eCom Pulse - Your Heartbeat to the World of E-commerce‪.‬ Eitan Koter

https://youtu.be/Mu-YplRJlcA
It is my pleasure to welcome you to the latest episode of the eCom Pulse podcast!
Let me introduce our guest, Betsy Mello, Senior Vice President of E-commerce at Durel Home, a leading furniture manufacturer in North America. With over 20 years of experience in the retail industry, Betsy shares her extensive knowledge and insights, drawing from her work with iconic brands like Gap Inc., Old Navy, Levi's, and now Durel Home.
Betsy shares with us the evolution of the furniture industry, particularly the significant shift towards e-commerce accelerated by the COVID-19 pandemic. We explore the challenges and opportunities in the market, emphasizing the importance of innovation, supply chain optimization, and maintaining profitability.
Betsy also highlights the role of storytelling and brand building in creating a cohesive omnichannel strategy and the impact of AI on the future of retail and e-commerce.
Whether you're an industry veteran or new to the world of e-commerce, this episode offers best practices and insights into the current trends and future directions of the retail and furniture markets.
You're welcome to sit back, relax, and listen to my conversation with Betsy Mello.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Betsy Mello, Senior Vice President of E-commerce at Durel Home
LinkedIn: https://www.linkedin.com/in/betsymello/
Dorel Home: https://www.dorelhome.com/
Takeaways:
Storytelling is crucial in brand building and engaging consumers.Innovation and newness are important in the furniture industry to meet consumer demands.Optimizing supply chain and warehouse operations is essential for cost reduction and efficiency.Partnerships with retailers are key to success in e-commerce.The future of work in the industry will require adaptability and agility.AI presents opportunities for improving the consumer experience and optimizing business processes.
Chapters:
00:00 Introduction and Background
02:20 The Furniture Industry and the Impact of COVID-19
04:47 Betsy's Role and Key Performance Indicators
06:00 B2B and B2C Initiatives
08:00 Profitability and Promoting Products
09:13 Brand Building and Storytelling
11:27 Omnichannel Strategy and Offline vs. Online
14:23 Retention vs. Acquisition
21:06 Product Development and Innovation
24:26 The Future of Work and Staffing in the Industry
26:57 The Next Big Thing in the Industry
28:53 Tips for Professionals in the Industry
31:19 Fun Fact and Closing

https://youtu.be/qklxt9XNYFk
Today I speak with Brandon Rael, an experienced retail and e-commerce professional and a RETHINK Retail Top Expert, about the role of a trusted advisor in digital transformation. Brandon emphasizes the importance of understanding the root cause of challenges and prioritizing transformation initiatives.
We discuss the need for agility and customer-centricity in today's market and explores the motivations for transformation, such as profitability, cost containment, agility, and becoming more customer-centric.
Brandon also discusses the challenges of multi-channel strategies and the opportunities in supply chain regionalization, social commerce, physical stores, and retail media networks.
Brandon shares tips for enhancing company resiliency and advises e-commerce leaders to seek external help to drive transformation. He concludes by discussing his excitement about his new role at Kyndryl and his passion for continuous learning and embracing change.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Brandon Rael, Strategy & Operations Leader at Kyndryl
LinkedIn: https://www.linkedin.com/in/brandonrael/
Takeaways:
Understanding the root cause of challenges and prioritizing transformation initiatives is crucial in digital transformation.Agility and customer-centricity are key in today's market.Motivations for transformation include profitability, cost containment, agility, and becoming more customer-centric.Multi-channel strategies present challenges but also opportunities for brands and retailers.Enhancing company resiliency requires self-disruption and continuous adaptation.E-commerce leaders should consider seeking external help to drive transformation.Supply chain regionalization, social commerce, physical stores, and retail media networks are emerging trends and opportunities in the industry.
Chapters:
00:00 Introduction and Background
03:02 Becoming a Trusted Advisor in Digital Transformation
10:00 The Importance of Agility and Customer-Centricity
14:33 Motivations for Transformation: Profitability, Cost Containment, and Customer-Centricity
23:22 Enhancing Company Resiliency through Self-Disruption
26:03 The Role of External Help in Driving Transformation
28:40 Emerging Trends and Opportunities: Supply Chain Regionalization, Social Commerce, Physical Stores, and Retail Media Networks
31:27 Conclusion and Fun Fact

