Retention Chronicles

Retention Chronicles

By Mariah ParsonsBusinessMarketing
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Retention Chronicles episodes

  • Victoria Beckham Beauty x SwiftCX: Elevating the Online Customer Experience with AI

    Leanna Nazzisi, Senior Director of Customer Experience at Victoria Beckham Beauty, and Nino Cavenecia, Co-Founder and CEO of Swift CX join Mariah Parsons, Host of Retention Chronicles. Leanna discusses her journey from customer service to her current role, emphasizing the importance of personalized customer experiences. Nino shares his experience building customer support teams and the founding of Swift CX, which leverages AI to enhance customer service efficiency. They explore the integration of Swift CX with Malomo for seamless order tracking, enhancing customer experience and reducing support workload for the Victoria Beckham Beauty team. Both highlight the value of customer insights and the potential of AI to improve retention and brand loyalty.


    Episode Timestamps

    • 7:46 Nino's Perspective on Customer Service

      • Mariah asks Nina about her early career experiences in customer service.

      • Nina explains the misunderstanding of the complexity of customer support within companies and the high expectations placed on support agents.

      • She shares how she excelled in customer service by turning unhappy customers into satisfied ones and quickly moved into leadership roles.

      • Nina highlights the value of customer insights from support teams and how she changed the narrative about support within companies.

      • 13:22 Current Roles and Vision

        • Mariah asks Nino about his current role and the founding of Swift CX.

        • Nino explains his frustration with the effort required to get value from support tools and his desire to build a tool that leverages AI to deliver amazing customer experiences.

        • He emphasizes the importance of making support operations efficient and high-quality without high effort or cost.

        • Leanna shares her vision for Victoria Beckham Beauty, focusing on elevating customer experience and leveraging AI to free up time for support teams to handle more strategic tasks.

        • 20:55 Integration of Swift CX and Malomo

          • Mariah discusses the integration of Swift CX and Malomo, highlighting the benefits for customer experience.

          • Nino praises Leanna's thoughtful approach to embedding AI in the customer experience and shares positive feedback from customers interacting with the AI bot.

          • Leanna explains how the integration will help customers get immediate answers to common questions, freeing up support teams to handle more complex issues.

          • Mariah and Leanna discuss the importance of providing a seamless and branded order tracking experience for customers.

          • 40:54 Challenges and Opportunities in Customer Experience

            • Mariah asks Leanna about the challenges and opportunities in her current role at Victoria Beckham Beauty.

            • Leanna discusses the importance of providing a luxury experience with convenience and how AI can help achieve this.

            • She emphasizes the need to free up time for support teams to handle more strategic tasks and improve customer satisfaction.

            • Mariah and Leanna discuss the potential of AI to enhance customer experience and the importance of providing immediate and accurate information to customers.

            • 42:44 Leveraging AI in Customer Support

              • Mariah and Leanna discuss the potential of AI to enhance customer support and the importance of providing a seamless and branded experience.

              • Leanna explains how AI can help customers get immediate answers to common questions and free up support teams to handle more strategic tasks.

              • Mariah highlights the importance of providing a positive customer experience to build brand loyalty and improve retention.

              • Leanna shares her vision for using AI to enhance customer experience and the potential benefits for Victoria Beckham Beauty.

                • 51 min
              • Finding initial product testers and educating ecommerce customers with Brynn Snyder, CEO & Co-Founder of Slate Flosser

                In this episode of Retention Chronicles, Brynn Snyder, CEO and Co-Founder of Slate Flosser, joins Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, to discuss her journey from a multi-business entrepreneur to developing a groundbreaking three-in-one flosser. Snyder shares insights into her life as a mother of five, her entrepreneurial roots, and how personal experiences in her husband's dental practice inspired the creation of Slate. The conversation covers the intricate processes behind product development, the challenges and costs associated with launching a high-quality product, and the crucial role of feedback from dental professionals. Snyder emphasizes the importance of education in marketing, the effectiveness of different acquisition channels like Meta and Google ads, and the nuanced strategies for retaining customers through email, SMS, and subscription models. She also highlights the significance of key support systems such as female founder networks and advisory boards in navigating business challenges. As the episode wraps up, Snyder discusses Slate's marketing strategies around habit-building and the limited sales events, providing listeners with a special discount code (MARIAH10) for aspiring buyers.


