eCom@One with Richard Hill

It’s time to delve into the world of brand management with Mike Whitby, an experienced Senior Brand Manager who has worked with major names like Asics, Lyle & Scott, and Penman Brands. 

Mike explores the essential balance between short-term gains and long-term brand health, the power of decision-making in leadership, and the overlooked potential of VIP tiers in loyalty schemes.. 

Mike shares insights on grassroots strategies for building brand loyalty through storytelling and consumer engagement, while also navigating the shift back to in-person retail experiences post-COVID. Tune in as they uncover strategic approaches to fostering community, building brand ideology, and standing out in competitive markets. 

Whether you're focused on digital or physical brand spaces, this episode promises a wealth of insights and actionable advice to help elevate your brand strategy. Let's dive in.

Topics Covered: 

00:00 - Mike’s experience in eCom 

05:51 - In-person community building post-COVID promotes brand culture

08:36 - Pop-up shops offer low-cost brand experiences

12:43 - Performance is measurable; branding requires long-term strategy

16:26 - Netflix's "Abstract" explores creative fields and branding

17:41 - Understand brand, consumer details & trends for success

21:37 - Understanding market data, identifying opportunities & engaging customers

30:21 - Evaluate current CRM processes for business improvement

31:12 - Be authentic; engage consumers thoughtfully and regularly

35:36 - Loyalty programs unlock exclusive product access 

40:20 - Evaluate values and goals, decide immediately, act

44:05 - Make decisions that feel right for you

45:01 - Book recommendations

In this episode of the eCom@One podcast, Alex Myatt, shares how you can use the influence of direct response copywriting to increase the conversion rate on your website 

They explore the challenges of guiding consumers through complex purchases and managing numerous product SKUs. Alex underscores the power of simplicity and transparency in return policies and how these can boost customer satisfaction and conversion rates.

Together, Richard and Alex discuss the importance of A/B testing for optimising policies and marketing strategies, as well as practical techniques like one-click upsells to drive higher Average Order Value (AOV). They emphasise the need for businesses to stand out with innovative strategies, customer-friendly approaches and robust loyalty programs.

We also delve into the balance between design, copywriting, and SEO, the honest use of urgency in marketing, and the role of direct mail and offer building in enhancing perceived value and customer loyalty. Wrapping up with actionable insights on optimising product pages, email marketing and subscription models. This episode is packed with tips to elevate your eCommerce game.

Join us as we unravel the secrets of maximising conversion rates, customer retention, and the overall shopping experience in the ever-evolving eCommerce landscape. 

It’s time to take a deep dive into the future of retail and what that means for your eCommerce store.

With nearly 30 years under his belt, Tim Fairs brings invaluable insights from his experience with top brands like ProCook, Virgin, Clinton's, Currys and Sainsbury's.

Together, Richard and Tim tackle persistent customer experience issues — from the frustration of encountering unhelpful store staff pushing unnecessary products to the importance of a knowledgeable and motivated team. 

They explore how in-store experiences could be vastly improved by integrating the advantages of online shopping, including personalised customer journeys and real-time product information through QR codes.

Tim shares intriguing stories about rebranding initiatives for PC World and Currys that revolutionised their sales and customer perception. Listeners will also hear about the evolving dynamics of in-store and online retail, especially against the backdrop of COVID-19. 

Finally, Tim reveals actionable strategies to enhance conversion rates and personalise customer interactions, ensuring a seamless and engaging retail experience across all channels.

Tune in to gain a wealth of knowledge from Tim Fairs on creating impactful, customer-centric retail experiences and staying ahead in the ever-changing world of eCommerce. Don’t miss out on this thought-provoking episode packed with professional insights and practical advice!

Topics Covered: 

00:00 - Richard chats with Tim Fairs on UK high street trends, in-store experiences and brand strategies

05:39 - Change in buyer behaviour

08:07 - Taking cinema breaks resets the busy mind effectively

10:59 - Differentiate store experience, staff expertise and online presence

15:51 - Combine online benefits and immersive in-store experiences.

