eCom Collab Club Podcast - The eCommerce Podcast for DTC Businesses

Customer Loyalty: One-Night Stand or Long-Term Thing? 

Most brands treat customer loyalty like a one-off hook-up: flash a discount, hope for the best, and wonder why customers never call back. But building customer loyalty isn’t as simple as setting up a points program. In this episode, Sarah Welsh, Co-Founder and CPO of HANX, shares what really keeps customers coming back, why traditional loyalty programs often miss the mark, and how HANX is driving repeat purchases without gimmicks.

We also dive into:

• Why traditional loyalty programs are the equivalent of a bad pick-up line

• The real reason customers stay loyal (hint: it’s not discounts)

• How to create an experience so good, they keep coming back for more

• The emotional vs. habitual side of customer behaviour

•  Why sex ed for adults is part of their customer experience (and why it works so well)

• Personalisation, UGC & community – when it works and when it’s just creepy

• What brands get so wrong about community-building

If you’re running an eCommerce brand and looking to retain customers without annoying them, this episode is a must-listen.

In This Episode, You’ll Learn:

✔️ The real customer behaviors that drive repeat purchases

✔️ How to use surprise & delight tactics for retention

✔️ When subscription models work (and when they don’t)

✔️ Why DTC brands should rethink traditional loyalty programs

✔️ How UGC, reviews & brand collaborations impact retention

✔️ The biggest mistakes brands make in customer loyalty

Tools & Strategies Mentioned:

• Lifetimely – For tracking LTV & retention insights

• Personalized Email & SMS – Why brands should focus on relationship marketing

• Subscription Retention Tactics – Why HANX doesn’t lock in customers

• Brand-Led Events – How they engage customers beyond the purchase

• AI & Data Segmentation – When AI helps, and when it crosses the line

  
  

Time Stamps:

00:00 Welcome to the eCom Collab Club Podcast00:42 Introducing our guest: Dr Sarah Welsh03:15 From Doctor to DTC Founder – Sarah’s Journey07:45 What does customer loyalty REALLY mean?12:58 The subscription dilemma: Habit vs. Emotion18:32 How HANX personalises customer experience23:50 Why they don’t have a traditional loyalty program30:21 The impact of brand collaborations & partnerships37:10 How they use customer reviews & UGC41:24 Customer psychology & segmentation for retention47:36 AI, personalisation & ethical data collection53:15 Sarah’s take on eCommerce loyalty myths01:02:42 Final thoughts & biggest takeaways

Shoutouts & Sponsors:

Omnisend – Email & SMS marketing so good, it’s boring

 Retail Fest 2025 – Australia’s must-attend eCommerce event

Connect with Us:

📢 Subscribe & Follow: 🔗 Listen on Spotify, Apple Podcasts & YouTube 🎧 Join the Ecom Collab Club Community 👉 www.ecomcollabclub.com/community 🔗 Follow us on LinkedIn: Peter Gardner⁠ | ⁠Adam Pearce | Rich Evans

Connect with Our Guest:

Sarah Welsh – Co-Founder and CPO @ HANX

HANX – HANX

📩 Follow Sarah – Sarah Welsh

Watch More eCom Collab Club™️ Podcast Episodes Here: 

https://www.youtube.com/@eComCollabClub

Loved this episode? Drop a comment and let us know your biggest takeaway! 📊

In this episode, we dive deep into the overlooked but crucial aspect of e-commerce: the last mile experience. Our guest, Steve, the founder of Uncle Matt’s Hats, shares how packaging, fulfillment, and post-purchase engagement can elevate a brand and create organic marketing opportunities. From using ice cream tubs as packaging to building a movement around mental health, Steve’s approach to e-commerce is nothing short of innovative. We also explore how e-commerce brands can rethink their value proposition, avoid chasing trends, and focus on differentiation.

