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Own Your Commerce
44 minutes | Jun 10, 2021
Paul do Forno: Driving the transformation with opportunities for scaling digital and B2B brands
Paul do Forno brings over 25 years of experience in digital technology and commerce to today’s conversation. He’s led the digital experience for some of the world’s most iconic brands, including General Electric, Siemens, Target, Foot Locker, and Hyatt, and has been a key driver of the digital transformation that has shaped the modern commerce experience. Today he is a Managing Director at Deloitte Digital and a leading voice in ecommerce and all things digital. A digital transformation has occurred, accelerated by the rapid rise of ecommerce and a global pandemic. In this dynamic discussion, do Forno dives into his holistic approach to the commerce experience, highlighting some of the opportunities and challenges facing enterprise and B2B brands today. Here are some of the key topics we discussed: The digital transformation that is happening in front of us The biggest threats and opportunities for scaling brands How brands are evolving to have a holistic view of the commerce experience Staggering statistics and massive opportunities for B2B Are headless and composable commerce architectures right for your brand? What to expect in digital commerce over the next 3-5 years Guest Bio Paul do Forno is a Managing Director at Deloitte Digital and a leader in the Commerce Practice. He brings over 25 years of experience in strategy, digital, and technology, leading the Commerce Practice Eminence initiative as well as the go-to-market for B2B Commerce. In the past, Paul has led some of the world’s largest digital platform programs with brands like General Electric, Siemens, Target, Foot Locker, Hyatt, and many more, driving commerce and digital transformations. He is a frequent speaker at digital and ecommerce events as well as being featured as an ecommerce subject matter expert on many publications. He has worked closely with the research analysts and holds several executive advisory board positions with top digital platform vendors.
39 minutes | May 5, 2021
Kelly Goetsch: Commercetools coined the term "Headless Commerce" in 2013. What it meant then, and what it means today.
Commercetools is taking a fascinating approach to enabling digital commerce. They are referred to as a true cloud, headless commerce platform, providing the building blocks for the new digital commerce age. Those building blocks are 350 consumable APIs that let you build anything commerce experience you want! Fun fact, they coined the term "headless commerce" in 2013, long before it was as popular as it is today. Examples of brands that use Commerce tools are Audi, Tiffany & Co, Universal Music, Carhartt, and many more. Plus mutual brands with Bold such as Harry Rosen who leverages their suite of API's with Bold Checkout and other technologies to really create something special. Shameless plug, but definitely check out HarryRosen.com when you have a chance. It's a fascinating conversation that I think everyone will learn something from. Enjoy! Some of the topics we discuss are: What exactly is Headless Commerce and why should brands consider it. How did Headless Commerce start, evolve, and where is it today Definition of the MACH alliance (Microservices based, API-first, Cloud-native SaaS and Headless.) What is Composable Commerce? What types of customers use commercetools and why? Who are competitors to commercetools, and what would make commercetools different/better? For you to say commercetools has won, or achieved its goal, what needs to happen What are the biggest trends Kelly is excited about in commerce
47 minutes | Apr 28, 2021
Harley Finkelstein: Breaking down barriers for independent retail
Full Description Harley Finkelstein joined Shopify in 2010. Originally as a merchant selling t-shirts on the platform. Today he serves as President of the company and his passion for entrepreneurship is as alive as ever. As president of Shopify, Harley's life mission is to empower as many entrepreneurs as he can and remove every barrier to entrepreneurship possible. What exactly does Harley do on an average day at the office? What are the big challenges Shopify is working on now, and what's in store for Shopify in the future? In this episode we dive into all that, and more! Some of the topics we discuss are: What does a day at Shopify look like for Harley? What is Harley most passionate about right now. What does it mean to requalify for your job every year? What is Harley so passionate about entrepreneurship? The difference between a business owner and an entrepreneur. What does mentorship mean to Harley, and what he recommends for you. What are the ecommerce trends, and challenges Shopify is tackling? What chapters of Shopify are written, and what's left to write? What are some of the most unknown advantages and benefits of Shopify? Oh, and what did Harley eat for breakfast! Guest Bio Harley Finkelstein is an entrepreneur, lawyer, and the President of Shopify. He founded his first company at age 17 while a student at McGill. Harley completed his law degree as well as his MBA at the University of Ottawa, where he co-founded the