Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking.
In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business.
Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is important for the growth of your eCommerce business. We will discuss a variety of industry tools and methods, such as search engine optimization, social media, conversion rate optimization, customer loyalty, referral marketing, and more.
Join me, Will Laurenson of Customers Who Click, as we fight to keep your customers clicking!
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Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking.
In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business.
Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is important for the growth of your eCommerce business. We will discuss a variety of industry tools and methods, such as search engine optimization, social media, conversion rate optimization, customer loyalty, referral marketing, and more.
Join me, Will Laurenson of Customers Who Click, as we fight to keep your customers clicking!
Will speaks with Chris Kneeland, co-founder of Cult Collective and fractional CMO for Spikeball, about why most brands have lost sight of what matters — the people they serve. Chris explains why marketers should stop buying impressions and start making them, how to identify and engage true brand fanatics, and why Spikeball focuses on impact over profit. From balancing community with commerce to becoming part of pop culture, this episode explores how enduring brands build relevance, not just revenue, and why longevity — not virality — is the ultimate marker of success.
Will Laurenson talks with John Roman, CEO of BattlBox, about live shopping’s explosive rise and how brands can use it profitably. John shares insights from running BattlBox’s live shopping channel—now their second-largest within six months—and breaks down why Whatnot outperforms TikTok Shop. He discusses AOVs, customer behaviour, AI’s impact on commerce, and how to balance growth across DTC, marketplaces, and subscriptions. A grounded, insightful conversation about building profitable channels, adapting to changing buyer behaviour, and testing new models without losing focus on what makes your brand valuable.
Will Laurenson chats with Alex McEachern, Head of Marketing at IntelliGems, about why CRO has lost its edge and how brands can go beyond the page to test what truly matters—profit. They explore testing shipping prices, thresholds, and pricing strategies, the concept of profit per visit, and the importance of hypothesis-driven experimentation. Alex shares the “three E’s” framework and real examples of testing business decisions before committing resources. A sharp, practical conversation on turning testing into a decision-making superpower rather than a box-ticking exercise.
Will Laurenson talks with Allegra Contatore, Head of European Communications at Sunday Riley, about how clean beauty brands balance fast-moving trends with consistent brand messaging. Allegra shares why tailoring influencer campaigns by product, market, and influencer is essential, and explains how Sunday Riley’s B Corp values shape their strategy. She highlights how Gen Z and male consumers are reshaping skincare habits, the importance of product efficacy in building loyalty, and the challenges of adapting communication across diverse European markets. A behind-the-scenes look at influencer strategy, sustainability messaging, and growth in the competitive skincare space.
Will Laurenson speaks with Isaac Lewin, Director of Sales at Country Life Natural Foods, about building a bulk-organic brand in today’s competitive market. Isaac shares how Country Life Plus, their new membership programme, has boosted purchase frequency—particularly on their mobile app where members buy 5x per year. He opens up about churn challenges, paid ad inefficiencies, and the need to focus on hero products like vegan parmesan. The discussion also dives into the role of AI tools in growth and why the third or fourth purchase is the true indicator of long-term customer loyalty.
Will Laurenson sits down with Sarah Vilenskiy, founder of Blossom Essentials, to discuss the realities of building an indie skincare brand. Sarah shares how Blossom scaled to 7 figures through Meta ads before platform restrictions forced a pivot to retail. She explains the challenges of standing out on crowded shelves, competing with conglomerates, and managing costly brand awareness campaigns. The conversation also dives into retention wins through direct mail, QVC opportunities, and surviving tariffs with bold inventory bets. A candid look at the struggles and strategies behind growing a skincare brand today.
Laura Cunniffe joins Will to unpack how DrinkWell is building a new category of better for you alcoholic drinks, without being allowed to say “better for you.” She shares how they navigate strict regulations, scale without deep discounts, and increase lifetime value through subscriptions and annual delivery passes. Laura explains how they're repositioning their wine brand Traces through new packaging, and how a £14.99 sample pack drives high ROAS and AOV. From community driven product decisions to the limits of alcohol advertising, this episode offers a masterclass in creative problem solving for growth under constraint.
Gareth Johnson returns to share how Overclockers UK is rethinking customer experience and retention. He explains how they help customers avoid costly mistakes, why education matters more than discounts, and how their forums and Discord keep people coming back. Gareth breaks down their Black Friday strategy, future loyalty plans, and why Haribo might just be the secret to 5-star reviews. He also shares how licensing deals are helping them blend physical and digital experiences. If you sell complex or high-AOV products, this episode is full of actionable insights — straight from a brand that’s thriving in a tough market.
John Horn, CEO of Stub Group, joins Will to unpack how AI is reshaping paid search. From ChatGPT referrals to Performance Max strategy, John shares what’s working — and what’s wasting ad spend. He explains why first-party data is gold, how to segment branded traffic properly, and when to use manual bidding to reduce CPCs. They also explore competitor targeting, attribution challenges, and why brands running resale models may be the winners of Q4. If you’re relying on Google Ads this Black Friday, you need this episode.
Emma Holmes, eCommerce Lead at Mous, joins Will Laurenson to share how the brand built viral momentum and operational resilience. From iPhone launches to luggage pre-orders, Emma walks through how they manage category complexity while simplifying customer journeys. She explains why they test Black Friday campaigns in June, how they use post-purchase upsells to drive units per order, and how pre-orders are baked into their growth strategy. With candid stories of customer loyalty, product mishaps, and viral ads, this episode reveals how Mous stays agile in a competitive market.
