewards. “Cashback feels like a gain, whereas discounts feel like a loss.” That simple shift is redefining how merchants view both margin and loyalty.

In Today’s Playbook:

• How Hello Clever is using real-time payments to power instant cashback and loyalty
• Why cashback feels like a gain while discounts erode brand value
• Why Sonia Friedrich says friction is the ultimate conversion killer
• The key to turning payment rails into marketing assets that grow both margin and trust

Connect with Caroline Tran
Explore Hello Clever
Listen to Caroline’s main episode
Episode #392 with Sonia

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In today’s episode, Stacey Head, founder and CEO, shares how she bootstrapped she wear from a side hustle into a multi-award-winning ecommerce brand: without investors, without mentors, and with a healthy dose of stubbornness. From surviving Meta’s algorithm shifts to launching virtual fittings that convert like crazy, Stacey’s story is one for every ecommerce operator who’s ever wondered how to build a niche into a movement.

Today, we’re discussing:

• The scrappy early days of launching she wear with zero experience
• The moment her website exploded 
• Why Meta’s changes are forcing authentic brands to rethink socials
• How virtual fittings are driving trust and conversion online
• The power of word of mouth for creating an engaged community
• What AI could mean for the future of fit and personalisation
• Becoming a leader in a male-dominated field

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Explore she wear

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Privacy policies might be the most ignored part of an ecommerce site, but they’re also one of the most important. In today's playbook, Marianne Marchesi, founder of Legalite, is turning the traditional approach on its head: “Don’t even bother with T&Cs and privacy policies if you’re not going to do the work in the background to make sure that you’re actually practicing what you preach.”

In today’s Playbook

• How to write a privacy policy that reflects your real data practices
• The simple audit every ecommerce brand should run before updating policies
• Why “cleaning out your data” could save your business
• How to get clear, explicit consent from customers before privacy laws change
• What Legalite, Civic Data and IAB Australia all agree builds true trust

Connect with Marianne
Explore Legalite
Episode #119 with Civic Data
Episode #444 with IAB Australia

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In today’s episode, AS Colour’s Head of Ecommerce, Joe Sharplin, takes us through his leap from product design into digital leadership and what it really takes to build an online experience that keeps both wholesale giants and everyday shoppers happy. We’re talking thousands of SKUs, colourways that could make your head spin, and the joys of rolling out new features across five different regions. Spoiler: it’s not easy. At all.

Today, we’re discussing:

• How AS Colour scaled B2B eCommerce into a self-service global powerhouse.
• Balancing wholesale and D2C without compromising brand experience.
• The complexity of managing thousands of SKUs, colourways, and product variants.
• Why BigCommerce became the backbone of AS Colour’s tech stack.
• The role of loyalty programs and pricing tiers in B2B growth.
• Global expansion into the US and EU, and the logistics behind it.

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Explore AS Colour

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When a product takes off, copycats are rarely far behind. The team behind memobottle learnt this early. Their slim, rectangular water bottle was designed to slip neatly into briefcases and handbags, instantly recognisable as their own. But uniqueness attracts attention from low-cost imitators. Today, Co-founder Jonathan Byrt explains how a manufacturing complexity became a quiet moat that kept poor-quality imitations at bay.

In Today’s Playbook:

• How memobottle turned complex manufacturing into its best defence
• Why Quad Lock’s brand recognition outperforms any patent
• The operational moat behind Tinyme’s personalised production
• What Legalite’s Marianne Marchesi says about auditing hidden IP assets
• Why smart operators see IP not as paperwork, but as a foundation for growth

Connect with Jonathan & Jesse
Explore memobottle
memobottle’s main episode #545
Quad Lock episode #117
Tinyme episode #465

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In today’s Add To Cart episode, Clare sits down with Bushy to reflect on Bon Maxie’s 10-year journey, from the early days of handcrafting in a sawdust-filled garage to manufacturing internationally. She explains how she’s built a customer-first brand while also shaping her business to suit her family’s needs, rejecting the traditional idea of what a “big” business should look like.

