Retention Chronicles

Rochelle Thielen is the dynamic CEO of Traject Data, where she champions the vital role of data aggregation in driving transformative advancements in AI, machine learning, and software development. Obtaining clean, granular data is a major challenge for many companies, as data can be outdated, inconsistent, or siloed across different systems. This makes it difficult to make informed business decisions, especially when using AI and machine learning. Traject Data helps clients set up API feeds to get real-time data updates on things like product availability, pricing changes, and where their products are being sold across channels. This enables them to make faster, more accurate decisions. The data Traject provides can be used for a variety of use cases, like preventing fraud and unauthorized reselling, as well as optimizing SEO and marketing strategies as search and shopping behaviors evolve. Maintaining a consistent, high-quality customer experience across all touchpoints is critical for retention. Leveraging the right data can help brands predict customer needs and serve them more relevant content and offers. There is no one-size-fits-all approach, as brands need to balance data-driven personalization with respecting customer privacy. Ongoing testing and adjustment is required as consumer expectations continue to shift. Episode Timestamps: 2:00 - Rochelle's background and introduction to Traject Data 5:00 - The challenges of working with messy, outdated data 10:00 - Using real-time data to prevent issues like unfulfilled orders 15:00 - Leveraging data to combat fraud and unauthorized reselling 20:00 - How data and AI are changing SEO and marketing strategies 25:00 - Balancing data-driven personalization with customer privacy 30:00 - The importance of clean data for improving the customer journey

On this episode of Retention Chronicles, Mariah Parsons is joined by Nectar Social Co-Founders Misbah Uraizee and Farah Uraizee. Nectar Social is an AI-powered social CX, influencer, and lead gen platform helping brands nurture community and drive more revenue from DMs. They discuss how brands can unlock sales and lower customer acquisition costs (CAC) across platforms like Meta, TikTok Shops and YouTube. Their solution is being used by fashion, food, and beauty brands, including skincare technology company Solawave, and others in the Ulta Beauty and Sephora ecosystem. We discussed questions like:  How AI can help measure and increase ROI without spending more on ads  Metrics for your community: how do you measure your community on social?  New tools for brands to personally engage and convert consumers on social media (increase conversations, DMs & shares) Best practices today for multiplying UGC and creating lead generation campaigns  Community driven marketing: making organic social as attributable as paid  How to win on Instagram vs TikTok Shops  Podcast Website: retentionchroniclespodcast.com Sponsor Website: gomalomo.com

Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, hosts Jordi Vermeeri, VP of Revenue at Channel Engine. They discuss customer retention strategies in e-commerce and how online sellers should navigate online marketplaces like Amazon and Walmart. Jordi explains the shift from traditional ERP systems to marketplace integration, highlighting the importance of both first-party (1P) and third-party (3P) selling models. He notes that 60% of e-commerce sales occur on third-party marketplaces, emphasizing the necessity for brands to be present on platforms like Amazon and Walmart. Jordi also discusses strategies for optimizing listings, such as virtual bundling and repricing, and the challenges of customer retention on marketplaces. He advises brands to focus on profitability, operational efficiency, and leveraging data to improve customer engagement and retention. Podcast Website: RetentionChroniclesPodcast.com Sponsor Website: GoMalomo.com Episode Timestamps: 4:37 Channel Engine Overview and Marketplace Integration Jordi explains Channel Engine's role as a marketplace integration and management platform. He lists the various marketplaces Channel Engine connects brands and resellers to, including Amazon, Walmart, and Macy's. Jordi highlights the services Channel Engine offers, such as product listing, optimization, pricing, inventory management, and promotions. Mariah and Jordi discuss the complexity of marketplaces and the importance of understanding each platform's unique requirements. 7:38 Niche Marketplaces and Sustainability Platforms Mariah inquires about niche marketplaces and specific platforms for minority-owned businesses. Jordi explains the concept of niche marketplaces and provides examples like eBay's automotive section and Premium Shop Outlet. They discuss sustainability platforms like Back Market and Re-Buy, which specialize in refurbished consumer electronics and apparel. Jordi emphasizes the trend of sustainability and the importance of platforms that revive products. 24:07 Hybrid Selling Models and Profitability Mariah asks about hybrid selling models and the balance between first-party (1P) and third-party (3P) strategies. Jordi explains the difference between 1P (vendor model) and 3P (seller of record) and the importance of marketplaces in e-commerce. He shares statistics on the global share of marketplaces and the necessity of being present on marketplaces. Jordi discusses the challenges and benefits of both 1P and 3P models, including profitability, brand image, and operational complexities. 