Retention Chronicles

In this special midweek drop of Retention Chronicles, Mariah Parsons dives into her first-time experience at Natural Products Expo West 2025—the largest and most influential event in the natural and organic CPG world. From breaking attendance records with over 64,000 attendees to spotlighting emerging brands and game-changing trends, this episode unpacks it all.Tune in as Mariah shares her unfiltered perspective on the overwhelming scale of the event, what it's like navigating as a first-time attendee, and the deeper industry dynamics at play (badge-checking included). She breaks down five major trends that dominated the show floor—from functional wellness and women's health, to plant-based innovation and the rise of non-alcoholic, functional beverages. Plus, she shouts out the mission-driven teams that left a lasting impression.Whether you're a brand founder, marketer, or CPG enthusiast, this recap will give you a pulse on where the industry is heading—and why Expo West is the place to be.

Mariah Parsons hosts Retention Chronicles podcast, sponsored by Malomo, which helps e-commerce brands enhance their post-purchase experience. She discusses with Mickey Kennedy, founder of Earleases.com, the importance of press releases in building brand credibility and reducing churn. Mickey emphasizes the need for storytelling in press releases and suggests using industry surveys to stand out. He highlights the effectiveness of targeting smaller trade associations for media coverage. Mickey also advises using AI to assist in press release creation and stresses the importance of authenticity and human interest in PR strategies.Episode Timestamps:Introduction of Mickey Kennedy and Earleases.com 2:39Mariah introduces Mickey Kennedy, who runs earleases.com, a press release distribution service.Mickey explains that earleases.com offers press release distribution at a fraction of the cost of traditional services like PR Newswire.He emphasizes the value of newsworthy press releases, which can lead to media coverage in major publications and influencer mentions.Mickey shares a personal anecdote about his early career in telecom and how he learned to craft press releases that garnered media attention.Mickey's Journey into PR and the Importance of Storytelling 22:49Mickey recounts his transition from a telecom startup to writing and distributing press releases.He discusses the importance of storytelling in press releases, sharing an example of a press release that highlighted a unique data point and led to significant media coverage.Mickey explains how he pivoted earleases.com to use PR Newswire for distribution, noting the effectiveness of wire services over email for reaching journalists.He highlights the challenges of media databases and the importance of targeting relevant journalists and publications.The Role of PR in Acquisition and Retention 23:04Mariah and Mickey discuss the intersection of PR and retention, noting that PR can help build credibility and trust with customers.Mickey explains how PR can reduce churn by creating a sense of trust and emotional connection with customers.He emphasizes the importance of sharing authentic stories and images in press releases to engage journalists and readers.Mickey shares tips for founders on crafting effective press releases, including the use of AI tools to assist with writing.Strategies for Effective PR and Retention 27:37Mickey outlines a checklist for creating effective press releases, including focusing on storytelling, data points, and industry surveys.He explains the benefits of conducting industry surveys and how they can position a brand as a thought leader.Mickey provides tips for finding and collaborating with smaller trade associations to gain media coverage.He emphasizes the importance of authenticity and human interest in press releases to stand out and engage journalists.Conclusion and Call to Action 33:11Mariah thanks Mickey for sharing his expertise and insights on PR and retention.She encourages listeners to subscribe to the podcast and follow them on social media.Mariah provides a final shoutout to Malomo, highlighting its benefits for e-commerce brands looking to enhance their post-purchase experience.She invites listeners to visit go.malomo.com to learn more about branded order tracking and how it can improve customer loyalty and revenue.

Mariah Parsons hosts a podcast episode with Larry Kim, founder of customers.ai, discussing the importance of accurate website visitor identification. Larry reveals that current data sources, often used by website visitor ID companies, are only 5-30% accurate, leading to significant issues like low conversion rates and spam complaints. He emphasizes the need for brands to test the accuracy of their data providers and suggests strategies to improve email deliverability and brand reputation. Larry also highlights the legal requirements for email marketing, such as clear identification and opt-out mechanisms, to maintain compliance and trust with customers.Episode Timestamps:Introduction to Retention Chronicles Podcast 0:00Mariah Parsons introduces the podcast, Retention Chronicles, focused on customer retention strategies for e-commerce marketers.She highlights the importance of post-purchase experience, noting that 84% of shoppers won't return if they have a bad shipping experience.Mariah emphasizes the role of transactional shipping emails and SMS in turning them into powerful marketing tools.She mentions Malomo as the podcast sponsor, which helps brands create branded order tracking pages to enhance customer experience and drive profits.Introduction of Larry Kim and His Background 2:53Mariah Parsons welcomes Larry Kim, founder and CEO of customers.ai, to the podcast.Larry shares his background, including his previous role as the founder and CEO of WordStream, a pay-per-click advertising platform acquired by Gannett in 2018.Larry attributes the growth of WordStream to search engine optimization, which brought in 3-4 million website visitors per month.He discusses the challenges and opportunities in the website visitor identification industry, emphasizing the need for accurate data.Challenges in Website Visitor Identification 4:10Larry explains the limitations of current website visitor identification technologies, which rely on low-quality data sources like publisher data and co-registration network data.He highlights the inaccuracy of these data sources, with accuracy rates ranging from 5% to 30%.Larry describes the efforts of customers.ai to build a new identity graph for person-level identification, aiming for higher accuracy rates.He shares the results of their study and case studies, which show significant improvements in data accuracy.Impact of Inaccurate Data on Brands 19:28Larry discusses the negative impact of inaccurate website visitor identification data on brands, including low conversion rates and spam complaints.He explains how brands can test the accuracy of their data by comparing known website visitors with the data provided by ID providers.Larry emphasizes the importance of using accurate data to avoid damaging brand reputation and email deliverability.He suggests strategies for brands to improve their data accuracy and mitigate the negative effects of inaccurate data.Legal and Ethical Considerations in Email Marketing 22:47Mariah and Larry discuss the legal and ethical considerations of email marketing, including the CAN-SPAM Act and the need for clear opt-out mechanisms.Larry explains the importance of transparency and disclosure in using marketing trackers and collecting data.He suggests strategies for brands to comply with regulations and maintain good email deliverability.Mariah highlights the role of transactional emails in maintaining customer trust and the importance of accurate data in these communications.Conclusion and Final Thoughts 27:26Mariah thanks Larry for sharing his insights and experiences on the podcast.She encourages listeners to subscribe to the podcast and follow them on social media.Mariah provides a final shout-out to Malomo, the podcast sponsor, and encourages brands to explore their order tracking platform.The episode concludes with a reminder of the importance of accurate data and effective customer retention strategies in e-commerce.

PR doesn't have to be a black box—or a budget buster. In this episode of Retention Chronicles, Mariah sits down with Gloria Chou, a former diplomat turned PR coach, to unpack how ecommerce brands can land top-tier media coverage without an agency or huge following. Gloria shares her CPR pitch framework that's helped thousands of founders get featured in outlets like BuzzFeed, Oprah's Favorite Things, and Refinery29 using nothing but cold emails.From leveraging seasonal trends to finding the right journalists and tracking results, this conversation is a masterclass in scrappy, strategic PR. If you're a Shopify brand looking to turn press into profit, this one's for you.Episode Timestamps:00:00 – 02:59 → Intro & why post-purchase experience matters03:00 – 05:30 → Gloria's unconventional path to PR & why small brands can win05:30 – 11:40 → The power of PR: SEO, credibility, and the CPR pitch formula11:40 – 16:00 → Personalization, pitching journalists, and building relationships16:00 – 20:00 → Follow-up strategies, seasonal pitching, and time-saving tips20:00 – 23:00 → Maximizing ROI: tracking, repurposing, and compounding value23:00 – 25:30 → How PR builds retention and beats influencer marketing25:30 – 28:30 → Favorite tools: Substack, Source of Sources, and Gloria's free masterclass28:30 – End → Where to find Gloria's resources & final takeawaysResources:Free PR Masterclass

Colin McIntosh, founder and CEO of Sheets and Giggles, discussed his journey from being laid off in 2017 to launching a sustainable bedding brand in 2018. Sheets and Giggles, which uses eucalyptus fabric, achieved its first million-dollar month in November 2020. Colin also shared his side project, Sheets Resume, which helps people with resume reviews and AI-driven advice. He emphasized the importance of customer experience, humor, and personalized interactions in retention. Colin highlighted the challenges of forecasting demand and the success of sponsoring content he personally enjoys to drive acquisition.Episode Timestamps:Introduction and Background of Colin McIntosh 0:00Mariah Parsons introduces Colin McIntosh, founder and CEO of Sheets and Giggles, a bed sheets company.Colin mentions his side project, Sheets Resume, which helps with resume reviews and hiring.Colin describes Sheets and Giggles as a brand that has evolved from SpongeBob memes to COVID-19 recovery resources.Colin shares his journey of founding Sheets and Giggles three weeks after being laid off from his previous company.Sheets and Giggles: Early Success and Impact 1:23Colin explains the origins of Sheets and Giggles, including the first shipment of eucalyptus bedding in October 2018.He highlights the company's first million-dollar month in November 2020, two years after the first shipment.Colin mentions appearances on Good Morning America and the company's charitable contributions.He discusses the evolution of Sheets Resume, starting from free resume reviews on Reddit to a more structured AI-based service.Challenges and Strategies in Resume Reviews 2:56Colin shares his experience as a recruiter and the emotional impact of resume reviews.He explains the importance of optimizing resumes for human screeners, who are often harsh and quick in their judgments.Colin describes the development of Sheets Resume, including the use of AI to automate his best advice.He emphasizes the personal relationships he has built with his crowdfunding customers and the importance of creating brand ambassadors.Founding Story and Initial Marketing 7:28Colin recounts his inspiration for starting Sheets and Giggles, including watching the movie "War Dogs" and a conversation with his ex-girlfriend.He shares his process of brainstorming funny names for his business and choosing "Sheets and Giggles."Colin discusses the initial marketing strategies, including Facebook and Instagram ads and the importance of copywriting.He highlights the impact of the pandemic on e-commerce and the shift towards email marketing and SMS.Acquisition and Customer Retention Strategies 10:30Colin explains the three main reasons for using pre-orders: securing funds, proving traction, and building a community of brand ambassadors.He discusses the evolution of acquisition channels, from Facebook and Instagram to TikTok and YouTube Shorts.Colin emphasizes the importance of sponsoring content he personally enjoys, such as podcasts and YouTube channels.He shares insights on the challenges of forecasting inventory and managing customer expectations during supply chain disruptions.Product Development and Customer Experience 14:57Colin outlines the product development strategy for Sheets and Giggles, including the addition of complementary products like duvet covers and pillows.He discusses the importance of creating value on the product roadmap to increase customer lifetime value (LTV).Colin shares his approach to customer experience, focusing on creating dopamine-inducing interactions through humor and personalized touches.He emphasizes the role of good customer care in securing repeat sales and building long-term customer relationships.