JD/MBA Student Society and the Canadian MBA Oath. Harley is an Advisor to Felicis Ventures, and one of the “Dragons” on CBC’s Next Gen Den. Recently, he received the Canadian Angel Investor of the Year Award, Canada’s Top 40 Under 40 Award, and was inducted into the Order of Ottawa. From 2014 to 2017 Harley was on the Board of the C100, and from 2017 to 2020 he was on to the Board of Directors of the Canadian Broadcasting Corporation (CBC). Harley is currently starring on Discovery Channel’s I Quit, a television series about hopeful entrepreneurs who decide to quit their 9-5 jobs to focus full-time on their side hustles. Links / Resources Shopify Shopify Plus Moustache Bikes - (the bike Harley rides) Allbirds - Shopify Brand referenced. GymShark - Shopify Brand referenced. https://www.fastcompany.com/most-innovative-companies La Bottega - Harley's favourite grocery shop DavidsTea - Brand of tea Harley likes
55 minutes | Apr 7, 2021
Chris George: The voice of the Subscription industry
⭐️ SPECIAL NOTE: To register for webinar with Chris George this coming Tuesday (April 13th) at 11am Pacific, click here. Chris George is the Co-Founder and Chairman of SUBTA, the Subscription Trade Association. SUBTA supports thousands of ecommerce brands helping them add and scale a subscription or membership offering on their ecommerce stores. Gartner Research predicts that by 2023, 75% of all DTC brands will have a subscription membership offering. So if you're not already thinking about subscriptions, it might be time to start! Subscriptions aren't just for coffee and shampoo refills anymore! We're seeing brands in just about every vertical (Clothing, Beauty, Consumer Electronics, Wellness etc) launch some form of membership offering. Whether it's membership for exclusive access, VIP pricing, access to content, etc. Chris was also the founder of a successful subscription company, Gentleman's Box, which he had a successful exit from a couple years ago. So he's been on both sides of the field! Some of the topics we discuss are: How to sell an experience - the difference between selling one-time vs a subscription Why not getting your customers through the checkout might be the best kept secret. What are micro-commitments, and how and why you would use them. Quarterly, monthly, annual? What's the best frequency? It makes a difference! What should your subscription brand's"North Star" metric be? How does Chris find his meaning in his work? What are some trends we can expect for subscriptions in the next year or two About our guest: Chris George is a co-founder and chairman of the Subscription Trade Association (SUBTA), and a serial entrepreneur who has successfully launched and managed seven businesses and sold two. As one of the creators of the wildly popular and recently acquired Gentleman’s Box, Chris has spoken to aspiring entrepreneurs and established industry professionals at events like Digital Summit, SubSummit, and several academic institutions. His strong business acumen and understanding of the role of marketing and branding solidifies him as a burgeoning force in the realm of entrepreneurs. Links & Resources: SUBTA - https://subta.com/ Gentleman's Box - https://gentlemansbox.com/ SubSummit - https://subsummit.com/ Chewy - https://www.chewy.com/ Kongbox - https://www.kongbox.com/
54 minutes | Mar 15, 2021
Karim Marucchi - From "Speed to Market" to "Speed to Innovate". How combining Open Source & SaaS gets you there.
"Speed to Market" vs "Speed to Innovate"? What's the difference, why does it matter, how should you approach each, and can they work together? Karim Marucchi joins us to discuss the differences between Open Source vs SaaS, the strengths of each, how they're different, how they work, and most importantly, how they can work together! Karim is the CEO of Crowd Favorite and one of the most forward thinking leaders in the digital experience platform space, and all things open source. He works with some of the largest brands in the world such as Disney, Lexus, Cambell's National Geographic, helping them innovate on WooCommerce, an open source platform. BONUS: Our Chief Revenue Officer at Bold joins us on today's show! Some of the topics we discuss are: Advantage to using SaaS over OS (when comparing) Advantage to using Open Source over sass (when comparing) How do you look at this for Enterprise level solutions and for small and medium sized business? (is it only for the Enterprise?) How do you start looking at this strategically when your in the “evaluation phase” How do Headless Commerce & Open Source work together What trends are happening in commerce on wordpress / Woo? What types of brands should choose Woocommerce as their platform? What does the future hold for Open Source ecommerce? Guest Bio Karim Marucchi, CEO of Crowd Favorite, has over 20+ years of experience in launching digital strategies. From bootstrapping one the first digital production teams in the industry, to leading global teams within the WPP Group, to taking agencies public; his wealth of expertise in leading digital teams across the globe has helped curate and expand his vision to lead Crowd Favorite in helping Enterprise organizations integrate successful Open Source into today’s Digital transformation strategies.