24:22 Strategies for Marketplace Success Jordi outlines the factors to consider when deciding between 1P and 3P models, including profit margins, brand image, and operational capabilities. He explains the importance of setting the base price correctly and the role of repricers in winning the Buy Box on Amazon. Jordi introduces the concept of virtual bundling to increase average order value and decrease cost per order. He emphasizes the importance of accurate data and insights for making informed decisions and improving profitability. 34:57 Customer Retention and Marketplaces Mariah asks about strategies for customer retention in the context of marketplaces. Jordi discusses the challenges of obtaining customer data from marketplaces and the limitations on email marketing. He suggests strategies like including flyers in packages and using data lakes to understand customer profiles. Jordi highlights the potential of retention tactics within marketplaces, such as subscriptions and email follow-ups. 39:35 Expansion and Growth Strategies Mariah inquires about the best practices for launching a multi-channel approach or expanding into new marketplaces. Jordi advises starting with growth goals and identifying potential profitability in different platforms. He mentions the importance of testing and learning, and the need to balance research with action.

Casey Chroust, Chief Operating Officer at Optoro, joins Mariah Parsons to discuss the evolution of returns management in retail. He highlighted that returns are a $750 billion problem in the US, emphasizing the need for technology to streamline the process. Chroust noted that high returners often are the best shoppers and advocated for personalized returns policies. He introduced trends like wardrobing and bracketing, where shoppers buy multiple sizes or items with the intention to return. Chroust also stressed the importance of instant exchanges and frictionless returns to enhance customer experience and drive sales. He concluded by underscoring the environmental benefits of efficient returns management. Optoro 2024 Returns Unwrapped Report: https://4771362.fs1.hubspotusercontent-na1.net/hubfs/4771362/Optoros%202024%20Returns%20Unwrapped%20Report.pdf Podcast Website: RetentionChroniclesPodcast.com Malomo Website: GoMalomo.com Episode Timestamps: 2:23 Transition from Brand Side to Tech Side 6:27 Challenges and Rewards of Tech in Retail 9:00 Overview of Optoro and Its Mission 13:00 Trends and Insights in the Returns Industry 31:47 Innovations in Returns Management 33:09 Data and Visibility in Returns Management 39:53 Sustainability and Environmental Impact of Returns 46:40 Strategies for Healthy vs. Unhealthy Shoppers

Mariah Parsons, host of Retention Chronicles, has guest Jill Putnam, the Founder & CEO of Red Sprite Hats, on Retention Chronicles. Jill transitioned from corporate finance to entrepreneurship, driven by the desire for flexibility and control over her time. She developed Red Sprite Hats, which are designed to work with hair that is already in an up-do, and patented the product. Jill successfully crowdfunded on Kickstarter in 2020 to fund inventory and patent costs. Jill emphasizes building customer trust and loyalty through high-quality products, personalized packaging, and engaging content. She plans to enhance customer retention with additional emails and styling tips. Episode Timestamps: 1:34 Jill Putnam's Background and Transition to Entrepreneurship Jill introduces herself as the owner of Red Sprite Hats and shares her background in corporate accounting. She explains her decision to leave the corporate world to start Red Sprite Hats and her ongoing work as a fractional CFO for small businesses. Mariah and Jill discuss the common transition from corporate to entrepreneurial roles, sharing anecdotes from other founders. Jill elaborates on her motivation to start her own company for better work-life balance and the flexibility it offers. 8:57 The Idea Behind Red Sprite Hats Jill recounts her initial frustration with existing hats that didn't accommodate messy buns and how it inspired her to create a better solution. She describes the process of developing the idea, including researching and validating the market need. Jill shares her husband's supportive reaction to her idea and how it led to further exploration and validation. She explains the design process, emphasizing the importance of a hidden opening for the hat to work with any hairstyle. 16:03 Patent Process and Crowdfunding Strategy Jill discusses the importance of getting a patent for her unique product design and the challenges of the patent process. She shares her experience of connecting with Mackenzie Bauer and using the same attorneys for her patent application. Jill explains the timeline and costs involved in obtaining a patent and the relief of achieving patent status. She talks about the decision to use crowdfunding to fund the patent process and inventory, highlighting the importance of market validation. 