Mariah discusses with Andy Seeley, CEO of Ashworth Strategy, the importance of a seamless post-purchase experience, noting that 84% of shoppers won't return after a bad shipping experience. Andy emphasizes the significance of product quality, community engagement, and ease of use in customer retention. He highlights the need for personalized communication and smooth processes to build brand loyalty. Andy also stresses the importance of continuous improvement and understanding customer needs to drive long-term success.Episode Timestamps:Andy Seeley's Background and Career Journey 2:41Mariah introduces Andy Seeley, CEO of Ashworth Strategy and Creatively Disruptive, and asks him to share his background.Andy shares his journey from New Zealand to the United States, initially working in sports and sports science before transitioning to television and publishing.He discusses his experience as a sales director for a TV station and his ownership of a publishing company, Getaway Reno Tahoe.Andy explains how he and his business partner started Creatively Disruptive to help small businesses leverage digital marketing.Formation of Ashworth Strategy and Creatively Disruptive 5:20Andy elaborates on the formation of Ashworth Strategy and Creatively Disruptive, emphasizing their mission to support small business owners.He differentiates between the two brands, explaining that Ashworth Strategy focuses on larger businesses, while Creatively Disruptive helps small businesses.Andy highlights the importance of understanding the client's ultimate goals and not just focusing on increasing clicks or sales.He shares an example of how they help clients set realistic financial goals and align their marketing strategies accordingly.Customer Retention and Profitability 11:41Mariah asks Andy about the importance of customer retention and how to measure profitability in retention strategies.Andy explains that customer retention depends on the product and the quality of the product, using the example of expensive drones.He emphasizes the role of content development, community engagement, and smooth user experience in building brand loyalty.Andy discusses the importance of making it easy for customers to do business with the brand and the role of technology in enhancing the customer experience.Building a Strong Brand and Community 25:24Andy shares insights on how to build a strong brand and community, emphasizing the importance of delivering on promises.He discusses the role of content development, user-generated content (UGC), and community interaction in engaging customers.Andy highlights the importance of making the customer experience smooth and comfortable, reducing friction in the purchasing process.He shares examples of successful brands that have built strong communities through content and community engagement.The Role of Technology in Customer Retention 25:51Mariah and Andy discuss the role of technology in enhancing customer retention, including the use of SMS and email marketing.Andy emphasizes the importance of engaging and fun communication with customers, rather than just offering discounts.He shares examples of how brands like Cameo use creative and engaging communication to retain customers.Andy highlights the importance of capturing customer data and using it creatively to engage and retain customers.

Paige Hope, Founder of Elan Pure, a non-toxic self tanner, shares her journey in launching her e-commerce brand with a background in the influencer technology space. Paige emphasized the importance of community and transparency, noting her brand's growth from 75 to 1,600 affiliates in a year. She discussed the challenges of finding the right manufacturer and the significance of owning the formula. Paige also detailed her retention strategies, including early access to new products, educational content, and intentional post-purchase communication to reduce customer doubt. She stressed the value of small initial orders and the importance of founder involvement in community building.Episode Timestamps:Transition to Personal Brand and Health Challenges 1:52Paige discusses the acquisition of her company by Pattern, a global e-commerce accelerator.She shares her personal motivation for starting her own brand, inspired by her sister's autoimmune disease and her own hormonal challenges.Paige introduces her non-toxic self-tanner, highlighting the challenges of finding the right manufacturer.She emphasizes the importance of transparency and community in her brand's mission.Challenges in Manufacturing and Product Development 2:09Mariah Parsons shares her background in neuroscience, focusing on toxins in beauty products.Paige explains the difficulties of finding the right manufacturer for her non-toxic self-tanner.She advises founders to own their formula and work directly with chemists to ensure quality and transparency.Paige stresses the importance of understanding the fine print in manufacturing agreements and starting with small orders to avoid waste.Building a Community and Early Adopters 2:26Paige discusses the importance of community in her brand's success, starting with 75 affiliates and growing to 1600.She emphasizes the value of early adopters and the importance of building a genuine community.Paige shares her approach to retention, including engaging with customers and providing opportunities for feedback.She highlights the launch of the Living Alana podcast to educate and engage the community.Affiliate Program and Customer Retention Strategies 2:38Paige outlines her framework for building an affiliate program, starting with three audience types and identifying relevant creators.She explains the importance of being present on all social platforms and engaging with the community regularly.Paige discusses the use of technology stacks like Pattern Creator to add value and maintain engagement.She shares her approach to customer retention, including automations, educational emails, and offering discounts to encourage repeat purchases.Customer Experience and Post-Purchase Communication 32:59Paige emphasizes the importance of a positive post-purchase experience to reduce the "zone of doubt" for customers.She describes her brand's approach to customer communication, providing educational content and timely updates.Paige discusses the potential launch of a subscription model to further enhance customer retention.She advises founders to bake in discounts and commissions to accommodate promotions and maintain customer satisfaction.Influencer and Affiliate Engagement 33:11Paige shares her philosophy on working with influencers and affiliates, emphasizing the importance of mutual benefit.She discusses the potential of micro-influencers and the role of customer-generated content in building brand awareness.Mariah Parsons highlights the importance of founder-facing content and being comfortable on camera.Paige and Mariah agree on the value of transparency and authenticity in building a strong brand community.

Mariah Parsons hosts a podcast on customer retention strategies for e-commerce marketers. Mark, co-founder of Monocle, a personalization platform, explains how AI helps brands optimize incentives and retention strategies. He emphasizes the need for nuanced discounting to maintain brand equity and highlights the potential of cross-selling and in-real-life (IRL) brand experiences. Mark also discusses the importance of personalized post-purchase engagement and the role of sensory branding in enhancing customer loyalty.Episode Timestamps:2:53 Introduction of Mark and MonocleMariah welcomes Mark, founder of Monocle, to the podcast and invites him to introduce himself.Mark shares his background, mentioning that he and his partner Noam started Monocle as an AI-powered personalization platform.Mark explains that Monocle helps brands with incentives, timing, and engagement to improve retention and customer lifetime value.He discusses the importance of personalization and how Monocle assists brands in making informed decisions about when and how to engage with their customers.4:11 Retention Strategies and Early AdoptionMariah and Mark discuss the importance of retention strategies, especially for brands with robust lists.Mark explains that retention becomes more crucial as brands grow, with subscription brands needing to focus on retention from the start.They talk about the challenges of early-stage brands with small lists and the importance of understanding customer behavior and preferences.Mark emphasizes the need for brands to segment their audiences and tailor their retention strategies based on customer data.9:05 Incentives and PersonalizationMark explains how Monocle uses AI to predict the incremental revenue generated by discounts and incentives for specific users.He discusses the importance of balancing discounts with brand equity and long-term pricing strategies.Mark highlights the need for brands to use data-driven approaches to determine the right incentives for different customer segments.They talk about the potential negative impact of over-discounting and the importance of maintaining brand positioning.34:36 Retention Strategies Beyond IncentivesMark shares insights on different retention strategies, including time-based calendars, product-specific follow-ups, and seasonal offers.He explains how brands can use customer data to create personalized retention campaigns that engage customers at various stages post-purchase.Mark discusses the importance of cross-selling and upselling to extend customer lifetime value.They talk about the role of AI in predicting customer behavior and optimizing retention strategies.34:53 IRL Brand Experiences and Sensory BrandingMark highlights the growing trend of in-real-life (IRL) brand experiences and direct mail as effective retention strategies.He discusses the importance of creating memorable unboxing experiences and how they can enhance customer engagement.Mark explains how sensory branding can help brands differentiate themselves and create a lasting impression on customers.They talk about the potential of limited-edition products and exclusive events to drive customer loyalty and retention.40:09 Future Trends and PredictionsMark shares his predictions for 2025, including the focus on cross-selling and extending customer lifetime value.He discusses the potential of IRL brand experiences and sensory branding to create unique and engaging customer interactions.Mark emphasizes the importance of experimentation and testing to optimize retention strategies.They talk about the potential of AI and machine learning to drive personalization and improve customer engagement.

On Retention Chronicles this week, Mariah Parsons spoke with Jesse Kaufman, CEO of Shipping Tree (now Kase), a third-party logistics (3PL) company for ecommerce brands. Kaufman discussed his experience growing Shipping Tree from its founding to managing thousands of orders daily. He highlighted the importance of diversifying shipping carriers due to recent changes at USPS that impacted DHL eCom, and the effects of Section 321 rule changes on import duties. Kaufman also addressed the psychological challenges brands may face when transitioning to a 3PL provider, emphasizing the need for trust and proper onboarding.Episode Timestamps:5:25 Challenges and Evolution of Shipping TreeJesse discusses the growth of Shipping Tree, from a small operation to fulfilling thousands of orders daily.He highlights the challenges faced in the early days, such as managing inventory and fulfillment without dedicated technology.Jesse emphasizes the importance of having a technological bridge between merchants and 3PLs, which was lacking in the early days.He shares insights into the evolution of 3PLs and the varying quality of apps used by different 3PLs.6:04 Transitioning to a 3PL and Overcoming Psychological BarriersMariah and Jesse discuss the psychological challenges brands face when transitioning to a 3PL, such as trusting a third party with their inventory.Jesse explains how Shipping Tree helps brands overcome these challenges by providing peace of mind and ensuring proper QA processes.They discuss the importance of founders evaluating 3PLs based on their systems and the level of care they show for brands and products.Jesse mentions the role of references and third-party validation in helping founders make informed decisions about choosing a 3PL.6:19 Minimum Order Volumes and Finding the Right 3PLMariah and Jesse discuss the minimum order volumes required by Shipping Tree, typically starting at 2000 orders per month.Jesse advises founders to look for 3PLs that fit their needs, whether they are small, mom-and-pop operations or larger, more established 3PLs.He highlights the importance of finding a 3PL that can grow with the brand and provides the necessary support and technology.Jesse mentions resources like Twitter and Third Person, a company that helps match brands with 3PLs, to assist founders in finding the right partner.23:33 Carrier Diversification and USPS ChangesMariah and Jesse discuss the importance of carrier diversification in light of changes in the USPS's contract with DHL eCom.Jesse explains how the USPS is canceling contracts with aggregators like DHL, which will affect the cost and delivery of packages.He notes that while the impact on rates will not be significant, it is still important for brands to diversify their carriers.Jesse shares how Shipping Tree's rate shopping tools help merchants find the cheapest options for their desired day in transit.32:32 Impact of Section 321 ChangesMariah and Jesse discuss the impact of the upcoming changes to Section 321, a NAFTA law that allowed brands to import products duty-free from Mexico or Canada.Jesse explains how the Biden administration announced plans to close this loophole, which has led to a scramble among brands to find new solutions.He notes that the President of Mexico recently stepped in to accelerate the timeline for these changes, adding urgency to the situation.Jesse expresses his support for the changes, believing they will create more jobs in the US and benefit the country overall.

In this episode of Retention Chronicles, Mariah Parsons sits down with Haley Swank, Executive VP at Ecom AI and former co-founder of Flikr Fire, to discuss how she helped build and scale a unique DTC and wholesale brand. Haley shares how Flikr Fire's innovative isopropyl alcohol-powered fireplace went from a garage startup to a booming business, primarily through trade shows rather than traditional DTC marketing. She dives into the challenges of launching a single-product brand, the power of wholesale partnerships, and how creative retention strategies—like SMS-driven cocktail recipes—helped drive repeat sales. Plus, Haley gives an inside look at the process of exiting the company and what she learned along the way. Tune in for valuable insights on scaling, customer engagement, and the wholesale eCommerce model!Episode Timestamps:00:00 - 02:00 – Introduction to the episode and guest, Haley Swank, Executive VP at Ecom AI and former co-founder of Flikr Fire.02:00 - 06:45 – Haley's entrepreneurial background: childhood businesses, passion for product development, and early business mindset.06:45 - 10:50 – Studying Outdoor Leadership & Management, working at REI, and the chance encounter that led to co-founding Flikr Fire.10:50 - 16:00 – The inspiration behind Flikr Fire and the process of developing a proprietary cement for a safe, alcohol-fueled fireplace.16:00 - 21:30 – Launching the business through trade shows instead of traditional DTC marketing, securing $9K in orders from the first event.21:30 - 27:00 – Scaling through wholesale: building relationships with major retailers, learning B2B strategies, and overcoming early challenges.27:00 - 33:00 – Retention strategies for wholesale partners: exclusivity, customization, and creative collaboration with retailers.33:00 - 38:45 – Entering the DTC market: overcoming skepticism about email and SMS marketing, and the success of SMS-driven cocktail recipes.38:45 - 42:00 – The unexpected impact of retention strategies and the shift in mindset toward customer engagement.42:00 - 45:15 – The process of exiting Flikr Fire: valuation, finding the right buyer, and lessons learned about selling a business.45:15 - 47:26 – Final takeaways and reflections on growing, scaling, and selling a brand, plus closing thoughts from Mariah and Haley.

