Retention Chronicles

In this episode of Retention Chronicles, host Mariah Parsons chats with Cheryl Kim, Head of Business Development at Hoxy, a fast-growing Korean-inspired seasoning brand making waves in both online and offline retail. Cheryl shares how Hoxy was born from a decade of importing Korean dry goods and a vision to make authentic Korean flavors accessible and irresistible to American consumers.

They dive into the brand’s bold packaging strategy, its Gen Z-friendly aesthetic, and how intentional design decisions—from resealable pouches to shelf-ready displays—set Hoxy apart. Cheryl also walks through the company’s growth journey, from landing on the shelves of HomeGoods, World Market, and soon Walmart, to building traction through Amazon Vine, influencer seedings, and TikTok Shop.

Whether you’re a CPG founder, marketer, or flavor enthusiast, this conversation offers rich insights into how to turn cultural inspiration into mainstream success, one savory packet at a time.

In this solo ShopTalk fall recap, Mariah breaks down the two themes that ruled the floor: AI everywhere and an uncompromising focus on customer experience. From post-purchase retention wins to why real-time analytics actually means to-the-second data, she shares five deeper takeaways you can put to work now. Hear what Wayfair revealed about promo-driven traffic vs. non-promo sales, why the U.S. Polo Assn. is leaning into live-streaming marketplaces, Hydrow’s candid take on “pivots,” and Gary Vaynerchuk’s advice to double down on high-view creative. Mariah also spotlights standout activations and partners from the show, plus brand goodies and tools she’s excited to try next.

Highlights:

• AI as the headline act, with practical CX use cases across retail and DTC

• Post-purchase retention matters because it grows revenue without extra CAC

• Real-time means real-time: inventory and marketing decisions need second-level data

• Live selling is rising; learn it before your competitors do

• UGC > brand hype: let customers sell the story for you

Shoutouts include Wayfair, U.S. Polo Assn., Hydrow, Shopify, Attentive, Smile.io, Ampee, Insider, Tightly, Purple Dot, Dotdigital, and more, plus ShopTalk’s immersive on-site experiences that made networking actually fun.

In this special solo episode of Retention Chronicles, your host gets cozy on the couch to share some exciting updates. After a brief podcast pause, the show is back with a fresh direction, more solo episodes, and a big personal milestone: the launch of Haven Nova Swim, a revolutionary swimwear brand featuring a swimsuit you can wear 96 different ways! 🤯

Tune in to hear:

• Why the show is shifting formats (hello, bite-sized solo episodes!)

• The inspiration behind the new brand and how it reimagines versatility in swimwear

• How you, the listener, can shape future episodes or even be a guest!

• A peek behind the scenes of balancing full-time work, a podcast, and a brand launch

This episode is all about reconnecting, reshaping, and setting the stage for what’s next. Whether you’re a longtime listener or new to the pod, you’ll want to hear what’s coming!

Mariah Parsons hosts Jen Brodwick, co-founder of Brixy, a sustainable personal care brand. Jen discusses Brixy's transition from B2B to D2C, leveraging retail and events for customer acquisition. They focus on Instagram for retailer engagement and plan to explore TikTok for D2C growth. Brixy's new magnesium-enriched deodorant is expected to be a top seller. Retention strategies include better segmentation, exclusive bundles, and founder content on TikTok. They also plan to leverage UGC and influencer marketing. Jen emphasizes the importance of intentional customer experience and data-driven decisions, supported by a strong network of advisors and founder groups.

Episode Timestamps:

• Transition from B2B to B2C Marketing 4:25

• Jen discusses the ease of translating B2B skills to B2C in the health and natural retail world.

• She highlights the learning curve of D2C marketing but feels confident due to her tech background.

• Jen emphasizes the importance of user-friendly tools like Shopify, Smile.io, and Shogun in managing and building their website.

• She mentions the ever-evolving nature of marketing tools and the need to stay updated with new apps and features.

