Ecommerce Masterplan: Interviews And Advice To Help Build Your Online Retail Business Faster

Ian Leslie is the CMO at US homewares brand Industry West. It all started with Industry West in 2010… now they have a Shopify store and B2B sales reps, with sales of over $20m a year.He's back on the show AGAIN to share his latest insights on the eCommerce market with host Chloe Thomas and all of you listening.Always insightful, in this episode we discuss:The main decision to move from Magento to ShopifyHow do you enhance interaction with B2B customers on Shopify?Why they're redesigning their Shopify store alreadyThe four best marketing strategies used by Industry WestWhat is the significance of customer research in decision-making?The surprising role of SMS marketingTime stamps:[08:19] Hoping for the best iteration of the site. [11:52] Encourage the team to understand customers and trade.[13:55] Direct mail with unique promo codes drives results.[18:31] Catalogs are costly, but direct mail is more manageable.[20:50] The Book explores free will and decision-making process.[23:21] Essential analytics a

Alison Metcalfe is a Merchandiser. She ‘does stock’ to create efficiencies in the supply chain and maximise profit for retailers. She’s worked at many high street brands including BHS, Woolworths, and M&Co, and most recently spent 13 years as Merchandise Co-ordinator for fashion at John Lewis.In this episode we discuss:How to effectively promote and mark down stock that is not sellingWhy is June a time for deeper discounting?Merging sales data and stock informationWhy do you need to analyse sales in units rather than just cash turnover?Key signs or indicators of a stock problemTime stamps:[04:24] Ideal plan: offer customers what they want.[08:37] Clear roles for buyer, merchandiser and marketer.[11:07] Sales first, stock units indicate problems.[15:25] Get rid of unnecessary stock through promotions.[17:54] Retailers not effectively using paid systems.[25:18] Merchandising: key to managing stock for profit.[26:10] Exit strategy, key sales periods, and stock management....This podcast uses the following th

Maxim Gelmann is the founder and Chief Stroodle at Stroodles, DTC sellers of eco-tableware. Founded in 2018 they now sell via a B2B trade site, a B2B sales team and a D2C site, both built on Shopify. With sales to over 250 businesses in the hospitality industry.In this episode we discuss:How can a business effectively balance B2B and D2C operations?Portraying sustainability positivelySuccessful brand partnerships in the eCommerce spaceThe importance of giveaways and joint marketing effortsHandling logistics in-house versus outsourcing to a third-party fulfillment centerTime stamps:[00:56] Importance of brand, outsourcing logistics, building partnerships.[03:38] Changing negative stereotypes, promoting fun sustainability.[09:02] Transition into growth after overcoming obstacles. [10:40] 2 warehouses for distributors and direct consumers.[16:03] Benefit from partnerships to maximise resources and audience.[19:09] Social media marketing.[20:08] Partnerships and benefits.[23:30] Giveaways open you to large audien

We’re in a fascinating time in the world of eCommerce websites. We’ve left the era of “just use Shopify”, and getting back into the world where which platform you choose to be the basis of your tech stack can have a fundamental impact on your success over the next 5-10 years.A replatforming project isn’t one to be taken lightly. It can have a huge impact on your future success – screwing it up, or enabling it It can have a huge impact on your team and their effectiveness. And during the project, it can have a huge impact on day-to-day workloads. A little (well, a lot) of thinking and planning can go a long way.We've asked our 6 experts to answer this question "What does a merchant planning a replatform need to know about right now?"Our experts:Lee Frankland, DWSJames Gurd, Re:platform Podcast / Digital JugglerMontserrat Cano, International ConsultantSimon Wharton, PushONSandra Markey, LoqateGabe Macaluso, OmnisendTime stamps:[01:40] Thinking and planning saves time, money, and sanity.[05:41] Clear