48 minutes | Mar 11, 2021
Finbarr Taylor: The fastest headless ecommerce storefront ever?
Close to 20,000 brands use Shogun to build beautiful and totally customized pages for the ecommerce sites. Brands like K-Swiss, Timbuk2, MVMT Watches, Chubbies Shorts, Leesa Mattress, and so many more. A lot of those same brands also leverage the speed and flexibility of a headless front-end. Recently Shogun launched Shogun Frontend, which is a Progressive Web App (PWA) tool that allows stores to build a LIGHTNING FAST headless front end that loads in sub-second speeds. In this episode we dive into exactly what a PWA is, why stores should consider it, and how it works within a headless architecture. If you're a scaling ecommerce brand, this is an episode you won't want to miss! Some of the topics we discuss are: How a Progressive Web App works as an ultra fast headless front end. Why do so many stores see 70% of traffic on mobile, but 70% of sales on desktop, and how might this be a massive opportunity for you. What is the difference between Shogun Page Builder and Shogun Front-End What does Finbarr think of Headless commerce? It's pros, cons, and who should consider it. How can a PWA front-end help a brand. What brands should consider a headless PWA front end. Which should not. About Finbarr: Finbarr is the CEO & Co-Founder of Shogun and former software engineer at Y Combinator. He's a Scottish guy living in California and one of the first results on Google for Finbarr! Previously he's built two businesses, Shogun (a CMS and Headless PWA with thousands of paying customers) and a web development business he started when he was 18. He loves finding creative coding solutions, and has written code to process millions of dollars worth of orders at companies like Pebble, Groupon and Exec. Links / Resources Shogun Page Builder Shogun Front End Nomad Goods
48 minutes | Feb 2, 2021
Simon Rodrigue: How Staples leveraged a best-in-breed "modular" approach to complete a digital transformation in a fraction of the time, and cost.
Discover how Simon Rodrigue recently led Staples through a complete digital transformation in a fraction of time (and cost) using a best-in-breed "modular" approach to ecommerce. With over 300 retail locations, and a plethora of services (print, wholesale, school etc), plus managing unique pricing for the Staples Preferred program, syncing an ecommerce solution between it all that ties in seamlessly, managing pricing, curbside pickup, and other aspects was no small feat! Simon is someone who understands ecommerce like very few. Staples is evolving, and so is their digital presence. This episode gives a glimpse into how they think about ecommerce, their approach to solving it, and how this sets them up for success in the future. The best thing about Simon and Staples, is they really are just getting started! Some of the topics we discuss: Build vs Buy and how Staples thinks about solving complex ecommerce requirements. How has the pandemic affected Staples and lessons they've learned adapting. How their ecommerce tech-stack allows them agility and flexibility never before possible. What it was like launching a digital solution for curbside pickup across 300+ stores in under 72hours How Stapes de-risked the move from their legacy systems to their new modular (best of breed), approach. Our Guest: Simon Rodrigue Simon Rodrigue is a recognized leader in the retail transformation taking place today, with over 15+ years of executive experience in the space. Most notably, Simon is the SVP and Chief Digital Officer at STAPLES Canada where he is a key member of the leadership team transforming one of Canada's most iconic retail brands. Simon was also the former SVP of eCommerce for Walmart Canada where he was responsible for all aspects of the online business, technology, digital marketing, and integration with stores in Canada. During this time, in addition to rapidly growing the business, he introduced store pickup and grocery home shopping to the Canadian market. Simon was also the VP of Product Management / Site Experience North America as well as General Manager of Canada at Travelocity. He was the Associate Vice President of eCommerce at Sears Canada and held several operational and merchandising leadership roles within The Home Depot Canada before serving as their Senior Manager of eCommerce and Interactive Marketing launching Homedepot.ca into the Canadian marketplace. He also served as a Senior Business and Marketing Consultant with Nortel Networks Global Services, enabling start-ups and aiding Fortune 50 companies to develop global emerging business strategies.
44 minutes | Jan 14, 2021
Jon Kennedy: Lessons learned running the largest "ecommerce" FB Group & why you should leverage community.
