eCommerce Evolution

When the pandemic left Garrett Goslin without his sommelier job, he turned his passion for pickleball into an innovative paddle company. Alongside childhood friend Kyle Goguen, CRBN Pickleball has emerged as a leading premium brand in one of America's fastest-growing sports. Their journey offers valuable lessons for any brand looking to build authentic community and stand out in a competitive market.

Key Takeaways:

• Product Innovation & Customer Feedback: Learn how CRBN maintains its competitive edge by leveraging multiple feedback loops - from pro athletes to local ambassadors - and investing heavily in R&D to stay ahead of larger competitors.
• Building a Multi-Channel Brand: Discover their strategic approach to building a premium brand across direct-to-consumer, Amazon, and retail channels while maintaining consistent positioning and storytelling.
• Community-First Growth: Explore how CRBN built a powerful ambassador program without spending big marketing dollars, and why their grassroots approach helped them compete against established sporting goods brands.
• Founder Authenticity: See why sharing the founder's story - even when uncomfortable - has become a key differentiator in their marketing strategy and helped forge deeper connections with customers.

The episode provides a masterclass in building a premium brand through community engagement, product innovation, and authentic storytelling.

No one is better suited to serve as an Amazon Ads evangelist than my friend, Jeff Cohen. 

Jeff is a founding member of Seller Labs and has been keynoting, exhibiting, and attending Amazon events for the last decade. If you've been to an Amazon event, you've probably seen him! Now he's serving as the official Amazon Ads Tech Evangelist.

I wanted Jeff to join the podcast to talk about what's new and trending with Amazon Ads. This is important information even if you're not selling on Amazon. Amazon is now the 3rd largest digital ad platform behind Google and Facebook, and it's growing rapidly.

Here's a look at what we cover:

• How vertical videos are improving shopping experiences and making ad performance better.
• What the new integration with Facebook means for shoppers.
• How Sponsored TV ads are democratizing TV advertising and utilizing Amazon's rich buyer signals.
• Prime Video Ads and what they could mean for your brand (and when to consider running them).
• Amazon Marketing Cloud (AMC): what it is, and how and when to use it to unlock new actionable insights about your business and advertising effectiveness.
• Plus more!

In this episode of the eCommerce Evolution Podcast, we dive deep into the results of Amazon's Fall Prime Day 2024. Amazon experts Christine Shiloni and Jonathan Finkes unpack valuable insights, compare performance to previous events, and provide a strategic outlook for the upcoming holiday shopping season. Whether you're an established Amazon seller or just getting started, this episode is packed with actionable advice to help you maximize your Q4 sales.

Key topics discussed:

• Fall Prime Day performance: A 57% average increase in sales compared to last year, with some brands seeing up to 300% growth.
• The impact of inflation on consumer behavior and pricing strategies
• How to leverage different types of Amazon deals (Lightning Deals, Prime Exclusives and coupons) for maximum visibility and sales.
• Strategies for navigating the condensed holiday shopping season, with five fewer days between Thanksgiving and Christmas this year.
• Critical dates and preparation tips for inventory management, including considerations for Chinese New Year's impact on supply chains.

In this illuminating episode of the eCommerce Evolution Podcast, I sit down with AI marketing expert Russ Henneberry to explore the transformative potential of artificial intelligence in eCommerce. Russ shares invaluable insights on how we can leverage AI as a powerhouse marketing tool by creating customized AI marketing hubs. This episode is a must-listen for any eCommerce professional looking to stay ahead of the curve and harness AI's capabilities to drive business growth.

Key topics covered:

• The concept of "AI marketing hubs" and how to build them using tools like Claude and ChatGPT.
• Strategies for fine-tuning AI models with your business data to dramatically improve outputs.
• The three key AI roles in marketing: Scribe (content creation), Optimizer (asset evaluation), and Strategist (big picture planning).
• Tips for crafting more effective AI prompts using the RTIF (Role, Task, Input, Format) framework.
• The future of AI in marketing, including predictions on how major tech companies will shape the landscape.

Tune in to discover how you can take your AI marketing game to the next level and turn generic AI outputs into tailored, high-impact marketing assets for your eCommerce business.

In this episode of the eCommerce Evolution Podcast, Brett Curry is joined by Michael Epstein to discuss the resurgence of direct mail as a powerful tool for eCommerce growth

They explore how direct mail is driving retention, building customer loyalty, and even serving as a successful acquisition strategy when used effectively. Throughout, Michael debunks common misconceptions about direct mail—highlighting its effectiveness when paired with data-driven targeting and other marketing channels.

Here are some key takeaways from the episode:

• Direct mail for retention & loyalty: Learn how direct mail can enhance customer retention and build long-term loyalty, especially in today’s crowded digital landscape.
• Direct mail as an acquisition channel: Often overlooked, direct mail can be a highly effective cold acquisition strategy—if you target the right audience.
• The power of data in direct mail campaigns: By leveraging aggregated data, you can identify high-propensity buyers, refine your targeting, and even create lookalike audiences to improve relevance and engagement.
• Standing out in the inbox: Direct mail not only adds legitimacy to your brand but also captures attention in ways digital ads often can't.

