Vivian McCormick

https://shopwilet.com/

Takeaways

• Navigating burnout
• Entrepreneurial challenges AI and its impact on productivity
• The importance of human connection in business

Chapters

• 00:00 Introduction and Community Giving
• 01:23 Navigating Burnout and Career Shift
• 05:23 Introduction to Willet and Linen Essentials
• 07:04 Linen Essentials and Sleep Comfort
• 09:53 Starting Willet and Identity Shift
• 12:53 Co-founding mijs and Mahjong
• 14:45 Entrepreneurial Culture in BC
• 17:30 The Messy Middle of Retail
• 21:38 Pace of Work and Change Management
• 24:50 The Impact of AI on Productivity and Reservations
• 29:57 The Mental Load and Existential Concerns
• 32:10 Business Layering and Risk Assessment
• 38:03 Community Building and Authentic Marketing
• 43:22 Courage in Decision-Making and Business Evolution

Takeaways

• Data-driven loyalty programs
• Smart discounting
• Impact of AI on customer experience

Chapters

• 00:00 Introduction and Professional Background
• 01:26 Exchange Solutions and Loyalty Perspective
• 02:24 Loyalty Platform and Data Utilization
• 03:50 Personalized Offers and Insights
• 05:13 Evolution of AI in Retail
• 07:02 E-commerce and Personalization
• 10:21 Margin Awareness and Retail Math
• 13:06 Smart Discounting and Offer Decisioning

Scott Silverman from CommerceNext

Takeaways

• Importance of fostering relationships
• The evolving landscape of AI in retail

Chapters

• 00:00 Building Strong Relationships in the Industry
• 02:13 The Changing Landscape of Retail Technology
• 04:38 The Future of Events and Conference Formats
• 06:04 Challenges and Opportunities in AI Adoption
• 09:11 Content, Community, and Commerce in the AI Era
• 11:31 The Future of Paid AI Advertising

summary In this episode, Chris Parsons interviews Vivian from GNC, exploring her diverse background in e-commerce, CPG, and digital marketing. They discuss the impact of AI, data foundations, and practical steps for digital transformation in retail and consumer brands.

keywords E-commerce, AI, digital marketing, retail innovation, data strategy, consumer experience, GNC, CPG, logistics tools, loyalty programs

key topics

• Vivian's diverse background in e-commerce and CPG
• The role of AI in retail and marketing
• Importance of data foundations and technology stack
• Practical steps for digital transformation
• Innovative tools in logistics and customer engagement

takeaways

• AI supercharges foundational tools like CRM and logistics systems.
• Reconsider existing tech investments in light of new AI capabilities.
• Focus on practical next steps and MVPs to avoid overwhelm.
• Internal collaboration and shared scorecards improve organizational success.

guest name Vivian Chang

titles

• How GNC is Leveraging AI for Retail Success
• The Windy Road to Digital Transformation in Retail

Sound Bites

• "Consumer needs come first."
• "AI is just supercharging your existing tools."
• "Build a unified success scorecard for better decision-making."

Chapters

00:00Introduction to Vivian and GNC

02:53Navigating the E-commerce Landscape

05:56AI and Technology in Retail

08:52Implementing Insights and Collaboration

Resources

• Vivian Chang - LinkedIn
• GNC
• Ref AI
• Exchange Solutions

Guest links

• LinkedIn

summary In this episode, we explore how cognitive.ai leverages deep learning to revolutionize inventory forecasting for retailers and e-commerce brands, reducing overstock and understock risks while boosting sales and cash flow.

keywords inventory forecasting, deep learning, e-commerce, retail, marketing signals, overstock, understock, cash flow, seasonal forecasting

key topics

• Deep learning for inventory forecasting
• Integration of marketing signals into demand prediction
• Reducing overstock and understock risks
• Seasonal forecasting accuracy with AI
• Impact of pricing and promotions on inventory

takeaways

• Deep learning models incorporate real-time marketing signals for higher accuracy.
• Better forecasting reduces cash tied in excess inventory.
• AI can proactively adjust forecasts based on market changes.
• Promotions like gifts with purchase can effectively clear overstock.
• Forecasting for seasonal products is highly accurate with AI.

guest name Mike Lee

• Revolutionizing Retail Inventory with AI
• How Deep Learning Transforms E-commerce Forecasting

Sound Bites

• "Forecasting demand with marketing signals."
• "Promotions like gifts with purchase move stock effectively."
• "AI reduces the risk of overbuying and underbuying."