Doug Pick, Founder and CEO of DAP Ventures and former CEO of Heroes Earplugs, discussed his journey from starting a $15,000 earplug brand to selling it to a private equity group. He emphasized the importance of branding, product quality, and financial planning in retail. Doug highlighted the challenges of working with big box retailers, including setup costs, promotional expenses, and the impact of store brands. He shared insights on the financial game of retail, the significance of execution, and the concept of "charge backs." Doug also discussed the transition from retail to e-commerce and the role of branding in both channels. He covers all of these topics & more in his book, Stop or Go.Episode Timestamps: 3:11 Doug's Book "Stop or Go"Mariah Parsons mentions Doug's book, "Stop or Go," and asks him to define it.Doug explains he wrote the book for his children, Brandon and Ellie, and for himself in 1992, pre-internet, with no CPG experience.The book is a 60-minute read, designed to guide founders through the steps needed to launch a brand.Doug emphasizes the importance of doing homework and making prudent decisions to avoid financial pitfalls.8:24 The Game of RetailDoug explains the concept of "The Game of Retail," where founders need to understand the financial aspects of working with big box retailers.He shares specific examples, such as the $50,000 setup cost for Target and the $25,000 promotional event cost for Walgreens.Doug highlights the importance of having a financial plan and understanding the costs associated with retail.He discusses the need for founders to create a promotional calendar and fund promotional events themselves.17:38 Transition from Retail to E-commerceMariah Parsons asks about the pros and cons of retail versus e-commerce.Doug explains his journey from big box retail to embracing the internet and e-commerce, starting with Amazon in 2007.He discusses the impact of the 2008-2010 economic correction, where retailers shifted focus to store brands.Doug shares how his Amazon business grew significantly during this time, generating $2 million in sales and $1 million in profit.21:29 Store Brand StrategyDoug explains the rise of store brands and their impact on national brands.He shares an example of transitioning Rite Aid from a hybrid strategy to a complete store brand strategy.Doug highlights the financial advantages for retailers in maintaining store brands.He discusses the importance of understanding the retailer's strategy and being prepared for the financial implications.29:30 Challenges in Retail RelationshipsDoug shares a story about a grocery chain where he was kicked out after a shipment arrived a day late.He emphasizes the importance of execution and understanding retailer expectations.Doug discusses the concept of "charge backs," where retailers can throw financial challenges at vendors.He shares a personal experience with a retailer's accounting issue that cost his company over $100,000.38:27 Branding and Packaging for Retail and E-commerceMariah Parsons asks about the role of branding in retail versus e-commerce.Doug explains his approach to packaging and branding, inspired by studying big brands in retail stores.He emphasizes the importance of standing out on shelves and creating a compelling first impression.Doug discusses the need for thoughtful packaging and branding in both retail and e-commerce, even if packaging is less critical in e-commerce.45:05 Final Thoughts and Advice for FoundersDoug advises founders to focus on product market fit before scaling to big box retail.He emphasizes the importance of having a financial plan and understanding the costs associated with retail.Doug shares his philosophy of prudence in making business decisions.Mariah Parsons thanks Doug for sharing his insights and experiences, and they conclude the episode.

Mariah Parsons hosts Taylor Hall, the Marketing Manager at Bagphic, a company specializing in pre-loved authentic designer handbags. Taylor discusses her background in B2B marketing and her role at Bagphic, which involves bridging the gap between Japan and the US. She highlights the meticulous process of authenticating luxury items, emphasizing the importance of customer experience and loyalty. Taylor explains their marketing strategy, focusing on lifestyle and live selling, particularly on platforms like Whatnot and Poshmark. She also touches on the importance of customer retention through personalized service and maintaining a seamless shopping experience.Episode Timestamps:5:01 Taylor's Journey to BagphicTaylor explains how she found the job at Bagphic, highlighting her background in B2B marketing and her dual heritage.She describes the company's structure, noting that it is a brand of a much larger company based in Japan.Taylor shares her excitement about transitioning into a role that leverages her cultural and global perspective.She discusses the intimidating nature of joining a large company and her initial fears about working with luxury handbags.6:40 Bagphic's Product Offerings and SourcingTaylor elaborates on the unique nature of luxury handbags from brands like Dior, Fendi, Chanel, and Hermes.She explains the meticulous process involved in creating these items and the importance of authenticity in sourcing.Taylor describes the rigorous inspection process for authenticating pre-loved items and the expertise required to identify genuine materials.She highlights the sustainability aspect of selling pre-loved luxury items and the rarity of finding certain pieces.18:35 Marketing Strategy for BagphicMariah and Taylor discuss the nuances of marketing luxury handbags, focusing on the lifestyle and experience rather than specific products.Taylor explains how Bagphic leverages the notoriety of luxury brands and emphasizes the unique selection and customer experience.They talk about the importance of inventory management and the challenges of maintaining up-to-date stock information.Taylor emphasizes the role of social media and live selling in keeping customers informed and engaged.19:50 Customer Acquisition and Social MediaTaylor shares insights on how Bagphic uses social media to promote a lifestyle and build customer confidence.She discusses the effectiveness of live selling in providing a more authentic shopping experience, especially for luxury items.Taylor explains the different platforms Bagphic uses for live selling, including Whatnot and Poshmark, and the benefits of each.They talk about the importance of community building and the role of software like OBS for multicasting live sessions.37:14 Customer Retention and ExperienceTaylor outlines the key factors for customer retention at Bagphic, focusing on experience, impression, and relationship.She emphasizes the importance of providing a seamless experience and building trust with customers.Taylor shares her belief in mutual support and loyalty, both from the brand's perspective and from customers.They discuss the emotional connection between brands and customers and how it contributes to loyalty.45:01 Solving Problems and Future PlansTaylor talks about her approach to solving new problems, emphasizing the importance of understanding the customer's perspective.She mentions the value of research, feedback, and leveraging her network to find solutions.Taylor hints at some exciting collaborations and events in the future, including a Whatnot seller event.Mariah expresses excitement for the upcoming developments and thanks Taylor for sharing her insights.

Mariah Parsons hosts Laurier Mandin, President of Graphos and author of "I Need That," on her podcast Retention Chronicles. Laurier discusses his 30-year experience in helping innovators launch physical products, emphasizing the importance of understanding customer needs and emotional connections. He explains the brain model, highlighting the limbic system's role in emotional decisions and the neocortex's analytical bias. Laurier shares strategies for reducing buyer's remorse, such as immediate validation, delightful onboarding, early wins, and building community. He also stresses the importance of targeting the right audience to ensure product-market fit and long-term loyalty.Laurier's NewsletterPodcast WebsiteSponsor WebsiteEpisode Timestamps: 13:46 Emotional Connection and Customer Retention Mariah and Laurier discuss the importance of emotional connection in customer retention. Laurier explains the triune brain model: the lizard brain (survival), the limbic system (emotional), and the neocortex (logical). He emphasizes the need to appeal to the limbic system to create lasting loyalty. Laurier provides examples of brands like Peloton and Lush that successfully tap into emotional desires to build customer loyalty. 18:20 Practical Strategies for Reducing Buyer's Remorse Laurier outlines four strategies to reduce buyer's remorse: immediate validation, delightful onboarding, early wins, and building community. He explains how to reinforce the emotional response in the order confirmation email. Laurier discusses the importance of making the unboxing experience pleasant and providing simple, successful user experiences. He highlights the role of community in validating the purchase decision and building long-term loyalty. 18:36 Targeting the Right Audience and Building Loyalty Laurier emphasizes the importance of targeting the right audience to ensure product-market fit. He explains how good positioning helps attract the right buyers and validates their decision to purchase. Laurier discusses the impact of selling to the wrong audience and the importance of nailing down the target market. He provides practical advice on building community and leveraging social proof to enhance customer loyalty. 18:55 Examples of Successful Brand Strategies Laurier shares examples of successful brands like Yeti, Lululemon, and Traeger that create emotional connections with their customers. He explains how these brands tap into the aspirational desires of their ideal buyers. Laurier discusses the role of brand ambassadors and community in building a loyal customer base. He highlights the importance of creating a premium brand experience that aligns with the customer's desired future state. 45:01 The Role of Emotional Connection in Marketing Mariah and Laurier discuss the role of emotional connection in marketing and customer retention. Laurier explains how emotional appeals can hook potential buyers and lead them to invest more time and energy in the purchase process. He emphasizes the importance of understanding the customer's emotional needs and aspirations. Laurier provides additional examples of brands that successfully leverage emotional connection in their marketing strategies. 45:14 Practical Tips for Enhancing Customer Experience Laurier offers practical tips for enhancing the customer experience and reducing buyer's remorse. He discusses the importance of providing clear, concise instructions and support to new customers. Laurier emphasizes the need for a seamless onboarding process that reinforces the emotional benefits of the product. He highlights the role of community and social proof in validating the purchase decision and building long-term loyalty.

Mariah Parsons hosts Raelina Krikston, co-founder of Fun Fact Co, a company specializing in educational trivia games and posters. Raelina shares her background in design and the company's inception, focusing on early childhood education. They discuss their initial product, the Party Mix Trivia deck, which covers diverse topics like space, math, and death, and their expansion into home decor posters. Raelina emphasizes the importance of slow, steady growth and community building. They plan a pop-up shop for the holiday season and aim to target adult customers more effectively. Raelina highlights the value of following personal interests and the importance of balancing work with personal life.Episode Timestamps: 0:00 Meeting at Shop Talk and Introduction to Fun Fact Co Mariah and Raylena reminisce about their first meeting at Shop Talk Fall, a networking event for women. 3:13 Concept and Creation of Fun Fact Co Raylena describes the initial idea behind Fun Fact Co, which aimed to create fun and educational content for kids. The company started with trivia decks, focusing on bite-sized pieces of information to cater to children's shorter attention spans. The first deck, Party Mix Trivia, included five different topics: death, space, math, animals, and humans. Raylena emphasizes the multiple-choice format of the trivia, making it accessible and enjoyable for both kids and adults. 5:45 Expansion into Home Decor and Emotional Wellness 8:19 Challenges and Strategies in Customer Acquisition Raylena discusses the slow but steady growth of Fun Fact Co and the importance of acknowledging the reality of building a business. The company has found success with boutiques and bookstores, particularly as a sideline item in bookstores. Fun Fact Co has diversified its online presence through platforms like Etsy and Amazon, though their own website still needs improvement. Raylena emphasizes the importance of strategic blog posts and attending events like Shop Talk to connect with potential retailers. 24:43 Balancing Growth and Personal Life Raylena and her co-founder, Chrisman, have consciously decided to keep the company small, avoiding the stress of managing employees. This approach allows them to be flexible in scaling production to meet demand from larger retailers like Target. Raylena reflects on the importance of balance and not letting the business consume their personal lives. Mariah and Raylena discuss the challenges of self-compassion and the importance of celebrating small wins. 24:59 Applications and Future Plans for Fun Fact Co Raylena sees potential applications for Fun Fact Co products in various settings, including classrooms, doctors' offices, and teachers' rooms. The company is focused on social-emotional wellness and creating content that is both attractive and useful for children. Raylena mentions plans to launch a new line of posters focused on social-emotional wellness, informed by feedback from educators. The company aims to build a community around their interests and passions, rather than relying solely on customer feedback. 27:53 Retention Strategies and Community Building Raylena discusses the importance of posters in retention, as they are personal purchases and have a faster turnaround than decks. The company plans to focus on adult models for marketing campaigns to target a broader audience. Raylena emphasizes the importance of following their passions and interests in creating new products.

