Mastering eCommerce Marketing

https://youtu.be/MmRGB3adiecIn this episode, our host Eitan Koter dives into the world of luxury e-commerce and fashion with our guest, Abigail Joseph.Imagine this: we're chatting with Abigail while she's surrounded by the beautiful desert in Scottsdale, Arizona. She's going to talk about her time with amazing brands like Forever 21 and Jacques Marie Mage and her take on the latest trends in digital marketing. In our conversation, we'll dig into what makes a brand really stick with customers and how AI is shaking things up in online shopping. Abigail shares insights on maintaining brand DNA, website design, and customer retention strategies. She emphasizes the importance of consistency across channels and the need to focus on customer lifetime value. Abigail also highlights the role of collaborations and partnerships in driving customer acquisition. Additionally, she discusses the challenges and adaptations required when catering to Gen Z consumers.In this conversation, we’ve also discusses various topics related to hiring, company culture, the perspective of Gen Z on work, the importance of soft skills in management, and the future of work.Abigail knows her stuff, and she's been in the game long enough to see how things have changed and where they might be headed next.So, grab your favorite drink, get comfy, and let's get into this. We're just having a relaxed talk here, sharing some experiences and maybe learning a thing or two along the way.Takeaways:Maintaining brand DNA and quality is crucial for luxury brands to retain their core customer base.Consistency across channels, including website design and user experience, is essential for creating a cohesive brand identity.Customer retention strategies, such as loyalty programs, are vital for driving repeat purchases and fostering brand advocacy.Understanding customer demographics and their preferences is key to tailoring marketing efforts and product offerings.Adapting to the needs and expectations of Gen Z consumers is essential for long-term success in the e-commerce industry. When hiring, it is important to consider a candidate's fit with the company culture and their alignment with values such as diversity, inclusion, and social justice.Soft skills, such as empathy and compassion, are crucial for effective management and building strong relationships with team members.AI is an essential part of e-commerce, enabling personalization and improving customer retention.The future of work will involve a combination of data-driven results and the development of soft skills.Abigail plans to write a book about her experiences in the fashion industry, exploring the intersection of chaos and passion.Chapters:00:00 Introduction and Setting02:42 Discussion on Luxury Eyewear Brand06:18 Maintaining Brand DNA and Quality08:59 Consistency Across Channels10:27 Website Design and User Experience12:56 Customer Retention Strategies15:35 Focus on Customer Lifetime Value20:33 Expanding Product Offerings26:28 Generating Website Traffic28:55 Adapting to Gen Z Consumers30:49 Hiring and Company Culture32:16 Gen Z's Perspective on Work36:06 AI in E-commerce48:59 The Future of Work51:00 Career Accomplishments and Future Plans57:12 Closing ThoughtsAbigail's LinkedIn profile: https://www.linkedin.com/in/abigailjoseph/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/saG1Zzzg5BkRyan Regan, the Director of E-commerce at VKTRY, discussed with our host Eitan Koter the company's carbon fiber insole product and their focus on becoming the number one sports insole in the world. Ryan shares how the product was designed and the viral marketing campaign that propelled their growth.Ryan discussed VKTORY’s direct-to-consumer business model and the importance of their main marketing channel, TikTok. Ryan shares more important information about website optimization, customization options, and the use of AI in e-commerce.Ryan also emphasizes the importance of influencer marketing and the success they have achieved through working with influencers. We’ve explored the challenges of selling on social media platforms and the role of teenagers and parental involvement in the purchasing journey.He expresses his passion for his job and the pride he takes in his career journey. Lastly, Ryan shares a fun fact about traveling around the country in a converted school bus.It is an episode packed with marketing wisdom and innovation.Takeaways:VKTRY is a carbon fiber insole company focused on athletes and sports performance.Their viral marketing campaign on TikTok helped them gain traction and grow their customer base.The company operates primarily through a direct-to-consumer model.Website optimization, customization, and AI are important aspects of their e-commerce strategy.Chapters:00:00 Introduction and Product Overview01:01 Company Background and Viral Marketing04:24 Marketing Channels and Strategies06:13 Website Optimization and Skepticism Elimination08:19 Target Audience and Customization10:00 Offline Retail Considerations12:58 Data-Driven Decision Making15:26 User Experience and Personalization18:24 Customer Journey and Purchase Process19:22 Teenagers and Parental Involvement21:46 Influencer Marketing24:12 Marketing Activities27:55 Social Commerce and Shoppable Media29:17 Passion for the Job30:06 Career