In this episode of Retention Chronicles, host Mariah Parsons chats with Cheryl Kim, Head of Business Development at Hoxy, a fast-growing Korean-inspired seasoning brand making waves in both online and offline retail. Cheryl shares how Hoxy was born from a decade of importing Korean dry goods and a vision to make authentic Korean flavors accessible and irresistible to American consumers.
They dive into the brand’s bold packaging strategy, its Gen Z-friendly aesthetic, and how intentional design decisions—from resealable pouches to shelf-ready displays—set Hoxy apart. Cheryl also walks through the company’s growth journey, from landing on the shelves of HomeGoods, World Market, and soon Walmart, to building traction through Amazon Vine, influencer seedings, and TikTok Shop.
Whether you’re a CPG founder, marketer, or flavor enthusiast, this conversation offers rich insights into how to turn cultural inspiration into mainstream success, one savory packet at a time.
In this solo ShopTalk fall recap, Mariah breaks down the two themes that ruled the floor: AI everywhere and an uncompromising focus on customer experience. From post-purchase retention wins to why real-time analytics actually means to-the-second data, she shares five deeper takeaways you can put to work now. Hear what Wayfair revealed about promo-driven traffic vs. non-promo sales, why the U.S. Polo Assn. is leaning into live-streaming marketplaces, Hydrow’s candid take on “pivots,” and Gary Vaynerchuk’s advice to double down on high-view creative. Mariah also spotlights standout activations and partners from the show, plus brand goodies and tools she’s excited to try next.
Highlights:
AI as the headline act, with practical CX use cases across retail and DTC
Post-purchase retention matters because it grows revenue without extra CAC
Real-time means real-time: inventory and marketing decisions need second-level data
Live selling is rising; learn it before your competitors do
UGC > brand hype: let customers sell the story for you
Shoutouts include Wayfair, U.S. Polo Assn., Hydrow, Shopify, Attentive, Smile.io, Ampee, Insider, Tightly, Purple Dot, Dotdigital, and more, plus ShopTalk’s immersive on-site experiences that made networking actually fun.
In this special solo episode of Retention Chronicles, your host gets cozy on the couch to share some exciting updates. After a brief podcast pause, the show is back with a fresh direction, more solo episodes, and a big personal milestone: the launch of Haven Nova Swim, a revolutionary swimwear brand featuring a swimsuit you can wear 96 different ways! 🤯
Tune in to hear:
Why the show is shifting formats (hello, bite-sized solo episodes!)
The inspiration behind the new brand and how it reimagines versatility in swimwear
How you, the listener, can shape future episodes or even be a guest!
A peek behind the scenes of balancing full-time work, a podcast, and a brand launch
This episode is all about reconnecting, reshaping, and setting the stage for what’s next. Whether you’re a longtime listener or new to the pod, you’ll want to hear what’s coming!
Mariah Parsons hosts Jen Brodwick, co-founder of Brixy, a sustainable personal care brand. Jen discusses Brixy's transition from B2B to D2C, leveraging retail and events for customer acquisition. They focus on Instagram for retailer engagement and plan to explore TikTok for D2C growth. Brixy's new magnesium-enriched deodorant is expected to be a top seller. Retention strategies include better segmentation, exclusive bundles, and founder content on TikTok. They also plan to leverage UGC and influencer marketing. Jen emphasizes the importance of intentional customer experience and data-driven decisions, supported by a strong network of advisors and founder groups.
Episode Timestamps:
Transition from B2B to B2C Marketing 4:25
Jen discusses the ease of translating B2B skills to B2C in the health and natural retail world.
She highlights the learning curve of D2C marketing but feels confident due to her tech background.
Jen emphasizes the importance of user-friendly tools like Shopify, Smile.io, and Shogun in managing and building their website.
She mentions the ever-evolving nature of marketing tools and the need to stay updated with new apps and features.
Product Launch and Market Strategy 8:44
Jen provides details about Brixy's product line, including shampoo, conditioner, and body wash bars, and their successful launch at Expo West.
She introduces their new magnesium-enriched deodorant, expected to be a top seller due to its familiar application and benefits.
Jen explains the educational aspect of promoting shampoo bars and the ease of using deodorant compared to shampoo.
She shares her personal experience with shampoo bars and the efficacy of the category overall.
Customer Acquisition and Event Strategy 10:51
Jen outlines Brixy's approach to customer acquisition, focusing on retail and in-person events like Expo West and table tops at distributors.
She mentions their use of Instagram for retailer engagement and their plans to explore TikTok for D2C growth.
Jen discusses the importance of being visible on social media channels where their target audience is active.
She highlights the success of their consumer events in local communities and the potential of events like Magic for boutique buyers.
Retention Strategies and Segmentation 23:14
Jen explains Brixy's basic retention strategies, including email and SMS remarketing through Klaviyo.
She emphasizes the need for better segmentation of customer lists to improve retention efforts.
