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© Will Laurenson; Monkey Blocks 2025
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Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking.
In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business.
Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is important for the growth of your eCommerce business. We will discuss a variety of industry tools and methods, such as search engine optimization, social media, conversion rate optimization, customer loyalty, referral marketing, and more.
Join me, Will Laurenson of Customers Who Click, as we fight to keep your customers clicking!
In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business.
Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is important for the growth of your eCommerce business. We will discuss a variety of industry tools and methods, such as search engine optimization, social media, conversion rate optimization, customer loyalty, referral marketing, and more.
Join me, Will Laurenson of Customers Who Click, as we fight to keep your customers clicking!
265 Episodes
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Gareth Johnson returns to share how Overclockers UK is rethinking customer experience and retention. He explains how they help customers avoid costly mistakes, why education matters more than discounts, and how their forums and Discord keep people coming back. Gareth breaks down their Black Friday strategy, future loyalty plans, and why Haribo might just be the secret to 5-star reviews. He also shares how licensing deals are helping them blend physical and digital experiences. If you sell complex or high-AOV products, this episode is full of actionable insights — straight from a brand that’s thriving in a tough market.
John Horn, CEO of Stub Group, joins Will to unpack how AI is reshaping paid search. From ChatGPT referrals to Performance Max strategy, John shares what’s working — and what’s wasting ad spend. He explains why first-party data is gold, how to segment branded traffic properly, and when to use manual bidding to reduce CPCs. They also explore competitor targeting, attribution challenges, and why brands running resale models may be the winners of Q4. If you’re relying on Google Ads this Black Friday, you need this episode.
Emma Holmes, eCommerce Lead at Mous, joins Will Laurenson to share how the brand built viral momentum and operational resilience. From iPhone launches to luggage pre-orders, Emma walks through how they manage category complexity while simplifying customer journeys. She explains why they test Black Friday campaigns in June, how they use post-purchase upsells to drive units per order, and how pre-orders are baked into their growth strategy. With candid stories of customer loyalty, product mishaps, and viral ads, this episode reveals how Mous stays agile in a competitive market.
Jimmy Charnock, Head of Community at Represent, joins Will Laurenson to talk about how one of the UK’s top streetwear brands created a thriving community—without ever trying to force it. From in-person events and surprise gifts to community-led WhatsApp groups, Jimmy shares how Represent stays close to its fans. Hear how he manages brutal feedback, scales meaningful experiences, and avoids the biggest mistakes brands make with “community.” If you care about brand loyalty, customer experience, or how fashion brands build diehard audiences, this one’s unmissable.
Izzy Rosenzweig, CEO of Portless, joins Will Laurenson to share how the “direct supply chain” model is reshaping e-commerce. Drawing from his own experience running a $100M brand, Izzy explains how storing inventory near factories slashes lead times, boosts cash flow, and enables rapid product testing. They discuss the benefits for pre-orders, small-batch production, and avoiding costly sellouts, as well as tax advantages in the US, UK, and EU. The conversation also covers AI-driven product development, the dangers of revenue-based financing, and why agility is now a brand’s greatest competitive weapon.
Bruno Campos, CMO at SelectBlinds, joins Will Laurenson to discuss the intersection of branding, performance marketing, and product innovation in a transforming DTC business. Bruno shares insights on platform migration, increasing LTV through trust and ease, and how no-drill blinds are opening up new audiences. They also explore how macroeconomic shifts like rising mortgage rates are reshaping consumer behaviour. With collaborations across fashion and media, and a strong emphasis on unified marketing strategy, Bruno delivers practical, global perspectives on modern brand building.
Ranu Coleman, Head of Marketing at PatPat, joins Will Laurenson to discuss building a family-first brand in the crowded kids and family apparel space. She shares how PatPat uses seasonal storytelling, user-generated content, and licensed partnerships to connect emotionally with customers. The episode covers the shift to content-driven DTC marketing, how AI tools guide influencer and product decisions, and why curated collections matter in a fast-paced market. Ranu also reveals key wins, including TikTok Shop growth and wholesale expansion into Target, Walmart, and Amazon. Packed with insights on brand cohesion, data-driven strategy, and creating lasting traditions, this is a must-listen for marketers.
Hamish McKay, CEO and co-founder of OrderEditing.com, joins Will Laurenson to share how a simple frustration in customer service sparked a Shopify app now used by 500+ brands. Hamish reveals how brands like O’Polly reduced returns by 15% and slashed ticket volumes by 98% while making £7 per order edit. They discuss the evolving role of customer service, AI's impact on shopping behaviours, and why brands ignoring post-purchase experiences risk falling behind. If you want to rethink how small tweaks can drive major operational and revenue wins, this episode is a must-listen.
Laura Hanlon, co-founder of &Allies, joins Will Laurenson to break down what’s actually working in performance marketing right now. They dive into creative strategy on Meta, the myth of “more creative = better”, and why testing ad-to-page alignment is crucial. Laura shares how one client halved CPA by going all-in on a single hero product and reveals what brands should be doing right now to prep for Black Friday. Will adds conversion tips from the CRO front lines—from upsell tactics to three-tier AOV strategies. If you're running ads or managing CRO, this is a must-listen episode.
