Beyond the Cart

Today's episode covers Trico's journey from a product-based company to one that now heavily integrates services, particularly through digital ecosystems such as IoT and data analytics. Jim explains how Trico has developed sophisticated tools for monitoring and analyzing equipment performance, emphasizing the importance of early detection of issues through oil analysis and other predictive maintenance techniques. The conversation also touches on the challenges of educating customers, managing digital transformations, and the evolving roles of different personas within customer organizations, especially in B2B settings. The episode concludes with a teaser for part two, which will delve deeper into data analysis and artificial intelligence. Highlights include: 

(01:16): Trico today & Lightburn's partnership

(07:50): The challenges of customer education

(09:16): Bringing new tactics to an old service 

(12:34): The importance of cross-selling services 

(13:16): It's all about the data

(17:24): The value of a mobile app 

(18:55): Data visualization 

(19:51): Complex personas in B2B

(23:31): Digital Transformation

In this episode of Beyond the Cart, Nora is joined by Bay View Printing Co.'s Ashley Town to discuss the company's digital evolution from print to pixel.

Hear how this local business grew its market and transformed operations by focusing on customer service across multiple audiences. From its core design service through its ever-popular "Drink & Ink" events Ashley refined processes and leveraged technology to better support users online and offline.

Top takeaways include:

• History of Bay View Printing Co
• What is Bay View Printing Co today?
• Identifying different customer types
• Investing in a service and ecommerce website
• How to mirror offline service offerings online
• Automating tasks without losing the personal touch
• Integrating your website with other business tools
• Creating cross-promotional opportunities
• Meeting different audiences where they are

Changes to your digital strategy can domino across your business. While that ultimately is how real change happens, it can be daunting. Today, we’re discussing the biggest mistakes ecommerce companies make when re-aligning and re-investing in their customer experience (CX) strategies — and how to avoid them. 

Join host Nora as she shares lessons learned with Lightburn's director of client strategy, Colleen Campbell, and the co-owner and cofounder of the UX research company, Lyssna Method, our pal Kristine Howell. 

Top takeaways include:

• Top mistakes business owners make
• Low-cost wins to avoid analysis paralysis
• How to get c-suite buy-in with dedicated data
• Under and OVER-investing in technology
• Customer wants versus business needs
• Reducing risk and welcoming natural tension points

Today's interview will discuss the challenges and opportunities of rebuilding paper processes in a digital environment. Joining us is Camie Grabowski, the Sales & Design Manager at Digital Pix & Composites (DPC). She's spent nearly 20 years strategizing ways to modernize and simplify operations for a business with several moving parts and plenty of room for human error. 

We asked:

• What did the manual process used to look like?
• What were some of your initial reservations?
• What was the lag time between planning and action?
• Did any part of the process surprise you with its complexity or simplicity?
• Did you learn anything new about your users during this transformation?
• Where did this process break down after launch?
• What’s been helpful for your team, clients and customers?
• Do you have any advice you’d give others?

We're ending season two talking about "stuckage." It's totally real. We see it all the time. You're stuck making decisions. You can't get any traction on your project. It happens a lot in ecommerce. And we're gonna talk about how to solve that. We're also gonna apply some of the solutions that we often give our clients to our D2C brand, Bilberry West.

• DIY ecommerce is unrealistic — even for us
• Don’t create problems that don’t exist yet – part one
• The answers are normally obvious but hard to accept
• The "sunken cost" fallacy
• Don’t create problems that don’t exist yet – part two
• How accountability will make or break your business
• How to remove heavy emotional barriers and move forward

Today, we're talking to one of our food and beverage clients about selling swag online. From t-shirts to gift cards, restaurants have evolved from local eateries to brand-name business groups. To tell their story. I've invited Sam Schulte, the marketing specialist for the Lowlands Group, to discuss how their migration from WooCommerce to Shopify helped increase sales by 9% in just 2-months (and it's not even their busy season). 

• A little about Lowlands
• Re-platforming their store from WooCommerce to Shopify
• Learning and leveraging pre-existing themes
• Customizing templates where it matters (keep it simple)
• Creating better checks and balances between product owners
• Creating a dynamic navigation for each restaurant
• Tracking sales, promotions, and product interest
• Analyzing the monetary impact of the new shop
• Trusting in your digital partner

Today we're talking about subscription models. They're all the rage right now, from meal planning kits to makeup. It might seem simple to just add a subscription button to your product page, but there's a lot more to consider. For some expertise on this topic, we're excited to have our friend and former colleague, Kristine Howell, joining us today. 

• Why ecommerce subscription models are so popular
• When to consider offering a subscription service
• Simplifying the buy-in and cancelation process
• Getting feedback from users and stakeholders
• Investing in the emotional experience 

Today, we're talking about abandoned carts. Learn how to avoid leaving money on the table by streamlining the checkout process, reducing distractions, and offering genuine value that connects with your customers. 

• Reducing distractions
• Identifying the barriers
• Investments versus commodities
• Curating the brand experience
• Filling in the gaps

In today's episode, we're talking about the effects of seasonality on your PPC plan, how we approach seasonality as it relates to paid advertising, and the unique challenges of running campaigns for clients with extreme seasonality.

Today's Topics: 

• Advertising highly seasonal products
• Customer engagement
• Following your audience (1-800-FLOWERS)
• Weather-driven seasonality
• Your first year of digital ads
• Revving up digital ad spend
• Communicating with operations

Today we welcome a new guest, Lightburn SEO Analyst Taylor Belmer. During today's chat, we will be exploring how to write engaging, informative, and persuasive product descriptions. We'll break down shopping algorithms and how they're weighted, and we've got some practical advice for increasing product visibility across channels. 

Today's Topics

• Generic and brand-driven keywords
• The problem with duplicate content
• Minimize iterations with thoughtful UX design
• Focus on features and benefits 
• Avoid filler statements 
• Infuse descriptions with brand voice 
• Creating a roadmap for success