Today, we’re discussing:

• How Clare transformed a jewellery storage frustration into Bon Maxie’s first cult product, and what it took to move from hand-drilled plywood to scaled manufacturing.
• The obsessive product design philosophy behind Bon Maxie’s bags, wallets, and organisers: from strap lengths to zipper strength.
• The reality of outsourcing production overseas: quality control, communication challenges, and why understanding the process before you delegate is critical.
• How Bon Maxie built a fiercely loyal community through authenticity, from late-night pizza box photoshoots to Betty White gifs in Facebook ads.
• Why Clare believes messy, radically honest marketing cuts through more than polished perfection in today’s ecommerce landscape.
• The shift from serving repeat customers to acquiring new ones, and how Clare adjusted her ad strategy, content, and product range to match.
• Redefining success: what it means to grow a business on your own terms, balance family priorities, and design a lifestyle that works rather than chasing traditional scale.

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Explore Bon Maxie

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AI gets thrown around as the answer to cutting costs and speeding things up. Michelle Reeves, Co-founder and CEO of Zipline AI, has a different take. “AI should never replace the relationship”, she says. “It should free us up to focus more on what really matters to customers”. In other words, the real opportunity isn’t to automate customers out of the picture: it’s to pull them in closer.

In Today’s Playbook:

• How Zipline AI helps brands like Disney, Gucci and Hugo Boss use co-creation to boost engagement
• Why Gen Z spends billions of hours creating digital products and what it means for brand loyalty
• How Pet Circle used semi-automation to turn a “dog on a diet” moment into customer care gold
• Why Good Pair Days built a Spotify-style recommendation engine for wine lovers
• The power of treating AI as a creative playground that secretly collects high-value customer data

Connect with Michelle
Explore Zipline AI
Michelle’s main Episode #543
Pet Circle Episode #396
Good Pair Days Episode #423

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Kirstin’s career has zig-zagged through medicine, law, consulting, co-founding Future Super, and leading Techstars in Sydney before stepping into the CEO seat at Birchal, Australia’s largest equity crowdfunding platform. With more than 300 campaigns and $200 million raised, Birchal is now a powerhouse for ecommerce founders who want to scale while activating their most loyal customers as shareholders.

Today, we're discussing:

• How Birchal helps ecommerce brands like Outland Denim, Zero Co and Sneaker Laundry raise millions by turning loyal customers into investors
• The sweet spot crowdfunding occupies between Kickstarter, bank loans and VC: without the headaches of fulfilment or personal guarantees
• Why ongoing shareholder communication is the secret to future raises and brand loyalty
• How crowdfunding campaigns act as marketing campaigns, boosting awareness, employer brand, and even sales
• The brutal stats on gender and diversity in funding, and why crowdfunding can close the gap for underrepresented founders
• Kirstin’s vision for a future where Australian crowdfunding creates thousands of new millionaires, just like Revolut in the UK

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Explore Birchal

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What does it take to turn a routine product into a subscription powerhouse?

In this Add To Cart Playbook, Nathan Bush sits down with Jaryd Terkelsen, Co-Founder of BeforeYouSpeak Coffee, the Brisbane-born brand now doing seven figures, stocked in more than 1,500 stores globally, and even backing an Alpine F1 team.

Jaryd reveals how BeforeYouSpeak flipped the switch on subscriptions (after years of keeping them hidden) to build one of the stickiest ecommerce models in the game. Today, their average subscriber reorders nearly ten times.

This episode unpacks how Jaryd and the team:

• Balanced retail partnerships with direct-to-consumer subscriptions
• Designed irresistible first-time offers that drive trial and loyalty
• Built a system that makes churn the exception, not the rule

If you’re wondering how to make subscriptions work without annoying customers (or your retail partners) this playbook is packed with insights you can put to work straight away.

Connect with Jaryd
Explore BeforeYouSpeak
Jaryd’s main Episode #541
FunDay Sweets Episode #317
Klipsta Episode #491

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