                SLATE FLOSSER DISCOUNT CODE: MARIAH10


                Episode Timestamps:


                00:15 Meet Bryn Snyder: CEO and Co-Founder of Slate Flosser

                00:47 Inspiring the Next Generation of Entrepreneurs

                02:38 The Journey to Founding Slate

                04:30 Innovating Oral Health: The Slate Product

                14:51 Challenges and Triumphs in Product Development

                20:28 Educating Dentists and Consumers

                21:16 Finding Initial Testers

                22:58 Kickstarter Insights

                24:36 Marketing Strategies

                28:41 Retention Marketing

                33:56 Holiday Gifting Potential

                36:44 Networking and Problem Solving

                38:42 Promotions and New Year Resolutions

                39:46 Conclusion and Discount Code

                42 min
              • Leveraging Social Media for SMS and Email Growth with Jesse Clemmens, Co-Founder & CEO of HiTide

                Jesse Clemmens, Co-Founder & CEO of HiTide, a Shopify solution for growing email and SMS lists through direct message automation. Jesse shares HiTide's journey from helping creators manage messages to focusing on Shopify brands, emphasizing the importance of bridging social media engagement with direct messaging for retention. He highlights that 60% of social followers engaging with posts are not yet subscribed to email or SMS lists, presenting a significant untapped market. Jesse also discusses best practices for direct messaging, emphasizing the need for timely, personalized communication to avoid spam and enhance customer relationships.


                Episode Timestamps: 

                • 1:51 Jesse's Background and HiTide's Origin

                  • Jesse introduces himself as one of the co-founders of High Tide, a solution for Shopify brands to grow their email and SMS lists.

                  • He explains that High Tide focuses on direct message automation, bridging the gap between social and brand-owned channels.

                  • Jesse shares his background, including his experience at Meta and Google, and the initial idea of helping creators organize messages.

                  • He describes the pivot from the Creator space to the Shopify ecosystem, emphasizing the success of their current platform.

                    • 8:00 The Role of Social Media in Retention

                      • Mariah and Jesse discuss the importance of social media in the Shopify ecosystem and the challenges of managing inboxes.

                      • Jesse explains the inconsistent reach of social media and the value of direct messages in reaching consumers.

                      • He highlights the potential of SMS as a personal and professional communication channel, with consumers signed up to fewer brand text lists.

                      • Jesse shares insights on the high conversion rates of SMS opt-ins and the importance of measuring the value of subscribers.

                      • 13:12 Best Practices for SMS and Email Marketing

                        • Jesse outlines the best practices for SMS and email marketing, including the importance of welcome automations and event-specific campaigns.

                        • He emphasizes the need for brands to understand the value of individual subscribers and measure the success of new channels.

                        • Jesse discusses the importance of having a well-tested program for both welcome automations and event-specific campaigns.

                        • He highlights the role of SMS platforms in optimizing messages and the importance of measuring the output of new channels.

                        • 21:07 Segmentation and Retention Strategies

                          • Mariah and Jesse discuss the importance of segmenting customers based on their engagement and purchase history.

                          • Jesse explains how High Tide helps brands fill out customer profiles and send targeted messages based on engagement data.

                          • He highlights the potential of re-engaging customers who have previously opted out of SMS or email lists.

                          • Jesse shares insights on the untapped potential of social followings and the importance of capturing serendipitous interactions.

                          • 30:40 Leveraging Social Media for Retention

                            • Mariah and Jesse discuss the potential of social media for retention, emphasizing the importance of timing and engagement.

                            • Jesse shares examples of how brands can use social media to alert customers about product availability and sales.

                            • He highlights the importance of capturing moments of engagement, such as comments and tags, to build long-lasting impressions.

                            • Jesse emphasizes the role of direct messages in building trust and winning lifelong customers.

                            • 41:29 Best Practices for Direct Messaging

                              • Jesse provides an overview of the best practices for direct messaging on social media platforms.

                              • He explains the importance of reactive messaging and the rules set by Meta to avoid spam.

                              • Jesse highlights the potential of direct messages to convert social followers into subscribers and the importance of following specific rules.

                              • He emphasizes the role of High Tide in keeping accounts safe and ensuring compliance with Meta's guidelines.

                                • 48 min
                              • Lissy Skincare's Secrets to Building Loyalty Through TikTok and Personalized Support With Founder & CEO Lissy Kotter

                                Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo is joined by Alyssa (Lissy) Kotter, the Founder and CEO of Lissy Skincare, a brand specializing in acne and fungal acne-safe skincare products. Lissy shares her background as an esthetician and her struggles with acne, which led her to create a line of products that cleared her skin. The brand's flagship product, the Mandelic serum, launched in 2022 and has been highly effective. Lissy discusses the challenges of developing fungal acne-safe products, the importance of customer experience, and the role of TikTok in driving sales and customer retention. She also hints at an upcoming moisturizer launch and plans for Black Friday and Cyber Monday promotions.

