The Last Click

Chris Parsons
  • 0.0 (0)
  • Marketing

The Last Click is a retail, ecommerce, DTC, and digital marketing podcast and newsletter focused on what actually drives customer decisions, conversion, and growth. Hosted by Chris Parsons, award-winning marketer and author of Retail Rewired, The Last Click shares real-world insights from the front lines of modern commerce. Each episode explores customer acquisition, ecommerce growth, retail media, performance marketing, brand building, conversion optimization, AI in retail, customer experience, loyalty, omnichannel strategy, SEO, paid media, content strategy, merchandising, retention, store traffic, and the final moments that influence a purchase. Built for retail leaders, ecommerce teams, DTC brands, founders, marketers, agencies, and growth-focused operators, The Last Click helps answer one simple question: what gets the customer to click, buy, visit, book, subscribe, or come back?

  1. 28 Aug

    Everyone has been trapped in a chatbot loop ft Darryl Mason | The Last Click Ep 13

    Can AI and automation actually make your e-commerce brand feel more human, or are frustrating chatbots driving your customers away? In this episode of The Last Click, host Chris Parsons sits down with Darryl Mason, founder of Conversely, to dive into the operational realities of modern customer support. Together, they unpack how retail brands and SMBs can bridge the gap between automation and human connection—eliminating repetitive tasks without sacrificing service quality, speed, or conversion rates. WHAT WE GET INTO Why automation shouldn't eliminate people, just repetitive workThe trap of broken chatbots and airline-style support pitfallsBuilding support technology for agility, flexibility, and fast setupBridging the gap between ideal product vision and operational realityThe importance of MVPs and fast iteration in support techHow support quality directly impacts online conversion ratesThe value of predictable, flat-rate pricing models for SMBsABOUT DARRYL MASON Darryl Mason is the founder of Conversely, a customer support platform built specifically to help SMBs and e-commerce brands automate workflows while keeping the human touch. With a background in building customer-centric tech, Darryl helps businesses simplify onboarding, fix support journey gaps, and create predictable, efficient customer service operations. WHAT YOU WILL LEARN How to use automation to enhance human interactions rather than replace themHow to design support systems built for agility in fast-changing marketsStrategies for SMBs to implement support tech without steep setup barriersHow to leverage high-quality customer support as a direct revenue driverQUOTE OF THE EPISODE "The goal of automation shouldn't be about eliminating people. It should be about eliminating that repetitive work that prevents people from being human." CONNECT WITH DARRYL LinkedIn: https://www.linkedin.com/in/darrylmason/CONNECT WITH THE SHOW The Last Click: https://www.thelastclick.co/Apple Podcasts: https://podcasts.apple.com/us/podcast/the-last-click/id1700000000Spotify: https://open.spotify.com/show/033B9FZ...The Last Click on LinkedIn: https://www.linkedin.com/company/thelastclickChris Parsons on LinkedIn: https://www.linkedin.com/in/chrisaparsonsABOUT THE LAST CLICK The Last Click is a conversation series with the operators shaping modern retail. Host Chris Parsons brings 25 years on the retail and agency side to unpack what is actually working in merchandising, marketing, and operations, minus the buzzwords. If this was useful, subscribe and leave a comment sharing your biggest friction point with customer support automation today.