Chapters

00:00Introduction to Cognitive AI and Inventory Challenges

02:58The Disconnect Between Marketing and Inventory

06:03Deep Learning in Inventory Forecasting

09:05Seasonal Goods and Inventory Risk Management

11:04Conclusion and Contact Information

Resources

• cognitive.ai
• Retail Tech Breakthrough Award 2020
• Koravia

Guest links

• LinkedIn

keywords e-commerce, international retail, supply chain, community building, global growth, retail strategy

key topics

• International retail strategy
• Supply chain importance in global commerce
• Community building among retail professionals
• Global e-commerce growth and challenges
• Upcoming industry events and networking

takeaways

• Community and networking are crucial for international retail success.
• Supply chain management is now a strategic priority for global growth.
• Retailers must adapt their brand promise to local markets.
• Partnerships and community sharing accelerate learning and growth.
• Events like Gelf foster valuable connections among industry leaders.

guest nameJim Okamura

titles

• Building Global Retail Communities: Insights from Jim Okamura
• Navigating International E-Commerce Challenges

Sound Bites

• "Industry moves fast, but conversations stay the same"
• "International ecosystem is very much alive"
• "Supply chain now has a seat at the strategy table"

Chapters

00:00Introduction and Jim Okamura's background

01:23The importance of community in retail and globalization

02:19Canadian retail as international market and logistics challenges

04:17Supply chain's role in international retail success

08:10Delivering brand promise across borders

11:10Upcoming Global E-Commerce Leaders Forum event

12:00Community and peer support in international retail

14:20The early days of digital retail community

15:40The value of relationships and networking in retail

16:40Closing remarks and how to connect with Jim

Resources

• McMillan Doolittle
• Global E-Commerce Leaders Forum (Gelf)
• Jim Okamura - LinkedIn

Guest links

• LinkedIn

In today's fast-paced retail landscape, the integration of artificial intelligence (AI) has sparked both excitement and anxiety among retailers. The rapid evolution of technology poses challenges and opportunities that can redefine customer experiences. In this post, we delve into a conversation between Chris Parsons and Lawrence Williams, a solution strategist at Tulip, as they explore the current state of retail, the role of AI, and the importance of human relationships in stores.

## Understanding the Impact of AI on Retail

AI is reshaping how retailers operate, but it's essential to recognize the balance between technology and the human touch. Lawrence emphasizes that while AI can optimize customer journeys and improve efficiency, it must not come at the expense of personal interactions that define the retail experience.

### Why AI Should Enhance, Not Replace, Human Interaction

- Customer Relationships Matter: In a world where online shopping dominates, the in-store experience remains crucial. Lawrence argues that technology should empower associates to build deeper connections with customers rather than replace them. He notes, "people buy from people," highlighting the irreplaceable value of human relationships in retail.

- The Challenge of Perfection: Retailers often feel pressured to create flawless customer journeys through AI. This pressure can lead to paralysis, where the desire for perfection prevents them from taking necessary action. Instead, Lawrence advocates for a test-and-learn approach, encouraging retailers to experiment and learn from their customers.

## The Role of Store Associates in the AI Era

As AI tools become more prevalent, the role of store associates evolves. Lawrence points out that associates are the face of the brand, and their interaction with customers significantly impacts brand perception.

### Elevating the Associate Experience

- Invest in Training: Retailers need to prioritize training their associates not just in product knowledge but also in customer engagement. Lawrence stresses the importance of enabling associates to understand the needs of their customers and to interact meaningfully. This investment in people can lead to better customer experiences and lower turnover rates.