Mariah Parsons hosts a Retention Chronicles episode with Mara Smith, the founder and CEO of Inspiro Tequila. Mara shares her journey from a corporate lawyer to founding Inspiro Tequila in February 2020, highlighting the challenges of balancing work and life, especially during the pandemic. She discusses the inspiration behind the brand, focusing on female consumers and creating a clean, additive-free tequila. Mara emphasizes the importance of representation and intentionality in funding women-owned businesses. She also explains distribution strategies, customer retention challenges, and the significance of events and community engagement in building brand awareness. Looking ahead, Mara is excited about launching in California and personal milestones in 2025.Episode Timestamps: 2:31 Challenges and Surprises in Founding Inspiro Tequila Mara talks about the unexpected workload and lack of work-life balance in founding a company. Mariah recalls meeting Mara at a female founders collective event and highlights the benefits of smaller, intimate events. Mara emphasizes the importance of engaging, smaller events for networking and building relationships. Mariah and Mara discuss the significance of female purchasing power and the challenges women face in getting funding for their businesses. 4:56 Consumer-Centric Approach and Market Opportunities Mara explains her motivation for starting Inspiro Tequila, focusing on the female consumer and the lack of representation in the tequila market. Mara highlights the importance of creating a clean, additive-free tequila that resonates with discerning female consumers. Mariah and Mara discuss the potential of using Inspiro Tequila's branding for home decor and the importance of packaging in consumer perception. Mara shares insights on the buying power of households and the need for representation on store shelves for diverse consumers. 9:06 Navigating the World of Venture Capital and Investing Mara discusses the challenges women face in getting funding and the importance of having women in investment decision-making roles. Mara emphasizes the need for intentionality in supporting women-owned businesses and the role of women investors in growing the ecosystem. Mariah and Mara talk about the barriers women face in investing and the importance of education and opportunities for women to learn about investing. Mara highlights the need for more women to invest at all levels, including in bonds and securities, to grow their wealth. 20:42 Manufacturing and Production Challenges Mara shares her research process for finding the right distillery and master distiller for Inspiro Tequila. Mara discusses the importance of understanding the regulations and production methods in the spirits industry. Mara talks about the challenges of starting a new venture and the need for extensive research and legwork. Mara emphasizes the importance of building a community and network of support, especially for female founders. 27:00 Distribution and Retail Strategy Mara explains the three-tier distribution system in the alcohol industry and the importance of having distributor partners. Mara discusses the different marketing strategies for off-premise and on-premise accounts and the need for point-of-sale materials. Mara highlights the importance of building brand awareness with consumers and the role of events and demos in reaching potential customers. Mara shares her approach to using other people's audiences and collaborating with other women-owned brands to increase visibility. 30:51 Customer Retention and Data Challenges Mariah and Mara discuss the challenges of customer retention in a retail-focused business and the lack of direct customer data. Mara emphasizes the importance of customer loyalty and the need for feedback from consumer-facing events. Mara talks about the limitations of data available to small brands and the reliance on social media and in-person interactions for insights.

Mariah Parsons hosts Daphne Benzaquen, Founder of the E-commerce lifestyle brand daph, inspired by her Peruvian heritage. Daphne started daph eight years ago, learning design and manufacturing herself. The brand has been featured in Forbes and Buzzfeed, and Daphne later founded an agency to help other small brands. Daphne emphasizes the importance of customer experience, using sensory branding like scents, recipes, and playlists to immerse customers in Peruvian culture. She values authenticity, community, and intentionality in her marketing strategies, including personalized emails and storytelling. Daphne also relies on her community and podcasts for support and learning.Mariah Parsons hosts Daphne Benzaquen, Founder of the E-commerce lifestyle brand daph, inspired by her Peruvian heritage. Daphne started daph eight years ago, learning design and manufacturing herself. The brand has been featured in Forbes and Buzzfeed, and Daphne later founded an agency to help other small brands. Daphne emphasizes the importance of customer experience, using sensory branding like scents, recipes, and playlists to immerse customers in Peruvian culture. She values authenticity, community, and intentionality in her marketing strategies, including personalized emails and storytelling. Daphne also relies on her community and podcasts for support and learning.Podcast website: retentionchroniclespodcast.comSponsor website: gomalomo.comEpisode Timestamps:00:00 - 01:07 | IntroductionHost Mariah Parsons introduces the podcast and guest, Daphne Benzaquen.Brief background on how they met at ShopTalk.01:07 - 06:07 | Daphne's Background & Founding daphDaphne's journey from pre-med to business school and eventually launching daph, a lifestyle brand inspired by her Peruvian heritage.Teaching herself design and working with Peruvian artisans to create her first product collection.06:07 - 10:56 | Learning Design & Manufacturing ProcessHow she approached design from a business mindset.The process of finding manufacturing partners in Peru and learning through hands-on experience.10:56 - 15:50 | Expanding from Accessories to ApparelStarting with leather accessories and evolving into alpaca fleece apparel.The importance of customer feedback and adapting to demand.How unisex and one-size-fits-most apparel helped reduce inventory risks.15:50 - 19:34 | Pivoting to Home Fragrance During COVIDSupply chain disruptions led to the launch of a home fragrance line.Creating scents inspired by different regions of Peru.How customer demand shaped product expansion.19:34 - 26:33 | Enhancing the Customer ExperienceDeveloping a multisensory brand experience with scent, music, and Peruvian recipes.Running a “Scent Soirée” event to collect customer feedback on fragrance selections.Personalizing the unboxing experience with a postcard, playlist, and cultural touchpoints.26:33 - 32:05 | Customer Retention StrategiesPersonalized post-purchase emails thanking repeat customers.Offering exclusive early access and special perks.The power of storytelling in emails and social media to build an emotional connection with customers.32:05 - 37:51 | Community, Learning, & Growth as a FounderThe importance of authenticity and transparency in e-commerce.Balancing entrepreneurship with self-care.Leveraging founder networks, industry podcasts, and journaling for growth.37:51 - 40:51 | Closing Thoughts & Final TakeawaysDaphne's advice: “Jealousy is the thief of joy”—focus on collaboration over competition.Shout-out to Malomo, a Shopify order-tracking platform, as the episode's sponsor.Call-to-action: Subscribe, leave reviews, and connect with the podcast community.

John Morgan joins Mariah Parsons on Retention Chronicles. John transitioned to e-commerce by co-founding Seed Health, inspired by the microbiome's potential. He later founded Venice Ventures, an incubator for e-commerce, software, and services. John now leads Pelagic, a supply chain service aimed at brand builders. He discussed the challenges of supply chain management, emphasizing the importance of asking hard questions and avoiding over-bundling. John highlighted the impact of tariffs and AI on procurement, and stressed the need for transparency and sustainability. He also noted that stockouts and recalls can harm customer retention, advocating for proactive quality controls. Episode Timestamps 2:08 The Science of the Microbiome and Seed Health John shares how his interest in the microbiome led him to Seed Health. He describes the potential of bacteria and how it resonated with him similarly to space exploration. Seed Health offered him the opportunity to build the entire supply chain from scratch. 6:06 Venture Studio and Pelagic John discusses the growth of Seed Health and his transition to Venture Studio. He explains the launch of Venice Ventures and the opportunity to solve problems in consumer product companies. John highlights the impact of AI on their venture studio and his current role as CEO of Pelagic. Mariah Parsons asks John to provide an overview of Pelagic for the listeners. 7:36 Introduction to Pelagic and Supply Chain Challenges John explains the unique problems of manufacturing physical goods and the impact of COVID-19 on supply chains. He shares his experience tracking the pandemic's effects on Seed Health's supply chain. John emphasizes the lack of expert resources and solutions for supply chain challenges. Pelagic aims to provide a white glove service for brand builders with supply chain needs. 9:11 Modernizing Supply Chain Processes Mariah Parsons and John discuss how brands approach modernizing their supply chain processes. John highlights the importance of understanding the standard market rates for supply chain costs. He explains the challenges founders face in finding the right suppliers and the role of middlemen. John emphasizes the need for founders to ask hard questions and seek objective evaluations. 10:29 In-house vs. Outsourced Manufacturing John discusses the benefits and challenges of in-house versus outsourced manufacturing. He shares examples of clients transitioning from in-house to outsourced manufacturing. John explains the importance of selecting the right partners and managing supply chain costs. He highlights the need for founders to balance cost savings with maintaining product quality. 26:56 Trends in Procurement and Supply Chain John discusses the impact of tariffs and the importance of having backup plans. He highlights the role of AI in improving supply chain efficiency and reducing costs. John emphasizes the need for founders to stay proactive and adapt to changing market conditions. He shares Pelagic's approach to integrating sustainability and ethical practices into supply chains. 31:47 Retention and Supply Chain Optimization John explains how supply chain optimization impacts customer retention. He discusses the importance of maintaining product availability and avoiding stockouts. John highlights the risks of recalls and the need for proactive quality controls. He emphasizes the role of packaging and product quality in customer experience and retention. 38:23 Sustainability and Supply Chain Innovation John discusses the importance of sustainability and ethical practices in supply chains. He shares Pelagic's efforts to integrate sustainable solutions and transparency. John highlights the challenges founders face in balancing cost savings with sustainability. He emphasizes the potential for innovation in in-sourced manufacturing and sustainable practices. Podcast website: retentionchroniclespodcast.com Sponsor website: gomalomo.com

Rochelle Thielen is the dynamic CEO of Traject Data, where she champions the vital role of data aggregation in driving transformative advancements in AI, machine learning, and software development. Obtaining clean, granular data is a major challenge for many companies, as data can be outdated, inconsistent, or siloed across different systems. This makes it difficult to make informed business decisions, especially when using AI and machine learning. Traject Data helps clients set up API feeds to get real-time data updates on things like product availability, pricing changes, and where their products are being sold across channels. This enables them to make faster, more accurate decisions. The data Traject provides can be used for a variety of use cases, like preventing fraud and unauthorized reselling, as well as optimizing SEO and marketing strategies as search and shopping behaviors evolve. Maintaining a consistent, high-quality customer experience across all touchpoints is critical for retention. Leveraging the right data can help brands predict customer needs and serve them more relevant content and offers. There is no one-size-fits-all approach, as brands need to balance data-driven personalization with respecting customer privacy. Ongoing testing and adjustment is required as consumer expectations continue to shift. Episode Timestamps: 2:00 - Rochelle's background and introduction to Traject Data 5:00 - The challenges of working with messy, outdated data 10:00 - Using real-time data to prevent issues like unfulfilled orders 15:00 - Leveraging data to combat fraud and unauthorized reselling 20:00 - How data and AI are changing SEO and marketing strategies 25:00 - Balancing data-driven personalization with customer privacy 30:00 - The importance of clean data for improving the customer journey

On this episode of Retention Chronicles, Mariah Parsons is joined by Nectar Social Co-Founders Misbah Uraizee and Farah Uraizee. Nectar Social is an AI-powered social CX, influencer, and lead gen platform helping brands nurture community and drive more revenue from DMs. They discuss how brands can unlock sales and lower customer acquisition costs (CAC) across platforms like Meta, TikTok Shops and YouTube. Their solution is being used by fashion, food, and beauty brands, including skincare technology company Solawave, and others in the Ulta Beauty and Sephora ecosystem. We discussed questions like:  How AI can help measure and increase ROI without spending more on ads  Metrics for your community: how do you measure your community on social?  New tools for brands to personally engage and convert consumers on social media (increase conversations, DMs & shares) Best practices today for multiplying UGC and creating lead generation campaigns  Community driven marketing: making organic social as attributable as paid  How to win on Instagram vs TikTok Shops  Podcast Website: retentionchroniclespodcast.com Sponsor Website: gomalomo.com

Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, hosts Jordi Vermeeri, VP of Revenue at Channel Engine. They discuss customer retention strategies in e-commerce and how online sellers should navigate online marketplaces like Amazon and Walmart. Jordi explains the shift from traditional ERP systems to marketplace integration, highlighting the importance of both first-party (1P) and third-party (3P) selling models. He notes that 60% of e-commerce sales occur on third-party marketplaces, emphasizing the necessity for brands to be present on platforms like Amazon and Walmart. Jordi also discusses strategies for optimizing listings, such as virtual bundling and repricing, and the challenges of customer retention on marketplaces. He advises brands to focus on profitability, operational efficiency, and leveraging data to improve customer engagement and retention. Podcast Website: RetentionChroniclesPodcast.com Sponsor Website: GoMalomo.com Episode Timestamps: 4:37 Channel Engine Overview and Marketplace Integration Jordi explains Channel Engine's role as a marketplace integration and management platform. He lists the various marketplaces Channel Engine connects brands and resellers to, including Amazon, Walmart, and Macy's. Jordi highlights the services Channel Engine offers, such as product listing, optimization, pricing, inventory management, and promotions. Mariah and Jordi discuss the complexity of marketplaces and the importance of understanding each platform's unique requirements. 7:38 Niche Marketplaces and Sustainability Platforms Mariah inquires about niche marketplaces and specific platforms for minority-owned businesses. Jordi explains the concept of niche marketplaces and provides examples like eBay's automotive section and Premium Shop Outlet. They discuss sustainability platforms like Back Market and Re-Buy, which specialize in refurbished consumer electronics and apparel. Jordi emphasizes the trend of sustainability and the importance of platforms that revive products. 24:07 Hybrid Selling Models and Profitability Mariah asks about hybrid selling models and the balance between first-party (1P) and third-party (3P) strategies. Jordi explains the difference between 1P (vendor model) and 3P (seller of record) and the importance of marketplaces in e-commerce. He shares statistics on the global share of marketplaces and the necessity of being present on marketplaces. Jordi discusses the challenges and benefits of both 1P and 3P models, including profitability, brand image, and operational complexities. 24:22 Strategies for Marketplace Success Jordi outlines the factors to consider when deciding between 1P and 3P models, including profit margins, brand image, and operational capabilities. He explains the importance of setting the base price correctly and the role of repricers in winning the Buy Box on Amazon. Jordi introduces the concept of virtual bundling to increase average order value and decrease cost per order. He emphasizes the importance of accurate data and insights for making informed decisions and improving profitability. 34:57 Customer Retention and Marketplaces Mariah asks about strategies for customer retention in the context of marketplaces. Jordi discusses the challenges of obtaining customer data from marketplaces and the limitations on email marketing. He suggests strategies like including flyers in packages and using data lakes to understand customer profiles. Jordi highlights the potential of retention tactics within marketplaces, such as subscriptions and email follow-ups. 39:35 Expansion and Growth Strategies Mariah inquires about the best practices for launching a multi-channel approach or expanding into new marketplaces. Jordi advises starting with growth goals and identifying potential profitability in different platforms. He mentions the importance of testing and learning, and the need to balance research with action.

