Join hosts Chuck Moxley and Nick Paladino as they talk with Nora Arzoumanian, Former E-commerce and Digital Marketing Director at Specialized Bicycle Components. Drawing from her experience launching Specialized's Canadian e-commerce platform during post-pandemic inventory challenges, Nora shares invaluable insights on building an online presence while balancing brick-and-mortar relationships, managing inventory allocation, and evolving influencer marketing strategies.
In This Episode:
- When launching e-commerce in an established retail business, focus on long-term commitment and educate internal stakeholders with data to overcome resistance to change.
- Start influencer marketing with quality over quantity - work with fewer, highly engaged partners who truly understand your brand rather than casting a wide net.
- For luxury brands, maintain brand value by focusing on your core market rather than trying to serve every price point and customer segment.
https://www.thefrictionlessexperience.com/frictionless
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Specialized Bicycle Components Website: https://www.specialized.com
Nora's LinkedIn: https://www.linkedin.com/in/noraarzoumanian/
Chuck's LinkedIn: https://www.linkedin.com/in/chuckmoxley/
Nick's LinkedIn: https://www.linkedin.com/in/npaladino/
Chapters:
(00:00) Introduction
(01:10) Launching E-commerce Post-Pandemic
(04:50) Canadian E-commerce Challenges
(08:25) First Steps in Building E-commerce
(10:50) Bike Purchase Process
(12:55) Canadian Market Localization
(14:35) Managing Inventory Challenges
(17:05) Omnichannel Experience Development
(21:55) Understanding Customer Education
(24:05) Brand Strategy and Market Focus
(27:35) Influencer Marketing Evolution
(33:30) Internal Friction in Digital Transformation
(37:12) Episode Recap
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