27:16 Manufacturing Challenges and Pricing Strategy Jill delves into the manufacturing process, including the high costs associated with creating a new product. She discusses the importance of setting realistic price points to stay competitive while ensuring profitability. Jill mentions the potential for price increases in the future due to rising costs and market conditions. She emphasizes the need for careful planning and negotiations with manufacturers to ensure cost-effectiveness. 31:56 Customer Experience and Retention Jill outlines her strategy for building customer trust and loyalty through high-quality products and excellent customer service. She shares examples of customer feedback and the joy of seeing repeat purchases and referrals. Jill describes the packaging process, including red-themed elements to enhance the unboxing experience. She plans to enhance the customer experience with additional emails and content that provide styling tips and product care information. 37:28 Conclusion and Final Thoughts Mariah and Jill reflect on the key points discussed, including the importance of patents, crowdfunding, and customer experience. Jill expresses gratitude for the opportunity to share her journey and insights with the audience. Mariah thanks Jill for her time and contributions to the episode, wrapping up the conversation on a positive note. The episode concludes with a reminder to check out Red Sprite Hats and the various ways Jill is innovating in the e-commerce space.

Mariah Parsons hosts Rebecca 'Becca' Mijares, Founder of Romp Stomp, a brand that creates easy-to-wear shoes for toddlers. Becca shares her entrepreneurial journey, starting with a crappy website and Facebook ads during the early COVID-19 days. She discusses the rebranding from Memoir Kids to Romp Stomp, emphasizing bold colors and fun designs. Becca highlights the importance of customer feedback, especially via Instagram DMs, and the role of email and SMS marketing in retention. She also mentions the challenge of expanding their product line to serve customers longer. Becca recommends resources like Twitter and in-person networking for founders. Episode Timestamps: 2:16 Becca Mijares's Background and Romp Stomp Brand Introduction Becca Mijares introduces herself and her brand, Romp Stomp, which makes shoes for toddlers that are easy to wear and protect their feet. She shares her entrepreneurial journey, mentioning her father's influence as a violin maker and entrepreneur. Becca explains the inspiration behind Romp Stomp, stemming from her sister's dislike for wearing shoes as a child. She describes the initial stages of her brand, including creating a crappy website and running Facebook ads to test the market. 3:46 Challenges and Learning in Product Development Becca discusses the importance of starting with a minimum viable product and iterating based on customer feedback. She emphasizes the value of customer feedback in improving the product and making it more appealing to parents. Becca shares her experience with rebranding from Memoir Kids to Romp Stomp to better reflect the fun and bold personalities of toddlers. She talks about the process of choosing colors, names, and brand kits, and the importance of standing out in the market. 4:02 Product Development and Trends Becca explains the balance between being on-trend and meeting customer needs, using the example of checkered shoes. She mentions the importance of small launches to test new designs and gather feedback. Becca discusses her approach to trend prediction, including looking at trending colors and trusting her gut. She highlights the role of social media and Pinterest in finding inspiration for new designs and activities. 4:18 Social Media Strategy and Community Building Becca talks about using Instagram for community building rather than direct customer acquisition. She explains the importance of responding to negative comments and using messaging for detailed feedback. Becca shares her strategy for creating valuable content, focusing on quality over quantity. She mentions using tools like Ask the Public to find popular search terms and create relevant content. 30:17 Advertising and Retention Strategies Becca shares her early experience with Facebook ads and the importance of demonstrating the product in ads. She emphasizes the value of showing the problem the product solves and using user-generated content. Becca discusses the importance of testing new ads regularly to maintain performance. She highlights the role of email and SMS marketing in retaining customers and providing personalized service. 37:40 Future Plans and Resources for Founders Becca talks about the challenge of serving customers for only a few years due to the rapid growth of toddlers' feet. She mentions the goal of expanding the product line to serve customers longer. Becca shares her approach to consuming content and making decisions based on what's best for her business. She emphasizes the value of in-person events and networking for problem-solving and finding solutions. 43:08 Final Thoughts and Promotions Becca mentions upcoming Black Friday sales and encourages listeners to sign up for email updates. Mariah thanks Becca for sharing her insights and experiences. The episode concludes with Mariah expressing her excitement for the audience to hear the conversation.