Key Topics Covered:

• [00:00] Introduction and why we don’t do corporate jargon or fluff marketing

• [02:10] The underestimated last mile and why it matters

• [04:20] Introducing Steve: The journey behind Uncle Matt’s Hats

• [08:45] From CEO to founder: Steve’s background in e-commerce

• [12:30] The personal story behind Uncle Matt’s Hats and its mission for mental health awareness

• [20:00] The role of packaging in branding: How an ice cream tub became an unforgettable unboxing experience

• [26:45] Why most brands view packaging as an expense instead of a marketing tool

• [30:15] Creating an emotional connection through product presentation

• [35:00] How Uncle Matt’s Hats builds organic UGC through packaging and fulfilment

• [40:25] Building a brand community: The importance of authenticity and storytelling

• [46:00] The balance between consulting and running a brand

• [50:30] How e-commerce brands can create differentiation in a crowded market

• [55:10] The importance of final-mile customer touchpoints

• [58:40] Steve’s take on what e-commerce trends to embrace and which to avoid

• [1:05:00] Audience Q&A: The weirdest unboxing reactions, collaborations, and future plans

• [1:15:00] Final thoughts and where to find Uncle Matt’s Hats

Key Takeaways:

• Your last-mile experience can make or break customer loyalty.

• Thoughtful packaging can be a conversation starter and free marketing tool.

• Authenticity in branding leads to deeper customer connections.

• Differentiation is key—focus on what only your brand can offer.

• Community building starts with understanding your customers beyond just the product.

Resources & Community:

• Follow Uncle Matt’s Hats: https://unclemattshats.com/

• Join The Ecom Collab Club community: http://www.ecomcollabclub.com/community

Next Episode Teaser: Stay tuned for our next episode, where we explore the role of personalization in e-commerce and how brands can leverage data to create hyper-targeted customer experiences.

Final Message: If you enjoyed this episode, please rate and review The Ecom Collab Club Podcast. Your support helps us bring in more insightful guests and valuable discussions. See you next time!

We got Cameron Goldie, Head of eCommerce at Grenade, in the hot seat to chat no-BS ecommerce truths—why most brands screw up retention, how to actually use data without chasing meaningless vanity metrics, and what Grenade does differently to stay ahead.

We’re talking AI, customer psychology, retention strategies that actually work, and why Cameron sees himself as Rocky Balboa in the ecommerce ring. If you’re a founder, marketer, or just tired of generic “data-driven” BS, this one’s for you.

🔥 What You’ll Learn:

✅ The vanity metrics brands love but shouldn’t

✅ Why customer acquisition isn’t the win—retention is

✅ How Grenade uses AI & data to make smarter decisions

✅ The power of free giveaways (yes, giving stuff away CAN make you money)

✅ Why most loyalty programs are a joke (and what to do instead)

✅ Underrated growth channels—direct mail, referrals & more

✅ The real fight: How ecommerce is a never-ending Rocky montage

🛠️ Tools & Strategies We Talk About:

• RFM Segmentation – stop marketing like every customer is the same

• AI-powered data modelling – use it properly, not just for the sake of it

• Direct Mail & Surprise and Delight – old-school tactics that work

• Trust pilot & NPS Scores – real insights over corporate fluff

• Customer “Playground” Model – why the funnel is DEAD

  
  

  ⏳ Time Stamps:

00:00 🚀 Welcome to the E Com Collab Club Podcast

00:18 👋 Meet Rich Evans & Cameron Goldie

01:33 🛍️ Retail Fest 2025—Why You Need to Be There

02:52 🎤 Cameron on Data-Driven Marketing

06:42 📊 What Brands Get Wrong About Data

08:14 🔥 The Real Value of Customer Engagement

13:32 🎁 Surprise & Delight—Why It Works

18:45 ⚖️ Data Deathmatch: Qualitative vs. Quantitative

24:24 🧠 Customer Psychology & Buying Behaviour

28:56 🎯 Attracting High-Value Customers (Not Just Anyone)