                                Episode Timestamps

                                • 1:48 Lissy's Background and Skincare Brand

                                  • Lissy introduces herself as the founder of Lissy Skincare, a brand focused on acne and fungal acne-safe skincare.

                                  • Lissy explains the brand's mission to create products that are safe for acne-prone skin, pregnancy, and breastfeeding.

                                  • Mariah asks Lissy to explain the difference between typical acne and fungal acne.

                                  • Lissy describes typical acne as lesions that come to a head and heal, while fungal acne is an overgrowth of yeast on the skin that looks like flesh-colored bumps and does not react to typical acne treatments.

                                  • 21:55 Lissy's Journey to Founding Lissy Skincare

                                    • Lissy shares her background as an esthetician and her struggles with acne since middle school.

                                    • Lissy discusses her decision to attend esthetician school to learn how to clear up her own acne and help others.

                                    • Despite her training and using various skincare products and treatments, Lissy's acne persisted, leading to a teacher's concern about her job prospects.

                                    • Lissy's research into fungal acne triggers and her frustration with finding fungal acne-safe products inspired her to create her own skincare line.

                                    • 22:11 Product Development and Launch

                                      • Lissy describes the process of developing Lissy Skincare products, starting with the Mandelic serum.

                                      • The Mandelic serum cleared Lissy's acne and fungal acne within days, leading to the brand's launch in 2022.

                                      • Lissy explains the importance of ensuring all products are fungal acne-safe and safe for pregnancy.

                                      • The brand has since added three more products: a Hydrating Serum, a Vitamin C serum, and a cleanser, all of which are fungal acne-safe.

                                      • 22:27 Customer Experience and Retention Strategies

                                        • Mariah and Lissy discuss the importance of customer experience and retention in e-commerce.

                                        • Lissy acknowledges the need to improve customer experience and mentions her team's efforts to provide excellent customer service.

                                        • Lissy highlights the role of TikTok in driving sales and the challenges of not having customer emails from TikTok shop.

                                        • The brand uses email flows, social media, and a subscription model to retain customers and encourage repeat purchases.

                                        • 22:46 TikTok Strategy and Paid Advertising

                                          • Lissy shares the success of TikTok shop in driving viral videos and sales for Lissy Skincare.

                                          • Despite the saturation of TikTok shop, Lissy continues to post videos and engage with customers on the platform.

                                          • The brand has recently started experimenting with paid advertising on Instagram, Facebook, and TikTok to diversify its marketing efforts.

                                          • Lissy emphasizes the importance of video content for selling products and sharing customer testimonials.

                                          • 40:08 Future Plans and Final Thoughts

                                            • Lissy teases the upcoming launch of a moisturizer on October 24, which has been in development for almost a year.

                                            • The moisturizer is a significant product for the brand, as it is challenging to find fungal acne-safe moisturizers.

                                            • Lissy mentions plans for Black Friday and Cyber Monday deals to attract more customers.

                                            • Mariah wraps up the episode by congratulating Lissy on her upcoming launch and thanking her for sharing her journey and insights.

                                              • 45 min
                                            • ShopTalk Fall Chicago Recap: Insights from one of the biggest ecommerce conferences

                                              Mariah Parsons recaps the ShopTalk Fall conference in Chicago 2024, highlighting key takeaways and experiences. The conference spanned three days, with Thursday being the busiest due to the main concert by Busta Rhymes. Key themes included the importance of in-person engagement post-pandemic, the role of AI in enhancing consumer experiences, and the growing trend of duping products. Notable sessions featured insights from industry leaders like ThredUp, Lowe's, and Winky Lux. Mariah Parsons also emphasized the value of live selling, the need for brand compliance with FTC regulations, and the innovative use of tech in retail. She concluded by sharing her excitement about new products and brands discovered at the event.

                                              Episode Timestamps:

                                              • 0:05 Recap of ShopTalk Fall Conference

                                                • Mariah announces this episode will be a solo recap of the ShopTalk Fall conference in Chicago.

                                                • She highlights the excitement around the first fall conference and her recent move to Chicago.

                                                •  4:29 Overview of ShopTalk Fall Conference Structure

                                                    • She notes the busiest day was Thursday due to the all-conference concert by Busta Rhymes.

                                                    • The conference had a main stage, showroom floor with sponsor booths, and multiple content session rooms.

                                                    • Attendees could choose from various sessions, and there were breaks for networking and wellness activities.

                                                    • 4:48 Networking and Meeting New People

                                                      • Mariah emphasizes the opportunity to meet many people in a short time at the conference

                                                      • Mariah appreciates the caliber of people brought together by ShopTalk.