Leanna Nazzisi, Senior Director of Customer Experience at Victoria Beckham Beauty, and Nino Cavenecia, Co-Founder and CEO of Swift CX join Mariah Parsons, Host of Retention Chronicles. Leanna discusses her journey from customer service to her current role, emphasizing the importance of personalized customer experiences. Nino shares his experience building customer support teams and the founding of Swift CX, which leverages AI to enhance customer service efficiency. They explore the integration of Swift CX with Malomo for seamless order tracking, enhancing customer experience and reducing support workload for the Victoria Beckham Beauty team. Both highlight the value of customer insights and the potential of AI to improve retention and brand loyalty. Episode Timestamps 7:46 Nino's Perspective on Customer Service Mariah asks Nina about her early career experiences in customer service. Nina explains the misunderstanding of the complexity of customer support within companies and the high expectations placed on support agents. She shares how she excelled in customer service by turning unhappy customers into satisfied ones and quickly moved into leadership roles. Nina highlights the value of customer insights from support teams and how she changed the narrative about support within companies. 13:22 Current Roles and Vision Mariah asks Nino about his current role and the founding of Swift CX. Nino explains his frustration with the effort required to get value from support tools and his desire to build a tool that leverages AI to deliver amazing customer experiences. He emphasizes the importance of making support operations efficient and high-quality without high effort or cost. Leanna shares her vision for Victoria Beckham Beauty, focusing on elevating customer experience and leveraging AI to free up time for support teams to handle more strategic tasks. 20:55 Integration of Swift CX and Malomo Mariah discusses the integration of Swift CX and Malomo, highlighting the benefits for customer experience. Nino praises Leanna's thoughtful approach to embedding AI in the customer experience and shares positive feedback from customers interacting with the AI bot. Leanna explains how the integration will help customers get immediate answers to common questions, freeing up support teams to handle more complex issues. Mariah and Leanna discuss the importance of providing a seamless and branded order tracking experience for customers. 40:54 Challenges and Opportunities in Customer Experience Mariah asks Leanna about the challenges and opportunities in her current role at Victoria Beckham Beauty. Leanna discusses the importance of providing a luxury experience with convenience and how AI can help achieve this. She emphasizes the need to free up time for support teams to handle more strategic tasks and improve customer satisfaction. Mariah and Leanna discuss the potential of AI to enhance customer experience and the importance of providing immediate and accurate information to customers. 42:44 Leveraging AI in Customer Support Mariah and Leanna discuss the potential of AI to enhance customer support and the importance of providing a seamless and branded experience. Leanna explains how AI can help customers get immediate answers to common questions and free up support teams to handle more strategic tasks. Mariah highlights the importance of providing a positive customer experience to build brand loyalty and improve retention. Leanna shares her vision for using AI to enhance customer experience and the potential benefits for Victoria Beckham Beauty.