https://youtu.be/aKlR5SvJOTQ
Hello listeners and welcome to today's episode of our eCom Pulse podcast! I'm thrilled to have Katy Katz, a digital marketing expert with nearly 20 years of experience, joining us. Katy heads Digital Marketing & E-Commerce at Basic Fun!, a company known for its beloved toy brands like Care Bears, Tonka, and Littlest Pet Shop.
In this episode, Katy shares her journey from starting in Facebook marketing for an art gallery to becoming a leader in the e-commerce and digital marketing space. She discusses the challenges and opportunities of marketing in the toy industry, the evolution of digital marketing strategies, and the importance of data-driven decision-making.
You'll hear about the critical role of combining organic and paid strategies on platforms like Amazon, the power of influencer marketing, and how to maintain a cohesive brand presence across multiple channels. Katy also offers insights into creating engaging customer experiences, the significance of internal marketing, and the necessity of continuous learning and adaptation in the fast-paced world of digital marketing.
Whether you're a seasoned marketer or just starting, this episode is packed with valuable takeaways that you won't want to miss. Let's dive in!
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Katy Katz, Head of Digital Marketing & E-Commerce at Basic Fun!
LinkedIn: https://www.linkedin.com/in/katykatztx/
Basic Fun! - http://www.basicfun.com
Takeaways:
Data-driven decision-making is crucial in digital marketing, especially in the e-commerce space.Influencers play a significant role in spreading brand messages and building trust with consumers.Attribution can be challenging, but tools like ChannelSight can help track campaign performance.Continuous learning and networking within the industry are essential for marketers to stay up-to-date and find joy in their work.Multi-channel marketing strategies are necessary to reach and engage consumers in a rapidly changing digital landscape.
Chapters:
00:00 Introduction and Background
02:20 The Excitement of Marketing and Passion for the Toy Industry
04:13 The Changing Landscape of Marketing and the Barrier to Entry
05:35 Marketing Activities on Amazon
06:39 The Relationship Between Organic and Paid Marketing on Amazon
09:15 The Importance of Inbound Marketing for Paid Media Success
11:00 Marketing to Kids and the Role of Influencers
12:07 Managing Partnerships with Amazon and Other Retailers
15:06 Creating Unique Brand Storefronts and Customized Landing Pages
16:21 Managing Multi-Channel Activities and Decision-Making
21:46 The Role of the CMO in E-commerce
23:32 Tips for Digital Marketing Leaders
31:59 Fun Fact and Conclusion

https://youtu.be/TWi9F7KbdNw
Will Laurenson, the founder of Customs Who Click, discusses the importance of conversion rate optimization (CRO) in e-commerce. He explains that CRO involves customer research, problem-solving, and optimizing the website to improve advertising efficiency, conversion rates, and customer satisfaction.
Brands typically reach out to CRO agencies either because they have a problem on their website or because they want to scale and improve their performance.
Laurenson introduces the UAM method (usability, anxiety, motivation) that his agency uses to analyze and suggest areas for improvement. He emphasizes the significance of usability, search functionality, and clear navigation in enhancing the user experience.
In our chat, Will discusses the importance of reducing anxiety and building trust in the e-commerce customer journey. He emphasizes the need to make search more obvious and to provide reassurance, reputation, and reliability to customers.
We've also discussed the importance of highlighting both the benefits and features of a product, as well as the challenges of abandoned carts.
Will provides tips for digital commerce leaders, including the importance of speaking to customers and asking for help.
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Will Laurenson, the founder of Customs Who Click
LinkedIn: https://www.linkedin.com/in/willlaurenson/
Customs Who Click - https://www.customerswhoclick.com/
Takeaways:
Conversion rate optimization (CRO) involves customer research, problem-solving, and optimizing the website to improve advertising efficiency, conversion rates, and customer satisfaction.The UAM method (usability, anxiety, motivation) is used to analyze and suggest areas for improvement in CRO.Usability, search functionality, and clear navigation are key factors in enhancing the user experience and improving conversion rates. Reducing anxiety and building trust are crucial in the e-commerce customer journey.Making search more obvious can improve the user experience.Reassurance, reputation, and reliability are key elements of building trust.Highlighting both the benefits and features of a product is important in convincing customers to make a purchase.Speaking to customers and asking for help are valuable strategies for digital commerce leaders.
Chapters:
00:00 Introduction and Background
02:48 The Importance of Conversion Rate Optimization
06:00 The UAM Method: Analyzing and Improving Conversion Rates
10:02 Enhancing Usability, Search Functionality, and Navigation
23:06 Making Search More Obvious for a Better User Experience
26:08 The 3R Trust Method: Reassurance, Reputation, and Reliability
29:12 Balancing Benefits and Features in Product Messaging
35:30 Addressing the Challenges of Abandoned Carts
37:39 Tips for Digital Commerce Leaders: Speaking to Customers and Asking for Help