18:59 - QR codes enhance in-store experience with information

26:18 - Restarted brand focusing on post-purchase customer experience

33:18 - Ensure product availability, delivery and finance options

35:53 - Retail and eCommerce conversions differ vastly; improve usability

41:57 - ProCook steak knives essential for Sunday dinner

45:20 - Out-of-town retailers return to central high street

47:01 - Merge online and in-store shopping benefits seamlessly

49:32 - Book recommendations 

A brand on a pioneering mission to eliminate one billion plastic cleaning tools from landfills by 2030.

In this episode, Richard is joined by Sylvia Sigrist, Head of Marketing at Seep, a plastic free and biodegradable household green cleaning business. Listen to this podcast as Sylvia shares her incredible journey from working with multinationals to thriving in start-ups and her strategies that propelled Seep's impressive growth. 

From leveraging digital marketing to building a dedicated online community, they explore the keys to balancing retail expansion with sustainable goals. Plus, they discuss the challenges and triumphs of running an eCommerce brand in a competitive market. 

Don't miss out on valuable insights and practical advice that can help your business shine. And be sure to stick around for a special discount offer on SEEP products. Subscribe now and stay tuned for an inspiring conversation!

Topics Covered: 

00:00 - Silvia’s experience in eCommerce 

05:18 - Appreciation for well-packaged delivery aligning ethos

07:32 - Young brand breaking into competitive eco market

10:30 - Strong social following and loyal customer base advantage

12:41 - Sylvia, branding process lengthy, working with agency

16:05 - Investing in creative testing, social channels and influencer gifting

21:56 - Customer-generated content lacks quality for advertisements

23:02 - Small influencers support small businesses and great content collaboration

26:53 - Shifting from a points-based loyalty to referral program 

30:55 - Discussing AB testing, segmentation and results in marketing

35:01 - Multichannel strategy and growth pose significant challenges

36:41 - How to focus on priorities

39:23 - Excited about brand success and book recommendations 

Sexual wellness. A topic we should all get behind. Sex and pleasure isn’t shameful and that’s why Skins Sexual Health is on a mission to de-stigmatise this topic.

Lucy Robinson, Head of Marketing at Skin Sexual Health and Creative Conceptions, sits down with our CEO to discuss their monumental growth and how they are navigating the multifaceted landscape of B2B and B2C marketing.

In this episode, we explore the art of leveraging TikTok for brand visibility, the transformative power of SEO and the strategic importance of understanding cultural nuances in global markets. 

Lucy shares how Creative Conceptions has seen remarkable growth through a well-planned SEO strategy, and how they tackled marketing challenges, particularly in regions with diverse cultural attitudes toward sexual wellness.

We also discuss effective partnerships, the significance of industry events, and the evolving acceptance of sexual wellness products in mainstream markets. Lucy offers practical advice on creating engaging content and staying ahead of trends. 

This podcast is a pleasurable one. One that may make you cringe if you listen to it with your parents.

Topics Covered: 

00:24 - TikTok, SEO and growth strategies in sexual health

05:59 - Understanding cultural differences to avoid marketing mistakes

12:09 - Overhauled navigation, added categories and subcategories for condoms, lubes, and toys

15:25 - The most fun campaign Lucy has worked on

17:13 - A fun female-empowerment brunch event and became the first brand involved, hosting a bingo game.

22:13 - TikTok is preferred over Google for searches due to its even playing field, as Google results require extensive optimisation and established authority

25:58 - Using TikTok trends, the agency generates ideas for SEO and digital PR, leveraging trending content to create stories for other platforms and outreach to journalists

29:42 - SEO is a cost-effective way to increase site traffic and revenue, essential for any eCommerce presence

30:36 - Success in SEO can be due to experience or pure luck, depending on industry competitiveness and keyword use

34:08 - Podcast recommendation 

It’s time to delve into the world of composable architecture, internationalisation and reducing the cost of ownership for retailers. 

