Ecommerce Unlocked

Hosted by Russell Steed and Emerson Hammer

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Apr 2024

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About the show

Whether you're just starting out with an idea for a product, or you are years into your business and looking to take it to the next level, we are here to help you get to the next level. From marketing to operations and product design to management, we'll cover it all! We interview founders and operators of successful brands, giving you actionable, up-to-date information that you can quickly apply into your business. Now, let's powerup!

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31 recent

April 18, 202441 min

31. How AI Really Fits Into Ecommerce Marketing w/ Erik Huberman

SummaryIn this episode, Russell talks with Erik Huberman, CEO and founder of Hawk Media, about the current state of marketing and the role of AI in the industry. Erik shares his background in e-commerce and how he built Hawk Media into a successful marketing agency. He emphasizes the importance of delivering on promises and executing marketing strategies effectively. Erik also discusses the work-life harmony he has created by incorporating his personal interests and experiences into his business. He explains how Hawk Media leverages AI to improve efficiency and maximize output. In this conversation, Erik Huberman discusses the use of AI in marketing and how it has revolutionized the industry. He explains how his company, Hawk Media, uses AI to analyze marketing data and provide valuable insights to clients. He emphasizes the importance of a holistic marketing strategy and the need to focus on building trust and nurturing customer relationships. Huberman also predicts that AI will continue to shape the future of marketing, particularly in content creation. He advises entrepreneurs to look for opportunities to innovate in established markets that have not seen much change.TakeawaysDelivering on promises and executing marketing strategies effectively is crucial for building a good reputation as a marketing agency.Creating a work-life harmony, where personal interests and experiences are incorporated into the business, can lead to greater satisfaction and success.AI can be leveraged to improve efficiency and maximize output in marketing by automating tasks and providing valuable insights.Access to data and the ability to analyze and interpret it are key advantages in the marketing industry.Building a strong team of high-quality individuals and providing opportunities for growth and success can lead to better results and higher revenue. AI has revolutionized the marketing industry by providing valuable insights and analysis of marketing data.A holistic marketing strategy that focuses on building trust and nurturing customer relationships is crucial for long-term success.AI will continue to shape the future of marketing, particularly in content creation.Entrepreneurs should look for opportunities to innovate in established markets that have not seen much change.Chapters00:00 Introduction and Background of Erik Huberman02:02 Delivering on Promises and Executing Effective Marketing Strategies05:29 Creating Work-Life Harmony for a Fulfilling Entrepreneurial Journey09:16 The Role of AI in Revolutionizing Marketing14:59 Leveraging Data and Insights for Automated Marketing Strategies22:02 Harnessing the Power of AI in Marketing29:16 Innovation in Established Categories35:25 The Future of AI in Content Creation37:29 The Slow Adoption of AI in Marketing39:15 Building Trust and Nurturing Customer Relationships

April 2, 202435 min

30. From Marriage Partnership to Business Partnership with Jane and Boris from The Goodfor Company

SummaryJane and Boris from The Goodfor Company discuss their passion for water filtration and the importance of clean water. They share their journey from the plumbing industry to e-commerce and their unique approach to educating customers about water treatment. They also talk about the challenges and benefits of working as a couple in business and their goals for the future. The Goodfor Company aims to build a national brand and expand into franchising. They emphasize the importance of surrounding yourself with supportive and knowledgeable people in the entrepreneurial journey.TakeawaysClean water is essential for health and wellness, and water treatment is often an underrated aspect of home appliances.Educating customers about the importance of water filtration can be a powerful marketing strategy.Working as a couple in business requires trust, respect, and clear communication.Surrounding yourself with supportive and knowledgeable people can help you navigate the challenges of entrepreneurship.Chapters00:00 Introduction to The Goodfor Company01:14 Passion for Water Filtration05:02 Educational Approach to Water Filtration06:12 The Impact of Water on Health and Wellness07:07 Transition from Plumbing to E-commerce08:22 Working as a Couple in Business09:47 Dividing Workload and Maintaining a Healthy Relationship13:46 Goals for The Goodfor Company23:16 Tools and Resources for Business Growth26:31 Starting a New Business and Advice for Entrepreneurs32:16 Passion for Water Filtration and Future Plans

