The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

Ep. 071: How to Survive Tariffs and Plan For What’s to Come

Luke Peters, CEO and founder at NewAir Appliances and Retail Band, joins this episode of “The Commerce Marketer Podcast” to discuss specific strategies retailers and companies can follow to reduce the burden of tariffs. Luke starts by discussing how the tariffs have impacted NewAIr and their cost of goods (COG), and why simply finding a new supplier isn’t a realistic option (2:00). He explains what to look for in the supply chain to find opportunities for price relief (7:00), and outlines strategies to renegotiate and lower your manufacturing costs and and which parts of your agreement might provide the most leverage (10:30). Luke then shifts gears and dives into freight-specific issues, such as systems, duties and credit terms (18:00). He describes internal systems, processes, and packaging options to look at that can reduce costs and improve efficiency (21:40). He discusses how to approach third-party vendors to decrease costs, and then recalls mistakes made and lessons learned from them (30:30). Finally, Luke shares the most important thing to keep in mind when going into negotiations with your vendors or suppliers (35:30). Don’t forget to rate, review, and subscribe. For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing [https://twitter.com/WhatsGregDoing] LinkedIn: https://www.linkedin.com/in/gregzakowicz [https://www.linkedin.com/in/gregzakowicz] NewAir / Retail Band: Website:  Retail Band: https://www.RetailBand.com/ [https://www.RetailBand.com] NewAir: https://www.NewAir.com/ [https://www.NewAir.com] Luke Peters: https://www.linkedin.com/in/luke--peters/ [”https://www.linkedin.com/in/luke--peters/”] Email: Luke@RetailBand.com Bronto Marketing Platform: LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/ [https://www.linkedin.com/showcase/bronto-marketing-platform] Twitter: https://www.twitter.com/Bronto [https://twitter.com] Website: https://www.bronto.com [https://bronto.com]

Ep. 070: How Walmart Uses Social to Drive Local Store Traffic

Zach Lones, director of social media marketing at Walmart, joins this episode of “The Commerce Marketer Podcast” to discuss how Walmart uses social media and their employees to engage with local communities and increase in-store traffic. Zach starts by describing the genesis of the store-level social media programs (2:00), choosing social platforms (8:30) and how they establish best practices and types of training needed (10:00) for participation. He explains how the program is structured for day-to-day use (12:00) and which KPIs the social team and store-level managers look at to determine the success of the posts (14:15). Zach then shares stories of how program participation has improved teamwork and moral among employees (17:30) before switching gears to describe the viral online grocery pickup (OGP) rap challenge videos (20:30). He explains what it was, how it impacted their relationship with their customers, and how it generated additional ideas for store associates in social engagement opportunities (24:30). Finally, Zach shares pitfalls to avoid, how to empower employees to create social content (28:45), and what other companies can learn from it (32:10). Don’t forget to rate, review, and subscribe. For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing [https://twitter.com/WhatsGregDoing] LinkedIn: https://www.linkedin.com/in/gregzakowicz [https://www.linkedin.com/in/gregzakowicz] Walmart: Website: https://www.Walmart.com [https://www.Walmart.com] Zachary Lones: : https://www.linkedin.com/in/zacharylones [”https://www.linkedin.com/in/zacharylones] Instagram: https://www.instagram.com/zacharyplones/ [https://www.instagram.com/zacharyplones] Bronto Marketing Platform: LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/ [https://www.linkedin.com/showcase/bronto-marketing-platform] Twitter: https://www.twitter.com/Bronto [https://twitter.com] Website: https://www.bronto.com [https://bronto.com]