Our guests, Mark Adams, Senior Vice President and General Manager at BigCommerce and Roosevelt Fernandes dos Santos, Senior Product Manager at Recharge, share their insights and experiences in this dynamic space. Mark and Roosevelt have years of experience in the eCommerce industry.

From the significance of partnering with experienced tech teams to the importance of rapid delivery in the fast-paced digital environment, this episode is packed with valuable discussions on technology strategy, user experience, and market trends.

They chat about all things composable and the detailed process of replatforming, internationalisation and launching into 180 countries. Find out how BigCommerce works with retailers to ensure a smooth transition, and the big one, reducing cost of ownership.

Join us as we explore the complexities and opportunities in the ever-evolving eCommerce landscape.

Topics Covered: 

00:03 - Composable Commerce 

06:29 - Merchants seeking business growth face procurement challenges

09:20 - Researched market reports, gathered insights, assessed vendors

16:46 - Simplifying composable processes for customer success

19:48 - Challenging times demand leadership, strategy and growth

23:40 - Fast delivery of digital products is crucial

25:41 - Travelling around Southeast Asia, amazed by connectivity

31:22 - Prepare and communicate to avoid potential impact

34:57 - Optimise operations, leverage data & understand customer behaviour

36:02 - Conversion rate optimisation relies on client retention

42:13 - Enthusiastic endorsement of business opportunity and investment

44:43 - Focus on composable architectures for enterprise growth

46:21 - Code, credit, connections, predict, mitigate, speed, customer

49:40 - Book recommendation 

Stuart Baxter has been a driving member behind the growth of Safelincs, a £28M fire and safety solutions business in Lincolnshire, since he joined as Product Admin 15 years ago.

As the Managing Director of Safelincs, Stuart is responsible for the operational side of the business and hitting their ambitious 10% year on year growth targets.

In this episode, Stuart gives an honest account of the growth of Safelincs. From a sub £1M brand with 9 members of staff, to a £28M operation with 93 employees, he shares all. 

Listen to find out why his business finds staff retention far easier than recruitment, hint, it’s because they care about the humans working in the business.

Find out how their team makes sure expos develop a good return for them as a business, the power of employee investment both financially and psychologically, hiring on attitude and teaching them the skills.

To be successful online you need some basic principles, be adaptable, be agile and be willing to make mistakes. In this ever changing landscape, businesses that take risks and adopt the latest technologies that are RIGHT for their business will win. 

Listen now!

Topics Covered: 

00:00 - Joined small start-up as Product Manager, entrepreneurial spirit

04:23 - Allowed to try, generated business, build relationships 

08:49 - Investing in business growth

09:39 - Safelincs started as a family support system

14:00 - Extensive investment in training for roles

18:03 - Treat individuals with care for business success

21:12 - Business growth and expos.

22:45 - Focused expos on potential customer base for success

26:44 - Sales team includes non-sales member

31:33 - Conference attendance may prompt valuable business insights

34:58 - Focusing on quality

37:05 - Investing in people and leveraging conferences

40:27 - Honesty and support matter in delivering information

41:49 - Change in technology over 15 years

45:17 - Outsource support for business specialisation and expertise

50:07 - Employed new staff, investing in platforms, AI

51:54 - Book recommendation

Have your sales hit a wall? 

Abhimanyu Kashikar, Co-Founder and COO of Anchanto, a SaaS product company targeting brands, 3PL, logistics companies, and retailers in 11 countries. 

Abi and Richard delve into the intricacies of eCommerce growth, order, and warehouse management, drawing from Abi's extensive experience in the industry. 

They discuss strategies for pushing through sales stagnation, the challenges of managing cross-border shipments and the importance of data reliability in existing businesses. 

Abhimanyu also sheds light on the impact of sustainability on product returns and shares valuable insights for merchants selling online. 

So, grab your headphones and get ready to explore the key factors shaping the eCommerce landscape in this episode!

