The Frictionless Experience What Happens When Metrics Drive Bad Behavior with GoPro’s Kacey Sharrett
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May 5, 2025 In this discussion, Kacey Sharrett, a digital retail expert with 30 years at GoPro and other major brands, reveals the hidden costs of metrics-driven strategies. She shares a wild tale of store associates purchasing from competitors to meet fill-rate KPIs. Kacey emphasizes the need for cohesive channel strategies to make organizations more customer-centric. The conversation also touches on the rise of AI in retail and the importance of treating websites as key stores, advocating for exclusivity and personalization to keep customers engaged.
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Use A-B Testing for Optimization
- Develop a strong A/B testing program to gain data-driven insights for site optimization and risk mitigation.
- Use testing to confidently try new ideas with small traffic segments before full rollout.
Prioritize Customer Journeys in Testing
- Prioritize and map customer journeys to focus optimizations on your main target audience.
- Use consumer insights, competitor ideas, and KPI benchmarks to build a purposeful optimization roadmap.
Leverage AI-Powered Experience Tools
- Use session replay and digital experience platforms with AI to analyze real customer behaviors and journeys.
- Leverage heatmaps and journey maps to gain actionable insights and predict optimization impacts.