The Last Click
The Last Click is a retail, ecommerce, DTC, and digital marketing podcast and newsletter focused on what actually drives customer decisions, conversion, and growth. Hosted by Chris Parsons, award-winning marketer and author of Retail Rewired, The Last Click shares real-world insights from the front lines of modern commerce. Each episode explores customer acquisition, ecommerce growth, retail media, performance marketing, brand building, conversion optimization, AI in retail, customer experience, loyalty, omnichannel strategy, SEO, paid media, content strategy, merchandising, retention, store traffic, and the final moments that influence a purchase. Built for retail leaders, ecommerce teams, DTC brands, founders, marketers, agencies, and growth-focused operators, The Last Click helps answer one simple question: what gets the customer to click, buy, visit, book, subscribe, or come back?
Episodes
Can AI and automation actually make your e-commerce brand feel more human, or are frustrating chatbots driving your customers away?
In this episode of The Last Click, host Chris Parsons sits down with Darryl Mason, founder of Conversely, to dive into the operational realities of modern customer support. Together, they unpack how retail brands and SMBs can bridge the gap between automation and human connection—eliminating repet...
Search is not one place anymore. Neil Patel on the spaghetti buyer journey and what it takes to be found everywhere your customers are actually looking. Customers now bounce between Google, ChatGPT, Instagram, Reddit, email, SMS, Amazon, and the store itself before they buy, and most brands are still marketing as though there is one funnel. Neil Patel walks through what changes when discovery is scattered across platforms: why a si...
Search is moving from keywords to context, and ads have to move with it. Andrew Desmarais on AI product discovery and retail media done right.
Sponsored listings have a bad reputation for a reason: most of them ignore who is actually looking. Andrew Desmarais works on a platform built around the opposite idea, where a paid placement is treated as a search result that has to earn its position rather than buy it. We get into how AI is...
Chris and Scotty discuss their upcoming conference in Boston, covering topics like personalization, earned media, loyalty, and sustainability. They share insights on AI, content, and the impact of industry trends on consumer behavior. The conversation highlights the importance of actionable takeaways from conference sessions.
Takeaways
- Personalization in e-commerce
- The role of content in discovery and personalization
Chapters
<...Navigating Brand Evolution with Andrew Nichols
Insights from the journey of Crocs, Biosteel to Warroad and beyond.
Morning everyone!
Today, I had the pleasure of chatting with Andrew Nichols, a seasoned leader in brand management and growth. Andrew's journey spans various industries—from consumer packaged goods to e-commerce and sports nutrition. His insights on brand evolution and market po...
Navigating AI in Retail: Insights from Doug at E-Tail
Discover how the Retail AI Council is shaping the future of retail with AI solutions.
At E-Tail, the energy is palpable as industry leaders gather to discuss the future of retail technology. Chris Parsons sat down with Doug Weich, the driving force behind the Retail AI Council, to explore the challenges and opportunities retailers face as they nav...
Nourishing Change: The Story Behind Kate Farms
Discover how Kate Farms is transforming nutrition for those in need.
Hey there,
Today, we delve into the inspiring journey of Kate Farms, a company founded with a mission born from necessity. Chris Parsons sits down with Catherine from Kate Farms, who shares the profound story of how the company came to be and its evolution in the world of nutrition.
T...
How AI Is Reducing Wedding Stress at David’s Bridal ft Elina Vilk from David's Bridal | eTail Boston
Elina Vilk , President and Chief Business Officer at David's Bridal, discusses the convergence of retail and technology, the importance of design thinking in customer experience, and the innovative tools and technology implemented by David's Bridal to reduce stress and anxiety for customers and vendors in the wedding planning process.
Takeaways
- Convergence of Retail and Technology
- Design Thinking in Customer Experience
- Innovative T...
Why do the most resilient brands focus on making people feel seen rather than just optimizing for clicks?
In this episode of The Last Click, host Chris Parsons sits down with Stephen Bailey, Chief Marketing Officer at John Fluevog Shoes. With over 20 years of retail experience, Stephen shares why the real growth lever in modern commerce isn't just automated pipelines or data dashboards—it's humanness, community, and radica...
The conversation covers the journey of an entrepreneur navigating burnout, career shifts, and the challenges of retail. It also delves into the introduction of a linen essentials brand, the co-founding of a mahjong business, and the entrepreneurial culture in British Columbia. Additionally, it explores the impact of the pace of work and the need for change management in the modern workplace. The conversation delves into the impact ...
Paul Rivias from Exchange Solutions discusses the importance of data-driven loyalty programs and personalized offers in retail. He emphasizes the need for smart discounting and the impact of AI on customer experience.
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 ...
The conversation covers the importance of fostering relationships in the industry and the evolving landscape of AI in retail. It also delves into the changing landscape of retail technology, the future of events and conference formats, challenges and opportunities in AI adoption, content, community, and commerce in the AI era, and the future of paid AI advertising.
Scott Silverman from CommerceNext
Takeaways
- Importance of fosteri...
Vivian Chang is a growth and e-commerce leader with more than 20 years of experience building and scaling consumer brands. She currently serves as Vice President of E-commerce at GNC, where she leads the company's e-commerce P&L and growth strategy. Previously, she held senior leadership roles at Clorox and Plated, driving digital transformation, customer acquisition, and direct-to-consumer growth. An Adweek 50 honoree and freq...
primary goal Educational
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 f...
Summary In this episode, Chris Parsons interviews Jim Okamura about the evolving landscape of international e-commerce, supply chain challenges, and community building in retail. They explore strategies for global growth, the importance of networking, and upcoming events for industry leaders.
keywords e-commerce, international retail, supply chain, community building, global growth, retail strategy
key topics
- International retail ...
# Navigating Retail in the Age of AI: Insights from Lawrence Williams
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...
# How to Enhance E-Commerce Conversion: Insights from Alan
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 busin...
How do you manage e-commerce across a diverse portfolio of brands without breaking your operational workflow or ruining the customer experience?
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 ...
How do you build a highly converting, seamless omnichannel experience without letting disconnected technology and legacy data tear your operations apart?
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 ...
Here is a expanded, high-impact description built specifically to work as a powerful YouTube description and a compelling listener hook.
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 dire...
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