THE ECOMMERCE EDGE Podcast with Jason Greenwood E137: Talking eCommerce Customer Psychology & Zero Party Data w/ Jon Ivanco, Formtoro - At the Coalface Podcast - 30 June 2022
4 snips
Jun 30, 2022 
Jon Ivanco, co-founder of Formtoro and e‑commerce/product strategist, helps brands gather zero- and first‑party data and design quiz-style customer experiences. The conversation dives into customer psychology, timing and messaging, quiz-driven commerce, reducing checkout friction, and why treating marketing as predictive customer support can upend stale e-commerce habits.
AI Snips
Chapters
Transcript
Episode notes
Collect Data To Serve Customers Not Just Ads
- Brands must use zero and first party data to service customers, not just to weaponize marketing.
- FormToro began as SaaS but pivoted to combine tech plus consultancy because teams lacked strategy to leverage collected data.
Privacy Changes Favor Big Platforms
- Privacy moves by big platforms are strategic, often to entrench their first-party data advantages.
- Jon links Apple's privacy and payment moves (Apple Pay) to broader control over checkout and data flows.
Give Value Immediately To Reduce Friction
- Reduce gating friction: deliver value immediately like unique on-the-spot coupons instead of forcing email capture.
- Jon created multi-use coupons generated on the fly to let users redeem quickly and reveal true behavior without bias.