Today's episode covers Trico's journey from a product-based company to one that now heavily integrates services, particularly through digital ecosystems such as IoT and data analytics. Jim explains how Trico has developed sophisticated tools for monitoring and analyzing equipment performance, emphasizing the importance of early detection of issues through oil analysis and other predictive maintenance techniques. The conversation also touches on the challenges of educating customers, managing digital transformations, and the evolving roles of different personas within customer organizations, especially in B2B settings. The episode concludes with a teaser for part two, which will delve deeper into data analysis and artificial intelligence. Highlights include: (01:16): Trico today & Lightburn's partnership(07:50): The challenges of customer education(09:16): Bringing new tactics to an old service (12:34): The importance of cross-selling services (13:16): It's all about the data(17:24): The value of a mobile app (18:55): Data visualization (19:51): Complex personas in B2B(23:31): Digital Transformation
In this episode of Beyond the Cart, Nora is joined by Bay View Printing Co.'s Ashley Town to discuss the company's digital evolution from print to pixel.Hear how this local business grew its market and transformed operations by focusing on customer service across multiple audiences. From its core design service through its ever-popular "Drink & Ink" events Ashley refined processes and leveraged technology to better support users online and offline.Top takeaways include:History of Bay View Printing CoWhat is Bay View Printing Co today?Identifying different customer typesInvesting in a service and ecommerce websiteHow to mirror offline service offerings onlineAutomating tasks without losing the personal touchIntegrating your website with other business toolsCreating cross-promotional opportunitiesMeeting different audiences where they are
Changes to your digital strategy can domino across your business. While that ultimately is how real change happens, it can be daunting. Today, we’re discussing the biggest mistakes ecommerce companies make when re-aligning and re-investing in their customer experience (CX) strategies — and how to avoid them. Join host Nora as she shares lessons learned with Lightburn's director of client strategy, Colleen Campbell, and the co-owner and cofounder of the UX research company, Lyssna Method, our pal Kristine Howell. Top takeaways include:Top mistakes business owners makeLow-cost wins to avoid analysis paralysisHow to get c-suite buy-in with dedicated dataUnder and OVER-investing in technologyCustomer wants versus business needsReducing risk and welcoming natural tension points
Today's interview will discuss the challenges and opportunities of rebuilding paper processes in a digital environment. Joining us is Camie Grabowski, the Sales & Design Manager at Digital Pix & Composites (DPC). She's spent nearly 20 years strategizing ways to modernize and simplify operations for a business with several moving parts and plenty of room for human error. We asked:What did the manual process used to look like?What were some of your initial reservations?What was the lag time between planning and action?Did any part of the process surprise you with its complexity or simplicity?Did you learn anything new about your users during this transformation?Where did this process break down after launch?What’s been helpful for your team, clients and customers?Do you have any advice you’d give others?
We're ending season two talking about "stuckage." It's totally real. We see it all the time. You're stuck making decisions. You can't get any traction on your project. It happens a lot in ecommerce. And we're gonna talk about how to solve that. We're also gonna apply some of the solutions that we often give our clients to our D2C brand, Bilberry West.Today’s Topics:DIY ecommerce is unrealistic — even for usDon’t create problems that don’t exist yet – part oneThe answers are normally obvious but hard to acceptThe "sunken cost" fallacyDon’t create problems that don’t exist yet – part twoHow accountability will make or break your businessHow to remove heavy emotional barriers and move forward
Today, we're talking to one of our food and beverage clients about selling swag online. From t-shirts to gift cards, restaurants have evolved from local eateries to brand-name business groups. To tell their story. I've invited Sam Schulte, the marketing specialist for the Lowlands Group, to discuss how their migration from WooCommerce to Shopify helped increase sales by 9% in just 2-months (and it's not even their busy season). Today’s Topics:A little about LowlandsRe-platforming their store from WooCommerce to ShopifyLearning and leveraging pre-existing themesCustomizing templates where it matters (keep it simple)Creating better checks and balances between product ownersCreating a dynamic navigation for each restaurantTracking sales, promotions, and product interestAnalyzing the monetary impact of the new shopTrusting in your digital partner
Today we're talking about subscription models. They're all the rage right now, from meal planning kits to makeup. It might seem simple to just add a subscription button to your product page, but there's a lot more to consider. For some expertise on this topic, we're excited to have our friend and former colleague, Kristine Howell, joining us today. Today’s Topics:Why ecommerce subscription models are so popularWhen to consider offering a subscription serviceSimplifying the buy-in and cancelation processGetting feedback from users and stakeholdersInvesting in the emotional experience
Today, we're talking about abandoned carts. Learn how to avoid leaving money on the table by streamlining the checkout process, reducing distractions, and offering genuine value that connects with your customers. Reducing distractionsIdentifying the barriersInvestments versus commoditiesCurating the brand experienceFilling in the gaps
