How OLLY Built a Retention Engine for a Brand Sold Everywhere

Acquisition is getting tighter! In this episode, we flip the script and talk about the lever most brands under-invest in: retention + lifecycle marketing.

Taylor is joined by Jennifer Peters, Director of DTC, MarTech & Digital Compliance at OLLY (a Unilever brand), to break down how they think about keeping customers coming back when the brand is sold everywhere — from Target and Walmart to their own DTC site.

We get into what retention really means beyond “subscription,” how to message customers when you don’t want to channel-shift them, and how OLLY is using loyalty (including receipt scanning) to better understand in-store shoppers.

What you’ll learn:

• How OLLY drives retention across DTC + retail

• Email vs SMS strategy, plus segmentation that prevents “list blasting”

• Using loyalty + receipt scanning to understand in-store shoppers

• Setting smarter KPIs for promos, launches, and content

• Why they chose Attentive, how they handled ESP migration, and where AI actually helps

• The first retention moves: audit flows, refresh creative, nail the basics

If you’re running ecommerce for a consumable, CPG, or multi-channel brand, this is a must-watch for building a retention engine that actually scales.

Show Notes:

• See how Attentive helps connect people and the brands they love.: https://bit.ly/4ag8oEJ

• Explore the PROPHIT System: http://prophitsystem.com

• The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have