Summary

In this conversation, Rob Nichols interviews Sarah Morabito, who leads e-commerce and digital investment at Dansko. They discuss the evolution of Dansko as a heritage brand transitioning into the digital space, successful product launch strategies, insights into affiliate marketing, and the integration of organic and paid social strategies. Sarah shares her experiences and the challenges faced in the e-commerce landscape, emphasizing the importance of customer acquisition and data-driven decision-making.

Takeaways

• Sarah joined Dansko at a pivotal time for the brand's digital transformation.
• The transition to Shopify and Klaviyo was crucial for Dansko's e-commerce growth.
• New customer acquisition is critical, especially as they enter Q4.
• The launch of the Platform Pro clog was a significant success for Dansko.
• Leveraging content creators for product launches has proven effective.
• Data collection during product launches helps inform future strategies.
• Affiliates provide a high return on ad spend but have limited growth potential.
• TikTok shop presents new opportunities for influencer marketing.
• Integrating organic and paid strategies is essential for brand success.
• Staying human and authentic in marketing is crucial in a changing landscape.