Talk Commerce Brent W. Peterson

Summary
Barbara Wardell and Ernesto Caleri, co-founders of Cullari & Wardell, discuss geofencing as an advertising technology and tactic that helps small businesses recover foot traffic. They explain that geofencing involves drawing virtual fences around competitor locations and sending targeted ads to potential customers when they enter those locations. They emphasize the importance of satellite-verified visits and the ability to track conversions online or in-store. They also discuss the democratization of geofencing, making it accessible to small businesses with smaller budgets. They highlight the success of geofencing in industries such as laundry, alcohol and beverage, and private aviation. They mention the importance of data location and behavior in targeting the right audience and the need to balance privacy and effective advertising. They also mention the future trend of a hybrid approach to commerce, integrating online and offline experiences, and the limitations of AI in creating human connections.
Keywords
geofencing, advertising technology, foot traffic, small businesses, competitor locations, targeted ads, satellite-verified visits, conversions, democratization, budgets, success, industries, data location, behavior, privacy, hybrid approach, AI
Takeaways
Geofencing is an advertising technology that involves drawing virtual fences around competitor locations and sending targeted ads to potential customers when they enter those locations.Satellite-verified visits and tracking conversions online or in-store are important aspects of geofencing.Geofencing has been successful in industries such as laundry, alcohol and beverage, and private aviation.Data location and behavior are crucial in targeting the right audience for geofencing.There is a need to balance privacy and effective advertising in geofencing.The future trend of commerce is a hybrid approach that integrates online and offline experiences.AI has limitations in creating human connections and resonating with people.
Sound Bites
"We were able to drive over 1,000 visits to one laundromat owner with a budget as small as $1,000 a month for ad spend.""We've taken this to private aviation, apparel, mezcal brands. We've been able to bring it to other verticals as well.""Even if they're not living within driving distance of a location, we can send ads to consumers like that."Chapters
00:00Introduction and Background
05:12What is Geofencing?
08:38How Geofencing Helps Merchants
09:46Protecting Consumer Privacy
11:18Democratization of Geofencing
12:58Success in Different Industries
13:38Identifying Target Customers
15:00Geofencing for Alcohol and Beverage Industry
15:30Data Location and Customer Identity
16:32Behavioral Data and Targeting
18:18Geofencing in Different Locations
21:57Geofencing in B2B and Supply Chain
22:55Geofencing for Vacation Rentals and Retreats
24:36Turning Skepticism into Success
26:44The Future of Commerce and AI
27:29Types of Ads and Delivery
28:44Trends in Commerce
33:01Shameless Plug: Barbara Wardell
33:56Shameless Plug: Ernesto Caleri

Summary
Ashley Stanford, the co-founder of Ice Cream Social, discusses the impact of COVID-19 on the event industry and the changing social aspects of events. She emphasizes the importance of social media in event marketing and shares effective strategies for event organizers. Ashley also highlights the significance of partnering with sponsors and leveraging gamification in event marketing. She provides insights on maintaining momentum and engagement, determining event size and goals, and finding and partnering with complementary events.
Takeaways
COVID-19 has significantly impacted the event industry, leading to the need for innovative marketing strategies.Social media plays a crucial role in event marketing, allowing organizers to engage with attendees and create buzz.Partnering with sponsors and leveraging gamification can enhance event marketing efforts.Maintaining momentum and engagement throughout the event cycle is essential for success.Event organizers should carefully consider event size and goals, as well as identify and collaborate with complementary events.Chapters
00:00Introduction and Background
05:26Impact of COVID-19 on the Event Industry
09:02The Changing Social Aspects of Events
11:30The Importance of Social Media in Event Marketing
14:38Effective Event Marketing Strategies
20:33Gamification in Event Marketing
25:11Maintaining Momentum and Engagement
29:01Determining Event Size and Goals
30:36Finding and Partnering with Complementary Events
32:47Shameless Plug

Summary
In this episode, Elena Leonova, SVP of Product at Spryker, discusses the challenges of building e-commerce platforms for sophisticated use cases. She highlights the limitations of one-size-fits-all solutions and shares examples of complex use cases that require a more flexible and extensible platform. Elena also reflects on her experience in product management at Magento and BigCommerce, emphasizing the importance of understanding the needs of partners and customers. She offers insights into the future of product management, including the role of AI and the need for financial savvy. Elena concludes by inviting listeners to connect with her for discussions on platform products and product management.
Takeaways
Building e-commerce platforms for sophisticated use cases requires a flexible and extensible solution that can accommodate complex business models and processes.Understanding the needs of partners and customers is crucial in product management, as it helps tailor the platform to their requirements and ensures success.The role of product managers in the future will involve leveraging AI to automate tedious tasks while focusing on innovation and differentiation that AI cannot achieve.Effective communication, both internally and with clients, is essential for successful product management, as it ensures alignment and understanding of goals and requirements.Chapters
00:00Introduction and Passion for Product Management
01:09Jokes and Light-hearted Conversation
03:21Spryker's Focus on Sophisticated Use Cases
06:38Evolution of Product Management Experience
08:31Differences in Product Management at BigCommerce
10:54Data Collection and Privacy in Product Management
12:49Differences in Product Management at Spryker
24:05Importance of Communication in Product Management
28:29Outlook for Product Management in 2024