- Empowerment Through Clienteling: Clienteling platforms, like Tulip, help associates manage customer relationships effectively. By providing associates with tools to track customer preferences and interactions, retailers can enhance the shopping experience and foster loyalty. Lawrence explains that associates who engage with customers on a personal level not only improve sales but also find fulfillment in their work.

## Balancing Technology and Traditional Retail Values

Lawrence reflects on the nostalgia for traditional retail values, where personal relationships were key. He believes that as retailers embrace AI, they must not lose sight of the core tenets of customer service.

### Building Community in Retail

- The Store as a Hub: Lawrence points out that many customers view stores as community spaces. Retailers should focus on creating environments where customers feel seen and heard, rather than relying solely on data-driven marketing techniques. This approach aligns with the idea that retail can be about more than just transactions.

The world of e-commerce is evolving rapidly, yet many businesses still struggle with conversion rates. In a recent conversation at Commerce Next 2026, Alan, an expert in e-commerce technology, shared some invaluable insights on improving conversion rates and engaging customers in a meaningful way. In this blog post, we'll explore key strategies that can help e-commerce businesses enhance their conversion and customer engagement.

## Understanding the Conversion Dilemma

Many e-commerce businesses identify conversion rates as a significant issue. Alan highlights that while the average conversion rate hovers around 1-1.5%, the challenge isn't merely about attracting traffic—it's about holding the user's attention long enough to convert them into paying customers. This insight is crucial, as it shifts the focus from just traffic generation to creating an engaging experience that retains attention.

Attention Over Conversion

It's essential to recognize that the modern consumer’s attention span is dwindling due to the barrage of content on social media platforms like TikTok and Instagram. Alan suggests that e-commerce sites need to compete with these attention machines by offering an immersive, engaging experience that captivates users.

Actionable Insight:

- Utilize dynamic content and engaging visuals to create an emotional connection with your audience.

- Consider implementing features that mimic the quick, engaging format of social media.

## The Role of User-Generated Content (UGC)

One of the standout strategies discussed was the importance of incorporating user-generated content into e-commerce platforms. UGC not only enhances credibility but also fosters community engagement. When potential buyers see real customers interacting with products, they are more likely to trust the brand and make a purchase.

Creating a Community Feel

Alan emphasizes that building a community around your brand can significantly enhance customer loyalty. By showcasing UGC, businesses can create a sense of belonging for their customers, making them more likely to return.

Actionable Insight:

- Encourage satisfied customers to share their experiences and feature them prominently on your site.

- Use storytelling elements in your marketing to create emotional connections with potential customers.

## Leveraging AI for Enhanced User Experience

Alan’s company focuses on harnessing AI technology to improve conversion rates by delivering a personalized shopping experience. By analyzing user behavior, AI can help create a tailored experience that promotes engagement and conversion.

Personalized Shopping Journeys

The use of AI allows e-commerce sites to suggest products based on user behavior and preferences, making the shopping experience much more relevant and engaging.

Actionable Insight:

- Implement AI-driven recommendation systems to enhance personalization on your e-commerce site.

- Analyze customer data to better understand purchasing patterns and preferences.

## The Future of E-Commerce

As e-commerce continues to evolve, businesses need to stay ahead of the curve by adapting to changing consumer behaviors and technological advancements. Alan suggests that the future lies in creating interactive and engaging shopping experiences that resonate with consumers on a deeper level.

https://www.linkedin.com/in/alannowogrodski/

https://www.linkedin.com/company/alonzaibert/

In this episode of The Last Click, Manny (Director of E-commerce at Mint Green Group) breaks down the reality of multi-brand stewardship, conversion rate optimization, and how to balance AI forecasting with human-centric customer service.

Manny does not look at brand strategy as a boardroom concept. He looks at it as a flexible, adaptive puzzle.

Connect with Manny on LinkedIn: https://www.linkedin.com/in/mannyalamwala/

KEY TAKEAWAYS FROM THE EPISODE

🔹 Act Like an Operational Chameleon: Stop using a single template for every product line. Look at each brand segment independently and tailor the user experience to match their specific customer expectations.