In this episode of Retention Chronicles, Brynn Snyder, CEO and Co-Founder of Slate Flosser, joins Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo, to discuss her journey from a multi-business entrepreneur to developing a groundbreaking three-in-one flosser. Snyder shares insights into her life as a mother of five, her entrepreneurial roots, and how personal experiences in her husband's dental practice inspired the creation of Slate. The conversation covers the intricate processes behind product development, the challenges and costs associated with launching a high-quality product, and the crucial role of feedback from dental professionals. Snyder emphasizes the importance of education in marketing, the effectiveness of different acquisition channels like Meta and Google ads, and the nuanced strategies for retaining customers through email, SMS, and subscription models. She also highlights the significance of key support systems such as female founder networks and advisory boards in navigating business challenges. As the episode wraps up, Snyder discusses Slate's marketing strategies around habit-building and the limited sales events, providing listeners with a special discount code (MARIAH10) for aspiring buyers. SLATE FLOSSER DISCOUNT CODE: MARIAH10 Episode Timestamps: 00:15 Meet Bryn Snyder: CEO and Co-Founder of Slate Flosser 00:47 Inspiring the Next Generation of Entrepreneurs 02:38 The Journey to Founding Slate 04:30 Innovating Oral Health: The Slate Product 14:51 Challenges and Triumphs in Product Development 20:28 Educating Dentists and Consumers 21:16 Finding Initial Testers 22:58 Kickstarter Insights 24:36 Marketing Strategies 28:41 Retention Marketing 33:56 Holiday Gifting Potential 36:44 Networking and Problem Solving 38:42 Promotions and New Year Resolutions 39:46 Conclusion and Discount Code

Jesse Clemmens, Co-Founder & CEO of HiTide, a Shopify solution for growing email and SMS lists through direct message automation. Jesse shares HiTide's journey from helping creators manage messages to focusing on Shopify brands, emphasizing the importance of bridging social media engagement with direct messaging for retention. He highlights that 60% of social followers engaging with posts are not yet subscribed to email or SMS lists, presenting a significant untapped market. Jesse also discusses best practices for direct messaging, emphasizing the need for timely, personalized communication to avoid spam and enhance customer relationships. Episode Timestamps:  1:51 Jesse's Background and HiTide's Origin Jesse introduces himself as one of the co-founders of High Tide, a solution for Shopify brands to grow their email and SMS lists. He explains that High Tide focuses on direct message automation, bridging the gap between social and brand-owned channels. Jesse shares his background, including his experience at Meta and Google, and the initial idea of helping creators organize messages. He describes the pivot from the Creator space to the Shopify ecosystem, emphasizing the success of their current platform. 8:00 The Role of Social Media in Retention Mariah and Jesse discuss the importance of social media in the Shopify ecosystem and the challenges of managing inboxes. Jesse explains the inconsistent reach of social media and the value of direct messages in reaching consumers. He highlights the potential of SMS as a personal and professional communication channel, with consumers signed up to fewer brand text lists. Jesse shares insights on the high conversion rates of SMS opt-ins and the importance of measuring the value of subscribers. 13:12 Best Practices for SMS and Email Marketing Jesse outlines the best practices for SMS and email marketing, including the importance of welcome automations and event-specific campaigns. He emphasizes the need for brands to understand the value of individual subscribers and measure the success of new channels. Jesse discusses the importance of having a well-tested program for both welcome automations and event-specific campaigns. He highlights the role of SMS platforms in optimizing messages and the importance of measuring the output of new channels. 21:07 Segmentation and Retention Strategies Mariah and Jesse discuss the importance of segmenting customers based on their engagement and purchase history. Jesse explains how High Tide helps brands fill out customer profiles and send targeted messages based on engagement data. He highlights the potential of re-engaging customers who have previously opted out of SMS or email lists. Jesse shares insights on the untapped potential of social followings and the importance of capturing serendipitous interactions. 30:40 Leveraging Social Media for Retention Mariah and Jesse discuss the potential of social media for retention, emphasizing the importance of timing and engagement. Jesse shares examples of how brands can use social media to alert customers about product availability and sales. He highlights the importance of capturing moments of engagement, such as comments and tags, to build long-lasting impressions. Jesse emphasizes the role of direct messages in building trust and winning lifelong customers. 41:29 Best Practices for Direct Messaging Jesse provides an overview of the best practices for direct messaging on social media platforms. He explains the importance of reactive messaging and the rules set by Meta to avoid spam. Jesse highlights the potential of direct messages to convert social followers into subscribers and the importance of following specific rules. He emphasizes the role of High Tide in keeping accounts safe and ensuring compliance with Meta's guidelines.