Journey32:06 Fun Fact: Traveling in a School BusRyan's LinkedIn profile: https://www.linkedin.com/in/ryan-regan-8777b492/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/UTiEBj6EHYYThomas Hamilton, VP of Sales and Marketing for Snuggle Bugs, discusses the baby gear industry and the transition to e-commerce. He shares his background in digital marketing and the agency world, as well as the challenges and benefits of replatforming to Shopify Plus. Thomas also highlights the offline and online omnichannel considerations, self-fulfillment, and the purchasing personas and buying behaviors in the baby gear industry.In this conversation, Thomas discusses the challenges of meeting customer needs and deadlines in the baby products industry. He shares insights into their marketing strategies, focusing on content creation and education to instill confidence in customers. Thomas emphasizes the importance of catalog breadth and inventory management to provide a wide range of products. He also discusses the role of data analysis in their marketing efforts.Additionally, Thomas shares his approach to leadership, emphasizing the importance of empowering people leaders and creating a flexible workforce. He highlights the significance of servant leadership and facilitating the work of team members.Takeaways:The baby gear industry in Canada has seen significant changes, with smaller boutique stores gaining market share due to the exit of larger incumbents.The transition to e-commerce has been a key focus for Snuggle Bugs, with a shift from 70% retail and 30% digital to the inverse.Replatforming to Shopify Plus has provided speed and flexibility for Snuggle Bugs, although there have been some limitations for mid-market retailers.Offline and online omnichannel considerations include unifying data, managing inventory and fulfillment methods, and providing a personalized experience for customers.Purchasing personas in the baby gear industry often involve high-intensity research and high-value purchases, with a significant portion of lifetime value coming from a six-month window. Meeting customer needs and deadlines is crucial in the baby products industry, where there is a tight window for purchasing before the arrival of a baby.Content creation and education play a significant role in instilling confidence in customers and helping them make informed decisions.Having a wide catalog and managing inventory effectively are key to success as a retailer in the baby products industry.Analyzing marketing data and understanding the effectiveness of different channels is essential for optimizing marketing strategies.Leadership should focus on empowering people leaders, creating a culture of servant leadership, and facilitating the work of team members.Chapters:00:00 Introduction and Background02:01 Transition from Technical to Marketing Side05:05 Transition to E-commerce07:45 Baby Gear Industry in Canada09:57 Transition to Online Business11:26 Replatforming to Shopify Plus14:44 Offline and Online Omnichannel Considerations23:53 Meeting Customer Needs and Deadlines24:21 Marketing Strategies and Tactics25:11 Content Creation and Education27:09 Catalog Breadth and Inventory Management28:07 Analyzing Marketing Data29:37 Leadership and Team Building35:24 The Importance of People in Automation40:45 Creating a Flexible Workforce44:21 Leadership and Culture50:03 Servant Leadership and FacilitationThomas' LinkedIn profile: https://www.linkedin.com/in/thomasjbhamilton/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/xpfcAlqOUTwOur host Eitan Koter sits down with Dan Brownsher, CEO of Channel Key, a full-service channel management marketplace agency, to discuss his journey of building a business on Amazon as well as the transition to exclusive distribution and private labeling.Dan shares insights into the growth of Channel Key and the company's remote work culture. The conversation also covers the market for Amazon services, competition, and alternative channels. Finally, they discuss the importance of retail media and advertising in the current landscape.In this conversation, Dan discusses the role of data in Amazon's business model and the opportunities for brands to leverage that data. He highlights Amazon's vast customer data and its potential for brands to monetize that data through advertising. Dan also emphasizes the importance of retail media and the growing trend of brands building their own retail media networks. He shares insights into Amazon's support for agency partners and the challenges and opportunities in the Amazon brand space.Lastly, he shares a fun fact about being a certified scuba diver and diving with great white sharks.Takeaways:Amazon is becoming a data company and has access to vast amounts of customer data, making it a valuable platform for brands to leverage.Retail media is a hot topic, and brands are building their own retail media networks to capitalize on the aggregation of data.Amazon is increasingly viewing agency partners as strategic partners and providing them with access to beta programs and insights.The valuations for Amazon brands have declined, but there are still opportunities for consolidation and acquiring assets at a lower cost.Operating on fundamentals and focusing on profitability is crucial in the current e-commerce landscape.Chapters00:00 