Christina Dean is the founder and CEO of The R Collective, an upcycled fashion brand and social impact business that rescues luxury brands’ excess materials and collaborates with award-winning sustainable designers to create circular fashion. Founded in 2017 they are selling via their Shopify store and wholesale. They have rescued 238,000 yards of fabric and 8,100 square feet of leather.In this episode we discuss:Why excessive textile materials pose a challenge for charities and businessesThe issue of excess and waste materials in the fashion industryRepurposing and reusing fabric and clothing protected by intellectual propertyHow do partnerships with luxury brands help in creating circular fashion?Why is getting control of inventory crucial in becoming more sustainable?Time stamps:[03:57] From dentist to journalist to sustainable fashion.[06:31] Businesses donate excess materials to nonprofits.[11:19] Complexity of using luxury brands' excess stock.[14:55] Recycling luxury brand materials into new produc

Kalle Sjöholm is the eCommerce manager at Swedish fashion brand Dedicated. Founded as an environmental retail chain in 2006, Dedicated is now selling from 3 stores in Sweden, various retailers around the world, and globally via its Centra eCommerce store. In total they did sales of just under 10 million euros in 2022 about half via the eCommerce store.In this episode we discuss:How does Dedicated communicate their sustainability efforts?What is the significance of their "Plant Friday" initiative?What role does the wholesale aspect of business play in the overall sales strategy?New areas of sustainability… and how to not sound like your greenwashingTime stamps:[04:27] Selling clothes with sustainability focus.[06:44] Action over talk, prioritise sustainability in practice.[09:36] Office team with production, design, eCommerce, and sustainability.[13:34] Understanding the team and questioning the choice of platform.[16:59] Season is important despite world instability.[19:47] Collaboration key.[23:08] I

Mark Rushmore is the co-founder at SURI – short for Sustainable Rituals – a future focused wellness brand, most famous for their electric toothbrush, the world’s most sustainable electric toothbrush! Founded in 2021 they started shipping in May 2022, and grew to 7 figures in the first 13 months via their Shopify site and Amazon, and have now launched in High Street Retailer Boots.In this episode we discuss:Creating the Minimum Lovable ProductThe impact of customer reviews play in influencing purchasing decisionsAddressing the issue of toothbrush wasteWhy be fully focused on growing your direct-to-consumer (D2C) channel?Reaching customers through major retailers like Amazon and BootsTime stamps:[02:31] Co-founders tackle waste in the FMCG industry with sustainable toothbrushes.[07:43] Minimum lovable product and customer reviews.[10:27] Becoming competent at spinning plates.[13:06] Focusing on other areas of growth.[16:14] Unaddressed problem in toothbrush market.[19:41] Growing D2C, but also utilising Amazon

Ryan Alovis is the CEO at LensDirect. The latest iteration of the eyewear business founded by his great grandfather in 1910. Ryan bought back the family business in 2009 growing it 30,000% since then. The current set up is a fully custom eCommerce store doing over $25million per year.In this episode we discuss:Building a custom website and operating within healthcare regulationsThe significance of the LensDirect brand namePatience versus impatience in businessLensDirect's offerings and customisation optionsThe complex process of replacing lenses and glasses in the optical businessTime stamps:[05:20] How LensDirect built a custom site for their business.[08:27] Combining relationships, technology, and customer satisfaction for success.[10:48] Seizing opportunities wisely.[16:34] On success from 80% culture and 20% leadership[18:51] Using SMS is highly effective for building a customer list and pushing sales.[22:26] Adopting a profit-first mindset.Free 1 Hour Consultation with Connected Sourcing >> ht

Stacey Grant-Canham is the creative director and founder of Black & Beech, a feminist fashion brand. Founded in 2016 they sell via their Shopify site. Black & Beech are a 6-figure retailer and are currently doing double last year’s sales.In this episode we discuss:Incorporating political and social issues into the brandHave a strong presence on special occasions or holidaysThe impact of mindset on Stacey’s business growthWhy you need good people in a business for it to growTime stamps:[06:48] Develop, sell, and expand product range consciously.[11:03] Black & Beach’s success after mindset shift.[15:43] Taking business seriously and scaling with good people.[19:02] Challenges with Royal Mail strikes and growth.[22:32] Campaigning for International Women's Day drove traffic.Free 1 Hour Consultation with Connected Sourcing >> https://ecmp.info/sourcing Save 15% with Zitec >> https://ecmp.info/zitec ..This podcast uses the following third-party services for analysis: Spotify Ad Analyti