🔹 Mine Your Support Tickets for CRO: Your customer service data holds the exact blueprint for what is broken in your conversion funnel. Review the actual tickets to find out why people are abandoning their carts.

🔹 Eliminate Checkout Surprises: Unexpected shipping costs and vague product availability are ultimate conversion killers. Communicate inventory and fees transparently right from the start.

🔹 Keep Your High-Touch Moments Human: Use AI where it excels, like back-end forecasting and inventory logistics. But never let algorithmic automation replace the empathy needed to solve complex customer issues.

If you enjoyed this episode, please leave a like, drop a comment with your thoughts on AI in retail, and subscribe for more deep dives into e-commerce execution.

#BrandManagement #Ecommerce #CustomerExperience #ArtificialIntelligence #SportsMarketing #TheLastClick

In this episode of The Last Click, Josh Johnston (VP of Marketing and Digital Strategy at Trail Appliances) breaks down the reality of retail replatforming, data pipelines, and avoiding the traps of disconnected systems.

Josh does not look at omnichannel as a marketing buzzword. He looks at it as a disciplined operational puzzle.

Connect with Josh Johnston on LinkedIn: [Insert Link] Subscribe to the Retail Rewired Roundup Newsletter: [Insert Link]

TIMESTAMP CHAPTERS 00:00 Introduction to Retail and Technology 02:05 Omnichannel Strategy and Roadmap 06:25 Balancing E-commerce and ERP Systems 09:43 Leveraging Networks for Success 11:32 Brand Authenticity vs. Innovation 14:00 Consistency in Customer Experience 16:33 Channel-Specific Strategies 22:08 The Future of Personalization 24:59 Final Thoughts and Advice

KEY TAKEAWAYS FROM THE EPISODE

🔹 Map Your Digital Maturity First: Stop throwing ad dollars or development resources at random projects. Map your business across conversion, catalog expansion, physical demand, and store footprint to find your infrastructure lags.

🔹 Fix the Pipes Before the Paint: Do not jump into a shiny front-end web upgrade if your backend ERP and middleware cannot handle the data flow. Build flexible pipelines early to avoid expensive rebuilds.

🔹 Build Tight Frontline Feedback Loops: Data tells you what is happening, but your frontline showroom and customer service teams tell you why. Connect your digital product team with the retail floor.

🔹 Tap Into Your Network Peer Group: Stay humble. When facing a complex tech pivot, reach out to industry contacts who have been there. Learning from their pitfalls is the ultimate shortcut to execution.

If you enjoyed this episode, please leave a like, drop a comment with your biggest retail tech challenge, and subscribe for more deep dives into e-commerce execution.

#Retail #Ecommerce #Omnichannel #DigitalStrategy #CustomerExperience #RetailTech #PodcastClives #BusinessGrowth

Most brands treat massive marketplaces like Amazon or Walmart as an execution endpoint. The best digital operators treat them as a discovery funnel. The real strategic win isn't just surviving on someone else's platform; it is knowing how to capture that massive exposure and turn it into a direct, owned relationship on your own domain.

About the Episode

In this episode of The Last Click, I sit down with Tim Mayeur to unpack the operational realities of modern e-commerce marketing, channel strategy, and team scaling. Tim brings an incredible wealth of hands-on experience, mapping out a masterclass in professional agility, calculated risk-taking, and balancing raw scrappiness with high-level digital strategy.

We dive deep into the tension between marketplace visibility and direct-to-consumer control, de-complicating what it actually takes to build sustainable customer trust in an era of rapidly evolving consumer expectations. Whether you are navigating the "endless aisle" or trying to foster a fearless "test and learn" culture within your growth team, this conversation offers practical, execution-first blueprints.

What We Cover:

• Navigating the Marketplace Dilemma: How to leverage massive ecosystems for customer acquisition without sacrificing control of your brand identity.
• The Agile Reality: Building a leadership framework that permits fast experimentation, smart failure, and rapid pivots.
• De-complicating Customer Trust: Why predictable operational excellence and transparent follow-through outperform flashy tech trends every time.
• Modern E-Commerce Scaling: Critical skill sets required for today's digital operators to drive true business reinvention.
  