  2. 25 Aug

    Search Is Everywhere Now ft Neil Patel | The Last Click Ep 12

    Search is not one place anymore. Neil Patel on the spaghetti buyer journey and what it takes to be found everywhere your customers are actually looking. Customers now bounce between Google, ChatGPT, Instagram, Reddit, email, SMS, Amazon, and the store itself before they buy, and most brands are still marketing as though there is one funnel. Neil Patel walks through what changes when discovery is scattered across platforms: why a singular brand voice does more for you than keyword volume, why content has to answer the problem a customer has right now instead of the topic that trended last week, and where AI helps with execution while taste and judgment stay human. He is blunt about attribution too, and about what happens to brands that flood the internet with AI slop instead of building real relationships. WHAT WE GET INTO Why a consistent brand voice beats keyword stuffing for authority The AI moment of discovery, and what it changes about consumer behaviour Why the buyer journey looks like spaghetti rather than a funnel How omnichannel done properly lifts every channel, not just one What happens when teams run channels in silos and never trade learnings Where SEO still matters and where it has to adapt AI watermarking, and what it means for brands leaning on generated content Building content around real customer problems instead of recycled topics Tracking visibility across platforms rather than just rankings Why conversion and follow-up beat raw traffic every time Multi-touch attribution when the journey refuses to be linear ABOUT NEIL PATEL Neil Patel is co-founder of NP Digital, the global performance marketing agency he launched in 2017, now operating across the US, UK, Canada, Brazil, India, Australia, and Singapore, with clients including Amazon, Adobe, Microsoft, Google, General Motors, and Salesforce. He owns Ubersuggest and AnswerThePublic, and co-founded Crazy Egg and Hello Bar. He is a New York Times bestselling author, named a top 10 marketer by Forbes and a top influencer on the web by the Wall Street Journal. WHAT YOU WILL LEARN - How to define a brand voice that holds up across every platform you appear on - How to build a content plan around live customer problems instead of trend lists - Where AI belongs in your workflow and where a human has to stay in the loop - How to measure visibility when rankings only tell you part of the story - How to make the case for spend when attribution is genuinely messy QUOTE OF THE EPISODE "We are in the AI moment of discovery right now." CONNECT WITH NEIL LinkedIn: https://www.linkedin.com/in/neilkpatel/ NP Digital: https://npdigital.com CONNECT WITH THE SHOW The Last Click: https://www.thelastclick.co/ Apple Podcasts: https://podcasts.apple.com/us/podcast/the-last-click/id1896943826 Spotify: https://open.spotify.com/show/033B9FZX57M6cuTn52LXel The Last Click on LinkedIn: https://www.linkedin.com/company/thelastclick/ Chris Parsons on LinkedIn: https://www.linkedin.com/in/chrisaparsons/ ABOUT THE LAST CLICK The Last Click is a conversation series with the operators shaping modern retail.

  3. 20 Aug ·  Bonus

    Keywords vs. Context: The Future of Ecommerce Search ft Andrew AJ Desmarais

    Search is moving from keywords to context, and ads have to move with it. Andrew Desmarais on AI product discovery and retail media done right. Sponsored listings have a bad reputation for a reason: most of them ignore who is actually looking. Andrew Desmarais works on a platform built around the opposite idea, where a paid placement is treated as a search result that has to earn its position rather than buy it. We get into how AI is changing what shoppers type and ask, why long-tail and conversational queries break traditional keyword matching, and what happens to product discovery when an AI agent is doing the shopping. He also gets into the less glamorous side, which is proving return on the spend. Useful if you own search, retail media, or a discovery experience that is starting to feel dated. WHAT WE GET INTO How AI changes what product search has to understand Keywords versus context, and why the shift matters now Serving ads that feel made for the shopper instead of bolted on Making sponsored placements complement organic results instead of fighting them Off-site recommendations and where retail media goes beyond your own site Long-tail and conversational queries that keyword engines never handled well What AI agents change about the shopping journey Measuring return so retail media survives the next budget review What the conference floor says about where the industry actually is ABOUT ANDREW DESMARAIS Andrew Desmarais works on the commercial team at Constructor, the AI product search and discovery platform built specifically for ecommerce. Founded in 2015, Constructor uses natural language processing, machine learning, and generative AI across search, browse, recommendations, quizzes, and AI shopping assistants, and now offers a retail media suite with personalized sponsored listings. Its customers include Sephora, Petco, Bonobos, Birkenstock, and Target Australia. WHAT YOU WILL LEARN - Why keyword-matching engines struggle with the way people search now - How to run sponsored placements without eroding trust in your results - Where personalization makes an ad genuinely useful rather than intrusive - What to prepare for as AI agents start doing product discovery for shoppers - How to measure retail media return in a way that holds up internally QUOTE OF THE EPISODE "Search is changing from keywords to context." CONNECT WITH ANDREW LinkedIn: https://www.linkedin.com/in/andrew-desmarais-aba202176/ Constructor: https://constructor.com CONNECT WITH THE SHOW The Last Click: https://www.thelastclick.co/ Apple Podcasts: https://podcasts.apple.com/us/podcast/the-last-click/id1896943826 Spotify: https://open.spotify.com/show/033B9FZX57M6cuTn52LXel The Last Click on LinkedIn: https://www.linkedin.com/company/thelastclick/ Chris Parsons on LinkedIn: https://www.linkedin.com/in/chrisaparsons/