• Product Launch and Market Strategy 8:44

• Jen provides details about Brixy's product line, including shampoo, conditioner, and body wash bars, and their successful launch at Expo West.

• She introduces their new magnesium-enriched deodorant, expected to be a top seller due to its familiar application and benefits.

• Jen explains the educational aspect of promoting shampoo bars and the ease of using deodorant compared to shampoo.

• She shares her personal experience with shampoo bars and the efficacy of the category overall.

• Customer Acquisition and Event Strategy 10:51

• Jen outlines Brixy's approach to customer acquisition, focusing on retail and in-person events like Expo West and table tops at distributors.

• She mentions their use of Instagram for retailer engagement and their plans to explore TikTok for D2C growth.

• Jen discusses the importance of being visible on social media channels where their target audience is active.

• She highlights the success of their consumer events in local communities and the potential of events like Magic for boutique buyers.

• Retention Strategies and Segmentation 23:14

• Jen explains Brixy's basic retention strategies, including email and SMS remarketing through Klaviyo.

• She emphasizes the need for better segmentation of customer lists to improve retention efforts.

• Jen mentions plans to offer exclusive bundles and founder content on TikTok to build community and brand loyalty.

• She discusses the importance of providing value at every step of the customer journey, from initial engagement to post-purchase communication.

• Leveraging UGC and Influencer Marketing 25:48

• Jen shares Brixy's experience with using an agency for sourcing UGC and the challenges faced.

• She highlights the benefits of working with creators who are genuinely interested in the brand and not just looking for payment.

• Jen plans to leverage TikTok's affiliate back end to find and manage creators directly, aiming to scale their UGC efforts without an agency.

• She discusses the potential of founder stories and personal accounts to enhance brand authenticity and engagement.

• Customer Experience and Data-Driven Decisions 32:11

• Jen emphasizes the importance of providing value at every step of the customer journey, from answering questions on product pages to streamlining the checkout process.

• She highlights the need for intentional customer experience, ensuring every interaction adds value and builds trust.

• Jen shares Brixy's 30% customer retention rate and the importance of relevant messaging to keep customers engaged.

• She discusses the balance between data-driven decisions and trusting her gut feeling in business decisions.

Mariah Parsons hosts the "Retention Chronicles" podcast, sponsored by Malomo, a shipping update platform praised by Alicia, founder of Midstoppers. Guest Kate Kasch discusses her career in the food industry, from Wrigley to Mars Inc, and her transition to scaling brands like Good Pop and Muddy Bites. Kate highlights the challenges of translating consumer interest into retail distribution, emphasizing the importance of social media presence and retailer relationships. She shares a successful campaign by Good Pop, the "Good Pop Hotline," and discusses the significance of authenticity and consumer engagement in retention strategies.

Episode Timestamps:

• Kate's Career Journey 3:22

• Kate shares her 20-year career in the food space, starting from her first job out of college with Wrigley.

• She describes her experience working for Mars Inc, including roles in logistics, sales, analytics, and marketing.

• Kate talks about her midlife career change, leaving Mars Inc to join a small, scaling brand, Good Pop.

• She highlights her role in scaling Good Pop and the challenges of competing with established brands.

• Introduction to Muddy Bites 7:06

• Kate explains her recent move to Muddy Bites, a brand focused on bringing fun and joy back to snacking and cookies.

• She describes Muddy Bites as a 3D cookie inspired by the best part of an ice cream cone.

• Kate shares the brand's history and the founders' vision of creating a unique, shelf-stable cookie.

• Mariah expresses her excitement about trying Muddy Bites and shares her personal experience with the product.

• Challenges of Scaling a Brand 9:48

• Kate discusses the differences between working at a large global brand and a small emerging brand.

• She highlights the challenges of translating consumer interest into retail shelf space.

• Kate shares the story of Muddy Bites' Kickstarter launch and the difficulty of securing retail distribution.

• She emphasizes the importance of building consumer demand and marketing efforts to prove the brand's value to retailers.