34:06 💰 How to Test Ads & Channels Without Wasting Cash

40:32 📦 The Post-Purchase Strategy That Actually Works

43:26 🔄 Retention Strategies That Don’t Suck

46:58 🤖 AI in eCommerce—Hype vs. Reality

53:06 🛠️ The “What If We Lost All Our Data” Challenge

57:07 🚫 The Worst Marketing Trends & Buzzwords

01:02:47 🚀 The Most Underrated Growth Channels

01:07:03 🎬 Final Thoughts & Takeaways

🚀 Call to Action:

👉 Subscribe to the E Com Collab Club Podcast on Spotify, Apple Podcasts, and YouTube

👉 Join the E Com Collab Club Community:www.ecomcollabclub.com/community

👉 Follow us on LinkedIn:Peter Gardner⁠) | ⁠Adam Pearce

👥 Connect with Our Guest:

Cameron Goldie🚀 Head of eCommerce @ Grenade

🔗 Cameron Goldie

🌐 Grenade

📢 Sponsors & Shout outs:

💡 Omnisend – The only email & SMS tool you need. Get 30% off with code ECC30.

💡 Retail Fest 2025 – The ultimate eCommerce & retail event in Australia.

👀 Watch the Full Episode on YouTube📺https://www.youtube.com/@eComCollabClub

💬 Loved this episode? Drop a comment and tell us your biggest takeaway!

In this episode of the eCom Collab Club Podcast, host Peter Gardner and Adam Pearce sit down with Pedram Mehrshahi, co-founder of KLORIS.CO, to explore the game-changing impact of qualitative data on e-commerce success. They discuss how brands can collect and implement customer insights to improve conversions, retention, and brand loyalty. Pedram shares how KLORIS has built a premium wellness brand by prioritizing direct customer feedback through personal engagement, including phone calls, surveys, and on-site experiences.

Key Takeaways:

• Why do most e-commerce brands collect customer data but don’t know how to use it effectively?

• The role of qualitative data in shaping product development, UX improvements, and marketing strategies.

• How speaking directly to customers drives loyalty and builds a strong brand community.

• The dangers of over-reliance on discounts and why gifting and bundling work better.

• How Chloris balances brand vision with customer feedback to stay true to its mission.

Guest: Pedram Meshahi – Co-founder of Chloris, a leading wellness brand turning customer insights into brand experiences that drive revenue. Find him on LinkedIn: Pedram Meshahi

Chloris Website:www.KLORIS.CO

Timestamps:

• 00:00 – Introduction and episode overview

• 05:30 – Pedram’s journey into e-commerce and the founding of KLORIS

• 15:00 – Why customer data often goes unused in e-commerce

• 22:45 – The power of direct conversations with customers

• 32:00 – Using qualitative insights to improve conversion rates

• 40:30 – Scaling a premium brand without over-reliance on discounts

• 50:15 – How Chloris personalizes the customer journey effectively

• 01:00:00 – Final thoughts and actionable tips for brands

Resources Mentioned:

• KLORIS Wellness Products:www.KLORIS.CO

• Retail Fest 2025 Tickets: retailglobal.com.au

• OmniSend Email & SMS Marketing: www.omnisend.com

Call to Action:

• Subscribe to Ecom Collab Club Podcast on Spotify, Apple Podcasts, and YouTube.

• Join the Ecom Collab Club Community: www.ecomcollabclub.com/community

• Connect with us on LinkedIn: Peter Gardner) | Adam Pearce

Next Episode Teaser: Next week, we dive into the latest trends in e-commerce automation and how AI is reshaping the industry. Stay tuned!

In this episode of theeCC Podcast, hostsAdam Pearce andPeter Gardner go head-to-head on the biggest debates in e-commerce.Rich Evans, co-host of eCC London and founder of Get Better, joins the conversation, bringing his own perspective to the fight.

This is where the usual marketing advice gets challenged. We tackle:

• CRO – A game-changer or just another overhyped metric?
• Email marketing – Still a powerhouse, or past its prime?
• Branding and packaging – Essential for growth, or just an expensive add-on?
• Loyalty programs – A real retention driver, or just another discount scheme?
• Paid ads – A long-term strategy or a business crutch?

Strong opinions, real-world experience, and a debate that cuts through the noise.