  4. 14 Aug ·  Bonus

    Content Is King Again ft Scott Oshman | etail Boston

    Chris and Scotty discuss their upcoming conference in Boston, covering topics like personalization, earned media, loyalty, and sustainability. They share insights on AI, content, and the impact of industry trends on consumer behavior. The conversation highlights the importance of actionable takeaways from conference sessions. Takeaways Personalization in e-commerceThe role of content in discovery and personalization Chapters 00:00 Pre-Conference Excitement00:50 Conference Travel and Setup05:20 The Promise of Personalization11:15 Transition to Earned Media13:18 Defining Loyalty and Community16:16 Sustainability and Fireside Chats18:46 The Quest for Actionable Insights

  5. 14 Aug

    How Warroad Builds Brand Loyalty and Scale ft Andrew Nichols | The Last Click Ep 11

    Navigating Brand Evolution with Andrew NicholsInsights from the journey of Crocs, Biosteel to Warroad and beyond. Morning everyone! Today, I had the pleasure of chatting with Andrew Nichols, a seasoned leader in brand management and growth. Andrew's journey spans various industries—from consumer packaged goods to e-commerce and sports nutrition. His insights on brand evolution and market positioning are incredibly valuable for anyone looking to navigate the complexities of modern business. A Unique Path in Brand ManagementAndrew began his career at Unilever, gaining a solid foundation in consumer goods. However, his journey took a turn as he ventured into e-commerce, where he helped brands understand the importance of technology in scaling their operations. His diverse experience includes roles at Sony Electronics, the Canadian Olympic Association, and managing Crocs Canada for nearly a decade. "Every time that we've engaged, you are with a brand and you're really defining that brand and taking it from a level where it's like it's kind of hit this early maturity state and you're finding ways to take it to the next level." — Chris Parsons The Crocs PhenomenonAndrew shared fascinating insights about his time at Crocs, a brand that has undergone multiple revivals in its popularity. He was instrumental in transforming Crocs’ e-commerce strategy, shifting from a marketing website to a robust e-commerce platform that could compete with giants like Amazon. He emphasized the importance of channel strategy, highlighting how brands often struggle when they don’t define their retail approach. Andrew's role involved ensuring that partners understood their unique positions in the market and helped create a balanced demand across various channels. From Sports Nutrition to Brand IdentityTransitioning to Biosteel, Andrew applied his expertise to position the brand as a go-to option for athletes. What’s striking about Biosteel's approach is how it built brand loyalty through authenticity. Andrew noted that their growth was driven by athletes choosing Biosteel over competitors, which naturally enhanced brand awareness. "We were born on the backs of an athlete need and we built that brand under the pretense that if you know, you know." — Andrew Nichols The Future of War Road Hockey CompanyCurrently, Andrew is the President and Chief Revenue Officer at War Road Hockey Company. He reflects on how his past experiences shape his leadership style today, emphasizing the importance of leveraging existing relationships and understanding market dynamics. As we wrapped up our conversation, it was clear that understanding consumer behavior and maintaining a flexible strategy are key to thriving in today’s competitive landscape. Reflecting on Andrew’s journey reminds us that success often comes from a blend of experience, adaptability, and a deep understanding of the audience. If you’re navigating brand dynamics, take a page out of Andrew’s book—embrace change and listen to your customers. For more insights from Andrew's journey and to hear the full conversation, check out the complete episode!

  6. 13 Aug ·  Bonus

    Retail AI Community Helping Stores Find the Right Fit ft Doug Weich | eTail Boston

    Navigating AI in Retail: Insights from Doug at E-TailDiscover how the Retail AI Council is shaping the future of retail with AI solutions. At E-Tail, the energy is palpable as industry leaders gather to discuss the future of retail technology. Chris Parsons sat down with Doug Weich, the driving force behind the Retail AI Council, to explore the challenges and opportunities retailers face as they navigate the rapidly evolving AI landscape. The Role of the Retail AI CouncilThe Retail AI Council is a unique initiative built by retailers for retailers. Doug emphasizes their mission: "helping retailers leverage AI effectively." In a world where technology is advancing at breakneck speed, retailers often struggle to keep up. This council provides a collaborative space where retailers can discuss their needs without the pressure of being sold to. Collaboration Over CompetitionWhat's refreshing about the Retail AI Council is its focus on community rather than competition. Doug explains, "We’re not consultants or analysts; we’re here to facilitate connections and promote collaboration." This approach allows retailers to share insights and solutions, ultimately helping them find the right technology that fits their specific challenges. Finding the Right SolutionsAs Doug highlights, the process of finding the right AI solutions can be daunting. With hundreds of booths at events like E-Tail, "it’s tough for a small team to navigate and find the right fit." The council aims to ease this burden by fostering conversations among retailers, allowing them to share experiences and recommendations organically. A Safe Space for RetailersThe conversations within the Retail AI Council create a safe space for sharing. Doug notes how "honesty and transparency come out" when veterans in retail discuss their pain points and creative solutions. This level of collaboration is essential for driving innovation in the industry. Join the Retail AI CouncilFor those looking to connect and collaborate, joining the Retail AI Council is straightforward and free. Doug invites all retailers and industry partners to participate, saying, "There’s a big red join button at retailaicouncil.com, and it’s free for everyone." This initiative is powered by its members, ensuring that the council's direction aligns with the actual needs of the retail community. As the retail landscape continues to evolve, organizations like the Retail AI Council are crucial in helping retailers adapt and thrive. Stay tuned for more insights and conversations from the frontlines of retail technology! https://www.linkedin.com/in/dougweich/