Jen mentions plans to offer exclusive bundles and founder content on TikTok to build community and brand loyalty.
She discusses the importance of providing value at every step of the customer journey, from initial engagement to post-purchase communication.
Leveraging UGC and Influencer Marketing 25:48
Jen shares Brixy's experience with using an agency for sourcing UGC and the challenges faced.
She highlights the benefits of working with creators who are genuinely interested in the brand and not just looking for payment.
Jen plans to leverage TikTok's affiliate back end to find and manage creators directly, aiming to scale their UGC efforts without an agency.
She discusses the potential of founder stories and personal accounts to enhance brand authenticity and engagement.
Customer Experience and Data-Driven Decisions 32:11
Jen emphasizes the importance of providing value at every step of the customer journey, from answering questions on product pages to streamlining the checkout process.
She highlights the need for intentional customer experience, ensuring every interaction adds value and builds trust.
Jen shares Brixy's 30% customer retention rate and the importance of relevant messaging to keep customers engaged.
She discusses the balance between data-driven decisions and trusting her gut feeling in business decisions.
Mariah Parsons hosts the "Retention Chronicles" podcast, sponsored by Malomo, a shipping update platform praised by Alicia, founder of Midstoppers. Guest Kate Kasch discusses her career in the food industry, from Wrigley to Mars Inc, and her transition to scaling brands like Good Pop and Muddy Bites. Kate highlights the challenges of translating consumer interest into retail distribution, emphasizing the importance of social media presence and retailer relationships. She shares a successful campaign by Good Pop, the "Good Pop Hotline," and discusses the significance of authenticity and consumer engagement in retention strategies.
Episode Timestamps:
Kate's Career Journey 3:22
Kate shares her 20-year career in the food space, starting from her first job out of college with Wrigley.
She describes her experience working for Mars Inc, including roles in logistics, sales, analytics, and marketing.
Kate talks about her midlife career change, leaving Mars Inc to join a small, scaling brand, Good Pop.
She highlights her role in scaling Good Pop and the challenges of competing with established brands.
Introduction to Muddy Bites 7:06
Kate explains her recent move to Muddy Bites, a brand focused on bringing fun and joy back to snacking and cookies.
She describes Muddy Bites as a 3D cookie inspired by the best part of an ice cream cone.
Kate shares the brand's history and the founders' vision of creating a unique, shelf-stable cookie.
Mariah expresses her excitement about trying Muddy Bites and shares her personal experience with the product.
Challenges of Scaling a Brand 9:48
Kate discusses the differences between working at a large global brand and a small emerging brand.
She highlights the challenges of translating consumer interest into retail shelf space.
Kate shares the story of Muddy Bites' Kickstarter launch and the difficulty of securing retail distribution.
She emphasizes the importance of building consumer demand and marketing efforts to prove the brand's value to retailers.
Retail Distribution and Consumer Acquisition 12:52
Mariah and Kate discuss the challenges of acquiring retail distribution and the role of social media in consumer acquisition.
Kate shares examples of successful campaigns, including Good Pop's "Good Pop Hotline" and Disney's emotional advertising.
They talk about the importance of virality and social media presence in attracting retail buyers.
Kate explains the need for a strong social media presence to create brand love and drive retail sales.
Retention Strategies for DTC and Retail 25:53
Kate outlines the tactics for retaining consumers in DTC and retail channels.
She emphasizes the importance of timely reminders, reviews, and discounts in DTC retention.
Kate discusses the role of in-store promotions, shelf availability, and retailer relationships in retail retention.
She highlights the need for a captive audience and effective communication with retailers to drive sales.
Authenticity and Consumer Connection 30:11
Kate and Mariah discuss the importance of authenticity and emotional connection in branding.
Kate shares examples of how large brands leverage their history and family roots to create authenticity.
They talk about the role of founder stories and consumer involvement in building brand loyalty.
Kate emphasizes the need for small brands to create a sense of community and ownership among their consumers.
Conclusion and Future Collaboration 35:03
Mariah thanks Kate for sharing her insights and experiences on the podcast.
They discuss the potential for future collaborations and additional episodes.
Mariah encourages listeners to subscribe, follow the podcast on social media, and suggest future guests.
The episode concludes with a shout-out to the podcast sponsor, Malomo, and its benefits for Shopify brands.
Mariah Parsons, host of the Retention Chronicles podcast, discusses insights from the 2025 Sweets and Snacks Expo in Indianapolis, highlighting key trends and brand innovations. The Expo featured over 1,000 exhibitors, including 300 newcomers, and attracted 14,500 attendees from 85+ countries. Key trends included nostalgia-driven updates by legacy brands like Hershey and Mars, health-forward snacks with high protein options, multi-sensory experiences with unique textures, and numerous brand collaborations. Notable brands mentioned include Belles Gourmet Popcorn, Nomad Snacks, and David Dobrik's brand. The next Expo will be held in Las Vegas.