March 26, 202441 min

29. Acquiring a DTC Brand and Maximizing Credit Card Rewards with Jake Geibel

SummaryIn this conversation, Jake shares his experience of acquiring a smoke bomb business called Shutterbombs. He discusses his background in marketing and how he transitioned into entrepreneurship. Jake also talks about the challenges of shipping hazmat products and the due diligence process involved in acquiring a business. Additionally, he shares advice for aspiring business buyers and highlights the importance of self-motivation and continuous learning. The conversation concludes with a discussion about Jake's expertise in credit card point reward systems and how you can capitalize on the same benefits as a business owner.To connect with Jake check out his website www.jakeofalltradez.bizTakeawaysJake acquired a smoke bomb business called Shutter Bombs and discusses the challenges of shipping hazmat products.He emphasizes the importance of self-motivation and continuous learning in entrepreneurship.Jake shares insights into the due diligence process involved in acquiring a business.He offers advice for aspiring business buyers and highlights the benefits of approaching acquisitions with a balanced perspective.Chapters00:00 Introduction and Background01:23 Working from Home and Freelancing03:15 Self-Taught Learning and Curiosity04:14 Acquiring Shutterbomb05:35 Interest in Shutterbomb and Product Knowledge06:44 Introverted Nature of E-commerce Marketers07:26 Passion vs. Data-Driven Decision Making08:08 Finding a Business to Buy09:36 Acquisition Strategies and Financing12:43 Negotiations and Acquisition Process19:22 Due Diligence and Verification20:06 Analyzing the Red Flags21:34 Addressing Shipping Challenges22:03 Researching Competitors23:20 Dealing with Hazmat Shipping24:20 Customer Support Challenges25:21 Sorting Facilities and Package Handling26:00 Tips for Buying a Business27:28 Staying Curious and Patient29:14 Using Credit Card Points

March 19, 202438 min

28. The Dyper Difference: Use Storytelling to Build Brand and Loyalty with Alex Vailas

SummaryIn this episode, Alex Vailas, Senior Vice President of Brand Marketing at Dyper, shares insights on how Dyper stands out in a competitive market dominated by big brands. She discusses the importance of storytelling and how Dyper focuses on the future of children and the planet. Alex also talks about their innovative marketing strategies, including their Dyper card and re-diaper programs. She emphasizes the need for brands to think outside the box and challenge the status quo to make a real impact. In this conversation, Alex Vailas discusses the importance of authenticity and honesty in marketing, particularly in the e-commerce space. She emphasizes the need for transparency and straightforwardness in product information, as consumers have become tired of manipulation and gimmicky marketing tactics. Trust is a crucial factor in building a successful brand, and independent certifications can help establish credibility. We also touch on the pitfalls of clickbait and manipulative marketing strategies. Overall, the key takeaway is that consumers deserve the truth and the best care, especially when it comes to products for vulnerable individuals like babies.TakeawaysIn a competitive market, it's important for brands to find unique ways to stand out and differentiate themselves.Storytelling is a powerful tool for connecting with consumers and creating a strong brand identity.Innovation and thinking outside the box can lead to new and impactful marketing strategies.Focusing on the future and addressing sustainability concerns can resonate with consumers and set a brand apart.The full customer experience, from product to mission, can make a lasting impression and build brand loyalty. Authenticity and honesty are crucial in marketing, particularly in the e-commerce space.Transparency and straightforwardness in product information are important to consumers.Trust is a key factor in building a successful brand.Clickbait and manipulative marketing strategies are not sustainable in the long term.Chapters00:00 Introduction and Background03:16 Transition to Brand Side05:49 Joining Diaper and Brand Side Experience08:23 Standing Out in a Competitive Market11:50 Innovative Marketing Strategies16:46 Telling the Diaper Story20:44 Acquisition Strategy and Channels25:35 Innovation and Full Circle Experience32:15 The Importance of Storytelling34:53 Authenticity and Manipulation in Marketing36:01 The Importance of Honesty and Trust in Branding37:00 The Pitfalls of Clickbait and Manipulative Marketing37:29 Wrap-up and Where to Find Alex Vailas

February 27, 202431 min

27. Trust and Transparency: Pillars of 3PL Fulfillment Success with Irene Scharmack

SummaryIn this episode, Russell and Emerson chat with Irene Scharmack, CEO of Quick Box Fulfillment, about the changes in the fulfillment industry since COVID-19. Irene discusses the challenges faced during the pandemic, including labor shortages and carrier capacity issues. She also highlights the opportunities in the warehouse space and the benefits of zone skipping. Irene emphasizes the importance of choosing the right warehouse management system and building trust and transparency with clients. She shares her vision for a gender neutral cosmetics brand and provides contact information for Quick Box Fulfillment.TakeawaysThe fulfillment industry faced numerous challenges during COVID-19, including labor shortages and carrier capacity issues.Opportunities in the warehouse space have emerged, with strategic location and zone skipping offering cost and time-saving benefits.Choosing the right warehouse management system is crucial for efficient operations.Building trust and transparency with clients is essential for a successful partnership.Considerations for brands in warehouse selection include system capabilities, team alignment, and trustworthiness.Chapters00:00 Introduction to Quick Box Fulfillment01:06 Impact of COVID-19 on the Fulfillment Industry03:15 Challenges Faced During COVID-1905:37 Opportunities and Challenges in the Warehouse Space06:02 Adapting to Changes in the Logistics Space08:42 Strategic Location of Warehouses10:09 Zone Skipping and its Benefits12:50 Choosing the Right Warehouse Management System17:00 Building Trust and Transparency with Clients22:15 Key Considerations for Brands in Warehouse Selection25:19 Top Three Things for Brands to Look for in a Warehouse28:45 Irene's Vision for a Gender Neutral Cosmetics Brand30:00 Closing Remarks and Contact Information

