Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
Episodes
Mentioned books
Oct 17, 2024 • 27min
Taylor's Biggest Critique of Cost Controls
Cost controls in digital advertising face significant limitations, especially when relying on human logic in a dynamic environment. Taylor highlights the challenges of trusting AI in ad management while addressing emotional hurdles that can lead to poor decision-making. The need for a balance between human creativity and machine precision is crucial for long-term campaign success. Insights are shared on optimizing advertising efforts amidst unpredictability, alongside strategies for effective budget allocation and embracing automation in decision-making.
Oct 15, 2024 • 30min
Holiday SEO Tips for 2024: Maximize Organic Traffic and Revenue
In this insightful discussion, Travis Bichelle, Director of SEO at Common Thread Collective, shares his expertise on boosting organic traffic for the holiday season. He highlights essential strategies like optimizing metadata and schema markup to enhance search visibility. Travis also emphasizes the growing importance of image-centric search and how leveraging Google Merchant Center can promote your products effectively. Plus, he offers actionable tips for preparing your site before major shopping events like Black Friday and Cyber Monday.
5 snips
Oct 10, 2024 • 1h 11min
Truths We Learned from 67+ Eight Figure Brands That Actually Produced Profit in 2024
Discover the secrets behind 67 thriving eight-figure e-commerce brands that found sustainable profit in 2024. Learn how they adapted to industry shifts while handling inflation and rising competition. Uncover the power of robust profit systems that go beyond just marketing tactics. Dive into the importance of engaging creative ads and customer retention strategies that keep buyers coming back. From AI-driven advertising to compelling storytelling, explore the innovative methods these brands use to navigate a competitive landscape.
Oct 8, 2024 • 56min
Transforming Company Culture: From Employee-Centric to Standards-Centric
Dane Sanders, VP of Employee Development and Performance at Common Thread Collective, dives into the profound cultural shift at CTC from an employee-centric to a standards-centric model. He shares how this transformation drives profitability and high performance while reducing turnover. Key insights include balancing accountability with employee engagement, the significance of aligning culture with customer value, and practical steps for operationalizing cultural changes. This conversation is packed with valuable strategies for leaders and employees aiming for a results-driven workplace.
28 snips
Oct 3, 2024 • 35min
Boost Your Holiday Sales with These Email and SMS Strategies
Tommy Lamb, the Director of Email and SMS at Common Thread Collective, shares essential strategies to supercharge holiday sales. He emphasizes the significance of data integrity and audience segmentation for effective campaigns. Listeners learn about shortening cart abandonment windows and leveraging AI-driven features to optimize marketing efforts. Tommy also discusses how to utilize insights from email to enhance paid advertising and the importance of smart testing to boost engagement during this critical retail season.
6 snips
Oct 1, 2024 • 35min
The Addiction to Growth: Why Entrepreneurs Avoid Paying Themselves
Taylor, an expert in business goal setting and financial misconceptions, joins Richard to tackle the pressing issue of why entrepreneurs struggle to pay themselves despite thriving businesses. They discuss the cultural norms that drive reinvestment over personal gain and how many inadvertently hand profits to external parties. The duo explores the emotional and strategic cash management dilemmas entrepreneurs face, emphasizing the need to shift mindset from relentless growth to realizing financial value while aligning personal and business goals.
Sep 26, 2024 • 25min
Maximizing Black Friday Sales: Data-Driven Discounting Strategies
Dive into the latest Black Friday trends with insights from over 2,000 e-commerce brand offers. Discover how inflation impacts pricing and discount strategies, and learn to craft offers that truly stand out. The discussion includes innovative tactics beyond just sitewide discounts, such as early access promotions. Explore the importance of perceived value and connecting with consumers through targeted segmentation and personalized offers. Get ready to maximize your sales and navigate this competitive holiday season with creativity and data-driven strategies.
7 snips
Sep 24, 2024 • 31min
What Founders Struggle With Most: Human Connection Over Data
Founders face a tough challenge balancing human connection with data-driven decisions. Emotional well-being plays a critical role in entrepreneurship, often shaping decision-making more than hard metrics. The podcast dives into candid conversations among CEOs about compensation and financial choices, underscoring the importance of open dialogue and community support. Personal struggles are discussed as they relate to leadership, revealing how genuine connections can significantly influence success and foster a more cohesive team dynamic.
Sep 19, 2024 • 31min
Creative Strategy for the Holidays: Rollercoasters, Peaks, and Valleys
Aileen McKenna, Director of Creative Strategy and Performance, shares her insights on navigating the 2024 holiday shopping season. They break down the '7 Peaks and 1 Valley' concept while discussing how to build momentum from September. Aileen emphasizes the importance of leveraging influencers and organic marketing, even amid election-related media price surges. Tactics like creating urgency in messaging and preparing for key shopping events like Black Friday and Cyber Monday are highlighted, alongside adapting strategies for post-holiday engagement with consumers.
Sep 18, 2024 • 36min
August Insights & What to Expect for Q4: State of the Industry
Explore August's e-commerce performance, highlighting revenue shifts for seven-figure brands. Dive into evolving consumer sentiments and their spending behaviors, shaped by economic factors. Discover strategies for navigating the shorter gifting window this holiday season. Learn how to optimize ad spending on platforms like Meta, Google, and TikTok to boost conversions. This insightful discussion equips DTC marketers with essential knowledge to tackle the upcoming challenges of Black Friday and Cyber Monday.