Mariah Parsons hosts the "Retention Chronicles" podcast, sponsored by Malomo, which helps brands enhance post-purchase experiences through branded order tracking. She discusses with Desiree Rabuse, founder of Style Fox, the importance of customer retention and acquisition strategies. Desiree emphasizes the value of being curious and innovative, maintaining personal connections with customers, and leveraging trade shows for brand discovery. She also highlights the significance of sustainable practices, such as using vegan ingredients and recyclable packaging, and the effectiveness of personalized customer service and tech integrations like HubSpot and Endless for influencer outreach.
Episode Timestamps:
Style Fox's Purpose-Driven Brand 5:04
Desiree explains the purpose behind Style Fox, focusing on content that helps women's lives and moving away from celebrity noise.
She highlights the brand's commitment to eco-conscious practices, using vegan ingredients, recyclable packaging, and donating to carbon-neutral companies.
Desiree shares her efforts to grow pollinator gardens and the launch of the Flowers for the Planet skincare line, which benefits pollinators.
She discusses the importance of differentiating the brand through unique products and sustainable practices, attracting customers who value these aspects.
Customer Acquisition Strategies 9:09
Desiree emphasizes the importance of being curious and staying ahead of trends to find and retain customers.
She shares her success with innovative products like the powder face masks and the NAD+ resveratrol skin booster, which have gained significant customer interest.
Desiree advises focusing on trade shows, especially those with one-on-one meeting formats, to discover new customers and build relationships.
She suggests starting with local boutiques and growing gradually, rather than aiming for immediate expansion into big box stores like Target.
Effective Trade Show Participation 28:41
Desiree discusses her approach to trade shows, including attending events like Shop Talk and New York Now for discovery and networking.
She highlights the benefits of one-on-one meetings at trade shows, where mutual interest in meeting each other creates valuable connections.
Desiree shares her strategy of walking the floor with samples in transparent bags to attract attention and start conversations.
She emphasizes the importance of business cards with QR codes for easy access to catalogs and social media, making them memorable and effective.
Customer Retention and Personal Engagement 28:54
Desiree stresses the importance of personal engagement with customers, responding to feedback and building loyalty through direct interactions.
She shares examples of how she personally manages social media and customer service, creating a personal connection with her brand.
Desiree discusses the use of AI for automated emailing and text messaging, but insists on staying involved in the brand's interactions.
She mentions the use of gamified advertising and loyalty programs to enhance customer retention and engagement.
Balancing Founder Involvement and Technology 29:06
Desiree talks about the importance of balancing founder involvement with the use of technology to manage tasks efficiently.
She focuses most of her time on product development and the creative side of the brand, while outsourcing customer service and automated messaging.
Desiree highlights the benefits of using platforms like HubSpot and Endless for influencer programs and automating messaging.
She emphasizes the value of in-person meetings at trade shows for discovering and building relationships with tech companies and partners.
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 2:39
Mariah 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 22:49
Mickey 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 23:04
Mariah 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 27:37
Mickey 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 33:11
Mariah 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 0:00
Mariah 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 2:53
Mariah 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 4:10
Larry 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 19:28
Larry 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 22:47
Mariah 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 27:26
Mariah 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 matters
03:00 – 05:30 → Gloria’s unconventional path to PR & why small brands can win
05:30 – 11:40 → The power of PR: SEO, credibility, and the CPR pitch formula
11:40 – 16:00 → Personalization, pitching journalists, and building relationships
16:00 – 20:00 → Follow-up strategies, seasonal pitching, and time-saving tips
20:00 – 23:00 → Maximizing ROI: tracking, repurposing, and compounding value
23:00 – 25:30 → How PR builds retention and beats influencer marketing
25:30 – 28:30 → Favorite tools: Substack, Source of Sources, and Gloria’s free masterclass
28:30 – End → Where to find Gloria’s resources & final takeaways
Resources:
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 0:00
Mariah 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 1:23
Colin 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 2:56
Colin 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 7:28
Colin 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 10:30
Colin 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 14:57
Colin 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 2:41
Mariah 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 5:20
Andy 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 11:41
Mariah 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 25:24
Andy 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 25:51
Mariah 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 1:52
Paige 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 2:09
Mariah 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 2:26
Paige 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 2:38
Paige 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 32:59
Paige 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 33:11
Paige 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 Monocle
Mariah 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 Adoption
Mariah 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 Personalization
Mark 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 Incentives
Mark 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 Branding
Mark 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 Predictions
Mark 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 Tree
Jesse 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 Barriers
Mariah 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 3PL
Mariah 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 Changes
Mariah 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 Changes
Mariah 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 Retail
Doug 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-commerce
Mariah 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 Strategy
Doug 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 Relationships
Doug 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-commerce
Mariah 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 Founders
Doug 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 Bagphic
Taylor 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 Sourcing
Taylor 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 Bagphic
Mariah 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 Media
Taylor 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 Experience
Taylor 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 Plans
Taylor 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.
Episode 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.