Jon Kennedy built what is probably one of the biggest ecommerce communities around. 100,000+ active members with thousands waiting to get in! He started out buying and selling on eBay and launched stores on various platforms before gradually finding his way to Shopify. Today he runs a development agency geared for brands looking for quick "bite-sized" ecommerce development needs. Along his journey though, he founded one of the biggest ecommerce entrepreneur community groups on Facebook ever. Some of the topics we discuss are:Jon’s career beginnings in pro sports marketingHis enlightenment moment with ShopifyThe unique Shopify niche Jon found for his agencyThe massive ecommerce Facebook groupHow to ask people the right questions to get constructive, engaged feedback on your storeThe happiness metric and other ways to optimize your business.
43 minutes | Jan 5, 2021
The Forever Promise: Subscription Optimization with Robbie Kellman Baxter
For over 20 years, Robbie Kellman Baxter has been a subscriptions advocate and expert, literally writing the book on subscriptions (well, two actually). She used the expertise she gathered from consulting for Netflix, Oracle, eBay, and more to pen The Membership Economy and The Forever Transaction.Today she shares her innovative outlook on subscriptions that she calls the “membership mindset.” It’s about building your organization, experience, and brand around helping people solve their problems or reach their goals for the long term. Whether you’re currently running a subscription or plan on launching one, this is an episode you don’t want to miss!Some of the topics we discuss are:How she got involved with subscriptions, including consulting for Netflix back when she was subscribed to their mail serviceThinking about your brand with a “membership mindset”Understanding and communicating what your customers get out of your subscriptionHow to know when to offer free trialsThe power of onboarding and reinforcing their decisionHow to find and hold onto the right customers to optimize LTVLinks and resourcehttps://robbiekellmanbaxter.com/Membership EconomyForever TransactionSubscribe to learn more about taking your commerce to the next level!
36 minutes | Dec 8, 2020
Colin Bodell: Ecommerce veteran on the unprecedented acceleration of ecommerce under Covid-19
Colin Bodell worked as a technologist for Amazon, Groupon, and American Eagle — to name a few — before joining Shopify Plus last year as VP of Engineering. Today he gives us his valuable insights on Covid-19’s accelerating effect on ecommerce and his prescient first experience with Shopify. He’ll also share how merchants can use data to renew old school personal relationships with customers and how Shopify's merchant-first philosophy seeks to democratize that data.Some of the topics we discuss are:Colin’s experiences working with Amazon, Shopify, and moreHow to grow your business by listening to your customersAnticipating future needs of your customersThe growth of direct-to-consumer commerceThe role of personalization and recommendationsThe importance of democatizing data and commerceColin’s first experience with the agility of ShopifyCovid's accelerating effect on ecommerce and how to embrace change
52 minutes | Nov 25, 2020
Kurt Elster - Shopify pioneer on how to defeat the back button and turn visitors into customers
Kurt Elster has been growing “unofficially” with Shopify since its infancy. In today’s episode, the host of the one and only Unofficial Shopify Podcast talks about how his entrepreneurial spirit took him on an unconventional path to ecommerce success — and over 1 million podcast downloads.He also covers how to ace key elements of the ecommerce experience that most stores struggle to get right, like positioning and CRO.In addition to the Unofficial Shopify Podcast, Kurt runs a consultancy, Ethercycle, that has helped dozens of SMB merchants excel on Shopify.Topics covered:Kurt’s unconventional path to success in ecommerce The best ways to troubleshoot your online storeHow to turn visitors into customersThe underused potential of copywritingThe power of positioning Black Friday messaging during COVID-19Links and Resources theuserisdrunk.comThe Brain Audit by Sean D’SouzaPit Viper Sunglasses
57 minutes | Nov 5, 2020
Tommy Walker - Former Shopify Plus editor-in-chief on creating industry leading content
Tommy Walker never really wanted to be a writer, but when his family was on the verge of homelessness he used the storytelling tricks he learned from years in acting and film to become a content marketing guru. In this episode, he shares those strategies with us — but chances are you’ve gotten advice from him before.As editor-in-chief at Shopify Plus, CXL, and Quickbooks, he led the creation of top-performing content that helped position those brands as leaders in their respective industries. Plus, he’s contributed to other online publications like Unbounce, Smashing Magazine, Crazyegg, and more. So if you work in ecommerce, you’ve probably read something Tommy helped produce. You’ll learn:Only invest in content with measurable outcomesHow to truly put yourself in your customers’ shoes and understand what they wantBobbing and weaving: how to use startup agility to compete with the big guysThe importance of building out a weekly content calendarHow to use storytelling intrigue to break the moldHow Tommy used his acting background to break into ecommerce marketingWriting: Practice makes perfectLinks and resourcesMaryville University - 54% of readers trust blogs over brand Clearscope - Optimizing your content for SEO The Ultimate SEO Tutorial For 2020 by Backlinko - Basics of SEOAndy Crestodina on Internal link building - SEO ranking hackScreaming Frog - Mapping out linksStory by Robert McKee - Tommy Walker’s “storytelling tome”Hooked by Nir Eyal - Silicon Valley thought leaderBrands mentionedBeardbrand The HundredsUrban OutfittersZapposWarby Parker