February 12, 202435 min

26. Become Profitable on Amazon Using PPC & DSP Advertising With Will Haire

SummaryIn this episode, Will Haire, co-founder of BellaVix, shares his expertise on becoming profitable on Amazon using PPC and DSP advertising strategies. He explains the difference between PPC (pay per click) and DSP (demand side platform) advertising and how they can be used to target different stages of the customer journey. Will also discusses the importance of mitigating cannibalization when selling on Amazon and provides tips for brands looking to scale their advertising efforts. He emphasizes the role of branding on Amazon and the impact it can have on advertising success. Finally, Will shares his thoughts on starting an e-commerce business on Amazon and offers personal business ideas.TakeawaysPPC (pay per click) advertising on Amazon targets bottom-of-the-funnel traffic, while DSP (demand side platform) advertising focuses on programmatic advertising and building audiences using Amazon's data.To mitigate cannibalization when selling on Amazon, exclude existing customers from advertising campaigns and focus on new-to-brand customers.A full-funnel advertising strategy is crucial for long-term success on Amazon, combining PPC and DSP to target customers at different stages of the customer journey.Branding plays a role in advertising success on Amazon, with strong brands benefiting from lower cost per acquisition and higher brand awareness.When starting an e-commerce business on Amazon, a minimum ad spend of $1000 to $1500 per parent product is recommended, and it may take 12 to 18 months to see significant organic sales.Chapters00:00 Introduction and Background01:21 Understanding PPC and DSP03:03 Mitigating Cannibalization on Amazon07:19 Top Tips for Advertising on Amazon10:36 The Importance of Full Funnel Strategy14:17 The Role of Branding on Amazon18:28 Minimum Ad Spend and Timeline for Success25:16 The Impact of Dropshipping on Amazon26:07 The Importance of Brand on Amazon31:53 Starting an E-commerce Business on Amazon33:17 Personal Business Ideas35:27 Closing Remarks and Contact Information

February 6, 202426 min

25. Spicy Take: The Surprising Future of UPS

SummaryIn this episode, Russell and Emerson discuss the future of UPS and its focus on returns. They start by sharing their spicy takes on UPS and its reputation. They then dive into the volume of Amazon returns at UPS and the impact of the Teamsters Union strike. They also analyze UPS's stock performance and earnings, including the layoffs and cost pressures the company is facing. The conversation shifts to UPS's acquisition of Happy Returns and the potential it holds for the company. They explore the challenges and opportunities of reverse logistics for UPS and discuss the efficiency and cost savings associated with it.TakeawaysUPS is heavily involved in processing Amazon returns, with over 90% of their business being returns-related.UPS has faced challenges in its stock performance and earnings, including the impact of the Teamsters Union strike.The acquisition of Happy Returns allows UPS to expand its presence in the returns market and optimize its reverse logistics processes.UPS has the opportunity to corner the returns market and differentiate itself from competitors like FedEx and Amazon.Efficiency and cost savings can be achieved through consolidating returns and leveraging existing infrastructure.Chapters00:00 Introduction and Spicy Takes on UPS01:11 The Volume of Amazon Returns at UPS04:04 UPS Stock Performance and the Teamsters Union Strike06:36 UPS Earnings and Profit Margins08:45 Layoffs and Cost Pressures at UPS11:29 UPS Acquires Happy Returns16:06 UPS's Strategy with Happy Returns18:09 The Tech and Real Estate Challenges for UPS21:30 The Potential of Reverse Logistics for UPS24:20 Efficiency and Cost Savings with Happy Returns25:37 Considerations for Shipping Rates and Contracts26:04 Conclusion