Casey Chroust, Chief Operating Officer at Optoro, joins Mariah Parsons to discuss the evolution of returns management in retail. He highlighted that returns are a $750 billion problem in the US, emphasizing the need for technology to streamline the process. Chroust noted that high returners often are the best shoppers and advocated for personalized returns policies. He introduced trends like wardrobing and bracketing, where shoppers buy multiple sizes or items with the intention to return. Chroust also stressed the importance of instant exchanges and frictionless returns to enhance customer experience and drive sales. He concluded by underscoring the environmental benefits of efficient returns management. Optoro 2024 Returns Unwrapped Report: https://4771362.fs1.hubspotusercontent-na1.net/hubfs/4771362/Optoros%202024%20Returns%20Unwrapped%20Report.pdf Podcast Website: RetentionChroniclesPodcast.com Malomo Website: GoMalomo.com Episode Timestamps: 2:23 Transition from Brand Side to Tech Side 6:27 Challenges and Rewards of Tech in Retail 9:00 Overview of Optoro and Its Mission 13:00 Trends and Insights in the Returns Industry 31:47 Innovations in Returns Management 33:09 Data and Visibility in Returns Management 39:53 Sustainability and Environmental Impact of Returns 46:40 Strategies for Healthy vs. Unhealthy Shoppers

Mariah Parsons, host of Retention Chronicles, has guest Jill Putnam, the Founder & CEO of Red Sprite Hats, on Retention Chronicles. Jill transitioned from corporate finance to entrepreneurship, driven by the desire for flexibility and control over her time. She developed Red Sprite Hats, which are designed to work with hair that is already in an up-do, and patented the product. Jill successfully crowdfunded on Kickstarter in 2020 to fund inventory and patent costs. Jill emphasizes building customer trust and loyalty through high-quality products, personalized packaging, and engaging content. She plans to enhance customer retention with additional emails and styling tips. Episode Timestamps: 1:34 Jill Putnam's Background and Transition to Entrepreneurship Jill introduces herself as the owner of Red Sprite Hats and shares her background in corporate accounting. She explains her decision to leave the corporate world to start Red Sprite Hats and her ongoing work as a fractional CFO for small businesses. Mariah and Jill discuss the common transition from corporate to entrepreneurial roles, sharing anecdotes from other founders. Jill elaborates on her motivation to start her own company for better work-life balance and the flexibility it offers. 8:57 The Idea Behind Red Sprite Hats Jill recounts her initial frustration with existing hats that didn't accommodate messy buns and how it inspired her to create a better solution. She describes the process of developing the idea, including researching and validating the market need. Jill shares her husband's supportive reaction to her idea and how it led to further exploration and validation. She explains the design process, emphasizing the importance of a hidden opening for the hat to work with any hairstyle. 16:03 Patent Process and Crowdfunding Strategy Jill discusses the importance of getting a patent for her unique product design and the challenges of the patent process. She shares her experience of connecting with Mackenzie Bauer and using the same attorneys for her patent application. Jill explains the timeline and costs involved in obtaining a patent and the relief of achieving patent status. She talks about the decision to use crowdfunding to fund the patent process and inventory, highlighting the importance of market validation. 27:16 Manufacturing Challenges and Pricing Strategy Jill delves into the manufacturing process, including the high costs associated with creating a new product. She discusses the importance of setting realistic price points to stay competitive while ensuring profitability. Jill mentions the potential for price increases in the future due to rising costs and market conditions. She emphasizes the need for careful planning and negotiations with manufacturers to ensure cost-effectiveness. 31:56 Customer Experience and Retention Jill outlines her strategy for building customer trust and loyalty through high-quality products and excellent customer service. She shares examples of customer feedback and the joy of seeing repeat purchases and referrals. Jill describes the packaging process, including red-themed elements to enhance the unboxing experience. She plans to enhance the customer experience with additional emails and content that provide styling tips and product care information. 37:28 Conclusion and Final Thoughts Mariah and Jill reflect on the key points discussed, including the importance of patents, crowdfunding, and customer experience. Jill expresses gratitude for the opportunity to share her journey and insights with the audience. Mariah thanks Jill for her time and contributions to the episode, wrapping up the conversation on a positive note. The episode concludes with a reminder to check out Red Sprite Hats and the various ways Jill is innovating in the e-commerce space.

Mariah Parsons hosts Rebecca 'Becca' Mijares, Founder of Romp Stomp, a brand that creates easy-to-wear shoes for toddlers. Becca shares her entrepreneurial journey, starting with a crappy website and Facebook ads during the early COVID-19 days. She discusses the rebranding from Memoir Kids to Romp Stomp, emphasizing bold colors and fun designs. Becca highlights the importance of customer feedback, especially via Instagram DMs, and the role of email and SMS marketing in retention. She also mentions the challenge of expanding their product line to serve customers longer. Becca recommends resources like Twitter and in-person networking for founders. Episode Timestamps: 2:16 Becca Mijares's Background and Romp Stomp Brand Introduction Becca Mijares introduces herself and her brand, Romp Stomp, which makes shoes for toddlers that are easy to wear and protect their feet. She shares her entrepreneurial journey, mentioning her father's influence as a violin maker and entrepreneur. Becca explains the inspiration behind Romp Stomp, stemming from her sister's dislike for wearing shoes as a child. She describes the initial stages of her brand, including creating a crappy website and running Facebook ads to test the market. 3:46 Challenges and Learning in Product Development Becca discusses the importance of starting with a minimum viable product and iterating based on customer feedback. She emphasizes the value of customer feedback in improving the product and making it more appealing to parents. Becca shares her experience with rebranding from Memoir Kids to Romp Stomp to better reflect the fun and bold personalities of toddlers. She talks about the process of choosing colors, names, and brand kits, and the importance of standing out in the market. 4:02 Product Development and Trends Becca explains the balance between being on-trend and meeting customer needs, using the example of checkered shoes. She mentions the importance of small launches to test new designs and gather feedback. Becca discusses her approach to trend prediction, including looking at trending colors and trusting her gut. She highlights the role of social media and Pinterest in finding inspiration for new designs and activities. 4:18 Social Media Strategy and Community Building Becca talks about using Instagram for community building rather than direct customer acquisition. She explains the importance of responding to negative comments and using messaging for detailed feedback. Becca shares her strategy for creating valuable content, focusing on quality over quantity. She mentions using tools like Ask the Public to find popular search terms and create relevant content. 30:17 Advertising and Retention Strategies Becca shares her early experience with Facebook ads and the importance of demonstrating the product in ads. She emphasizes the value of showing the problem the product solves and using user-generated content. Becca discusses the importance of testing new ads regularly to maintain performance. She highlights the role of email and SMS marketing in retaining customers and providing personalized service. 37:40 Future Plans and Resources for Founders Becca talks about the challenge of serving customers for only a few years due to the rapid growth of toddlers' feet. She mentions the goal of expanding the product line to serve customers longer. Becca shares her approach to consuming content and making decisions based on what's best for her business. She emphasizes the value of in-person events and networking for problem-solving and finding solutions. 43:08 Final Thoughts and Promotions Becca mentions upcoming Black Friday sales and encourages listeners to sign up for email updates. Mariah thanks Becca for sharing her insights and experiences. The episode concludes with Mariah expressing her excitement for the audience to hear the conversation.

Leanna Nazzisi, Senior Director of Customer Experience at Victoria Beckham Beauty, and Nino Cavenecia, Co-Founder and CEO of Swift CX join Mariah Parsons, Host of Retention Chronicles. Leanna discusses her journey from customer service to her current role, emphasizing the importance of personalized customer experiences. Nino shares his experience building customer support teams and the founding of Swift CX, which leverages AI to enhance customer service efficiency. They explore the integration of Swift CX with Malomo for seamless order tracking, enhancing customer experience and reducing support workload for the Victoria Beckham Beauty team. Both highlight the value of customer insights and the potential of AI to improve retention and brand loyalty. Episode Timestamps 7:46 Nino's Perspective on Customer Service Mariah asks Nina about her early career experiences in customer service. Nina explains the misunderstanding of the complexity of customer support within companies and the high expectations placed on support agents. She shares how she excelled in customer service by turning unhappy customers into satisfied ones and quickly moved into leadership roles. Nina highlights the value of customer insights from support teams and how she changed the narrative about support within companies. 13:22 Current Roles and Vision Mariah asks Nino about his current role and the founding of Swift CX. Nino explains his frustration with the effort required to get value from support tools and his desire to build a tool that leverages AI to deliver amazing customer experiences. He emphasizes the importance of making support operations efficient and high-quality without high effort or cost. Leanna shares her vision for Victoria Beckham Beauty, focusing on elevating customer experience and leveraging AI to free up time for support teams to handle more strategic tasks. 20:55 Integration of Swift CX and Malomo Mariah discusses the integration of Swift CX and Malomo, highlighting the benefits for customer experience. Nino praises Leanna's thoughtful approach to embedding AI in the customer experience and shares positive feedback from customers interacting with the AI bot. Leanna explains how the integration will help customers get immediate answers to common questions, freeing up support teams to handle more complex issues. Mariah and Leanna discuss the importance of providing a seamless and branded order tracking experience for customers. 40:54 Challenges and Opportunities in Customer Experience Mariah asks Leanna about the challenges and opportunities in her current role at Victoria Beckham Beauty. Leanna discusses the importance of providing a luxury experience with convenience and how AI can help achieve this. She emphasizes the need to free up time for support teams to handle more strategic tasks and improve customer satisfaction. Mariah and Leanna discuss the potential of AI to enhance customer experience and the importance of providing immediate and accurate information to customers. 42:44 Leveraging AI in Customer Support Mariah and Leanna discuss the potential of AI to enhance customer support and the importance of providing a seamless and branded experience. Leanna explains how AI can help customers get immediate answers to common questions and free up support teams to handle more strategic tasks. Mariah highlights the importance of providing a positive customer experience to build brand loyalty and improve retention. Leanna shares her vision for using AI to enhance customer experience and the potential benefits for Victoria Beckham Beauty.