• Retail Distribution and Consumer Acquisition 12:52

• Mariah and Kate discuss the challenges of acquiring retail distribution and the role of social media in consumer acquisition.

• Kate shares examples of successful campaigns, including Good Pop's "Good Pop Hotline" and Disney's emotional advertising.

• They talk about the importance of virality and social media presence in attracting retail buyers.

• Kate explains the need for a strong social media presence to create brand love and drive retail sales.

• Retention Strategies for DTC and Retail 25:53

• Kate outlines the tactics for retaining consumers in DTC and retail channels.

• She emphasizes the importance of timely reminders, reviews, and discounts in DTC retention.

• Kate discusses the role of in-store promotions, shelf availability, and retailer relationships in retail retention.

• She highlights the need for a captive audience and effective communication with retailers to drive sales.

• Authenticity and Consumer Connection 30:11

• Kate and Mariah discuss the importance of authenticity and emotional connection in branding.

• Kate shares examples of how large brands leverage their history and family roots to create authenticity.

• They talk about the role of founder stories and consumer involvement in building brand loyalty.

• Kate emphasizes the need for small brands to create a sense of community and ownership among their consumers.

• Conclusion and Future Collaboration 35:03

• Mariah thanks Kate for sharing her insights and experiences on the podcast.

• They discuss the potential for future collaborations and additional episodes.

• Mariah encourages listeners to subscribe, follow the podcast on social media, and suggest future guests.

• The episode concludes with a shout-out to the podcast sponsor, Malomo, and its benefits for Shopify brands.

Mariah Parsons, host of the Retention Chronicles podcast, discusses insights from the 2025 Sweets and Snacks Expo in Indianapolis, highlighting key trends and brand innovations. The Expo featured over 1,000 exhibitors, including 300 newcomers, and attracted 14,500 attendees from 85+ countries. Key trends included nostalgia-driven updates by legacy brands like Hershey and Mars, health-forward snacks with high protein options, multi-sensory experiences with unique textures, and numerous brand collaborations. Notable brands mentioned include Belles Gourmet Popcorn, Nomad Snacks, and David Dobrik's brand. The next Expo will be held in Las Vegas.

Mariah Parsons hosts the "Retention Chronicles" podcast, sponsored by Malomo, which helps brands enhance post-purchase experiences through branded order tracking. She discusses with Desiree Rabuse, founder of Style Fox, the importance of customer retention and acquisition strategies. Desiree emphasizes the value of being curious and innovative, maintaining personal connections with customers, and leveraging trade shows for brand discovery. She also highlights the significance of sustainable practices, such as using vegan ingredients and recyclable packaging, and the effectiveness of personalized customer service and tech integrations like HubSpot and Endless for influencer outreach.

Episode Timestamps:

• Style Fox's Purpose-Driven Brand 5:04

• Desiree explains the purpose behind Style Fox, focusing on content that helps women's lives and moving away from celebrity noise.

• She highlights the brand's commitment to eco-conscious practices, using vegan ingredients, recyclable packaging, and donating to carbon-neutral companies.

• Desiree shares her efforts to grow pollinator gardens and the launch of the Flowers for the Planet skincare line, which benefits pollinators.

• She discusses the importance of differentiating the brand through unique products and sustainable practices, attracting customers who value these aspects.

• Customer Acquisition Strategies 9:09

• Desiree emphasizes the importance of being curious and staying ahead of trends to find and retain customers.

• She shares her success with innovative products like the powder face masks and the NAD+ resveratrol skin booster, which have gained significant customer interest.

• Desiree advises focusing on trade shows, especially those with one-on-one meeting formats, to discover new customers and build relationships.

• She suggests starting with local boutiques and growing gradually, rather than aiming for immediate expansion into big box stores like Target.

• Effective Trade Show Participation 28:41

• Desiree discusses her approach to trade shows, including attending events like Shop Talk and New York Now for discovery and networking.

• She highlights the benefits of one-on-one meetings at trade shows, where mutual interest in meeting each other creates valuable connections.

• Desiree shares her strategy of walking the floor with samples in transparent bags to attract attention and start conversations.