In today's episode, we're talking about the effects of seasonality on your PPC plan, how we approach seasonality as it relates to paid advertising, and the unique challenges of running campaigns for clients with extreme seasonality.Today's Topics: Advertising highly seasonal productsCustomer engagementFollowing your audience (1-800-FLOWERS)Weather-driven seasonalityYour first year of digital adsRevving up digital ad spendCommunicating with operations
Today we welcome a new guest, Lightburn SEO Analyst Taylor Belmer. During today's chat, we will be exploring how to write engaging, informative, and persuasive product descriptions. We'll break down shopping algorithms and how they're weighted, and we've got some practical advice for increasing product visibility across channels. Today's TopicsGeneric and brand-driven keywordsThe problem with duplicate contentMinimize iterations with thoughtful UX designFocus on features and benefits Avoid filler statements Infuse descriptions with brand voice Creating a roadmap for success
Today we're talking about the customer journey. Do you know yours? If you are not sure, then you need to put pen to paper. It is vital that you understand the different types of customers that are purchasing your product, how they interact with your sales process, and what type of support they need.Today's TopicsUnderstanding customer typesLeveraging your sales processThe problem with being unreachableDocumentation and iterationsThe number of products versus customer typesThe impact of lifecycle timelines (featuring two real-world stories)Identifying your best customers
Today we're talking about your website's average order value (AOV). Why it's important, how to increase it, and why it must factor into your ecommerce plan. We'll share some of the ways to simplify the checkout process and advice on how to nudge customers towards adding more to their carts. Today's TopicsYour average order value (AOV) and other metrics Increasing AOV with free shipping Considering a loyalty and other spend level rewardsShowcasing add on accessories or related productsProduct bundling and other incentives
Today's episode is titled "Where Are We Now." If you were listening in season one, you know that we had some delays in getting our product launched. We're going to talk about where we're at with that, user testing, and we're also going to share a little bit more about what season two has in store.Today's Episode Includes:We have a warehouse!Product prototypesUser testingNext steps
Today in the final episode of season one, Nora and Andy are talking all things customer service, and how small choices you make can have a big impact on your brand and customer loyalty. From product returns to nurturing campaigns, we touch on many topics that will be sure to get your own ideas flowing. Plus, we'll share a progress update on Bilberry West and what you can expect from season two of Beyond the Cart. Today's Episode Includes:Customer service as a company-wide responsibility Product Returns Shipping and packagingDiscount programs Customer nurturing campaignsCustomer notifications Update on Bilberry West
Today, in episode nine, we're talking tax collection with Meg Higgins, VP and GM, ecommerce and marketplaces for Avalara. Come discover how a tax technology like Avalara is a critical tool for businesses large and small. Today's Episode Includes:The current landscape of ecommerce taxes in 2021What to look for in an ecommerce sales tax solutionHow tax collection impacts customer experienceGetting started with a tax technology partnerWhat the heck "economic nexus" meansPlanning for growth
Today, in episode eight, we're talking to one of our largest ecommerce success stories. Come discover how we brought this traditionally brick and mortar business online with special guests, Callisters Christmas. Today's Episode Includes:Failing (Twice)Types of ProductsCustomization & PersonalizationIn-Store versus Online CustomersFinding Success
BONUS EPISODE: Did you hear? Mailchimp has entered the ecommerce game. We can't help but think... "Um...what?" Today we're taking a break from our previously scheduled programming to discuss this new tool, the evolution of ecommerce platforms, and the abundance of integration options for small businesses.Today's Episode Includes:Mailchimp's Market Share"Easy-to-use" ToolsOptions for RetailersTaking on ShopifyIncomplete "Integrations"
Today, in episode seven, we're digging deep into the transactional experiences related to user design. We'll share some of our pet peeves and quick wins you can take action on today. Join hosts Andy and Nora as they welcome our first guest, Lightburn's lead UX/UI designer, Caitlin Mackay to discuss user design and online experiences for your ecommerce website or application. Today's Episode Includes:Qualitative & Quantitative MetricsIdentifying User Experience (UX) IssuesThe Mobile Versus Desktop ExperienceThe Necessity of Form & FunctionCheckout Through Delivery & SupportData Security CertificatesOptimizing for MobileShipping & TrackingCommunication, Communication, CommunicationBut Wait, Don’t Let Your Upselling Get IrritatingTools of The Trade, Mapping It All OutInvesting In A Site Rebuild, Redesign, or Remodel?Bringing the In-store Experience Online
Today, in episode six, we're shifting over to marketplaces. How they are a key part of our plan for Bilberry West and why you may want to consider omnichannel marketplaces for your business.Today's Episode Includes:Amazon, Target & EtsyMargins & CommissionsMarket SharingIntegrations & FeesDrop ShippingOther Markets & Retailers
When you think of marketing strategy, does do your eyes light up, or do they glaze over? Today, in episode five, we'll help you understand how to get the ball rolling with your own marketing strategy. It's a big, beefy topic and we cover a lot of ground and offer real-world advice on how to move forward without getting in your own way.Today's Episode Includes: Episode Two Update: Ecommerce Platforms Goals & ObjectivesCompetitor & Marketplace ResearchCreating Space for Your BrandUnderstanding Your Customer ModelBudget & Channel PlanningConversions & ReturnsChange & New Technology