Introduction and Background02:40 Building a Business on Amazon06:28 Transition to Exclusive Distribution and Private Label10:27 The Growth of Channel Key12:41 Remote Work and Company Culture22:17 Retail Media and Advertising22:44 Amazon as a Data Company23:44 Amazon's Ads Business and Data Monetization25:20 The Power of Data and AI25:50 The Rise of Retail Media27:05 Amazon's Controlled Data Sharing28:13 Amazon's Support for Partners29:33 Amazon's Traffic and Attribution30:22 The Role of Agencies in Accessing Amazon Data33:23 The Challenges of Running Amazon Brands36:00 Opportunities for Consolidation in the Amazon Brand Space41:26 Proud Moments in Career and Building Channel Key43:53 Fun Fact: Certified Scuba Diver and Diving with Great White SharksDan's LinkedIn profile: https://www.linkedin.com/in/dan-brownsher/Channel Key: https://www.channelkey.com/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/gWs5QIzEMtYOur host Eitan Koter interviewed Jonathon Blevins, the e-commerce manager at Equipment Share, a B2B company in the construction industry. Jonathon explains Equipment Share’s omni-channel strategy and the challenges of purchasing behavior for high-ticket items. He discusses their content creation efforts and the value-added services they provide. Jonathon also shares insights on organic marketing, short-form videos, and influencer marketing. He talks about the balance between customer acquisition and retention and the challenges in the current customer acquisition landscape. Additionally, he discusses the impact of a cookie-less world on paid media and the importance of analyzing channel performance and ROI.In this conversation, Jonathon discusses various aspects of marketing, analytics, and e-commerce and emphasizes the importance of paid search KPI’s and the different metrics he focuses on at different stages of the marketing funnel. Jonathon also shares how he has been surprised by the results of his email marketing strategy and the importance of customer focus. He discusses the use of analytics platforms and the need to trust the data while also being aware of potential biases. Jonathon highlights the role of AI in SEO and content generation, as well as the challenges of multi-channel marketing and attribution. He also touches on the impact of AI on traditional media and shares his passion for e-commerce and his involvement in cat rescue.Chapters:00:00 Introduction and Background03:10 E-commerce Experience and Analytics05:02 Overview of Equipment Share06:22 E-commerce Platform Launch07:01 Omni-channel Strategy09:03 Purchasing Behavior and High Ticket Volumes10:38 Supply Chain and Inventory Management12:23 Content Creation and Value-Added Services14:09 Organic Marketing and Short-Form Videos16:02 Target Persona and Customer Acquisition17:30 Challenges in Customer Acquisition19:01 Paid Media in a Cookie-less World20:29 Analyzing Channel Performance and ROI21:23 Paid Search and Funnel Metrics22:07 Surprising Results and Customer Focus23:13 Providing Value and Personalization24:13 Analytics Platforms and Trusting Data24:46 The Importance of Analytics and Equalizing Data25:05 Being Reactive and Adapting to Changes26:02 Marketing Characteristics for Different Company Stages27:08 Focus on Growth and Retention28:06 AI in Marketing and SEO29:34 Multi-Channel Marketing and Marketplaces30:19 The Complexity of Analytics and Omnichannel Behavior35:49 Attribution Models and Analyzing Data38:07 Traditional Media and CTV Advertising39:45 Final Thoughts and Advice42:05 Fun Fact and Personal InterestsJonathon's LinkedIn profile: https://www.linkedin.com/in/jonathonblevins/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/XLPsHAiE3QEIn this episode, our host Eitan Koter sat down with Guy Rotberg, Head of Ecommerce at Mashbir, one of Israel’s largest retailers, and we’ve discussed Guy's journey from practicing law in Israel to diving into the dynamic e-commerce sector in China and the United States.You’ll hear about Guy's experiences in the early days of China's internet boom and his innovative approach to job searching in a country with vast opportunities and challenges. Discover how his legal background played a role in his transition to entrepreneurship, and his insights into the evolution of e-commerce in both China and the U.S.We also discuss Guy's return to Israel and his impactful roles in leading grocery and department store chains, focusing on strategies for customer retention and adapting product lines to meet evolving market needs. Guy shares his perspective on the potential of omnichannel strategies and his approach to balancing work satisfaction with career growth.Tune in for an insightful conversation about career transitions, the ever-changing landscape of e-commerce, and the journey from a traditional profession to a dynamic and evolving industry. It’s a story of adaptability, insight, and the willingness to embrace new challenges in the digital world.Chapters:00:00 Introduction and Background02:55 Transition to China and Entrepreneurship06:03 Transition to E-commerce in the US10:04 Transition to E-commerce in Israel15:01 Challenges and Opportunities in E-commerce25:02 Product Variety and Brand Development30:01 Offline and Online Integration35:00 Future Plans and Fun FactGuy's LinkedIn profile: https://www.linkedin.com/in/guyrotberg/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/lMm5OxPmPCkIn this conversation, Meni Dahan, who leads customer experience and digital assets at HY Group, discusses the company's focus on customer experience and its various business areas. He explains that HY Group is a distributor of top-tier consumer electronics brands and provides installation, warranty, and service to customers. The company also operates in green energy, logistics, and electronic components.Meni highlights the importance of brand recognition and the challenge of leaving a great impression on customers. He discusses the launch of B2B and D2C websites, emphasizing the goal of providing excellent service and tools to customers. Meni also shares insights on data analysis and the strategy for building relationships during customer visits. In this conversation, Meni Dahan, CEO of HWI Group, discusses the company's focus on customer satisfaction and the steps they have taken to improve their services. He highlights the preference of customers for specific technicians and the training provided to meet customer expectations.Dahan also emphasizes the importance of digital transformation for cost reduction and the use of AI tools for efficiency. He shares the company's plans and targets for 2024, as well as his pride in the innovative moves they have made. Dahan concludes with a message for new founders to prioritize understanding and meeting customer needs.TakeawaysHY Group is a distributor of top-tier consumer electronics brands and provides installation, warranty, and service to customers.The company operates in various business areas, including green energy, logistics, and electronic components.Brand recognition is crucial for HY Group, and leaving a great impression on customers is a challenge.The launch of B2B and D2C websites aims to provide excellent service and tools to customers. Customers often prefer specific technicians and ask for them by name, highlighting the importance of building strong relationships with service providers.Training and incentivizing technicians based on customer satisfaction can lead to improved service quality and customer loyalty.Digital transformation initiatives can not only enhance customer satisfaction but also result in cost reduction through self-service platforms and AI tools.Creating memorable customer experiences and removing barriers to purchase, such as offering same-day delivery and generous return policies, can differentiate a company in the market.Chapters00:00 Introduction and Background02:22 Overview of HY Group06:13 Focus on Customer Experience07:18 Launch of B2B and D2C Websites09:40 Motivation behind B2B Website13:30 Motivation behind D2C Website19:39 Building Relationships through Service27:51 Digital Transformation for Cost Reduction28:23 Using AI Tools for Efficiency29:57 Plans and Targets for 202437:35 Creating Memorable Customer Experiences39:52 Personal Fun Fact: Basketball Fan41:22 Message for New Founders: Focus on Customer NeedsMeni's LinkedIn profile: https://www.linkedin.com/in/meni-dahan-79247996/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

https://youtu.be/hxrsm_bN9y0Amitai Sasson, the founder of OverstockArt.com, shares insights into the e-commerce industry and his experience running a successful online art gallery. He discusses the challenges of fulfillment, inventory management, and demand planning.Amitai also highlights the importance of customer acquisition and retention strategies, including email marketing and personalized communication. He explores the potential of new sales channels like TikTok Shop and emphasizes the value of human touch in e-commerce. Amitai concludes by offering tips for starting and managing an e-commerce business, emphasizing the need for focus, scalability, and continuous improvement.TakeawaysFulfillment in e-commerce requires attention to detail and control over the entire process, from inventory management to shipping.Customer acquisition and retention strategies, such as email marketing and personalized communication, are crucial for success.Exploring new sales channels, like TikTok Shop, can provide opportunities for growth and reaching new customers.Passion for e-commerce and continuous improvement are key factors in building a successful online business.Starting and managing an e-commerce business requires focus, scalability, and a willingness to learn and adapt.Chapters00:00 Introduction and Background03:05 Overview of OverstockArt.com06:13 Challenges in Fulfillment07:20 Inventory Management and Demand Planning10:02 Expanding to Other Sales Channels13:12 Impact of the Pandemic and Business Growth16:25 Customer Acquisition and Retention Strategies23:14 Adding New Sales Channels28:44 Passion for E-commerce and Continuous Improvement34:20 Tips for Starting and Managing an E-commerce Business35:54 Closing RemarksAmitai's LinkedIn profile: https://www.linkedin.com/in/amitai/Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net

Explore the retail industry transformation with retail expert Michael Zakkour. Learn about immersive commerce, China's influence on retail, and the importance of integrating online and offline technology. Dive into marketplaces, ecosystems, and platform commerce. Discover fun facts about Zakkour's career and personal experiences.

