This episode features an interview with Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY. Here, she drives their direct-to-consumer business growth and champions the fusion of technology and marketing for top-notch digital experiences. Jennifer is a passionate CPG expert with extensive experience spanning marketing, tech, and business development in eCommerce.
In this episode, Kailey and Jennifer discuss the challenges of integrating AI in regulated environments, the implications of new legislation on data privacy, and leveraging omnichannel strategies effectively.
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Key Takeaways:
- By understanding and mapping out journeys across various channels, brands can design better experiences that cater to consumers’ evolving preferences.
- AI tools are used strategically to optimize consumer interactions and predict behaviors, helping to improve engagement and retention without infringing on data privacy regulations.
- The integration of data from multiple channels remains a challenge, but it's crucial for creating seamless consumer experiences.
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“Anyone in retail and eCommerce right now feels that weight of we've got to get the customer to convert for the first time. We have to think about cost of acquisition. We have to think about it from an advertising perspective. We have to think about it from a discounting perspective and, ultimately, long-term, what is this customer going to be worth to us? What is this customer's LTV? Maybe guessing what that might be for two years. We were guessing before and now you don't have to guess.” – Jennifer Peters
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Episode Timestamps:
*(02:36) - Jennifer’s career journey
*(07:32) - Trends impacting consumer experience in DTC and eCommerce
*(12:59) - AI in regulated environments
*(19:11) - Omnichannel strategies and digital channels
*(30:57) - How Jennifer defines good data
*(38:12) - Jennifer’s recommendations for upleveling consumer experience journeys
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Links:
Connect with Jennifer on LinkedIn
Connect with Kailey on LinkedIn
Learn more about Caspian Studios
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Sponsor
Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com
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