Elisabeth de Gramont is the Head of Impact at Canadian fashion brand Frank And Oak. A bricks and clicks B Corp retailer founded in 2012 that now has 15 stores in Canada and does the other 50% of its sales via its Shopify site. Elisabeth is also Chief Brand Officer at Unified Commerce Group.In this episode we discuss:How do you determine your top customers?How does Frank and Oak communicate their sustainability practices to their customers?Lessons from a brand strategist and consumer marketing expertThe key considerations for Western brands looking to expand into the Chinese marketTime stamps:[05:01] The brand’s focus on sustainability and timeless pieces.[09:15] Using innovative materials for sustainable fashion.[17:18] Need someone on the ground in China.[22:45] Identify loyal customers and reward their loyalty.[24:23] Encourage team to share weekly recommendations for inspiration.[29:54] Insights from Elizabeth on sustainable brand evolution, transparency, and China expansion.Contact SHOPLINE >>> h

Jess Fleischer is the Co-Founder & CEO of Son of a Tailor, a clothing technology company making custom fitted casual clothing for men. Founded in 2014 they’ve served over 160,000 customers so far. In this episode we discuss:Peer-to-peer models with returns and secondhand products in the fashion industryHow can you create a personalised shopping experience AND be sustainable?What are the benefits of using video content in Facebook ads?Improving sustainability practices in product lifecycle and end-of-life solutionsModels for sustainability in the fashion industryTime stamps:[03:35] eCommerce transformed fashion supply chains, sparking change.[07:51] Small brands need to address sustainability issues.[11:02] P2P businesses increasing.[15:34] Challenges of customer onboarding process in business.[18:21] Video ads on Facebook showing website checkout process.[22:44] Entrepreneurs should start with non-online options.[26:30] Keep it simple, no need for calculations.[27:28] Fashion sustainability: streamline su

Andy Davies is an eCommerce recruitment specialist working for Vertical Advantage and Nurture Talent. Working across Europe, he’s helped brands big and small to grow their teams the right way, including everyone from Nestle, to DTC brands making their very first hire.In this episode we discuss:How does the concept of "Moneyball" apply to recruitment?How can smaller, lesser-known brands compete for talent?The advantages and disadvantages of dividing specialisms within a teamThe pros and cons of simple subscriptions for both businesses and customers Time stamps:[04:09] Tech impact on market not as pessimistic.[06:48] Finding value in recruitment, particularly in Amazon.[10:24] Why big brands not always worth the cost.[18:52] Growth role in companies are not linear[22:36] Tips for hiring: define needs, understand growth and use LinkedIn for networking.[25:09] Top Tips.Contact SHOPLINE >>> https://ecmp.info/shopline ..This podcast uses the following third-party services for analysis: Spotify Ad A

Andy Ostcliffe is Head of eCommerce and Retail innovation at Oxfam. Oxfam is the leading UK charity fighting global poverty and the UK’s best loved charity shop chain – with over 575 stores across the UK, a thriving online store that’s built on Oracle plus selling on Ebay and Etsy. Across the retail channels they do just under £100 million, with 10% coming from online.In this episode we discuss:The impact of pre-loved clothing on the fashion industryWhat role do Influencers play in selling pre-loved clothing?How can mainstream retailers get involved in the secondhand market?Leverage online shopper activity and product trends to inform physical shopsTime stamps:[05:05] Having a large corporate following, diverse donations and popular charity shops.[08:06] Using online data for trends.[11:09] Consumers want bargains and unique clothing options.[14:40] How Oxfam promotes sustainability in product sourcing.[20:33] Be genuine, use take back schemes and why influencers matter.[24:10] Tips for listing on eBay.[25:45

Kunle Campbell is the host of the 2X eCommerce Podcast, and co-founder of Octillion, a consolidator of ‘clean’ FMCG/CPG brands. And now he’s the author of a brand new book:‘E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers’.In this episode we'll be diving into some of the key takeaways from his new book:What does ‘E-Commerce Growth Strategy’ teach us about sustainable growth in the eCommerce industry?How do the six core principles of eCommerce growth work together?Building customer loyalty and repeat purchasesWhat is the significance of cross-functional and departmental growth?Time stamps:[03:44] Failed attempts at writing a book and changing career.[07:36] Evolving career in digital marketing and eCommerce.[14:38] Customer-centricity key to understanding and serving customers.[18:02] Creating habitual buying process for high customer loyalty.[24:06] Archive.com for managing social media.Start a free trial with Prisync and get 50% off your first

