eTail Unplugged

Channeling Your Inner Creative Bravery: A conversation with McDonalds Switzerland’s former CMO

In this episode of eTail Unplugged, we sit down with David Smadja, the former Chief Marketing Officer of McDonald's Switzerland and a passionate advocate for digital transformation and brand building. David shares his journey from digital agency beginnings to leading marketing innovation at global giants like Nestlé and McDonald's, offering a masterclass in evolving loyalty programs from simple rewards to meaningful, experience-driven communities. Discover how McDonald’s Switzerland leveraged mobile apps for actionable customer insights and how gamification can turn loyalty programs into engaging, data-rich platforms. You can find David on his new podcast: NeCXt: when Strategy meets Technology [https://open.spotify.com/show/27qJaEK68AubBAHA27U6Ao?si=9bb272b86d4f4e3b].

Unlocking JTV’s Golden Triangle: Advanced Analytics & Customer Lifetime Value

In this episode, hosts Leo and Liz sit down with Ryan McClurkin, Chief Analytics Officer at JTV, for a masterclass in modern marketing measurement. Fresh from his crowd-pleasing session at eTail Palm Springs, Ryan unpacks why customer lifetime value (LTV) is the ultimate metric brands should be chasing-and how most organizations are missing the mark. He dives into the three biggest flaws in marketing measurement, from outdated attribution models to the pitfalls of mismatched cost and benefit analysis and shares his framework for building a future-proof MarTech stack.

Office Depot's Customer-Centric Revolution

Join us for an insightful conversation with Kevin Moffitt, EVP of the ODP Corporation and President of Office Depot, as he discusses the company's innovative approach to retail in the post-pandemic era. Discover how Office Depot is leveraging AI, enhancing in-store experiences, and expanding services to meet evolving customer needs. Kevin shares the company's strategy for unifying the customer journey across multiple touchpoints and reveals how their "Imagine Success" brand platform is inspiring both customers and employees. Learn about Office Depot's transformation from a traditional office supply store to a comprehensive resource for professionals and small businesses.

Redesigning the Digital Canvas: How Society6 Reimagined Their Online Experience

In this episode of eTail Unplugged, we sit down with Brit Tucker, the dynamic leader behind Society6's digital transformation. With a wealth of experience in both agency work and brand management, Brit shares her journey into the world of eCommerce and how creativity and self-expression are at the forefront of Society6's mission. Join us as Brit reveals the insights gained from Society6's recent website re-platforming, aiming to enhance user experience for both customers and artists.

IKEA's Digital Transformation: Building a Magical Customer Experience

In this episode, we sit down with Amanda Effron, Chief Digital Officer of IKEA North America, to explore the iconic brand's evolution in the digital age. Amanda shares insights on IKEA's journey from catalog-based retailer to omnichannel powerhouse, discussing the challenges and triumphs along the way. Amanda also dives into IKEA's commitment to sustainability, authentic brand identity, and advice for aspiring eCommerce professionals. Discover how IKEA maintains its magical customer experience while adapting to the digital landscape in this illuminating conversation.