                                                      • 15:23 Content Sessions and Key Takeaways

                                                        • Mariah discusses the various content sessions she attended, featuring leaders from companies like Thredup, Farm Rio, CrunchyRoll, Studs, Winky Lux, Kendra Scott, Hard Candy, Malbon Golf, David Yurman, Pandora, Tonies, Vera Bradley, Skims, Zumiez and more.

                                                        • She highlights the theme of activities drawing conference goers and customers alike.

                                                        • The core pickleball court and Dot Digital's friendship bracelet and trucker hat booths were popular activities.

                                                        • Lowe's keynote on in-person events and ThredUp's use of AI for image search and styling were notable takeaways.

                                                        • 15:23 Consumer Engagement and Retail Innovations

                                                          • Mariah talks about the importance of asking consumers for their opinions, as seen with GE Appliances.

                                                          • She mentions Winky Lux's strategy of offering free lip gloss for customer feedback.

                                                          • Retailers enabling tech in stores, like Ulta Beauty's skin analysis and robot application of lashes, were highlighted.

                                                          • The concept of "dupe shopping" and the development of dupe score technology were discussed.

                                                          • 21:45 Tech Innovations and Future Trends

                                                            • Mariah mentions the trend of reselling and trading old items, with examples from ThredUp and TipTap.

                                                            • Live selling, especially in Asia, was discussed as a potential future trend in the US.

                                                            • The importance of staying updated with Federal Trade Commission regulations was emphasized.Mariah plans to have a detailed conversation with Kae Majmundar from Sway Tech on this topic.

                                                            • 25:43 Fun Elements and Experiences at ShopTalk

                                                              • Mariah appreciates the themed elements of the conference, such as the Mission Possible theme and live band transitions.

                                                              • She highlights the all-women keynote panel and the women-only happy hour before the Busta Rhymes concert.

                                                              • The shopping experience at the Vault, featuring both up-and-coming and established brands, was a favorite part of the conference.

                                                              • Mariah shares her excitement about discovering new brands and meeting their founders.

                                                              • 31:09 Product Discoveries and Favorites

                                                                • Mariah lists various products she discovered at the conference, including Fun Fact Co.'s Would You Rather game and Royce Chocolates.

                                                                • She mentions Devine's hair and body wash, mini Mac room's nail stickers, and Elf's Power Grip Primer and Lip Oil.

                                                                • Other products included Erzo Laszlo's deep cleansing bar, Char Charms' tumbler and straws, and Tangle Teezer's hair brush, and more

                                                                • Mariah expresses her excitement to try out these products, especially during the holiday season.

                                                                  • 42 min
                                                                • Using AI for Growth Marketing and Retention in Ecommerce with Aneto Okonkwo, Co-Founder & CEO of Remarkable AI

                                                                  Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo hosts Aneto Okonkwo, Co-Founder & CEO of Remarkable AI,  an AI growth marketer for consumer brands. Aneto discusses the importance of marketing, particularly in scaling new companies, and shares insights on customer retention strategies. He highlights the effectiveness of personalized email campaigns, which can yield 50-100 times return on investment per recipient. Aneto also emphasizes the value of engaging with customers on social media and leveraging influencer marketing. Additionally, he stresses the significance of addressing customer issues promptly to enhance brand loyalty and retention. 


                                                                  Episode Timestamps:

                                                                  • 3:06 Challenges of Starting a New Company

                                                                  • 3:55 Importance of Marketing and Customer Engagement

                                                                  • 6:18 Remarkable AI's Services and Customer Engagement

                                                                  • 7:14 Data Analysis and Customer Insights

                                                                  • 10:25 Social Media and Community Engagement

                                                                  • 14:39 Influencer Marketing and Product Seeding

                                                                  • 18:34 Email Marketing and Retention Strategies

                                                                  • 20:17 Expanding LTV and Cross-Selling

                                                                    • 20:43 Seasonal Strategies and Customer Support

                                                                    41 min
                                                                  • How branding goes beyond visual components to create connection with Kes Nielson, Founder of BRAAAND

                                                                    Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, is joined by Kes Nielson, a branding expert and Founder of BRAAAND. They discuss the importance of branding in e-commerce. Kes emphasizes that branding extends beyond logos and color palettes, focusing on creating emotional connections with customers to drive long-term loyalty and revenue. She highlights that effective branding can increase revenue by 20-23% and improve customer retention. Kes also discusses the significance of branding in societal issues, citing a campaign for Fight Against Domestic Violence (FADV) that aims to raise awareness and empower victims. She stresses the importance of uniqueness and intentionality in branding strategies.