Listen now and decide where you stand.

Takeaways

• CRO is essential for guiding customers through the buying process.
• Email marketing remains a vital channel, despite claims of its decline.
• A strong brand story can differentiate a product in a crowded market.
• Customer service is crucial, even when customers are wrong.
• Loyalty programs need to be more than just discount schemes to be effective.
• Relying solely on paid ads is not a sustainable business model.
• Branding is important for long-term growth and customer loyalty.
• Packaging can enhance brand perception and customer experience.
• Great copy is more important than great design in e-commerce.
• Understanding conversion rates requires context; averages can be misleading.

Sound Bites

• "Email marketing is not dying, it's evolving."
• "Branding is essential for long-term success."
• "Great copy sells, great design makes it pretty."

Chapters

• 00:00 Introduction to the Podcast and Format
• 02:33 Contrarian Statements: The Role of CRO
• 06:01 Email Marketing: Is It Dying?
• 10:48 The Importance of Brand Storytelling
• 14:55 Customer Service: The Customer Isn't Always Right
• 17:37 Loyalty Programs: More Than Just Discounts
• 21:32 The Role of Paid Ads in Business Sustainability
• 28:19 The Role of Email Marketing in E-commerce
• 29:17 Contrarian Views on Growth in E-commerce
• 30:16 The Future of TikTok and Its Impact
• 34:06 The Debate on Discounts in E-commerce
• 42:44 The Misconception of Personalization
• 49:23 The Importance of Packaging in Branding
• 57:10 Data Management in Klaviyo
• 59:49 Navigating E-commerce Tools and Platforms
• 01:00:27 Building a Brand Without Ads
• 01:03:27 The Importance of User-Generated Content
• 01:04:17 Evaluating Marketing Spend Effectiveness
• 01:06:02 Conversion Rates vs. Average Order Value
• 01:10:04 The Dangers of Contradictory Advice
• 01:15:14 Authenticity in Influencer Marketing
• 01:17:07 Quickfire Questions: Profit vs. Growth
• 01:21:43 The Debate: Great Copy vs. Great Design

Alright, this episode is a big one!

We’re talking Influencer Marketing in eCom—and let’s be honest, it’s either printing money or lighting it on fire.

So, we brought in Conor Jaafari from Cozy Crew Club—a guy who’s been in the trenches, tested what works, and seen firsthand what doesn’t.

He’s breaking down:

Then, once Conor’s out, Peter and Adam break it all down.

And of course, we’re diving straight into The Good, The Bad, and The Scary — breaking down the latest eCom news and what’s actually worth paying attention to.

Buckle up, babes — this one’s got some real spicy sh*t. 🌶

🚀 Micro-influencers = better ROI (engagement > vanity metrics)

💬 "You have to use your community where you can."

00:00 – Intro: Influencer marketing—goldmine or dumpster fire?
01:10 – Conor’s journey with Cozy Crew Club
03:12 – The influencer marketing trap most brands fall into
05:44 – The do’s & don’ts of gifting (and when it’s just a waste)
09:07 – Building relationships with influencers for long-term ROI
10:54 – Should you go in-house or use an agency for influencer marketing?
11:49 – Crafting outreach messages that don’t get ignored
13:45 – Why authenticity is the only way to win in 2025
16:42 – Influencer marketing & sales—what actually converts?
19:06 – The balance between brand control and creative freedom
21:02 – Influencer pricing: How much should you really pay?
24:30 – UGC: Why it’s influencer marketing’s secret weapon
26:21 – When influencer partnerships go wrong (horror stories included)
29:05 – Red flags to watch out for in influencer deals
31:16 – Expanding internationally? How to localize your influencer strategy
34:02 – Setting standards for influencers—what brands should expect
36:22 – The best tools for tracking influencer campaign performance
40:46 – Budgeting: Influencer marketing vs. traditional paid ads
42:25 – How influencer marketing is evolving in 2025
44:51 – Future plans for Cozy Crew Club
46:10 – Peter & Adam’s debrief: What eCom brands NEED to know
49:18 – Busting influencer marketing myths
52:26 – Case study: A brand that actually nailed influencer collaborations
01:06:07 – How influencer marketing impacts brand perception
01:08:55 – Micro vs. macro influencers: The never-ending debate
01:13:22 – The rise of AI influencers & what it means for eCom
01:19:58 – AI-generated influencer content: Smart move or gimmick?
01:29:24 – The latest in eCom: The Good, The Bad & The Scary

Subscribe, drop a review, and let us know what influencer marketing topic you want us to tackle next!