• She emphasizes the importance of business cards with QR codes for easy access to catalogs and social media, making them memorable and effective.

• Customer Retention and Personal Engagement 28:54

• Desiree stresses the importance of personal engagement with customers, responding to feedback and building loyalty through direct interactions.

• She shares examples of how she personally manages social media and customer service, creating a personal connection with her brand.

• Desiree discusses the use of AI for automated emailing and text messaging, but insists on staying involved in the brand's interactions.

• She mentions the use of gamified advertising and loyalty programs to enhance customer retention and engagement.

• Balancing Founder Involvement and Technology 29:06

• Desiree talks about the importance of balancing founder involvement with the use of technology to manage tasks efficiently.

• She focuses most of her time on product development and the creative side of the brand, while outsourcing customer service and automated messaging.

• Desiree highlights the benefits of using platforms like HubSpot and Endless for influencer programs and automating messaging.

• She emphasizes the value of in-person meetings at trade shows for discovering and building relationships with tech companies and partners.

In this special midweek drop of Retention Chronicles, Mariah Parsons dives into her first-time experience at Natural Products Expo West 2025—the largest and most influential event in the natural and organic CPG world. From breaking attendance records with over 64,000 attendees to spotlighting emerging brands and game-changing trends, this episode unpacks it all.

Tune in as Mariah shares her unfiltered perspective on the overwhelming scale of the event, what it’s like navigating as a first-time attendee, and the deeper industry dynamics at play (badge-checking included). She breaks down five major trends that dominated the show floor—from functional wellness and women's health, to plant-based innovation and the rise of non-alcoholic, functional beverages. Plus, she shouts out the mission-driven teams that left a lasting impression.

Whether you're a brand founder, marketer, or CPG enthusiast, this recap will give you a pulse on where the industry is heading—and why Expo West is the place to be.

Mariah Parsons hosts Retention Chronicles podcast, sponsored by Malomo, which helps e-commerce brands enhance their post-purchase experience. She discusses with Mickey Kennedy, founder of Earleases.com, the importance of press releases in building brand credibility and reducing churn. Mickey emphasizes the need for storytelling in press releases and suggests using industry surveys to stand out. He highlights the effectiveness of targeting smaller trade associations for media coverage. Mickey also advises using AI to assist in press release creation and stresses the importance of authenticity and human interest in PR strategies.

Episode Timestamps:

• Introduction of Mickey Kennedy and Earleases.com 2:39

• Mariah introduces Mickey Kennedy, who runs earleases.com, a press release distribution service.

• Mickey explains that earleases.com offers press release distribution at a fraction of the cost of traditional services like PR Newswire.

• He emphasizes the value of newsworthy press releases, which can lead to media coverage in major publications and influencer mentions.

• Mickey shares a personal anecdote about his early career in telecom and how he learned to craft press releases that garnered media attention.

• Mickey's Journey into PR and the Importance of Storytelling 22:49

• Mickey recounts his transition from a telecom startup to writing and distributing press releases.

• He discusses the importance of storytelling in press releases, sharing an example of a press release that highlighted a unique data point and led to significant media coverage.

• Mickey explains how he pivoted earleases.com to use PR Newswire for distribution, noting the effectiveness of wire services over email for reaching journalists.

• He highlights the challenges of media databases and the importance of targeting relevant journalists and publications.

• The Role of PR in Acquisition and Retention 23:04

• Mariah and Mickey discuss the intersection of PR and retention, noting that PR can help build credibility and trust with customers.

• Mickey explains how PR can reduce churn by creating a sense of trust and emotional connection with customers.

• He emphasizes the importance of sharing authentic stories and images in press releases to engage journalists and readers.

• Mickey shares tips for founders on crafting effective press releases, including the use of AI tools to assist with writing.

• Strategies for Effective PR and Retention 27:37

• Mickey outlines a checklist for creating effective press releases, including focusing on storytelling, data points, and industry surveys.