Mariah Parsons, Host of Retention Chronicles and Head of Marketing at Malomo is joined by Alyssa (Lissy) Kotter, the Founder and CEO of Lissy Skincare, a brand specializing in acne and fungal acne-safe skincare products. Lissy shares her background as an esthetician and her struggles with acne, which led her to create a line of products that cleared her skin. The brand's flagship product, the Mandelic serum, launched in 2022 and has been highly effective. Lissy discusses the challenges of developing fungal acne-safe products, the importance of customer experience, and the role of TikTok in driving sales and customer retention. She also hints at an upcoming moisturizer launch and plans for Black Friday and Cyber Monday promotions. Episode Timestamps 1:48 Lissy's Background and Skincare Brand Lissy introduces herself as the founder of Lissy Skincare, a brand focused on acne and fungal acne-safe skincare. Lissy explains the brand's mission to create products that are safe for acne-prone skin, pregnancy, and breastfeeding. Mariah asks Lissy to explain the difference between typical acne and fungal acne. Lissy describes typical acne as lesions that come to a head and heal, while fungal acne is an overgrowth of yeast on the skin that looks like flesh-colored bumps and does not react to typical acne treatments. 21:55 Lissy's Journey to Founding Lissy Skincare Lissy shares her background as an esthetician and her struggles with acne since middle school. Lissy discusses her decision to attend esthetician school to learn how to clear up her own acne and help others. Despite her training and using various skincare products and treatments, Lissy's acne persisted, leading to a teacher's concern about her job prospects. Lissy's research into fungal acne triggers and her frustration with finding fungal acne-safe products inspired her to create her own skincare line. 22:11 Product Development and Launch Lissy describes the process of developing Lissy Skincare products, starting with the Mandelic serum. The Mandelic serum cleared Lissy's acne and fungal acne within days, leading to the brand's launch in 2022. Lissy explains the importance of ensuring all products are fungal acne-safe and safe for pregnancy. The brand has since added three more products: a Hydrating Serum, a Vitamin C serum, and a cleanser, all of which are fungal acne-safe. 22:27 Customer Experience and Retention Strategies Mariah and Lissy discuss the importance of customer experience and retention in e-commerce. Lissy acknowledges the need to improve customer experience and mentions her team's efforts to provide excellent customer service. Lissy highlights the role of TikTok in driving sales and the challenges of not having customer emails from TikTok shop. The brand uses email flows, social media, and a subscription model to retain customers and encourage repeat purchases. 22:46 TikTok Strategy and Paid Advertising Lissy shares the success of TikTok shop in driving viral videos and sales for Lissy Skincare. Despite the saturation of TikTok shop, Lissy continues to post videos and engage with customers on the platform. The brand has recently started experimenting with paid advertising on Instagram, Facebook, and TikTok to diversify its marketing efforts. Lissy emphasizes the importance of video content for selling products and sharing customer testimonials. 40:08 Future Plans and Final Thoughts Lissy teases the upcoming launch of a moisturizer on October 24, which has been in development for almost a year. The moisturizer is a significant product for the brand, as it is challenging to find fungal acne-safe moisturizers. Lissy mentions plans for Black Friday and Cyber Monday deals to attract more customers. Mariah wraps up the episode by congratulating Lissy on her upcoming launch and thanking her for sharing her journey and insights.