https://youtu.be/dRPvxag8N5U
Welcome to today's episode! We have a fantastic guest joining us, Luke Tull, founder and CEO of Dekstech, where he specializes in web design and development for medium and large-sized businesses on Shopify and Shopify Plus.
With a strong emphasis on data-driven strategies, Dekstech helps brands navigate the complexities of the digital marketplace, ensuring their online presence is both effective and efficient.
Luke has become an expert in building and optimizing online stores. He has a deep understanding of the complexities and nuances of the Shopify platform, making him a go-to resource for brands looking to enhance their e-commerce presence. Luke's journey began with experimenting in dropshipping, where he learned valuable lessons about sales and consumer behavior, eventually channeling his knowledge into creating effective and efficient e-commerce solutions for his clients.
This episode covers key topics such as the importance of mobile user experience, the role of technical SEO in boosting website performance, and the significance of understanding consumer psychology. Luke also discusses how Dekstech uses data-driven approaches to improve conversion rates and the surprising trends in desktop vs. mobile purchases.
Finally, Luke emphasizes the importance of human connection in e-commerce and shares a fun fact about the origins of Dekstech name. ou won't want to miss this episode, filled with expert advice and practical tips for anyone interested in e-commerce and digital marketing. Enjoy!
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Luke Tull, founder and CEO of Dekstech
LinkedIn: https://www.linkedin.com/in/luke-tull/
AMZ Advisers - www.dekstech.com
Takeaways:
Understanding consumer psychology is crucial for successful e-commerceData analysis and technical SEO are essential for optimizing conversion ratesMobile user experience should be a focus, but desktop purchases still dominateHuman connection and authenticity are key in marketingSimplifying and improving the basics can have a significant impact on e-commerce success
Chapters:
00:00 Introduction and Fun Fact
02:58 Understanding Consumer Psychology in E-commerce
07:01 Optimizing Conversion Rates with Data and Technical SEO
11:29 The Role of Mobile User Experience in E-commerce
16:36 The Power of Human Connection in Marketing

https://youtu.be/FpiX1c8CBoo
Greetings, listeners! Today we've got Mike Begg on the show, co-founder and CEO of AMZ Advisers, and Go Avance.
Mike is an expert in e-commerce and Amazon marketplace strategies, with a particular focus on expanding brands into the Latin American market. In this episode, Mike shares his fascinating journey from Connecticut to Guadalajara, Mexico, where he built his successful business helping brands thrive on Amazon and Mercado Libre.
I discuss with Mike the unique opportunities and challenges of the Latin American e-commerce landscape, including the importance of localization, the benefits of using local fulfillment networks, and the growing demand for consumer electronics, health, and personal care products.
Mike also highlights the critical role of off-platform marketing and programmatic ads in driving sales, as well as the advantages of partnering with a distributor to navigate complex logistics and legal requirements.
Don't miss this engaging discussion filled with practical advice for brands interested in tapping into Latin America's market!
Website: https://www.vimmi.net
Email us: info@vimmi.net
Podcast website: https://vimmi.net/ecom-pulse-podcast/
Talk to us on Social:
LinkedIn Vimmi: https://il.linkedin.com/company/vimmi
LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
YouTube: https://www.youtube.com/@VimmiCommunications
Guest: Michael Begg, co-founder and CEO of AMZ Advisers, and Go Avance.
LinkedIn: https://www.linkedin.com/in/mbegg/
AMZ Advisers - http://amzadvisers.com/
Takeaways:
Latin America offers a significant opportunity for brands due to low competition and high demand for certain product categories.Brands with a sales volume of $1-5 million are well positioned to expand into the Latin American market.Localization is crucial for success in Latin America, including translating copy and adapting imagery to the local culture.Off-platform marketing, such as affiliate programs and programmatic ads, can be highly effective in reaching Latin American consumers.Understanding local tax regulations and working with a distributor or agency can help navigate the complexities of the Latin American market.Mike Begg shares his personal experience playing lacrosse for the Portuguese national team and fracturing his collarbone in Poland.
Chapters:
00:00 Introduction and Background
04:02 Opportunities in the Latin American E-commerce Market
07:01 Marketing Strategies for Success in Latin America
10:43 Handling Customer Support and Tax Regulations
14:04 Profitable Niches and Ideal Stage for Expansion
16:11 Resources and Budget Allocation for Latin American Expansion
22:42 Legal Considerations and Shipping Logistics
26:55 Ideal Customer Types for Agency and Distribution Services
29:27 Personal Story: Playing Lacrosse for the Portuguese National Team
31:10 Contact Information and Conclusion