44 minutes | Oct 26, 2020
Ben Jabbawy - Privy CEO on missed opportunities in email marketing
Even though many stores count on their email list to drive sales and traffic, they probably put more time and money into social media ads than actively collecting email addresses. But if somebody visits their site and doesn’t buy anything or leave their email, they potentially wasted the money they spent getting them there in the first place. Today, Privy co-founder and CEO Ben Jabbawy tells us about how he helps brands actively grow and leverage their list with simple but creative tactics for email gathering. Today, over 500,000 stores use Privy’s pop-ups and other software to gather emails and build money-making relationships with their audience. No matter how big you are, you could always do more to get emails from more people who visit your store. Give it a listen to learn how!Key topics discussed: The importance of growing your email listUsing tool with the same level as sophistication Facebook or Google uses for ad retargeting to collect emails or prevent cart abandonmentWhat's the difference between checkout abandonment and cart abandonment and why does it matter? Better ways to collect emails than the standard "here's 10% off" offer. There's so much more you can do with the emails you collect! Running ads against them on Facebook being a big one. Creative ways to connect with and convert your audience with emails and popups.
55 minutes | Oct 8, 2020
Aaron Orendorff - Getting things (content, SEO and ecommerce strategy) that matter RIGHT
Aaron Orendorff is the former Editor in Chief at Shopify Plus and one of the very best at understanding how to leverage content to grow an ecommerce brand. I learnt a ton during this conversation! Aaron gives us tactical advice for the holidays, specifically around Amazon Prime Day. If you don't think Prime day affects you, you're wrong. Listen to the episode and you'll learn why. That's just the first 2 minutes though. Aaron does a brain dump on tactical things you can do RIGHT now to improve your online store. From SEO quick wins, to how you should use content, and NOT use content, and so much more. This is an episode you don't want to miss. Some of the topics we discuss are:Amazon has announced October 13th is Prime Day. Aaron covers exactly what you need to do to be ready! Not all emails are equal! Depending when you capture them makes a BIG difference. Are you using quizzes in your store? You probably should be! The three key reasons you need to invest in content as an ecommerce brand NEVER KILL YOUR SUPPORT ARTICLES. There's a good chance they might be the highest ranking pages for search. There's a better way to handle outdated articles.Links / Resources Bamboo Earth - Great example of a quiz funnell (also does subscriptions)Kongbox.com - Great example of a quiz funnell (also does subscriptions)HeyGlowup.com - Great example of a quiz funnell (also does subscriptions)Bold Options - Used for adding gift wrapping as an option to a select group of products, a specific collection, or every product in your store. Bold Upsell - Gift Wrapping as an upsell at checkoutBold Motivator - Add gift wrapping as a free gift when customers spend a certain amount. Tracksmith - Example of an ecommerce brand that does content really well. Nuggs - Aaron's totally into these guys right now.
56 minutes | Sep 30, 2020
Patrick Coddou - Supply.co founder shares lessons, learnings, and the journey of building a successful DTC brand.
Patrick Coddou (co-founder of Supply.co) shares the inspiring journey, packed full of wisdom and insights on building a successful DTC brand. From literally nothing, to now a very successful, well known and respected DTC brand, Patrick tells us some of the mistakes he made, some things he got right, and what he's working on right now to take the company even further. It's a conversation that won't just inspire you, it will give you actionable takeaways that you'll want to apply at your business today. Some of the topics we discuss are:Why work ethic is so important and how Pat can't stand ads for getting rich quick in ecommerce. What Patrick did to get customers and grow in Supply's early days, and what he's doing now to take it to the next level. "Jobs To Be Done" framework. What is it and why is it so important brands understand it and market accordingly. Shark Tank! Patrick at not one, but TWO offers on Shark Tank.