#eCommerceMarketing #InfluencerMarketing #UGC #DTCGrowth #BrandBuilding #AIinMarketing #CRO #CommunityMarketing #Shopify #SocialCommerce #MarketingTactics

SEO’s dead. AI’s taking over. Video is the only thing that ranks anymore. Heard all that crap before? Yeah, us too. That’s why in this episode, Peter Gardner and Adam Pearce sit down with Jonathan Turton, eCommerce Manager at Avery Row, to cut through the sh*te and give you the Real McCoy on SEO in 2025.

Here’s what you’ll get:

After Jonathan leaves the virtual stage, Peter and Adam break it all down, ranting about:

If you’re an eCommerce brand ready to stop making excuses and start making moves, this episode is your wake-up call. Trust us, you’ll want to take notes.

Takeaways from the Episode:

Sound Bites

Chapters

#eCommerceSEO #SEOin2025 #AIandSEO #CROvsSEO #VideoMarketing #DigitalGrowth #OrganicTraffic #eCommerceStrategy #SEOTrends #ContentStrategy #TeamCollaboration #DTCBrands #eComCollabClub #SEOWins #TechSEO

In this episode of the eCom Collab Club Podcast, Peter and Adam host Sam and Julian from Batch LDN, to discuss their journey from concept to a successful fashion brand. They explore the sustainability challenges in the fashion industry, the impact of celebrity endorsements, and the importance of authenticity in influencer marketing. The conversation also touches on the significance of physical retail in e-commerce and actionable social media strategies for fellow entrepreneurs. The episode concludes with insights on future growth plans and the evolving landscape of online and offline retail.

TAKEAWAYS:

- Batch London was born out of a need for casual suits.

- Sustainability is a core value, focusing on made-to-order production.

- Celebrity endorsements can enhance brand credibility but may not directly drive sales.

- Authenticity in influencer marketing is crucial for success.

- Physical retail plays a significant role in building trust and validating the brand.

- The brick incident turned into a successful marketing campaign.

- LinkedIn is a powerful platform for building brand awareness.

- Transparency about challenges fosters community support.

- Future growth will focus on consolidating efforts in both online and offline spaces.

- Engaging content and storytelling are key to connecting with customers.

CHAPTERS:

00:00 - Introduction to Ecom Collab Club Podcast

01:31 - The Birth of Batch London

04:13 - Navigating the Startup Grind

08:01 - Sustainability in Fashion

12:05 - The Power of Authenticity

16:11 - Celebrity Endorsements and Their Impact

20:50 - The Brick Incident: A Marketing Opportunity

27:12 - The Role of Brick-and-Mortar in E-commerce

31:20 - Strategies for Online Conversion

39:08 - Introduction to Omnisend and Campaigns

39:26 - 2025 Vision: Consolidation and Growth

41:09 - Leveraging LinkedIn for Business Success

45:26 - Funding and Financial Strategies for Startups

47:49 - Challenges in Fashion Marketing and Inclusivity

50:04 - Sustainability in Fashion: A Long-Term Approach

52:15 - The Importance of Authenticity in Branding

56:04 - Recap of the Econ Club Event

01:06:21 - The Role of Personal Branding in Business

01:10:08 - Micro-Influencers vs. Traditional Influencers

01:14:40 - Closing Thoughts and Future Engagements

eCom Collab Club, Batch London, DTC strategies, sustainability, influencer marketing, celebrity endorsements, e-commerce, fashion industry, startup journey, social media tips.