Ep. 069: Commerce Trends to Watch in 2020

Phillip Jackson, chief commerce officer of Something Digital and co-founder of Future Commerce, joins this episode of “The Commerce Marketer Podcast” to discuss expected commerce trends in 2020 and beyond. Phillip starts by describing the biggest trend that he expects to dominate the industry in 2020 (6:00) and discusses how venture capital fails at creating sustainable businesses (7:00). Phillips shifts gears to Amazon, predicting a long-term trend he expects to emerge this year (11:20) and how the cost and speed of shipping may threaten Amazon’s place at the top (13:00). He then delves into brand content and how retailers can neutralize larger competitor advantages with it (19:30). Phillip discusses the on-demand economy and how it’s paving the way for ghost brands and other non-ownership-based businesses (23:00). Phillips segues into the impact Gen Z has on retail, talking through potential backlash on larger corporations (27:00), sustainability and social causes, and brand loyalty (33:00). Finally, he assesses how the in-store shopping experience will change in the short-term (40:00). Don’t forget to rate, review, and subscribe. For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing [https://twitter.com/WhatsGregDoing] LinkedIn: https://www.linkedin.com/in/gregzakowicz [https://www.linkedin.com/in/gregzakowicz] Future Commerce / Something Digital: Future Commerce: https://www.FutureCommerce.fm/ [https://www.FutureCommerce.fm] Something Digital: https://www.SOmethingDigital.com / [https://www.SomethingDigital.com] Phillip Jackson: Hello@FutureCommerce.fm Twitter: https://www.twitter.com/philwinkle / [https://www.twitter.com/philwinkle] Bronto Marketing Platform: LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/ [https://www.linkedin.com/showcase/bronto-marketing-platform] Twitter: https://www.twitter.com/Bronto [https://twitter.com] Website: https://www.bronto.com [https://bronto.com]

Ep. 068: How Pact Clothing Uses Sustainability in Marketing

Drew Cook, CFO of Pact Clothing, joins this episode of “The Commerce Marketer Podcast” to discuss social causes as part of a brand’s ethos and marketing strategy. We outline the growing trend of sustainability amongst retailers and how “greenwashing” deceives consumers (2:00). He then discusses how terms like “organic” and “sustainable” can both aid marketing efforts and mislead consumers (4:30), and then cover how consumers’ expectations of corporate sustainability impacted Pact’s marketing philosophy and cause-based approach (7:30). He then speaks to the related practical challenges of sourcing and producing items at higher costs (10:30), delving into how beneficial being sustainable really is when consumers aren’t willing to pay more for the products (13:00). We switch gears to discuss sustainability in their post-purchase marketing efforts (16:00), growing a brand while staying true to its ethos (18:30), and how publicly addressing customer concerns improves their processes (22:30). He ends by sharing his thoughts on whether businesses need a social cause to stay relevant with today’s consumers (26:00) and why launching a cause-centered store is more challenging than ever (27:40).  Don’t forget to rate, review, and subscribe. For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing [https://twitter.com/WhatsGregDoing] LinkedIn: https://www.linkedin.com/in/gregzakowicz [https://www.linkedin.com/in/gregzakowicz] Pact Clothing: Website: https://www.WearPact.com/ [https://www.WearPact.com] Drew Cook: Drew@WearPact.com Bronto Marketing Platform: LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/ [https://www.linkedin.com/showcase/bronto-marketing-platform] Twitter: https://www.twitter.com/Bronto [https://twitter.com] Website: https://www.bronto.com [https://bronto.com]

Ep. 067: How to Grow Your Instagram Followers

On this episode of “The Commerce Marketer Podcast” I’m joined by Viv Conway and Tash Meys who share their strategies for growing your Instagram followers — and attracting the right ones. The founders of Ace The Gram start by discussing how to use Instagram the “right way” (9:20) and how businesses can decide what purpose it should serve (10:20). Next, they give a case study illustrating high-quality content and overall strategic plan, and then shift gears to discuss images (15:00) and tentpole strategies for growing followers (17:10). Tash and Viv then shed light on what makes a “good” Instagram (IG) post (18:15), how that differs from a good IG Story (20:30), ways to use Stories and how to develop a Highlight strategy (23:30). Next they cover how to develop a complete strategy around them, from how many to use and where to put them in a post for maximum effect (25:00). They answer the age-old question, “How often should I post?” (32:15) and share their method for structuring successful giveaways (36:00). They end by discussing the influencer industry and specific tools and tips for getting things done with limited internal resources, before finally sharing the first things they’d do on IG if they were starting a business today (51:46).  Don’t forget to rate, review, and subscribe. For More: Greg Zakowicz Twitter: https://twitter.com/WhatsGregDoing [https://twitter.com/WhatsGregDoing] LinkedIn: https://www.linkedin.com/in/gregzakowicz [https://www.linkedin.com/in/gregzakowicz] Ace the Gram: Website: https://www.AceTheGram.com/ [https://www.AceTheGram.com] Tasha “Tash” Meys: https://www.instagram.com/tastefullytash [https://www.instagram.com/tastefullytash] Vivien “Viv” Conway: https://www.instagram.com/vivconway_/ [ https://www.instagram.com/vivconway_/] Bronto Marketing Platform: LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/ [https://www.linkedin.com/showcase/bronto-marketing-platform] Twitter: https://www.twitter.com/Bronto [https://twitter.com] Website: https://www.bronto.com [https://bronto.com]