In this episode of Retention Chronicles, Brynn Snyder, CEO and Co-Founder of Slate Flosser, joins Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, to discuss her journey from a multi-business entrepreneur to developing a groundbreaking three-in-one flosser. Snyder shares insights into her life as a mother of five, her entrepreneurial roots, and how personal experiences in her husband's dental practice inspired the creation of Slate. The conversation covers the intricate processes behind product development, the challenges and costs associated with launching a high-quality product, and the crucial role of feedback from dental professionals. Snyder emphasizes the importance of education in marketing, the effectiveness of different acquisition channels like Meta and Google ads, and the nuanced strategies for retaining customers through email, SMS, and subscription models. She also highlights the significance of key support systems such as female founder networks and advisory boards in navigating business challenges. As the episode wraps up, Snyder discusses Slate's marketing strategies around habit-building and the limited sales events, providing listeners with a special discount code (MARIAH10) for aspiring buyers. SLATE FLOSSER DISCOUNT CODE: MARIAH10 Episode Timestamps: 00:15 Meet Bryn Snyder: CEO and Co-Founder of Slate Flosser 00:47 Inspiring the Next Generation of Entrepreneurs 02:38 The Journey to Founding Slate 04:30 Innovating Oral Health: The Slate Product 14:51 Challenges and Triumphs in Product Development 20:28 Educating Dentists and Consumers 21:16 Finding Initial Testers 22:58 Kickstarter Insights 24:36 Marketing Strategies 28:41 Retention Marketing 33:56 Holiday Gifting Potential 36:44 Networking and Problem Solving 38:42 Promotions and New Year Resolutions 39:46 Conclusion and Discount Code

Jesse Clemmens, Co-Founder & CEO of HiTide, a Shopify solution for growing email and SMS lists through direct message automation. Jesse shares HiTide's journey from helping creators manage messages to focusing on Shopify brands, emphasizing the importance of bridging social media engagement with direct messaging for retention. He highlights that 60% of social followers engaging with posts are not yet subscribed to email or SMS lists, presenting a significant untapped market. Jesse also discusses best practices for direct messaging, emphasizing the need for timely, personalized communication to avoid spam and enhance customer relationships. Episode Timestamps:  1:51 Jesse's Background and HiTide's Origin Jesse introduces himself as one of the co-founders of High Tide, a solution for Shopify brands to grow their email and SMS lists. He explains that High Tide focuses on direct message automation, bridging the gap between social and brand-owned channels. Jesse shares his background, including his experience at Meta and Google, and the initial idea of helping creators organize messages. He describes the pivot from the Creator space to the Shopify ecosystem, emphasizing the success of their current platform. 8:00 The Role of Social Media in Retention Mariah and Jesse discuss the importance of social media in the Shopify ecosystem and the challenges of managing inboxes. Jesse explains the inconsistent reach of social media and the value of direct messages in reaching consumers. He highlights the potential of SMS as a personal and professional communication channel, with consumers signed up to fewer brand text lists. Jesse shares insights on the high conversion rates of SMS opt-ins and the importance of measuring the value of subscribers. 13:12 Best Practices for SMS and Email Marketing Jesse outlines the best practices for SMS and email marketing, including the importance of welcome automations and event-specific campaigns. He emphasizes the need for brands to understand the value of individual subscribers and measure the success of new channels. Jesse discusses the importance of having a well-tested program for both welcome automations and event-specific campaigns. He highlights the role of SMS platforms in optimizing messages and the importance of measuring the output of new channels. 21:07 Segmentation and Retention Strategies Mariah and Jesse discuss the importance of segmenting customers based on their engagement and purchase history. Jesse explains how High Tide helps brands fill out customer profiles and send targeted messages based on engagement data. He highlights the potential of re-engaging customers who have previously opted out of SMS or email lists. Jesse shares insights on the untapped potential of social followings and the importance of capturing serendipitous interactions. 30:40 Leveraging Social Media for Retention Mariah and Jesse discuss the potential of social media for retention, emphasizing the importance of timing and engagement. Jesse shares examples of how brands can use social media to alert customers about product availability and sales. He highlights the importance of capturing moments of engagement, such as comments and tags, to build long-lasting impressions. Jesse emphasizes the role of direct messages in building trust and winning lifelong customers. 41:29 Best Practices for Direct Messaging Jesse provides an overview of the best practices for direct messaging on social media platforms. He explains the importance of reactive messaging and the rules set by Meta to avoid spam. Jesse highlights the potential of direct messages to convert social followers into subscribers and the importance of following specific rules. He emphasizes the role of High Tide in keeping accounts safe and ensuring compliance with Meta's guidelines.

Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo is joined by Alyssa (Lissy) Kotter, the Founder and CEO of Lissy Skincare, a brand specializing in acne and fungal acne-safe skincare products. Lissy shares her background as an esthetician and her struggles with acne, which led her to create a line of products that cleared her skin. The brand's flagship product, the Mandelic serum, launched in 2022 and has been highly effective. Lissy discusses the challenges of developing fungal acne-safe products, the importance of customer experience, and the role of TikTok in driving sales and customer retention. She also hints at an upcoming moisturizer launch and plans for Black Friday and Cyber Monday promotions. Episode Timestamps 1:48 Lissy's Background and Skincare Brand Lissy introduces herself as the founder of Lissy Skincare, a brand focused on acne and fungal acne-safe skincare. Lissy explains the brand's mission to create products that are safe for acne-prone skin, pregnancy, and breastfeeding. Mariah asks Lissy to explain the difference between typical acne and fungal acne. Lissy describes typical acne as lesions that come to a head and heal, while fungal acne is an overgrowth of yeast on the skin that looks like flesh-colored bumps and does not react to typical acne treatments. 21:55 Lissy's Journey to Founding Lissy Skincare Lissy shares her background as an esthetician and her struggles with acne since middle school. Lissy discusses her decision to attend esthetician school to learn how to clear up her own acne and help others. Despite her training and using various skincare products and treatments, Lissy's acne persisted, leading to a teacher's concern about her job prospects. Lissy's research into fungal acne triggers and her frustration with finding fungal acne-safe products inspired her to create her own skincare line. 22:11 Product Development and Launch Lissy describes the process of developing Lissy Skincare products, starting with the Mandelic serum. The Mandelic serum cleared Lissy's acne and fungal acne within days, leading to the brand's launch in 2022. Lissy explains the importance of ensuring all products are fungal acne-safe and safe for pregnancy. The brand has since added three more products: a Hydrating Serum, a Vitamin C serum, and a cleanser, all of which are fungal acne-safe. 22:27 Customer Experience and Retention Strategies Mariah and Lissy discuss the importance of customer experience and retention in e-commerce. Lissy acknowledges the need to improve customer experience and mentions her team's efforts to provide excellent customer service. Lissy highlights the role of TikTok in driving sales and the challenges of not having customer emails from TikTok shop. The brand uses email flows, social media, and a subscription model to retain customers and encourage repeat purchases. 22:46 TikTok Strategy and Paid Advertising Lissy shares the success of TikTok shop in driving viral videos and sales for Lissy Skincare. Despite the saturation of TikTok shop, Lissy continues to post videos and engage with customers on the platform. The brand has recently started experimenting with paid advertising on Instagram, Facebook, and TikTok to diversify its marketing efforts. Lissy emphasizes the importance of video content for selling products and sharing customer testimonials. 40:08 Future Plans and Final Thoughts Lissy teases the upcoming launch of a moisturizer on October 24, which has been in development for almost a year. The moisturizer is a significant product for the brand, as it is challenging to find fungal acne-safe moisturizers. Lissy mentions plans for Black Friday and Cyber Monday deals to attract more customers. Mariah wraps up the episode by congratulating Lissy on her upcoming launch and thanking her for sharing her journey and insights.

Mariah Parsons recaps the ShopTalk Fall conference in Chicago 2024, highlighting key takeaways and experiences. The conference spanned three days, with Thursday being the busiest due to the main concert by Busta Rhymes. Key themes included the importance of in-person engagement post-pandemic, the role of AI in enhancing consumer experiences, and the growing trend of duping products. Notable sessions featured insights from industry leaders like ThredUp, Lowe's, and Winky Lux. Mariah Parsons also emphasized the value of live selling, the need for brand compliance with FTC regulations, and the innovative use of tech in retail. She concluded by sharing her excitement about new products and brands discovered at the event. Episode Timestamps: 0:05 Recap of ShopTalk Fall Conference Mariah announces this episode will be a solo recap of the ShopTalk Fall conference in Chicago. She highlights the excitement around the first fall conference and her recent move to Chicago.  4:29 Overview of ShopTalk Fall Conference Structure She notes the busiest day was Thursday due to the all-conference concert by Busta Rhymes. The conference had a main stage, showroom floor with sponsor booths, and multiple content session rooms. Attendees could choose from various sessions, and there were breaks for networking and wellness activities. 4:48 Networking and Meeting New People Mariah emphasizes the opportunity to meet many people in a short time at the conference Mariah appreciates the caliber of people brought together by ShopTalk. 15:23 Content Sessions and Key Takeaways Mariah discusses the various content sessions she attended, featuring leaders from companies like Thredup, Farm Rio, CrunchyRoll, Studs, Winky Lux, Kendra Scott, Hard Candy, Malbon Golf, David Yurman, Pandora, Tonies, Vera Bradley, Skims, Zumiez and more. She highlights the theme of activities drawing conference goers and customers alike. The core pickleball court and Dot Digital's friendship bracelet and trucker hat booths were popular activities. Lowe's keynote on in-person events and ThredUp's use of AI for image search and styling were notable takeaways. 15:23 Consumer Engagement and Retail Innovations Mariah talks about the importance of asking consumers for their opinions, as seen with GE Appliances. She mentions Winky Lux's strategy of offering free lip gloss for customer feedback. Retailers enabling tech in stores, like Ulta Beauty's skin analysis and robot application of lashes, were highlighted. The concept of "dupe shopping" and the development of dupe score technology were discussed. 21:45 Tech Innovations and Future Trends Mariah mentions the trend of reselling and trading old items, with examples from ThredUp and TipTap. Live selling, especially in Asia, was discussed as a potential future trend in the US. The importance of staying updated with Federal Trade Commission regulations was emphasized.Mariah plans to have a detailed conversation with Kae Majmundar from Sway Tech on this topic. 25:43 Fun Elements and Experiences at ShopTalk Mariah appreciates the themed elements of the conference, such as the Mission Possible theme and live band transitions. She highlights the all-women keynote panel and the women-only happy hour before the Busta Rhymes concert. The shopping experience at the Vault, featuring both up-and-coming and established brands, was a favorite part of the conference. Mariah shares her excitement about discovering new brands and meeting their founders. 31:09 Product Discoveries and Favorites Mariah lists various products she discovered at the conference, including Fun Fact Co.'s Would You Rather game and Royce Chocolates. She mentions Devine's hair and body wash, mini Mac room's nail stickers, and Elf's Power Grip Primer and Lip Oil. Other products included Erzo Laszlo's deep cleansing bar, Char Charms' tumbler and straws, and Tangle Teezer's hair brush, and more Mariah expresses her excitement to try out these products, especially during the holiday season.

Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo hosts Aneto Okonkwo, Co-Founder & CEO of Remarkable AI,  an AI growth marketer for consumer brands. Aneto discusses the importance of marketing, particularly in scaling new companies, and shares insights on customer retention strategies. He highlights the effectiveness of personalized email campaigns, which can yield 50-100 times return on investment per recipient. Aneto also emphasizes the value of engaging with customers on social media and leveraging influencer marketing. Additionally, he stresses the significance of addressing customer issues promptly to enhance brand loyalty and retention.  Episode Timestamps: 3:06 Challenges of Starting a New Company 3:55 Importance of Marketing and Customer Engagement 6:18 Remarkable AI's Services and Customer Engagement 7:14 Data Analysis and Customer Insights 10:25 Social Media and Community Engagement 14:39 Influencer Marketing and Product Seeding 18:34 Email Marketing and Retention Strategies 20:17 Expanding LTV and Cross-Selling 20:43 Seasonal Strategies and Customer Support

Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, is joined by Kes Nielson, a branding expert and Founder of BRAAAND. They discuss the importance of branding in e-commerce. Kes emphasizes that branding extends beyond logos and color palettes, focusing on creating emotional connections with customers to drive long-term loyalty and revenue. She highlights that effective branding can increase revenue by 20-23% and improve customer retention. Kes also discusses the significance of branding in societal issues, citing a campaign for Fight Against Domestic Violence (FADV) that aims to raise awareness and empower victims. She stresses the importance of uniqueness and intentionality in branding strategies. Episode Timestamps: 2:24 Kess's Background and Branding Philosophy 5:25 The Importance of Branding in Customer Experience 8:24 Challenges and Opportunities in Branding 8:39 The Role of Emotional Intelligence in Branding 37:08 The Impact of Branding on Societal Issues 43:39 Collaborations and Partnerships 48:19 The Future of Branding in Ecommerce

Ross Martin, President of Known Agency and General Partner of Lunch Partners, joins Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, to discuss his journey in marketing. Known, an integrated agency ranked third by Ad Age combines research, creativity, and innovation, working with clients like Shake Shack and TikTok. Ross highlighted their unique approach, such as using AI to identify relevant Reddit conversations for Shake Shack. He also shared insights from Lunch Partners, emphasizing the importance of resilience and heart in founders. Ross praised Mikmak for connecting legacy brands with social commerce, showcasing the power of AI and consumer intelligence in driving business outcomes. Episode Timestamp: 1:56 Ross Martin's Background and Early Career 5:55 Marketing Insights and Innovative Strategies 6:41 Known Agency's Origins and Capabilities 24:26 Challenges and Opportunities in the Agency World 26:06 Lunch Partners Venture Fund 31:20 Investment Thesis and Founder Traits 36:43 Innovative Campaigns and Collaborations 41:15 Ecommerce Innovations and Future Opportunities

Ted Galperin, Partner and Head of Retail at Mythology, and Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, discuss crafting immersive design. Ted's work on the American Girl store in Dallas emphasizes the challenge of fitting a large experience into a 5,000-square-foot space. Key elements include a life-size dollhouse, a premium salon, and a cafe with a doll-sized door. Galperin also highlighted the importance of nostalgia in modern retail, citing examples like Vacation Sunscreen and Olipop. He shared insights on Warby Parker's retail strategy, focusing on creating a library-like atmosphere to enhance the customer experience. Additionally, he discussed the Sonos store in Soho, which used sound-attenuated pods to showcase the product's audio quality effectively. Episode Timestamps: 2:28: American Girl Store Project Overview 10:24: Nostalgia in Retail and Market Trends 19:06: Mythology's Multifaceted Approach 22:25: Warby Parker's Retail Experience 32:29: Sonos Retail Store Innovation 36:30: Balancing New and Returning Customers 40:17: Retail as Marketing and Awareness Tool

Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, is joined by SeaMonster Studios' Wes Buckwalter, Creative Director and CEO, and Deneb Pulsipher, Web Developer and Accessibility Specialist. Wes shares the company's origins and evolution into a full-service agency offering branding, graphic design, and compliance. Deneb, previously a high school English teacher, transitioned into web development, focusing on accessibility for ecommerce brands. They discuss the importance of WCAG (Web Content Accessibility Guidelines) and ADA (Americans with Disabilities Act) compliance, emphasizing the need for accessible websites to retain customers and avoid lawsuits. They highlight common issues like alternative text for images and text in images, and the benefits of compliance for SEO and user experience. Episode Timestamps:  4:57 SeaMonster Studios background and evolution into web compliance and accessibility experts 25:33 Sea Monster Studios' Expertise and Offerings With Branding and Web Compliance 25:58 Challenges and Benefits of Accessibility 31:31 Practical Considerations for Accessibility 43:52 Common Accessibility Issues and Solutions For Ecommerce Brands

Mariah Parsons, Head of Marketing at Malomo and Host of Retention Chronicles, and Jen Gray, SVP of Marketing at Recharge, discuss the importance of subscriptions in the Shopify ecosystem. Jen, who transitioned from big tech to Recharge, emphasizes the value of subscriptions in powering consumer routines and driving predictable revenue. They highlight the shift from a goods and services economy to a routine economy, where DTC brands focus on embedding products into daily lives. Jen shares insights on product diversification, such as Casper's transition to a sleep company, and the importance of product positioning and consumer behavior. They also discuss the benefits of subscriptions, including higher customer lifetime value (LTV) and the need for personalized, flexible subscription plans. Recharge is launching the Tomorrow Brand Challenge to support subscription growth, offering $1 million in prizes to three winners. 2:06 Jen Gray's Background and Initial Impressions of Working in Ecommerce 3:40 Core Beliefs and Consumer Behavior for Ecommerce Brands 5:55 Transition from Big Tech to E-Commerce 8:18 Product Diversification and Positioning for Subscription Brands 20:55 Subscriptions and Consumer Routines Are The New Economy 30:44 Best Practices for Subscription Success 37:16 The Routine Economy and Consumer Behavior 41:29 Recharge's Tomorrow Brand Challenge

Chris Miller, Co-Founder & CRO of Flaunt Loyalty, and Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, discuss the importance of dynamic loyalty programs for Shopify merchants. Chris highlights Flaunt Loyalty's unique service & software model, which includes designing, implementing, and managing loyalty programs to grow LTV and profits. They emphasize the need for ongoing optimization and strategic alignment with marketing campaigns. Chris shares examples like Barefaced's Mother's Day campaign, which integrated loyalty rewards into existing promotions. They also explore the balance between subscription perks and loyalty programs, stressing the importance of personalized rewards and gamification elements like badges and leaderboards to enhance customer engagement and retention. Episode Timestamps: 2:49 Introduction of Chris Miller and Flaunt Loyalty 4:30 Bandwidth and Expertise in Loyalty Programs 10:49 Benefits of Dynamic Loyalty Programs 13:39 Case Study: Barefaced Loyalty Program 23:11 Subscriber vs. Non-Subscriber Loyalty Programs 26:24 Gamification in Loyalty Programs 43:52 Examples of Effective Loyalty Programs 44:07 Resources and Further Learning

Maria Hatzistefanis, CEO and Founder of Rodial, discussed her journey from beauty writing in Greece to launching her skincare brand (Rodial) with Host of Retention Chronicles, Mariah Parsons. Maria highlighted the importance of unique ingredients and targeted treatments, such as Rodial's Snake Serum and Dragon's Blood hyaluronic acid, to stand out on shelves. Rodial's success includes availability in 35 countries and 3,000 luxury stores. Hatzistefanis emphasized the role of influencers in customer acquisition and the strategic use of paid media, particularly on Instagram and Meta. She also shared her experiences with filming on Dragon's Den and her motivational books, which aim to inspire entrepreneurs. Episode Timestamps: 2:25 Maria Hatzistefanis' Background and Career Journey 4:05 Inspiration from Editorial Background 8:22 Founding Rodial and Market Gap 21:13 Product Development and Market Strategy 28:03 Influencer Marketing and Customer Acquisition 36:14 Paid Media Strategy and ROI 43:02 Thought Leadership and Personal Projects 47:10 Final Thoughts and Closing Remarks

Mariah Parsons, Head of Marketing at Malomo and Host of Retention Chronicles and Noah Tucker, Founder & CEO of Social Snowball, discuss the evolution of affiliate marketing and its impact on e-commerce. Social Snowball, with 2,200 merchants, focuses on influencer and micro-influencer partnerships, addressing the shortcomings of legacy affiliate platforms. They highlight the importance of clear communication and incentive structures, particularly during high-traffic periods like Black Friday and Cyber Monday. Noah emphasizes the need for influencers to frequently post branded content to ensure audience conversion. They also touch on the dynamic of the e-commerce influencer B2B community, noting its high school-like nature but overall supportive nature. Episode Timestamps: 2:49 Noah Tucker's Background and Entrepreneurial Journey to Starting Social Snowball 3:06 Challenges and Solutions in Affiliate Marketing 26:32 Affiliate Program Best Practices for Black Friday and Cyber Monday 32:35 Finding and Evaluating Influencers as a Shopify Brand 40:50 B2B Ecommerce Influencer Community and Social Media Presence

Mariah Parsons, Host of Retention Chronicles Podcast & Head of Marketing at Malomo, and Kit Henseleit, Global Operations Manager at Custom Neon, Founder at Clouding Over, discussed the unique challenges and opportunities of operating in the signage industry and the differences between B2B and B2C marketing. They emphasized the importance of creativity, flexibility, and building strong relationships with clients to deliver customized solutions. They also discussed the challenges of expanding a business globally and shared strategies for retaining customers in the hospitality industry. Additionally, they shared their experiences in scaling a custom neon sign business while balancing customer expectations and business growth, highlighting the importance of setting clear expectations and providing proactive communication. Episode Timestamps: 0:05 Custom neon signage branding and e-commerce experiences with a global operations manager from Australia 5:19 Custom neon sign business, challenges, and best practices 12:23 Challenges faced while expanding a neon sign business globally, including cultural differences and customer expectations 19:45 Custom neon sign production and customer expectations 25:49 Custom neon signs for various events and campaigns, including a collaboration with Coach  30:41 Customer retention and repeat orders for custom products 38:02 Customer retention strategies and Black Friday planning

Mariah Parsons, Host of Retention Chronicles & Head of Marketing at Malomo, and Lindsay Baylor, Senior Director of Customer Care & DEIB at Kendra Scott, discussed the importance of leveraging technology and diversity initiatives to improve customer service at Kendra Scott. They emphasized the value of creating an online experience that is easy for new customers to adapt to, and the need for a comprehensive view of the customer journey. Mariah Parsons and Lyndsay Baylor also discussed the importance of integrating customer data from various sources to create personalized experiences, and the challenges of connecting data from online and in-store interactions. Finally, Mariah Parsons and Lyndsay Baylor discussed the importance of diversity, equity, and inclusion in the fashion and jewelry industries, and the need for brands to be intentional and authentic in their approach to diversity and inclusion. Episode Timestamps: 0:05 Adapting to pandemic-era customer needs at Kendra Scott, prioritizing omnichannel experiences 8:48 Tying customer data across multiple channels for improved brand experience 13:44 Using technology to improve customer service 19:39 Implementing chatbot technology and improving customer experience 26:19 Personalizing customer experiences through social media engagement 30:35 Diversity, inclusion, and representation in marketing and customer service 35:25 Internal and external perspectives on diversity, equity, and inclusion in the jewelry industry 39:53 Customer inclusivity and diversity in product development

Mariah Parsons, Host of Retention Chronicles, and Bob Verlaat, Co-Founder of Dore & Rose and Hears, discussed their experiences launching and scaling e-commerce brands, emphasizing the importance of having a clear vision, solid business plan, and strong support system. Mariah highlighted the value of taking calculated risks and learning from failures, while Bob stressed the need to maintain quality and customer satisfaction as the brand scales. Bob added their perspective on launching multiple brands and incorporating user-generated content in advertising. The group discussed factors to consider when launching a product, the role of artists and influencers, approaches to launching and retaining customers, and the challenges they faced in a saturated market. They emphasized the importance of problem-solving, educating consumers, providing a seamless customer experience, and scaling while maintaining passion and caring attitude. Episode Timestamp: 5:55 Launching two e-commerce brands, Doreen Rose and Here's, with different approaches and industries 13:12 Brand collaborations and launch strategies 16:44 Launching a new brand in a saturated market with limited attention span 23:23 Using user-generated content (UGC) in ads for authenticity and engagement 27:29 Educating customers through product development and customer experience 34:17 Scaling customer service and technology for two e-commerce brands

Mariah Parsons, Head of Marketing at Malomo and Host, and Lisa Oberst, Founder of Womads, discussed the importance of sustainability and comfort in footwear design, particularly for women. They emphasized the need for quality control and good relationships with manufacturers. They also discussed various challenges and opportunities in the e-commerce industry, including networking, technology integration, and customer experience. They highlighted the significance of optimizing transactional emails for customer engagement and creating personalized customer experiences. Mariah and Lisa stressed the importance of building relationships with other entrepreneurs and marketing agency directors, and simplifying the reverse logistics process to foster long-term relationships. Episode Timestamps 0:05 E-commerce brand Womads and its founder Lisa, with a focus on versatile and comfortable accessories for women 4:11 Shoe design and development, focusing on flexibility and comfort 11:04 Shoe design, manufacturing, and partnerships in Colombia 17:36 Entrepreneurship, manufacturing, and quality control 22:31 Launching a shoe brand, marketing strategies, and tech tools used for e-commerce and customer management  28:26 Simplifying reverse logistics for e-commerce businesses 32:08 Customer experience and e-commerce strategies for a women's shoe brand 35:56 Post-purchase experience and tech stack for a fashion brand 41:47 Email and SMS marketing strategies for e-commerce brands