Jimmy Charnock, Head of Community at Represent, joins Will Laurenson to talk about how one of the UK’s top streetwear brands created a thriving community—without ever trying to force it. From in-person events and surprise gifts to community-led WhatsApp groups, Jimmy shares how Represent stays close to its fans. Hear how he manages brutal feedback, scales meaningful experiences, and avoids the biggest mistakes brands make with “community.” If you care about brand loyalty, customer experience, or how fashion brands build diehard audiences, this one’s unmissable.
Izzy Rosenzweig, CEO of Portless, joins Will Laurenson to share how the “direct supply chain” model is reshaping e-commerce. Drawing from his own experience running a $100M brand, Izzy explains how storing inventory near factories slashes lead times, boosts cash flow, and enables rapid product testing. They discuss the benefits for pre-orders, small-batch production, and avoiding costly sellouts, as well as tax advantages in the US, UK, and EU. The conversation also covers AI-driven product development, the dangers of revenue-based financing, and why agility is now a brand’s greatest competitive weapon.
Bruno Campos, CMO at SelectBlinds, joins Will Laurenson to discuss the intersection of branding, performance marketing, and product innovation in a transforming DTC business. Bruno shares insights on platform migration, increasing LTV through trust and ease, and how no-drill blinds are opening up new audiences. They also explore how macroeconomic shifts like rising mortgage rates are reshaping consumer behaviour. With collaborations across fashion and media, and a strong emphasis on unified marketing strategy, Bruno delivers practical, global perspectives on modern brand building.
Ranu Coleman, Head of Marketing at PatPat, joins Will Laurenson to discuss building a family-first brand in the crowded kids and family apparel space. She shares how PatPat uses seasonal storytelling, user-generated content, and licensed partnerships to connect emotionally with customers. The episode covers the shift to content-driven DTC marketing, how AI tools guide influencer and product decisions, and why curated collections matter in a fast-paced market. Ranu also reveals key wins, including TikTok Shop growth and wholesale expansion into Target, Walmart, and Amazon. Packed with insights on brand cohesion, data-driven strategy, and creating lasting traditions, this is a must-listen for marketers.
Hamish McKay, CEO and co-founder of OrderEditing.com, joins Will Laurenson to share how a simple frustration in customer service sparked a Shopify app now used by 500+ brands. Hamish reveals how brands like O’Polly reduced returns by 15% and slashed ticket volumes by 98% while making £7 per order edit. They discuss the evolving role of customer service, AI's impact on shopping behaviours, and why brands ignoring post-purchase experiences risk falling behind. If you want to rethink how small tweaks can drive major operational and revenue wins, this episode is a must-listen.
Laura Hanlon, co-founder of &Allies, joins Will Laurenson to break down what’s actually working in performance marketing right now. They dive into creative strategy on Meta, the myth of “more creative = better”, and why testing ad-to-page alignment is crucial. Laura shares how one client halved CPA by going all-in on a single hero product and reveals what brands should be doing right now to prep for Black Friday. Will adds conversion tips from the CRO front lines—from upsell tactics to three-tier AOV strategies. If you're running ads or managing CRO, this is a must-listen episode.
Connor Whelan, Head of Marketing at One Good Thing, joins Will Laurenson to talk about launching a product with no wrapper, no waste, and no comparison. They dive into the challenge of introducing a beeswax-coated oat bar to cyclists and runners, the strategy behind community immersion, and why momentum matters in more ways than one. Connor also shares insights on AI personalisation, scaling subscriptions, and making events work harder. Whether you’re into fitness, marketing, or both, this episode is packed with smart thinking and honest reflection on what it takes to bring a radical new product to market.
Jack McNamara, co-founder of Tru, shares the raw truths behind scaling a functional beverage brand. In this conversation with Will Laurenson, Jack explains how a decade of product pivots, AI experimentation, and financial recalibration has reshaped the company. From early taste failures to 280% growth on Amazon—and the painful lessons behind that number—this episode dives into what it really takes to build a sustainable wellness brand. Jack also shares thoughts on retail expansion, the pitfalls of overfunded launches, and where Tru sees its next big opportunity. If you’re building in CPG or wellness, this one’s packed with insight.
Joe Fletcher from OmniCommerce joins Will Laurenson to unpack the realities of customer data, unit economics, and discounting in fast-growth eCommerce. They discuss why most brands misuse discounts, how to improve first-order performance, and the dangers of shiny-object syndrome in tech. Joe shares his experience working with subscription and hybrid businesses, the power of cross-team insights, and why breaking down internal silos is key to scaling profitably. If you’re working on lifetime value, retention, or smarter discounting strategies, this episode is packed with practical takeaways.
Giulio Beltramo, Head of Marketing at One Retail Group, joins Will Laurenson to discuss the fast-paced world of performance marketing, brand building, and seasonal product strategy. From weather-driven surges to diversifying creative formats, Giulio shares how his team balances profit-first decisions with long-term equity plays. Learn how they sold out of Amazon’s #2 top product, why community affiliates now drive 30% of revenue, and how UGC is redefining demand. If you’re growing a multi-brand operation or battling seasonality, this episode delivers sharp insights and candid strategy.
Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking.
In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business.
Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is important for the growth of your eCommerce business. We will discuss a variety of industry tools and methods, such as search engine optimization, social media, conversion rate optimization, customer loyalty, referral marketing, and more.
Join me, Will Laurenson of Customers Who Click, as we fight to keep your customers clicking!