January 22, 202442 min

24. What You Need to Know About Shipping carriers in 2024 with Josh Taylor

SummaryIn this episode, Russell and Emerson interview Josh Taylor from Shipware, a cost reduction company specializing in shipping. They discuss the complexity of shipping rates, when brands should consider breaking off from 3PL rates, negotiating 3PL contracts, balancing shipping costs, the impact of the UPS strike and USPS, expectations for 2024, and low-hanging fruit practices during GRI season. In this conversation, Josh Taylor discusses various aspects of the supply chain and the shipping industry. The conversation covers the profitability of complexity, the ever-changing landscape of the shipping industry, and the importance of avoiding the use of declared value. Overall, the conversation provides insights into the challenges and opportunities in the shipping industry.TakeawaysUnderstanding the complexity of shipping rates is crucial for brands to optimize their shipping costs.Brands should evaluate their shipping profile to determine if they should break off from 3PL rates and negotiate their own rates directly with carriers.Auditing shipping invoices and understanding surcharges can help brands identify potential cost savings.The shipping landscape is evolving, with more regional carriers and innovative solutions emerging.During GRI season, brands should review their shipping contracts and negotiate discounts on surcharges like fuel surcharge.Chapters00:00 Introduction and Background03:23 The Complexity of Shipping Rates08:23 When to Break Off from 3PL Rates15:17 Negotiating 3PL Contracts19:16 Balancing Shipping Costs25:41 Impact of UPS Strike and USPS31:01 Expectations for 202435:08 GRI Season and Low-Hanging Fruit Practices40:42 Profit in Complexity41:00 The Ever-Changing Landscape of the Shipping Industry41:30 Avoid Using Declared Value

January 15, 202431 min

23. Finding the Right Brand-3PL Fit with Joe Spisak

SummaryJoe Spisak, CEO of fulfill.com, discusses the world of 3PLs (third-party logistics) and the challenges and benefits of working with them. He shares his own experience starting a 3PL company and the importance of branding and differentiation in the industry. Joe explains when brands should consider transitioning to a 3PL and the factors to consider when choosing the right partner. He also emphasizes the importance of transparency and communication in maintaining a successful brand-3PL relationship. Joe provides insights into the vetting process for 3PLs and recommends WMS (warehouse management system) options for efficient fulfillment operations.To connect with Joe and even get a free recommendation for the 3PL that best fits your brand visit fulfill.com.TakeawaysConsider transitioning to a 3PL when your brand reaches a couple hundred orders per month and you want to focus on scaling and growing your business.When choosing a 3PL, look for one that has experience shipping for brands similar to yours and offers real-time communication and support.Transparency and communication are key to maintaining a successful brand-3PL relationship. Provide forecasts, communicate sales events, and share your returns processes to ensure smooth operations.Smaller, niche 3PLs can offer more personalized and hands-on service compared to larger enterprise 3PLs. Consider working with boutique fulfillment providers for a better fit.Recommended WMS options for 3PLs include Shiphero, Packiyo, Logiwa, Luminous, and Deposco.Chapters00:00 Introduction and Background01:14 Starting a 3PL Company02:33 Branding and Differentiation03:38 Making Supply Chain Sexy05:04 Pain Points with 3PLs07:31 When to Consider a 3PL09:08 Transitioning to Self-Fulfillment10:34 Choosing the Right 3PL13:00 Challenges of Doing Your Own Fulfillment14:25 Matching Brands with 3PLs16:51 Vetting Criteria for 3PLs19:00 Importance of Niche 3PLs20:29 Churn Rate and Switching Warehouses21:43 Improving Brand-3PL Relationships23:27 Transparency and Communication27:44 Recommended WMS for 3PLs31:27 Connect with fulfill.com

January 8, 202432 min

22. Retraining Customer Expectations: Building a Premium Brand Mindset

SummaryIn this episode, Russell and Emerson discuss the transition from discount brands to premium brands in the ecommerce industry. They explore the concept of discount brands and premium brands, and the factors that determine whether a brand can go premium. They also discuss the knee-jerk reaction of offering discounts to increase sales and the challenges of transitioning to a premium brand. The episode concludes with a formula for going from discount to premium and the importance of providing a premium experience to customers.TakeawaysThere is a place for both discount brands and premium brands in the ecommerce industry.When deciding whether to buy premium or discount, consider the value and quality of the product, as well as the frequency of use.Transitioning from a discount brand to a premium brand takes time, effort, and a focus on providing a premium experience.Customers can be retrained to not expect discounts through consistent branding and messaging.To successfully go from discount to premium, brands must differentiate themselves, set expectations, and provide a high-quality product and customer experience.Chapters00:00 Introduction00:46 From Discount Brands to Premium Brands03:22 The Place for Both Discount and Premium Brands06:10 When to Buy Premium09:07 When to Buy Discount13:28 The Knee-Jerk Reaction to Increase Sales16:30 Transitioning from Discount to Premium20:54 Retraining Customers to Not Expect Discounts25:32 The Formula for Going from Discount to Premium29:46 Putting in the Work and Providing a Premium Experience32:23 Conclusion