Mariah Parsons, HOM at Malomo and Host of Retention Chronicles, and Madison Lee, Co-Founder & CEO of Nemah, discussed the challenges and opportunities of transitioning from a talent agency to a e-commerce brand. Mariah and Madison explored the importance of personal branding, consumer insights, and technology in developing a private label. They emphasized the need for brands to prioritize customer experience, retention, and the delicate balance between automation and human touch in e-commerce. Mariah Parsons and Madison Lee also discussed the challenges of founding a vegan skincare brand for moms and babies, scaling a DTC skincare brand while maintaining customer trust, and educating and supporting parents through science-backed content. 4:38 Founding a vegan skincare brand for moms and babies 10:30 Branding and consumer insights for a clean skincare line 15:54 Scaling a DTC skincare brand for pregnant and postpartum women, focusing on customer experience and trust-building 22:54 Using consumer insights to inform educational content and product development for parents 26:59 Creating a clean beauty brand with a focus on community and science 31:31 Post-purchase customer experience and its importance for e-commerce brands 36:57 Customer experience and retention in e-commerce

Mariah Parsons, HOM at Malomo and Host of Retention Chronicles, and Madison Lee, Co-Founder & CEO of Nemah, discussed the challenges and opportunities of transitioning from a talent agency to a e-commerce brand. Mariah and Madison explored the importance of personal branding, consumer insights, and technology in developing a private label. They emphasized the need for brands to prioritize customer experience, retention, and the delicate balance between automation and human touch in e-commerce. Mariah Parsons and Madison Lee also discussed the challenges of founding a vegan skincare brand for moms and babies, scaling a DTC skincare brand while maintaining customer trust, and educating and supporting parents through science-backed content. 4:38 Founding a vegan skincare brand for moms and babies 10:30 Branding and consumer insights for a clean skincare line 15:54 Scaling a DTC skincare brand for pregnant and postpartum women, focusing on customer experience and trust-building 22:54 Using consumer insights to inform educational content and product development for parents 26:59 Creating a clean beauty brand with a focus on community and science 31:31 Post-purchase customer experience and its importance for e-commerce brands 36:57 Customer experience and retention in e-commerce

This conversation is centered around email and SMS deliverability in e-commerce, with a focus on understanding technical aspects and predictability of email marketing results. Mariah Parsons. Head of Marketing at Malomo & Host of Retention Chronicles, and Nikita Vakhrushev, Founder of ASPEKT agency, shared their experiences with email marketing and discussed challenges such as recent deliverability rule changes and the importance of conducting audits to identify issues. Nikita added his experience in setting up deliverability audits and emphasized the need for proper technical setup and segmentation of email lists. The group emphasized the importance of prioritizing email deliverability, especially during peak seasons in ecommerce like Black Friday and Cyber Monday (BFCM). Episode Timestamps: 5:51 Email marketing strategies and deliverability issues 11:28 Email deliverability audit process using Klaviyo 16:07 Email deliverability and segmentation strategies for improved open rates 22:00 Email deliverability and marketing vs. transactional emails 26:32 Email deliverability and technical setup for e-commerce businesses

Mariah Parsons and Rachel discussed the importance of prioritizing customer experience and tailored marketing strategies to grow e-commerce brands. They emphasized the significance of celebrating milestones, launching new collections, and understanding the target audience to create effective marketing strategies. Later, Mariah and Rachel discussed digital marketing strategies, including social media marketing, influencer marketing, and the ethical implications of using AI-generated content in fashion marketing. They also explored the challenges of the apparel industry, including returns and exchanges, and the need to balance profit margins with offering lower prices to attract more customers. Episode Timestamps: 0:05 E-commerce brand growth and marketing strategies with Ivy City Co 3:24 Marketing strategies and roles within a company 9:33 Using AI in photo shoots for fashion brand, balancing efficiency with human connection 16:36 PR and social media strategies for a fashion brand 21:31 Leveraging Instagram and TikTok for a clothing brand, with a focus on content strategy and audience engagement 25:07 Social media presence and trustworthiness 30:51 Marketing strategies and customer experience for a fashion brand 37:33 Apparel industry returns and exchanges, with strategies to reduce them 41:50 Reducing returns in retail with a focus on product pricing and marketing

Mariah Parsons, Head of Marketing at Malomo and host of Retention Chronicles, and Zoe Khan, VP of Retention at Audien Hearing, Founder of Inevitable Agency, and host of Let's Laugh About It Podcast, discuss the importance of prioritizing customer satisfaction and loyalty in the E-commerce industry. Zoe shared her experience in the over-the-counter hearing aid industry, highlighting the challenges and rewards of helping people change their lives through hearing aids. Mariah emphasized the significance of customer experience in any position or business, while Zoe discussed the importance of hiring the right people for customer experience roles and setting up teams for success. Later, Mariah and Zoe discussed the importance of aligning marketing and customer service to create a seamless customer experience. They also discussed the value of building genuine connections and community in the E-commerce industry, and the importance of effective communication in retaining unhappy customers. Episode Timestamps: 0:05 E-commerce customer experience with Zoe Khan, VP of Retention at Audien Hearing and Founder of Inevitable Agency. 4:29 Time flying by in business growth. 10:13 Building an E-commerce community through genuine connections and learning. 16:11 Building an agency without pressure to sell. 20:42 Customer experience and its impact on retention. 27:06 Email marketing and customer support balance. 32:47 The importance of collaboration between marketing and customer experience teams. 

Mariah Parsons and Savannah Benson, VP of Customer Experience at Mixhers, discussed the evolution of customer experience strategy in e-commerce, emphasizing the importance of proactive planning, managing customer expectations, and over-communication. They also highlighted prioritizing customer needs in cross-functional meetings and creating a positive experience through rebranding and product quality. Additionally, they discussed the importance of understanding consumer behavior and preferences to innovate and stay relevant in the DTC ecommerce space, and prioritizing customer needs when solving problems and gathering customer insights. Episode Timestamps: 0:05 Customer experience and consumer insights with a mix of numbers and creativity 5:24 Marketing and customer experience strategies for a growing company 11:55 Prioritizing customer needs and solving problems through industry insights and customer feedback 19:57 Customer feedback and insights for a growing mixer brand 29:42 Using customer data to predict purchases and improve brand experience 33:39 Product returns and exchanges in the supplement industry 39:35 Mixhers, a supplement brand, and their subscription program

Mariah Parsons and Matt Froehlich discussed the importance of networking and connection-building in the e-commerce industry, sharing their experiences from attending conferences like Shop Talk and The Whalies. They emphasized the value of meeting people outside of their normal networks and highlighted differences between events in terms of size, scope, engagement, and connection-making opportunities. They also discussed the latest trends and challenges in digital marketing, including adapting to new technologies, reevaluating a brand's tech stack, navigating brand-agency relationships, and understanding the evolving nature of social media platforms like TikTok. Finally, they discussed optimizing ad performance and financials in the industry, emphasizing the importance of planning ahead, analyzing past data, and employing efficient advertising strategies to ensure maximum ROI. Episode Timestamps: 4:18 Using physical business cards vs virtual ones at conferences 10:05 Career path from radio to marketing agency 13:53 Improving marketing efficiency through tech stack optimization and financial transparency 18:36 Planning and optimization for peak season, focusing on efficiency and list growth 22:56 Evaluating and optimizing marketing technology stacks  26:13 New updates and trends in Shopify marketing, including Meta and Clayvo 31:23 Social media platforms, including TikTok, Facebook, and Instagram, and their evolving features and pressures 36:52 Marketing strategies for e-commerce brands on social media platforms like TikTok and Instagram

Mariah Parsons and Yaw Aning discussed the importance of creating a seamless post-purchase experience for e-commerce merchants. They emphasized the need to align the experience with the brand's strategy and goals, educate customers about the brand, and set goals based on the strategy. Both speakers highlighted the importance of keeping customers updated and mapping out the customer journey to build trust and transparency. Episode Timestamps: 0:05⁠ Post-purchase experience optimization for e-commerce businesses Expert CEO shares 10 post-purchase lessons from 5000 Shopify brands. Yaw Aning advises merchants to understand their post-purchase default settings. 3:55 Post-purchase experiences, brand strategy, and metrics for success Understand your brand strategy to choose the right post-purchase platform. Consumers prefer post-purchase experiences that educate and build the brand. Develop goals based on strategy to create a cohesive experience. 10:13 Post-purchase experience optimization for e-commerce merchants Yaw Aning suggests partnering with an agency to optimize post-purchase experience. Yaw Aning: Key moments in customer journey build trust, transparency. Mongoose's proactive communication best practices defuse frustration, build trust. Yaw Aning highlights Soylent's post-purchase strategy, segmenting customers based on their journey stage and providing tailored content and CTAs. Mobile-first design is crucial for tracking experiences, as 83% of views occur on mobile devices, and customers are often interrupted during on-the-go activities.

Mariah Parsons and Rachel Nilsson, Founder of RAGS, discussed Rachel's experience in building her e-commerce business, emphasizing the importance of perseverance, creativity, and customer satisfaction.  Rachel shared her journey, including managing demand, partnering with large companies like Nordstrom and Disney, and navigating the unpredictable journey of entrepreneurship.  They also discussed the pros and cons of implementing limited edition models to increase FOMO marketing and getting creative with inventory sales. After Rachel's premiere on Shark Tank, she navigated through having to deal with copycats but ultimately refocusing on doing their own thing and doing it well. This podcast is sponsored by Malomo, a leading shipment and order tracking platform for Shopify and Shopify Plus ecommerce brands.  To see what your personalized mockup of branded order tracking and transactional email/SMS would look like, fill out this form & we'll send your free design right to your inbox! Episode Timestamps 4:37 Starting a clothing line from scratch, growing through social media and Shark Tank appearance 9:56 Limited edition drops, FOMO marketing, and serving customers 17:32 Limited edition products, inventory management, and consumer behavior 24:45 Challenges and successes of limited edition clothing model, with a focus on founder's personal experience and lessons learned 29:38 Entrepreneurship, success, and surrounding oneself with a supportive community 33:04 Entrepreneurship, innovation, and dealing with copycats

Mariah Parsons and Jonathan Penna, Co-Founder of ORBYT Skin & Azio Beauty, discussed their experiences navigating the challenges of e-commerce during the COVID-19 pandemic. Jonathan shared his journey of transitioning from a bakery to an e-commerce business, highlighting the challenges of scaling an operation during a global health crisis.  Mariah provided context and asked questions to delve deeper into the topic, exploring the impact of COVID-19 on the e-commerce industry and the strategies for adapting to the new normal. Later, Mariah and Jonathan discussed various strategies for building successful subscription-based businesses, including personalization, direct-to-consumer marketing, and optimizing subscription retention and growth.  Jonathan shared their experience with onboarding AI-powered customer support tools like Sienna AI, emphasizing the importance of careful onboarding and optimizing automations. This podcast is sponsored by Malomo, a leading shipment and order tracking platform for Shopify and Shopify Plus ecommerce brands.  To see what your personalized mockup of branded order tracking and transactional email/SMS would look like, fill out this form & we'll send your free design right to your inbox! Episode Timestamps: 3:49 Skincare brand development and marketing strategies 9:10 Pre-orders and subscription model for a brand, with focus on education and UGC to drive sales 13:37 Marketing strategies for a skincare product with pre-orders and subscriptions 18:36 Implementing dynamic pricing for subscriptions, with focus on customer frustration and retention 23:02 Increasing subscription conversions through easy customization and control transfer to customers 28:44 Subscription services and customer preferences 34:12 AI-powered customer support tool and retail expansion 38:50 Strategies for expanding a subscription-based e-commerce business