Connor Whelan, Head of Marketing at One Good Thing, joins Will Laurenson to talk about launching a product with no wrapper, no waste, and no comparison. They dive into the challenge of introducing a beeswax-coated oat bar to cyclists and runners, the strategy behind community immersion, and why momentum matters in more ways than one. Connor also shares insights on AI personalisation, scaling subscriptions, and making events work harder. Whether you’re into fitness, marketing, or both, this episode is packed with smart thinking and honest reflection on what it takes to bring a radical new product to market.
Jack McNamara, co-founder of Tru, shares the raw truths behind scaling a functional beverage brand. In this conversation with Will Laurenson, Jack explains how a decade of product pivots, AI experimentation, and financial recalibration has reshaped the company. From early taste failures to 280% growth on Amazon—and the painful lessons behind that number—this episode dives into what it really takes to build a sustainable wellness brand. Jack also shares thoughts on retail expansion, the pitfalls of overfunded launches, and where Tru sees its next big opportunity. If you’re building in CPG or wellness, this one’s packed with insight.
Joe Fletcher from OmniCommerce joins Will Laurenson to unpack the realities of customer data, unit economics, and discounting in fast-growth eCommerce. They discuss why most brands misuse discounts, how to improve first-order performance, and the dangers of shiny-object syndrome in tech. Joe shares his experience working with subscription and hybrid businesses, the power of cross-team insights, and why breaking down internal silos is key to scaling profitably. If you’re working on lifetime value, retention, or smarter discounting strategies, this episode is packed with practical takeaways.
Giulio Beltramo, Head of Marketing at One Retail Group, joins Will Laurenson to discuss the fast-paced world of performance marketing, brand building, and seasonal product strategy. From weather-driven surges to diversifying creative formats, Giulio shares how his team balances profit-first decisions with long-term equity plays. Learn how they sold out of Amazon’s #2 top product, why community affiliates now drive 30% of revenue, and how UGC is redefining demand. If you’re growing a multi-brand operation or battling seasonality, this episode delivers sharp insights and candid strategy.
Bhav, Head of Analytics at Huel, joins Will Laurenson to explore how experimentation, data, and critical thinking power growth. From the limits of A-B testing to alternative methods of causal inference, Bhav reveals how to balance rigorous measurement with brand realities, including Huel’s 22,000-store omnichannel presence. They discuss loyalty programmes, referral strategies, and why resisting deep discounting protects brand equity. If you want to understand how to build a culture of testing while keeping customers at the centre, this episode is for you.
William Gasner, CMO and Co-Founder of Stack Influence, joins Will Laurenson to break down how brands can master influencer marketing at scale. They unpack why micro-influencers outperform big celebrities, the challenges of managing thousands of authentic voices, and how automation is transforming the landscape. William offers a candid look at how TikTok, Instagram, and emerging social commerce trends are reshaping the market, and what brands must get right before launching influencer campaigns. Whether you want to build a loyal “passion promoter” army or break free from overreliance on ads, this episode is packed with practical, honest advice for marketers.
Hemadri Negi, Head of Paid Media at Myprotein, joins Will Laurenson to reveal how one of the world’s biggest nutrition brands balances growth and brand building across 40 markets. Hem explains their shift away from audience-based targeting to creative-led strategies, using automation and audience signals to let consumers self-select. They dive into balancing discounts with quality messaging, building mental availability, and the challenges of scaling globally while staying locally relevant. If you want to hear how a performance-driven brand successfully ties creativity and growth together, this episode will challenge your thinking and provide fresh insights for the modern marketer.
Holly Beadle, CEO of HERA Clothing, joins Will Laurenson to share how she’s building a fashion brand that prioritises profitability over hype. From narrowing product ranges and improving cash flow to expanding into new markets and using tools like Klaviyo, Yotpo, and Rebuy, Holly breaks down the strategies behind HERA’s sustainable growth. They discuss the challenges of paid media, why CRM is outperforming ads, and how to stay focused in a saturated industry. Whether you're scaling a DTC brand or optimising for profitability, Holly’s insights are refreshingly practical and grounded in real experience.
JJ Reynolds from Vision Labs joins Will Laurenson to break down why most eCommerce brands are swimming in data but still making guesses. They explore the flaws in plug-and-play analytics tools, how to clarify what “working” actually means, and why percentage increases over time matter more than most dashboards show. JJ shares actionable frameworks like the “two-metric tango” and explains how to build a smart, scalable tech stack for brands doing £10–15 million. Whether you’re chasing profitability or growth, this episode will reshape how you think about analytics and decision-making.
Logan Hutchinson, Director of Marketing at Silencer Central, joins Will Laurenson to reveal how he markets suppressors in one of the most regulated industries in the US. Logan explains how the brand navigates ad bans, federal approvals, and state restrictions while focusing on personalisation, education, and exceptional customer service. From launching a top-selling product line to executing a DTC strategy with 70% repeat purchase rates, Logan shares insights on growing trust and creating better shooting experiences. If you’re curious about niche marketing, regulated commerce, or building loyalty in a misunderstood space, this episode delivers fresh, actionable ideas.
Sim Khullar, VP at Monolith Brand Group, joins Will to unpack how she's scaling niche baby brands toward mainstream success. They discuss balancing brand and performance marketing, increasing customer lifetime value in a short consumer window, and why trust-building content trumps lazy AI posts. Sim shares how brands under Monolith are nearing $100 million in revenue, driven by strong repeat rates and cross-brand loyalty. If you're navigating the shift from product to brand, this episode offers sharp, practical insight from one of the category’s most strategic minds.
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