If you're looking to scale your brand—whether through retention, loyalty, or acquisition—this episode provides actionable insights into how direct mail could be the missing piece in your marketing puzzle.

In this episode, I sit down with Molly Pittman, CEO of Smart Marketer, to dissect the latest trends in eCommerce marketing. Drawing from her groundbreaking $600 million study in Facebook ad spend, Molly shares invaluable insights on crafting compelling offers, creating high-performing ad creatives, and optimizing landing pages for maximum conversions. This episode is packed with actionable strategies to help eCommerce brands scale in today's competitive landscape.

Key topics discussed:

-The importance of diversifying your offer system to reach different segments of your market and scale beyond traditional eCommerce tactics.

-Surprising findings on the effectiveness of image ads vs. video ads, and how to balance "native" vs. polished ad creatives.

-The critical role of benefit-focused hooks in ad performance, with 88% of top-performing ads featuring clear hooks.

-Strategies for streamlining landing pages and focusing on the most impactful messages to drive conversions.

-How to build a data-driven creative production system that starts with customer insights rather than templates.

In this episode of the eCommerce Evolution Podcast, I sit down with Dean Brennan, CEO of Heart and Soil Supplements, to unpack the meteoric rise of this innovative health brand. From zero to $50 million in just three years, Heart and Soil has disrupted the supplement industry with its focus on nutrient-dense organ meats and regenerative farming practices. Dean shares invaluable insights on building a brand with passionate customers and maintaining profitability during rapid growth.

Key topics discussed:

• The power of organic growth and building an engaged audience before launch.

• How premium packaging and high-quality ingredients can actually protect profit margins.

• Strategies for creating compelling content that inspires and guides customers.

• Structuring your week as a CEO to balance deep work and management responsibilities.

• The importance of psychological barriers in health transformations and plans to build an ecosystem similar to Dave Ramsey's approach to personal finance.

This episode is packed with actionable advice for eCommerce entrepreneurs looking to build a brand with 'staying power' in today's competitive landscape. Whether you're just starting out or scaling rapidly, Dean's journey with Heart and Soil offers valuable lessons for sustainable growth.

In this fast-paced episode of the eCommerce Evolution Podcast, I sit down with Neil Twa, co-founder and CEO of Voltage, to discuss the future of Amazon selling. Neil, a brand owner, investor, and podcaster himself, shares invaluable insights on how to navigate the evolving Amazon landscape in 2024 and beyond. From AI-driven changes to brand-building strategies, this episode is packed with actionable advice for sellers looking to stay ahead of the curve.

Key topics covered:

• The impact of AI on Amazon's search algorithm, including the upcoming Cosmo engine and how it will revolutionize product discovery
• Amazon SEO strategies for 2024, focusing on optimizing images, titles, and overall listing quality
• The importance of building a true brand on Amazon, moving beyond just being a seller
• Strategies for profitable growth, including Neil's 20% EBITDA target and minimum $12 net profit per unit rule
• The future of Amazon selling, including the potential need for design or utility patents to defend against competition

Whether you're a seasoned Amazon seller or just starting out, this episode provides critical insights to help you thrive in the ever-changing world of e-commerce. Don't miss Neil's expert advice on building a sustainable and profitable Amazon business in 2024 and beyond.

Dive deep into the minds of online shoppers with Jon MacDonald, founder and CEO of The Good, as he unpacks the psychological forces that shape e-commerce behavior. In this episode, Jon and I explore key insights from his new book, Behind the Click, offering actionable strategies for e-commerce brands to enhance their digital customer experience and boost conversions.

Key topics discussed:

• Understanding the two types of online shoppers: 'satisficers' vs. 'maximizers,' and how to cater to both
• The critical questions customers ask themselves before making a purchase, including 'Does this company understand my problem?' and 'What does buying this product say about me?'
• How to create an emotional appeal that makes customers feel like they already own your product
• The importance of post-purchase communication and why asking for reviews too early can backfire
• Real-world examples of successful e-commerce strategies, including Easton Baseball's 247% increase in online sales through a simple quiz

Whether you're a seasoned e-commerce professional or just starting out, this episode provides invaluable insights into creating a more engaging and conversion-friendly online shopping experience. 

The best brands do things differently. Jimmy Kim has taken a unique approach to growing Sendlane from obscurity to becoming one of the fastest-growing ESPs on the market. As both a former brand owner and a current tech leader, Jimmy brings a fresh perspective to DTC. He explores what he refers to as the "retention revolution," the need to rethink email strategies, and the changing landscape of DTC.

Key topics explored:

-The critical distinction between marketing to prospects versus customers, and understanding when to “hammer” and when to “nurture.”

-Why sending more frequent emails can counterintuitively improve deliverability and engagement.

-The growing importance of financial literacy and data-driven decision-making in the DTC space, with examples of brands excelling in this area.

-How to effectively leverage click data as a powerful feedback loop for understanding customer preferences and refining your marketing messages. Most brands think they are utilizing click data, but they aren’t.

-The benefits of an omni-channel approach and why successful brands are expanding beyond pure DTC to include retail and marketplace presence.