What if launching e-commerce for an established retail brand isn't just about going digital, but about fundamentally transforming your business culture?Join hosts Chuck Moxley and Nick Paladino as they talk with Nora Arzoumanian, Former E-commerce and Digital Marketing Director at Specialized Bicycle Components. Drawing from her experience launching Specialized's Canadian e-commerce platform during post-pandemic inventory challenges, Nora shares invaluable insights on building an online presence while balancing brick-and-mortar relationships, managing inventory allocation, and evolving influencer marketing strategies.In This Episode:When launching e-commerce in an established retail business, focus on long-term commitment and educate internal stakeholders with data to overcome resistance to change.Start influencer marketing with quality over quantity - work with fewer, highly engaged partners who truly understand your brand rather than casting a wide net.For luxury brands, maintain brand value by focusing on your core market rather than trying to serve every price point and customer segment.Want more tips and strategies to create frictionless user experiences? Subscribe to our newsletter!https://www.thefrictionlessexperience.com/frictionless -Specialized Bicycle Components Website: https://www.specialized.com Nora's LinkedIn: https://www.linkedin.com/in/noraarzoumanian/ Chuck's LinkedIn: https://www.linkedin.com/in/chuckmoxley/ Nick's LinkedIn: https://www.linkedin.com/in/npaladino/Chapters:(00:00) Introduction(01:10) Launching E-commerce Post-Pandemic (04:50) Canadian E-commerce Challenges(08:25) First Steps in Building E-commerce(10:50) Bike Purchase Process(12:55) Canadian Market Localization(14:35) Managing Inventory Challenges(17:05) Omnichannel Experience Development(21:55) Understanding Customer Education(24:05) Brand Strategy and Market Focus(27:35) Influencer Marketing Evolution(33:30) Internal Friction in Digital Transformation(37:12) Episode Recap

Nakul Goyal, VP of Growth at CARFAX, shares his expertise from over 20 years in digital marketing. He discusses how the right type of friction can enhance user experience and foster trust. Nakul highlights the evolution from minimum viable products to ones that resonate emotionally with users. He emphasizes the importance of building high-performing teams through clarity and continuous feedback, while also exploring creative ways to measure ROI beyond just costs. Expect insights on balancing business growth with thorough testing and innovative product development.

Discover the critical missteps in product marketing that can sabotage your launch. Learn how misaligned messaging and poor market fit can lead to failure. The hosts delve into real examples, like Crystal Pepsi and Cheeto Lip Balm, to highlight the importance of understanding customer needs. They stress the need for collaboration between product development and marketing, showcasing both successes and failures. Tune in for valuable insights on creating frictionless user experiences and optimizing your strategies!

In this conversation, Jon MacDonald, the founder of The Good and author of "Behind the Click", dives into the pitfalls of conversion-first thinking. He emphasizes the shift from conversion rate optimization (CRO) to digital experience optimization (DEO), highlighting how brands can forge lasting relationships with customers. Jon shares actionable strategies to streamline user experiences, tackle annoying pop-ups, and understand consumer decision-making. His insights reveal the importance of an engaging customer journey over mere short-term gains.

Breanna Moreno, VP of Customer Experience at True Classic, discusses how the brand transformed from a DTC model to a thriving, 40,000-member community. She reveals that their customer support team significantly boosts lifetime value by engaging proactively with clients. Breanna also highlights strategies in omnichannel retail, including partnerships with Kohl's and Sam's Club. Additionally, she delves into the importance of authentic connections and gathering feedback through innovative platforms, emphasizing community-driven initiatives that foster deeper customer relationships.

Great deals are happening online during Black Friday or Cyber Monday, but the BEST deals are actually happening during other parts of the year. We’re taking you behind the scenes to see how sites like Slickdeals handle a surge of 10 million users—without missing a beat.In this episode, Chuck and Nick talk with Mike Lively, SVP of Engineering at Slickdeals, to uncover the strategies that keep online shopping experiences smooth during peak season. Discover the intense planning, testing, and troubleshooting that go into keeping one of the busiest deal sites running at full speed, even on Black Friday and Cyber Monday. Learn how the “Slickdeals Effect” impacts retailers and what it takes to deliver a seamless experience to millions of eager shoppers.In honor of Cyber Monday, we’re re-sharing this conversation with Mike Lively, which was recorded last year—but the truths remain just as important today!Join us as we discuss:How retailers and eCommerce sites can get ready for holiday and seasonal shopping days, like Black Friday, Cyber Monday, and Amazon Prime Day. Ways to prevent third-party tags from causing costly performance issues and customer friction to ensure reliable user experiences.The value of ongoing testing and planning to convert more visitors and retain customers throughout the entire year. The significance of Core Web Vitals in optimizing website performance and user experiences.Want more tips and strategies to create frictionless user experiences? Subscribe to our newsletter!

Explore the intriguing world of digital product management, where being ‘wrong’ can be a stepping stone to success. Uncover the myths around the customer always being right and the misconception of product managers as mere task masters. Dive into real-life frustrations with online orders and the importance of data in shaping user experiences. Learn how collaboration and humility play crucial roles in navigating the diverse approaches within teams, ensuring effective product development.

David Cost, VP of Digital and E-Commerce at Rainbow Shops, shares how they slashed lost package rates by 75% through innovative shipping solutions. He highlights the critical role of mobile checkout optimization, discussing the shift to Shopify and the benefits of ShopPay. David dives into the increasing importance of seamless omni-channel options, like ship-to-store strategies, in enhancing customer loyalty. Tune in for insights on balancing speed and experience in fashion retail and creating a frictionless shopping journey.

Angel Singh, VP of Customer Experience at Petco, brings a wealth of knowledge from top retailers like Home Depot and Sephora. He discusses the significance of aligning teams towards customer-centric goals to eliminate silos, enhancing personalization through unified data, and leveraging AI as a partner in creating memorable experiences. Angel emphasizes that understanding diverse customer dynamics, especially younger generations, is crucial for building a seamless customer journey, ensuring businesses remain connected to their audience.

Hal Siegel, Vice President of Digital Product and UX at 1-800-Flowers and former Victoria's Secret executive, shares insights on transforming gifting into a delightful experience. He discusses the power of personalization and innovative UX design in making gift-giving less daunting. Hal emphasizes using thoughtful questions during checkout to enhance engagement and how intentional friction can add value by encouraging a more thoughtful approach to gifting. Trust and transparency in delivery and communication are also highlighted as key elements for customer satisfaction.