https://youtu.be/YeSSw52WE8oIn this conversation, Jackie Hernandez discusses the importance of understanding and engaging with Gen Z consumers. She highlights the characteristics and values of Gen Z, including their tech-savviness, focus on sustainability and social responsibility, and desire for personalized experiences.Gen Z's purchasing power and influence are significant, making it crucial for brands to adapt to their preferences. Technology, such as AI and augmented reality, plays a key role in marketing to Gen Z, enabling personalized recommendations and immersive shopping experiences.Overall, brands need to prioritize inclusivity, sustainability, and personalization to effectively connect with Gen Z consumers. In this conversation, Eitan Koter and Jackie Hernandez discuss the power of augmented reality (AR) and its connection to social purchases. They explore the complexity of marketing in a multi-channel world and the need for technology to analyze data and make smarter decisions.The conversation touches on the influence of socializing and entertainment in shopping, the shift away from Amazon among Gen Z consumers, and the future of marketing in 2024 and beyond. They emphasize the importance of influencers, user-generated content, and understanding consumer preferences.TakeawaysGen Z consumers are tech-savvy and expect personalized online experiences.Brands need to prioritize sustainability, social responsibility, and inclusivity to resonate with Gen Z.Gen Z has significant purchasing power and influences the buying decisions of other generations.Technology, such as AI and augmented reality, can enhance marketing efforts and create engaging shopping experiences for Gen Z.The complexity of marketing in a multi-channel world requires the use of technology to analyze data and make smarter decisions.The convergence of retail, media, and commerce is transforming the industry, with retailers becoming media companies and media companies entering the e-commerce space.Chapters00:00 Introduction and Background02:49 Defining Gen Z and Their Characteristics04:59 Gen Z's Values and Preferences10:04 Gen Z's Purchasing Power and Influence12:59 Gen Z's Concerns and Expectations16:00 The Role of Technology in Marketing to Gen Z20:05 Augmented Reality and its Impact on Shopping21:17 The Power of AR and Social Purchases22:13 The Complexity of Marketing in a Multi-Channel World23:27 The Rise of Billion-Dollar Companies Operated by One Employee24:57 The Convergence of Retail, Media, and Commerce25:45 The Growing Importance of Retail Media26:13 The Integration of Content and Commerce27:07 The Influence of Socializing and Entertainment in Shopping28:08 Gen Z's Shift Away from Amazon29:40 The Future of Marketing in 2024 and Beyond30:35 The Power of Influencers and User-Generated Content31:32 The Importance of Understanding Consumers and Providing Edutainment32:16 The Impact of Authenticity and Polished Production Values in Different Platforms33:16 The Role of Trust and Authenticity in Influencer Marketing34:00 Pride in Building Great Teams and Mentoring Success35:19 The Balance Between Adaptability and Stability in the Workforce36:45 The Benefits and Challenges of Job Switching37:28 The Pursuit of Balance and Purpose in Career Choices38:01 Jackie's Fun Fact: Training to Swim 400 Yards in a LakeJackie's LinkedIn profile: https://www.linkedin.com/in/jacquelinehern%C3%A1ndez/New Majority Ready: https://newmajorityready.com/Gen Z explained in 90 seconds: https://youtu.be/OpYo0SAYMYw?si=3H-cSpjz1ICo9kQ7Looking to elevate your e-commerce game with shoppable videos and social commerce? Visit Vimmi at https://www.vimmi.net