  Connect with Tim Mayeur https://www.linkedin.com/in/timmayeur/

Traditional sales tactics are officially dead. If you want to genuinely connect with prospects, spike your conversions, and build lifetime loyalty, you have to master the psychology of emotional relevance.

In this episode, we sit down with sales and psychology expert Alon Zaibert to break down how shifting from a transactional mindset to an emotional one can completely transform your sales strategy. Whether you’re a sales professional, retail manager, or marketer, this conversation will give you the exact tools you need to stand out in a crowded market.

🚀 Subscribe to the channel for weekly insights on sales psychology and business growth!

⏱️ Timestamps

• 0:00 – The Evolution of Modern Sales
• 1:10 – What is Emotional Relevance?
• 2:30 – The 3 Pillars: Stand Out, Make an Impact, & Get Personal
• 4:15 – How to Create "Emotional Anchors" to Fast-Track Trust
• 6:00 – Real-World Examples: Starbucks & Coca-Cola Personalization
• 7:45 – Can Automation Ever Replace Human Connection?
• 9:15 – Training Your Team in Active Listening & Empathy
• 10:40 – Final Thoughts: Treat Every Interaction Like a "Hug"

💡 What You’ll Learn in This Video

• The 3 Pillars of Standout Relationships: How to move past surface-level data to create genuine, memorable personalization.
• The Power of Emotional Anchors: A simple psychological technique to take a prospect's trust from zero to a 7/10 in minutes.
• Why Digital Personalization Falls Flat: Why automated emails aren't enough, and how brands like Starbucks maintain a human touch even through a digital drive-thru.
• The "Hug" Metaphor: How treating every interaction as a safe, valued space changes your baseline sales metrics.

👤 About Alon Zaibert

Alon Zaibert is a leading sales and psychology expert who helps businesses humanize their sales processes. By combining deep psychological principles with real-world sales tactics, Alon teaches brands how to foster unshakeable customer loyalty. Keep an eye out for his upcoming book on emotional relevance! https://www.linkedin.com/in/alonzaibert/

How do you innovate in retail without losing the soul of your brand? In this video, we dive into the delicate balance between maintaining brand authenticity and pursuing innovation in a rapidly changing retail landscape. Featuring exclusive insights from marketing and operations expert Mélissa Lessard (President and General Manager of Chico), you'll learn actionable strategies to evolve your business while staying true to your core values.

If you want to leverage consumer data, master change management, and build stronger relationships with your stakeholders, this episode is a must-watch!

🚀 Subscribe for more retail insights and business strategies!

⏱️ Timestamps

• 0:00 – Intro: The Retail Balancing Act
• 0:45 – Meet Mélissa Lessard (President & GM of Chico)
• 1:50 – What True Brand Authenticity Actually Means
• 3:15 – How to Leverage Simple Consumer Data for Big Insights
• 5:10 – Embracing Change Management with Empathy
• 7:05 – Fostering Strong Relationships with Franchisees
• 9:00 – How to Innovate Safely (Without Losing Your Identity)
• 10:45 – Summary & Key Takeaways

💡 What You’ll Learn in This Video

• Listen to Your Audience: True authenticity isn't just about your internal brand guidelines—it's about how your customers actually perceive you.
• Data Doesn't Have to Be Complex: Learn how simple tools like mystery shopping can give you the data you need to innovate safely.
• Lead with Empathy: Discover why active listening is the secret weapon for successful change management in retail.
• Collaborate to Innovate: Why visiting the frontline and working closely with franchisees is crucial for long-term success.

👤 About Mélissa Lessard

Mélissa Lessard is the President and General Manager of Chico, the largest pet specialty retailer in Quebec. With a diverse and impressive background in marketing and operations across multiple industries (including convenience stores and breweries), Mélissa brings invaluable, real-world insights into retail marketing, franchise operations, and customer experience.