  7. 13 Aug ·  Bonus

    The Kate Farms Pivot ft Catherine Hayden | eTail Boston

    Nourishing Change: The Story Behind Kate FarmsDiscover how Kate Farms is transforming nutrition for those in need. Hey there, Today, we delve into the inspiring journey of Kate Farms, a company founded with a mission born from necessity. Chris Parsons sits down with Catherine from Kate Farms, who shares the profound story of how the company came to be and its evolution in the world of nutrition. The Heart of Kate FarmsKate Farms was established by Richard and Michelle, driven by the challenges they faced with their daughter Katie, who was born with cerebral palsy. Exclusively tube-fed from an early age, Katie struggled to thrive on existing products. "When she was five, she weighed 16 pounds, and this number just is imprinted in my mind... two parents desperate to save her," Catherine reflects. Determined to make a difference, they collaborated with a dietitian and vegan chef to create a plant-based, organic, and allergen-free formula that has become the cornerstone of Kate Farms’ offerings. A Shift in DirectionFast forward to 2016, Kate Farms transitioned from retail to focus on the medical channel, after realizing that families like Richard and Michelle were seeking their products in bulk. This pivot marked a significant shift in their business model, led by CEO Brett Matthews. Catherine, who joined the team in January 2018, highlights the broader mission that has emerged: "We've learned that there are many people beyond the medical channel that need access to good nutrition." The company has since launched new product lines, including everyday nutrition for kids and adults, and has expanded its distribution dramatically—recently securing a spot in 6,800 stores across major retailers like Walmart and CVS. Lessons LearnedNavigating the complexities of pricing and distribution has been a significant learning curve for the team. Catherine shares the challenges they face with maintaining quality while adapting to the competitive landscape: "How do we think about the margin structure? Ultimately, we want to maintain the same standards and high quality." As Kate Farms continues to grow, their commitment to providing nutritious options for those in need remains unwavering. Catherine’s story is a testament to the power of perseverance and innovation in the face of adversity. Reflecting on this journey, it’s clear that Kate Farms is just getting started. For more insights, dive into the full conversation with Catherine on The Last Click.

  8. 10 Aug

    How AI Is Reducing Wedding Stress at David’s Bridal ft Elina Vilk from David's Bridal | eTail Boston

    Elina Vilk , President and Chief Business Officer at David's Bridal, discusses the convergence of retail and technology, the importance of design thinking in customer experience, and the innovative tools and technology implemented by David's Bridal to reduce stress and anxiety for customers and vendors in the wedding planning process. Takeaways Convergence of Retail and TechnologyDesign Thinking in Customer ExperienceInnovative Tools for Reducing Stress in Wedding Planning

See All (25)

About

The Last Click is a retail, ecommerce, DTC, and digital marketing podcast and newsletter focused on what actually drives customer decisions, conversion, and growth. Hosted by Chris Parsons, award-winning marketer and author of Retail Rewired, The Last Click shares real-world insights from the front lines of modern commerce. Each episode explores customer acquisition, ecommerce growth, retail media, performance marketing, brand building, conversion optimization, AI in retail, customer experience, loyalty, omnichannel strategy, SEO, paid media, content strategy, merchandising, retention, store traffic, and the final moments that influence a purchase. Built for retail leaders, ecommerce teams, DTC brands, founders, marketers, agencies, and growth-focused operators, The Last Click helps answer one simple question: what gets the customer to click, buy, visit, book, subscribe, or come back?

Information

  • Creator
    Chris Parsons
  • Years Active
    2026
  • Episodes
    25
  • Rating
    Clean
  • Copyright
    © 2026 Chris Parsons
  • Show Website
    The Last Click