                                                                    Episode Timestamps:

                                                                    • 2:24 Kess's Background and Branding Philosophy

                                                                    • 5:25 The Importance of Branding in Customer Experience

                                                                    • 8:24 Challenges and Opportunities in Branding

                                                                    • 8:39 The Role of Emotional Intelligence in Branding

                                                                    • 37:08 The Impact of Branding on Societal Issues

                                                                    • 43:39 Collaborations and Partnerships

                                                                    • 48:19 The Future of Branding in Ecommerce

                                                                      • 49 min
                                                                    • How fusing art, science, and entrepreneurship is reshaping ecommerce marketing with Known Agency’s President Ross Martin

                                                                      Ross Martin, President of Known Agency and General Partner of Lunch Partners, joins Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, to discuss his journey in marketing. Known, an integrated agency ranked third by Ad Age combines research, creativity, and innovation, working with clients like Shake Shack and TikTok. Ross highlighted their unique approach, such as using AI to identify relevant Reddit conversations for Shake Shack. He also shared insights from Lunch Partners, emphasizing the importance of resilience and heart in founders. Ross praised Mikmak for connecting legacy brands with social commerce, showcasing the power of AI and consumer intelligence in driving business outcomes.


                                                                      Episode Timestamp:

                                                                      • 1:56 Ross Martin's Background and Early Career

                                                                      • 5:55 Marketing Insights and Innovative Strategies

                                                                      • 6:41 Known Agency's Origins and Capabilities

                                                                      • 24:26 Challenges and Opportunities in the Agency World

                                                                      • 26:06 Lunch Partners Venture Fund

                                                                      • 31:20 Investment Thesis and Founder Traits

                                                                      • 36:43 Innovative Campaigns and Collaborations

                                                                      • 41:15 Ecommerce Innovations and Future Opportunities

                                                                        • 46 min
                                                                      • Designing Immersive Retail Experiences with Mythology’s Head of Retail and Partner Ted Galperin

                                                                        Ted Galperin, Partner and Head of Retail at Mythology, and Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, discuss crafting immersive design. Ted’s work on the American Girl store in Dallas emphasizes the challenge of fitting a large experience into a 5,000-square-foot space. Key elements include a life-size dollhouse, a premium salon, and a cafe with a doll-sized door. Galperin also highlighted the importance of nostalgia in modern retail, citing examples like Vacation Sunscreen and Olipop. He shared insights on Warby Parker's retail strategy, focusing on creating a library-like atmosphere to enhance the customer experience. Additionally, he discussed the Sonos store in Soho, which used sound-attenuated pods to showcase the product's audio quality effectively.

                                                                        Episode Timestamps:

                                                                        • 2:28: American Girl Store Project Overview

                                                                        • 10:24: Nostalgia in Retail and Market Trends

                                                                        • 19:06: Mythology's Multifaceted Approach

                                                                        • 22:25: Warby Parker's Retail Experience

                                                                        • 32:29: Sonos Retail Store Innovation

                                                                        • 36:30: Balancing New and Returning Customers

                                                                          • 40:17: Retail as Marketing and Awareness Tool

                                                                          44 min
                                                                        • Web compliance and accessibility (WCAG & ADA) for ecommerce brands with SeaMonster Studios

                                                                          Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, is joined by SeaMonster Studios’ Wes Buckwalter, Creative Director and CEO, and Deneb Pulsipher, Web Developer and Accessibility Specialist. Wes shares the company's origins and evolution into a full-service agency offering branding, graphic design, and compliance. Deneb, previously a high school English teacher, transitioned into web development, focusing on accessibility for ecommerce brands. They discuss the importance of WCAG (Web Content Accessibility Guidelines) and ADA (Americans with Disabilities Act) compliance, emphasizing the need for accessible websites to retain customers and avoid lawsuits. They highlight common issues like alternative text for images and text in images, and the benefits of compliance for SEO and user experience.


                                                                          Episode Timestamps: 

                                                                          • 4:57 SeaMonster Studios background and evolution into web compliance and accessibility experts

                                                                          • 25:33 Sea Monster Studios' Expertise and Offerings With Branding and Web Compliance

                                                                          • 25:58 Challenges and Benefits of Accessibility

                                                                          • 31:31 Practical Considerations for Accessibility

                                                                            • 43:52 Common Accessibility Issues and Solutions For Ecommerce Brands

                                                                            49 min

                                                                          About Retention Chronicles

                                                                          From the publisher's feed

                                                                          Ecommerce brands are focusing on increasing customer retention. Join us as we discuss marketing, operations, and the customer experience with top DTC brands for real strategy around generating revenue, email marketing, social media, performance metrics, AI, customer communication, & more in the Shopify ecosystem.