Topics Covered: 

00:00 - 13 years in eCom

06:27 - Background in fulfilment, channel management, sales operations, products

09:47 - Consolidate orders for easy processing and tracking

11:26 - Exploring new channels for expanding businesses

16:02 - Product success linked to targeted consumer language

20:36 - Emphasising the importance of online digital shelf analytics

22:34 - A real focus on sustainability

25:41 - AI aids innovation and reduces return rates

30:50 - Assess value, sustainability and customer feedback for improvement

35:17 - Sales operations, fulfilment and data reliability are crucial

36:42 - Market research crucial for international eCommerce success

39:55 - Book recommendation 

It’s time to delve into the dynamic challenges and strategies in the fashion retail industry. 

Michaela Wessels, CEO of Style Arcade, explores the critical role of AI in predicting customer demand, leveraging product data for growth and the importance of size inclusivity for brands. 

Michaela has a background in finance, with over a decade of experience in global retail, including formative roles at Lacoste and The Iconic in Visual Merchandising. Style Arcade has seen some of the world’s most notable brands replace spreadsheets with intelligent analytics and digital range planning.

Michaela shares insights on the 80-20 principle and the transformative impact of Style Arcade in making well-informed product decisions. The discussion also delves into the evolving trends in digital marketing and technology for online stores. 

Tune in as they shed light on the intricacies of retail and eCommerce in an ever-changing landscape.

Topics Covered: 

00:25 - Michaela Wessels, CEO of Style Arcade, discusses AI tech in fashion retail

04:44 - How Style Arcade helped a brand grow from $25M to $500M in two years by focusing on product data and demand

09:14 - Retailers should focus on improving returns and using technology to reduce them

11:54 - The truth behind retail growth: market spend, product purchase, tech limit, hidden data and the 80:20 rule

14:52 - Nervousness about 20% selection, need for visual data and challenges in sizing and stock management

19:34 - Explore gaining full price sales to increase margins and understand customer buying behaviour deeply

22:35 - Working with a sportswear brand, AI revealed performance insights, exciting and empowering buyers

24:41 - AI in fashion tech can speed up the market, automate product attribution, analyse attributes and avoid cannibalization in retail

28:13 - Brands should prioritize size inclusivity based on customer demand and data

33:45 - Focus on simplicity, brand marketing and flexible technology decisions for success.

35:48 - Choosing adaptable, open tech is crucial for growing businesses. Making short-sighted decisions can limit future growth

39:56 - Retailers must prioritise planning and forecasting for key sales events like Black Friday and Cyber Monday, which can make up a significant portion of their annual sales. Analysing data and post-event evaluation is crucial

41:50 - Focus on the present, not dwell on the past/future. Live in the present.

44:39 - Experience brings challenges and fun 

Do you get 30% of your revenue from email marketing? If not, you could be missing out on a whale of an opportunity.

Brittany Jarman, Client Growth Manager and Theo Roberts, Senior Account Strategist at eComOne delves into the world of email marketing, customer segmentation, and personalised content. 

They share insights on the importance of continuous communication with existing customers, gathering personalised data, and tailoring marketing content to specific customer interests. The discussion also touches on the rising trend of SMS marketing, emphasising the need for relevance and personalisation in customer messaging. 

Tune in as they discuss the benefits of using Klaviyo for automated flows and revenue generation, and don't miss out on book recommendations and an upcoming event on email marketing, SMS, and Klaviyo. Whether you're a marketing manager, an eCommerce Business Owner, or simply interested in the latest trends, this episode has valuable insights for you!

Topics Covered: 

00:00 - Why email marketing

05:59 - Build reward flow using Klaviyo for customers

07:06 - Clubcard points make customers feel special and incentivising return

10:13 - Tailor content to match customers' interests

13:56 - Agree on competition and rise in SMS usage

19:20 - Subscribing shows desire; prefers SMS notifications for purchases

20:30 - Segmented campaigns yield higher engagement and revenue

23:53 - Encourage interest, segment content, improve deliverability

29:11 - Providing useful information generates more revenue

32:09 - Maximise efficiency by automating campaign flows

33:55 - Klaviyo offers helpful support for marketing managers

37:37 - Learn email, SMS, and Klaviyo at event