Summary
In this episode of Talk Commerce, Brent Peterson interviews Casey Drake, the VP of Sales at Endear, about the importance of SalesChat in retail. They discuss how SalesChat, a live chat widget on a website, can connect customers with sales associates in real-time, creating personalized shopping experiences. Casey emphasizes the value of having store associates engage with customers online, as it leads to more conversions and builds stronger relationships. They also touch on the challenges of attribution and the need for brands to trust their associates digitally. Casey shares a success story with Untuckit, a brand that transitioned from Hero to Endear's SalesChat and saw positive results. Overall, SalesChat is seen as a complementary tool that enhances the clienteling experience and improves sales in both physical and online retail.
Check out Sale Chat here Insight 1: SalesChat Bridges the Gap Between Online and In-Store Experiences
Insight 2: Store Associates are the Key to Success
Insight 3: SalesChat Drives Conversions and Fosters Long-Lasting Relationships
Keywords
saleschat, retail, customer engagement, personalized shopping experiences, store associates, online sales, attribution, clienteling
Takeaways
SalesChat is a live chat widget on a website that connects customers with sales associates in real-time.Engaging store associates in online sales leads to more conversions and builds stronger customer relationships.Brands need to trust their associates digitally and provide them with opportunities for attribution in online sales.SalesChat is a complementary tool that enhances the clienteling experience and improves sales in both physical and online retail.Titles
SalesChat: The Complementary Tool for Clienteling and Online SalesBuilding Stronger Relationships and Driving Conversions with SalesChatSound Bites
"SalesChat is another contact method for your store that adds to the existing bundle of contact methods.""The goal of support is that you don't need anything else from me. The goal of sales is to keep going back to you and getting what I can out of that well.""SalesChat is just another avenue for salespeople and merchants to get involved with clienteling."Chapters
00:00Introduction and Passion for Routines
08:47The Benefits of SalesChat for Retail Stores
15:48SalesChat as a Contact Method for Retailers
26:54How to Get Started with SalesChat

Summary
Wilson Griffin, CEO and founder of Recurate, discusses the importance of embracing the secondhand economy and circularity in the fashion industry. Recurate helps brands manage their own resale programs, extending the life cycle of products and reducing the environmental footprint. By participating in the resale economy, brands can benefit from the second, third, and fourth sales of their products. Recurate offers a modular approach to resale, allowing brands to choose different channels, such as peer-to-peer resale, take-back repair, or selling e-commerce returns. The integration of new and used items in the buyer experience creates a seamless shopping experience for customers.
Keywords
resale, circularity, fashion industry, environmental footprint, secondhand economy, peer-to-peer resale, take-back repair, e-commerce returns, buyer experience
Takeaways
Brands can benefit from embracing the secondhand economy and circularity by extending the life cycle of their products and reducing the environmental footprint.Recurate offers a modular approach to resale, allowing brands to choose different channels, such as peer-to-peer resale, take-back repair, or selling e-commerce returns.The integration of new and used items in the buyer experience creates a seamless shopping experience for customers.Resale can be a marketing tool for brands to reach out to existing customers and reactivate lapse customers, fostering loyalty and increasing lifetime value.Titles
Embracing the Secondhand Economy and Circularity in the Fashion IndustryRecurate: Helping Brands Manage Resale Programs and Reduce Environmental FootprintSound Bites
"Ooh, I'm biased here, but definitely resellable.""We've created a really easy tool where based on that product, we can actually reach out to the customers who have already bought it and say, Hey, you know, we know you bought this jacket. Uh, people love it. We hope you love it and you're wearing it every day, but just so you know.""On the brand's primary website, um, you can actually shop new items and used items next to each other."Chapters
00:00Introduction and Background
04:01The Problem of Resale
10:39The Life Cycle of a Garment
10:56Resale OS 2.0
16:01Expanding to Non-Branded Options
17:02Modular Approach to Resale
21:58Frank and Eileen's Re-Loved
25:17Concierge Listing Service
28:08Marketing Opportunities and Sustainability
31:09Moving the Needle on Sustainability
33:37Shameless Plug

Summary
In this conversation, Brent Peterson interviews Brian Gerstner, the CEO of White Label IQ, a company that provides specialized digital talent to marketing agencies. They discuss the value of strategic partnerships and how White Label IQ offers specific roles that agencies may not be able to afford to hire full-time. They also talk about the role of AI in the marketing industry and how it can help agencies move faster and iterate quickly, but humans are still essential for decision-making and providing a personal touch. The conversation concludes with Brian plugging White Label IQ and emphasizing their commitment to being true partners to their clients.

Keywords
strategic partnerships, digital talent, marketing agencies, specialized services, AI, decision-making, personal touch
Takeaways
Strategic partnerships are important for mitigating risks and providing higher quality services.White Label IQ offers specialized digital talent to marketing agencies, allowing them to scale without adding fixed costs.AI can help agencies move faster and iterate quickly, but humans are still essential for decision-making and providing a personal touch.Collecting first-party data is crucial for nurturing relationships and growing your audience.White Label IQ is committed to being true partners and delivering high-quality work.
Sound Bites
"Strategic partnerships are critical to mitigate risk for a business.""White Label IQ allows agencies to flex and bring in specialized skills when needed.""AI is going to beat the mediocrity out of all of us."