In this episode of The Last Click, I sit down with Roger Emeka, Director of Customer Experience at Brown Shoes, to talk about what it really takes to build a stronger customer experience strategy.

Roger shares why the language matters. When teams shift from thinking about customer service to customer experience, the responsibility moves beyond one department and becomes part of how the entire business operates.

We also talk about retention, loyalty, internal alignment, and why brands need to look at every customer touchpoint, not just the final interaction.

The big takeaway: great customer experience starts before there is a problem to solve.

Connect with Roger here:
https://www.linkedin.com/in/roger-emeka-emba-5b133746/

Full episode, link in bio.

#CustomerExperience #Retail #RetailStrategy #CustomerRetention #MarketingStrategy #TheLastClick

In this conversation with Pratyush Kumar, we talk about the evolution of retail media and how brands are shifting from traditional marketing approaches to more measurable, digital-first strategies.

Retail media is no longer just about impressions. It is about proving value, understanding how engagement turns into sales, and connecting the dots between brand building and performance.

One of the biggest takeaways from the conversation is the need to break down silos. Brand, media, ecommerce, and sales teams need to work together if they want to drive real growth.

This shift is happening fast, and the brands that learn how to measure, adapt, and collaborate will be the ones that win.

Connect with Pratyush here:
https://www.linkedin.com/in/pratyush-k-79b14421/

Full episode, link in bio.

#RetailMedia #DigitalMarketing #MarketingStrategy #Retail #BusinessGrowth #TheLastClick

Meta Description: Discover key retail insights from Nour Samon on customer experience and marketing automation. Learn to enhance conversions, reduce fatigue, and build lasting connections.

In retail, delivering a seamless customer experience separates success from failure. We delve into key insights from Nour Samon, a marketing automation leader in luxury retail, on unconventional, data-driven strategies that boost brand performance and customer satisfaction.

About Nour Samon

Nour Samon leads marketing automation for Holt Renfrew, managing email, SMS, and push notifications. With a strong background in CRM and data analytics at brands like Canada Goose and Jack & Jones, she is a recognized authority on customer experience and retention marketing.

The Value of Segmentation in Email Marketing

Nour notes that hyper-segmentation beats mass communication. While common wisdom says more emails mean more revenue, for premium brands it causes subscriber fatigue. By reducing email frequency and focusing on highly relevant, behavior-driven content, her team achieved:

• 60% reduction in total email volume
• 100% increase in unique open rates
• 40% year-over-year revenue growth

This shift saved costs, improved deliverability, and enhanced engagement, proving that quality triumphs over quantity. Retailers must deliver tailored data instead of generic blasts.

Building an Iconic Retail Brand: The Service Factor

Nour argues that customer experience and personalized service build iconic brands, not just product quality. In an oversaturated market, features become commoditized, making service the true differentiator.

According to Nour:

"It's no longer just about having a flawless product on the shelf; it's entirely about how you make your customers feel throughout their entire purchasing journey."

Data allows brands to understand preferences and tailor interactions, such as knowing whether a customer prefers a discreet SMS or a private in-store appointment, creating deep emotional loyalty.

The Challenge of Omnichannel Retailing

Achieving a seamless omnichannel experience is a major challenge when managing both physical and digital spaces, especially for luxury brands rooted in personal touch.

Nour highlights this operational bottleneck:

"The ultimate hurdle for modern brands lies in offering the exact same VIP, white-glove service online as you effortlessly provide in-store."

To bridge this gap, forward-thinking brands use AI assistants and digital clienteling tools. Yet, brands like Chanel remain cautious about online sales to protect their exclusive in-store experience.

Key Takeaways

1. Embrace Segmentation: Stop broad campaigns. Analyze behavioral data to deliver tailored messages that respect customer attention.
2. Prioritize Customer Experience: Shift focus from product features to experience-centric relationships. Exceptional service builds a defensive moat.
3. Strive for Omnichannel Consistency: Break down silos between digital and physical teams using modern CRM tools to ensure a unified customer journey.

By implementing these insights, retailers can transcend transactional marketing and drive sustainable growth.