• He explains the benefits of conducting industry surveys and how they can position a brand as a thought leader.

• Mickey provides tips for finding and collaborating with smaller trade associations to gain media coverage.

• He emphasizes the importance of authenticity and human interest in press releases to stand out and engage journalists.

• Conclusion and Call to Action 33:11

• Mariah thanks Mickey for sharing his expertise and insights on PR and retention.

• She encourages listeners to subscribe to the podcast and follow them on social media.

• Mariah provides a final shoutout to Malomo, highlighting its benefits for e-commerce brands looking to enhance their post-purchase experience.

• She invites listeners to visit go.malomo.com to learn more about branded order tracking and how it can improve customer loyalty and revenue.

Mariah Parsons hosts a podcast episode with Larry Kim, founder of customers.ai, discussing the importance of accurate website visitor identification. Larry reveals that current data sources, often used by website visitor ID companies, are only 5-30% accurate, leading to significant issues like low conversion rates and spam complaints. He emphasizes the need for brands to test the accuracy of their data providers and suggests strategies to improve email deliverability and brand reputation. Larry also highlights the legal requirements for email marketing, such as clear identification and opt-out mechanisms, to maintain compliance and trust with customers.

Episode Timestamps:

• Introduction to Retention Chronicles Podcast 0:00

• Mariah Parsons introduces the podcast, Retention Chronicles, focused on customer retention strategies for e-commerce marketers.

• She highlights the importance of post-purchase experience, noting that 84% of shoppers won't return if they have a bad shipping experience.

• Mariah emphasizes the role of transactional shipping emails and SMS in turning them into powerful marketing tools.

• She mentions Malomo as the podcast sponsor, which helps brands create branded order tracking pages to enhance customer experience and drive profits.

• Introduction of Larry Kim and His Background 2:53

• Mariah Parsons welcomes Larry Kim, founder and CEO of customers.ai, to the podcast.

• Larry shares his background, including his previous role as the founder and CEO of WordStream, a pay-per-click advertising platform acquired by Gannett in 2018.

• Larry attributes the growth of WordStream to search engine optimization, which brought in 3-4 million website visitors per month.

• He discusses the challenges and opportunities in the website visitor identification industry, emphasizing the need for accurate data.

• Challenges in Website Visitor Identification 4:10

• Larry explains the limitations of current website visitor identification technologies, which rely on low-quality data sources like publisher data and co-registration network data.

• He highlights the inaccuracy of these data sources, with accuracy rates ranging from 5% to 30%.

• Larry describes the efforts of customers.ai to build a new identity graph for person-level identification, aiming for higher accuracy rates.

• He shares the results of their study and case studies, which show significant improvements in data accuracy.

• Impact of Inaccurate Data on Brands 19:28

• Larry discusses the negative impact of inaccurate website visitor identification data on brands, including low conversion rates and spam complaints.

• He explains how brands can test the accuracy of their data by comparing known website visitors with the data provided by ID providers.

• Larry emphasizes the importance of using accurate data to avoid damaging brand reputation and email deliverability.

• He suggests strategies for brands to improve their data accuracy and mitigate the negative effects of inaccurate data.

• Legal and Ethical Considerations in Email Marketing 22:47

• Mariah and Larry discuss the legal and ethical considerations of email marketing, including the CAN-SPAM Act and the need for clear opt-out mechanisms.

• Larry explains the importance of transparency and disclosure in using marketing trackers and collecting data.

• He suggests strategies for brands to comply with regulations and maintain good email deliverability.

• Mariah highlights the role of transactional emails in maintaining customer trust and the importance of accurate data in these communications.

• Conclusion and Final Thoughts 27:26

• Mariah thanks Larry for sharing his insights and experiences on the podcast.

• She encourages listeners to subscribe to the podcast and follow them on social media.

• Mariah provides a final shout-out to Malomo, the podcast sponsor, and encourages brands to explore their order tracking platform.

• The episode concludes with a reminder of the importance of accurate data and effective customer retention strategies in e-commerce.