48 minutes | Sep 22, 2020
Greg Chapman - Getting tax right for ecommerce
Taxes have become more and more complicated over the years and you'd be blown away by how much misconception and misinformation there is on how you need to collect and remit tax. If you run an ecommerce store, you NEED to understand tax properly. On our show today we have Greg Chapman, the SVP of Business Development at Avalara, a leading tax compliance software platform for ecommerce brands. He discusses a few of the intricacies of the tax system, specifically for online retail. This is an episode you shouldn't miss! As an online merchant, small or large, you need to understand tax and get it right. Some of the topics we discuss are:What exactly are online merchants responsible for collecting and remitting when it comes to taxes. Why are taxes so hard? Why don't merchants just use the tax settings built into ecommerce platforms like Shopify, BigCommerce, Magento etc. What is considered Physical Presence and Economic Nexus, how does it affect taxes, and what do stores need to understand about it.What are tax considerations when you start selling internationally? What are some of the biggest mistakes merchants make when it comes to taxes that get them in the most trouble.
40 minutes | Sep 21, 2020
Chris Meade - Tactics used to fuel Crossnet's hyper growth
If you've been to the beach lately, you might have seen what looks like two volleyball nets stitched together in a square. It's a game called Crossnet, it's like volleyball and four-square combined and it's taking the world by storm, growing like crazy! Just a few short years ago though our guest, Chris Meade, and his co-founders had an idea with $10K they could scrounge together. This isn't just an inspirational story though. This is a story about the tactics used, specifically around social media and advertising to propel growth, and I mean GROWTH!! Crossnet is shipping 500-1000 units a day and growing. They didn't just get there by having a great idea, they have been strategic every step of the way. Get the notepad out! In this episode we'll dive into what exactly they did to fuel their insane growth. Some of the topics we discuss are:Specific tactics to grow traffic by platform (Facebook, Instagram, Snap, LinkedIn etc) How Crossnet collect and leverage email to drive traffic / sales How Crossnet leverages User Generated Content to the extreme to 10X engagement on social mediaCrossnet has made mistakes along the way too, what can you learn from themHow referral marketing has played into their growth strategy
35 minutes | Sep 18, 2020
Steve Weiss - How the biggest ecommerce brands are using social media to scale.
There's often disconnect between creative and performance marketers when it comes to social media marketing. Figuring that out is just one of the things that helped Steve Weiss grow MuteSix from to over 200 people in just a few short years. "If I could educate my creatives how to be more data driven and if I could educate my performance marketers how to be more creative I'd have a winning company. In a humble way, that's how we started" In this episode we chat about some of the latest trends in social media marketing and tactics specifically for ecommerce. In this episode we discuss: What are some of the biggest ecommerce brands doing to leverage social media What's the deal with TicTok? How are ecommerce brands using it and is it worth investing time into? What would Steve do if he ran an online store and only had $1,000 to spend on social media marketing? What would Steve do if he ran that same store but had $100,000 to spend? What's the latest with influencer marketing? Does it still work? What about micro-influences? Our guest: Steve is a lifelong entrepreneur, marketer, and the Founder and CEO of MuteSix, an iProspect Company, and an award-winning, full-funnel digital and creative studio founded in 2014. He is responsible for the overall vision, strategic leadership, service delivery, culture, and growth of the creative agency that has generated over a billion dollars in trackable revenue for its clients. Under Steve’s direction, MuteSix has earned the distinction of most awarded Facebook social advertising agency, with more Facebook & Instagram marketing case studies than any other agency. MuteSix has grown into a comprehensive and integrated global marketing agency with prominent clients across all major industry B2B/B2C sectors, including leading brands in retail, e-commerce, luxury, nonprofit, technology, sports, publishing, and financial services. Steve is a frequent speaker at paramount industry events and serves as a regular commentator on ad-tech topics and trends as they relate to the digital advertising ecosystem.
52 minutes | Sep 10, 2020
Patrick Campbell - Why understanding Churn, LTV & Value Based Pricing is crucial to your store's success.
Patrick Campbell (Profitwell CEO) joins us to discuss some of the metrics every ecommerce store owner should be calculating, should understand, and should monitor. What is value based pricing? How do you calculate the LTV (LifeTime Value) of your customers? Why do people still calculate churn wrong? These are all things ecommerce merchants should be intimately familiar with, even more so if you run a subscription ecommerce business.Some of the items discussed: What is value based pricing, and how should ecommerce merchants think about it? How should you calculate churn and LTV? Why do customers really churn, or cancel subscriptions? Free trials, try before you buy, freemium, annual vs monthly billing... How does a store decide the best approach to all these options?
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