Peter Mann is the CEO at Oransi, an Electric motor technology company with a sustainable and clean energy mission. They sell HEPA Air Purifiers via their Shopify site to both B2C and B2B consumers. Founded in 2009 they’re now in the $15-20 million turnover range.In this episode, he unpacks the challenges in a competitive market, word-of-mouth marketing, and Seth Godin's book ‘This is Marketing’. We explore having a vertically integrated approach in the manufacturing industry and the impact of climate change on air purifiers. Peter shares their decision to bring shipping and storage in-house, contrary to Amazon's encouragement to use the FBA program.Peter also highlights the importance of environmentally responsible manufacturing and transparency.In this episode we discuss:Manufacturing in the US and the challenges and advantages of domestic productionHow do you integrate sustainability into your business practices?Comparing word-of-mouth marketing to other forms of advertisingHow Peter approaches vert

Welcome to one of our famous expert mash-up episodes! We have ten brilliant guests sharing their key insights from the exciting world of generative AI and how it is revolutionising the eCommerce landscape. I asked each of them to answer this question:"What is your favourite way that AI is helping eCommerce brands right now?"We'll explore how you can incorporate generative AI into your business and marketing, and how it is improving the customer experience and streamlining back office operations. We'll also discuss the challenges faced by brands in the implementation, the ethical considerations and its potential environmental benefits.In this episode we discuss:How are brands incorporating generative AI into their strategy?Examples of how AI improves the creative process in eCommerceThe ethical considerations you need to knowWhat are the potential environmental benefits from using AI?What can small businesses benefit from AI the most?Time stamps:[02:53] AI can help with easy wins, personalisati

Roel Schatorjé, Founder of MOYU, is a company that sells unique products, specifically erasable stone paper notebooks, designed to reduce single-use paper and reforest the planet.Despite initial scepticism, the business has experienced fast growth, reaching over €1,000,000 in sales by its second year. Roel discusses how the company has grown, its expansion across Europe, its focus on biodiversity and tree planting, and its successful ambassador program. The conversation also touches on balancing B2C and B2B sales, a cool Slack plugin for team morale, and Roel's interest in expanding to the African continent. In this episode we discuss:The environmental impact of stone paper – and why he chose that materialHow word-of-mouth marketing helped grow MOYU's businessShifting towards eCommerce and B2C salesKey strategies to expand into the wholesale retail marketHow is MOYU working towards managing the environmental impact of the paper industry?Time stamps:[03:27] Testing market interest in erasable notebooks

In these ‘Bump’ mini episodes I’ll be selecting my favourite moments from previous episodes. This time it's Lucie Harrild from comhla episode 449.In this clip, Lucie unpacks how and why educating her customers is a core part of the growth plan for comhla.LISTEN TO THE FULL EPISODE HEREhttps://ecmp.info/449This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Lucie Harrild is the founder of comhla, a one-stop shop for sustainable fashion built on Shopify. Lucie shares the initial challenges of pitching her idea without a visual representation and how she decided to create a website early on to showcase her concept. The focus of Lucie's business is on demonstrating behaviour changes in sustainable fashion such as repairing, upcycling, and buying and selling pre-loved items. She aims to show that sustainable fashion can still be beautiful without sacrificing personal style.Lucie discusses her plans to open a physical store and use it as a platform for online marketing. She reflects on the importance of telling a unique story, the growing awareness of the environmental impact, and ways to help consumers make better purchasing decisions,In this episode we discuss:How can a website bring a concept to life?Why you need a physical store as a marketing platformWhat is ‘choice editing’?Mainstream vs sustainable fashionSupporting customers through the (often) confusing

In these ‘Bump’ mini episodes I’ll be selecting my favourite moments from previous episodes. This time it's Laura Harnett from Seep episode 448.In this clip, Laura explains how Seep are building their community via these 3 StepsGreat customer serviceInfluencer engagementEducationLISTEN TO THE FULL EPISODE HEREhttps://ecmp.info/448This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy