Retention Chronicles

Hosted by Mariah Parsons

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Episodes

181

Latest episode

May 2026

Language

EN-US

About the show

Ecommerce brands are focusing on increasing customer retention. Join us as we discuss marketing, operations, and the customer experience with top DTC brands for real strategy around generating revenue, email marketing, social media, performance metrics, AI, customer communication, & more in the Shopify ecosystem. Retention Chronicles is hosted and produced by Mariah Parsons and is sponsored by Malomo, a branded order tracking platform improving the post-purchase experience. Be sure to subscribe & check out retentionchronciclespodcast.com .

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60 recent

May 26, 202627 min

How Small Changes in Customer Journeys Can Explode Revenue with Lilo Social's Zac Fromson

Most brands underestimate how much personalized retention strategies can transform their growth — Zac Fromson, Co-Founder at Lilo Social, uncovers the overlooked levers brands must pull now to supercharge customer lifetime value and build a sustainable business.In this eye-opening episode, Zac, a top Klaviyo Elite partner and co-founder of the full-funnel agency Lilo Social, reveals how brands are leaving money on the table by sticking with linear, one-size-fits-all retention approaches. Instead, he dives into the nuanced science of journey mapping, channel-specific insights, and the strategic use of data — showing exactly how to craft experiences that foster loyalty, increase LTV, and outsmart rising CACs.You'll discover the real reasons most brands aren’t fully leveraging their retention potential — from capacity gaps to a lack of education around journey mapping and automation. Zac shares concrete frameworks for understanding customer behavior across subscription, durable, and one-time purchase spaces, and how to build customized, context-driven workflows that move beyond generic promos. Learn how to measure success through metrics like time to repurchase, AOV, and cohort analysis, proving that a granular, tailored approach isn’t just smart — it’s essential in today’s competitive landscape. We also break down emerging channels like SMS and innovative tools such as Google’s RCS — and how early adoption can give you a crucial edge before saturation. Zac reveals how the most forward-thinking brands are integrating these new modalities to deepen engagement, gather richer data, and create immersive shopping experiences. Plus, get his take on the broad impact of AI on agency workflows and how to future-proof your team.If you're a founder, marketer, or e-commerce owner tired of playing it safe with generic strategies, this episode is your blueprint to unlocking exponential growth through smarter retention. Don’t be the brand left behind in the noise; adapt, innovate, and thrive — Zac shows you exactly how.Want to learn how to make your retention efforts more personalized, simple, and surprisingly effective? This episode is your first step toward conversion mastery. Reach out to Zac at LiloSocial.com or connect on LinkedIn — your next big move starts here.

May 26, 202632 min

How IRL Events Are Reinventing Trust and Brand Engagement in a Fragmented World with Vibal's Chris Harris

Most brands overlook one of the fastest-growing opportunities for authentic engagement: in real life (IRL) events. Chris Harris, a seasoned marketing strategist and founder of the pioneering platform Vibal, reveals why IRL is making a major comeback—and how it can become your ultimate growth channel.In this eye-opening episode, Chris takes us back to the roots of his entrepreneurial journey — from board games at his grandma’s house to launching a platform that combines data, experience, and community for scalable in-person activations. He discusses the shift from traditional mass media to personalized, community-driven events in a fragmented digital landscape—and how these moments build trust that digital never can.You’ll discover:The core philosophy behind leveraging locally rooted events that generate content, sales, and loyal audiences.The powerful role of data, creator networks, and proprietary marketplaces in scaling IRL initiatives.Practical tactics for brands and founders to start hosting their own activations with minimal investment.Why experiential marketing is not just a trend but a future-proof strategy—especially for niche audiences and underserved demographics.The secrets to crafting IRL experiences that are effortless, scalable, and highly impactful.If you’re a founder, marketer, or tech operator eager to stand out in a crowded digital world, skipping IRL means missing out on trust, loyalty, and organic growth. Chris’s contrarian approach offers a fresh perspective on how to turn events into long-term assets—not just one-off campaigns. Whether you're in e-commerce, community-building, or B2B, the opportunities to connect in person are more accessible than ever—and the payoff can be immense.Join us for a deep dive into the long tail of real-world activations, with actionable insights to help you build meaningful, profitable events that resonate with your audience. If you believe the future is face-to-face, this episode will change how you think about growth.Chris Harris is a marketing strategist and founder of Vibal, a platform redefining IRL community activations. With a background in agency advertising and a contrarian mindset, he’s at the forefront of integrating data, culture, and experiences to unlock new growth channels.Perfect for founders, brand operators, and tech innovators ready to harness the power of real-world engagement. Don’t miss out on the next wave of experiential marketing—hit play now.Why this works:This episode description starts with a compelling hook highlighting the resurgence of IRL events as a critical growth tool, immediately capturing curiosity for busy founders and marketers. It elaborates on specific insights—such as data-driven marketplaces and scalable activations—while creating a sense of urgency around the missed opportunities of neglecting in-person connection strategies. It balances bold claims with concrete tactics, enticing the listener to explore how they can leverage IRL to stand out and grow authentically.

May 26, 202631 min

The Hidden Accessibility Mistakes That Could Land Your Business in Court with Adam Bell

Unlock the secrets to making your e-commerce business accessible, profitable, and future-proof in a rapidly evolving digital landscape. If you're a founder, entrepreneur, or digital marketer seeking practical insights on platform selection, accessibility compliance, and AI-powered shopping, this episode is your essential guide.Adam Bell, a veteran web designer with 30 years of experience—who’s worked with brands from Melinda's hot sauces to LA-based grocers—shares how the platform landscape has shifted from clunky long URLs to seamless Shopify and WooCommerce sites. He reveals the pivotal moments that transformed online commerce, illustrating how platforms like Shopify have simplified site management, reduced maintenance costs, and boosted sales through AI-driven tools. Meanwhile, he emphasizes that choosing the right foundation is crucial; whether an open-source solution like WordPress for customization or Shopify for ease of use can make or break your growth.You’ll discover:When and why to pick Shopify versus WooCommerce or WordPress based on your product scope and team capabilitiesConcrete steps to ensure your site meets accessibility standards, avoiding costly lawsuits and unlocking a broader customer baseThe real costs and benefits of third-party apps, plus how to avoid subscription overload and hidden expensesWhy AI tools like ChatGPT, Claude, and Shopify integrations are game changers for discoverability, SEO, and personalized shopping experiencesHow future trends, from social commerce to conversational search, will shape the way your customers find and buy your productsFailing to prioritize accessibility risks legal trouble and losing loyal customers; missing out on AI-powered discoverability limits your growth potential. As Adam highlights, the opportunity lies in building websites that are not only compliant but also optimized for the emerging AI-driven shopping era—giving you a definitive edge.Perfect for founders, marketers, and e-commerce newcomers, this episode equips you with actionable frameworks, insider tips, and strategic foresight to thrive today—and adapt for tomorrow. Whether you’re launching your first online store or refining an existing one, these insights will keep you ahead of the curve.For expert guidance, visit Adam's site at datatv.com—your go-to resource for accessible, scalable web solutions.Why this works:This compelling episode pulls listeners in with a bold promise—master accessibility and AI for e-commerce success—while teasing valuable, specific insights. It speaks directly to entrepreneurs feeling overwhelmed by platform choices and compliance fears, offering them clarity and confidence in adopting future-facing strategies.

May 26, 202631 min

Masami's Lynn Power: Why Small Brands Have the Edge in Education, Sustainability & Organic Growth

Most brands overlook one of the most unexpected secrets to rapid growth—authentic collaborations with small indie brands. Lynn Power, founder of Masami and the Power Beauty Collab, reveals how genuine partnerships can multiply your reach, build trust, and create a loyal community—without spending a fortune on ads. Learn how her scrappy, relationship-first approach turned a tiny launch into a national presence, and discover the overlooked power of organic growth in today’s crowded beauty industry.In this episode, we dive into Lynn’s entrepreneurial journey from a 30-year advertising veteran to a founder passionate about clean beauty and community. She shares behind-the-scenes strategies for choosing brand partners based on shared values like sustainability and education, and how these collaborations generate exponential reach via audience swaps, co-marketing, and retail pop-ins—often involving 50 brands at once. You’ll discover her unconventional tactics, like running multiple pop-ups across the U.S., leveraging influencer content, and building a digital magazine to amplify small brands’ voices—all while keeping costs manageable.We also unpack her innovative acquisition tactics rooted in community and authenticity. From avoiding costly ad spend to harnessing the overlooked impact of handwritten direct mail campaigns, Lynn illustrates how personalized touches can rekindle dormant customers and deepen loyalty. She reveals how her team’s clean ingredient ethos fuels consumer trust—and how education is the secret weapon small brands wield against giant competitors. Plus, learn her approach to modern retail, emphasizing influencer activation and the importance of giving customers a reason to keep coming back.Why does this matter? In a landscape dominated by paid ads and fleeting trends, Lynn’s organic, relationship-driven strategies unlock sustainable growth—and they’re accessible to any brand willing to focus on community, authenticity, and clever partnership. This episode is perfect for founders, marketers, and entrepreneurs eager to cut through the noise and turn collaboration into their secret weapon for customer retention and brand loyalty.Whether you’re bootstrapping or scaling, if you want practical, proven tactics for leveraging organic growth, this episode is your playbook. Lynn’s insights will inspire you to reimagine how small brands can punch above their weight through creativity, community, and collaboration.

February 27, 202627 min

Raising the Bar: Redefining Ready-to-Drink Cocktails with The Original Southside

In this episode of Retention Chronicles, Mariah sits down with Meredith Mills-Merritt, founder and CEO of The Original Southside, a spirit-based, certified organic ready-to-drink cocktail built to challenge the status quo of the alcohol industry .Meredith shares how a family summer recipe evolved into a fast-growing CPG brand, why the RTD category is more confusing than consumers realize, and how ingredient transparency became her competitive edge. We unpack the difference between malt-based beverages and true spirit-based cocktails, the realities of launching in a saturated but growing category, and what it takes to build brand trust in a three-tier distribution system.We also dive into:Why education-first marketing is her primary acquisition strategyHow organic social and in-store tastings drive early tractionWhat retention looks like across DTC and retailWhy customer experience matters even more in a high-friction shipping categoryThe two unexpected consumer cohorts fueling growthIf you’re building in CPG, navigating restricted goods, or thinking about how to balance brand awareness with retention, this episode is a masterclass in patience, precision, and raising the bar.

February 26, 202634 min

Repeat Purchase Rate Talks: Reformulating Nutcase for Growth

In this episode of Retention Chronicles, Mariah sit down with Jo Weinand, founder of Nutcase Milk, to unpack how a late-night craving for better-for-you chocolate milk turned into a fast-growing CPG brand with creator partnerships and a hard-earned product reset .Jo shares how testing the product at her restaurant sparked early demand, how a random Vegas brunch led to VC backing, and how poker connections evolved into partnerships with names like Ninja and Steve Aoki. But the real lesson comes after launch. When repeat purchase didn’t meet expectations, the team made the tough call to pause, reformulate, and improve the product before scaling further.We talk luck versus determination, founder-led brand voice, handling public criticism, and why retention always starts with product quality. This is an honest look at what it really takes to build in public and get better in real time.

December 1, 2025Episode 17533 min

LAMIK Beauty: Inviting customers to be a part of your brand

In this episode of Retention Chronicles, Mariah sits down with Kim Roxie — founder of LAMIK Beauty — for a deeply inspiring conversation on entrepreneurship, identity, and building a beauty brand that truly sees its customers.Kim shares her 21-year journey from launching a tiny makeup + brow studio in a Houston mall to building LAMIK into a national clean beauty brand distributed through JCPenney, Nordstrom, Hy-Vee, and more. She opens up about the bold decision to close her successful brick-and-mortar shop in 2018, betting everything on transitioning LAMIK into a digital-first DTC brand — a risk that positioned her perfectly for March 2020.Kim explains how she used early AI tools, quizzes, and virtual try-on to create a personalized online experience long before it became mainstream. And when the world shut down, she turned to Facebook Live — streaming every Friday night for four years with her daughter — building a fiercely loyal community that ultimately became the foundation of LAMIK’s growth and even created their own “Ladies Who LAMIK” group.The episode digs into how Kim thinks about customer acquisition, what makes a product “sticky,” the importance of letting customers co-create your brand, and why sustainable retail expansion requires data, intentionality, and humility. She also shares an honest look at systemic challenges in beauty, the reality of scaling without massive funding, and the deep faith that continues to guide her through volatility in today’s retail environment.This conversation is equal parts tactical, emotional, and empowering — a must-listen for any founder, beauty lover, or builder navigating the balance between vision, community, and resilience.

November 25, 2025Episode 17435 min

Scaling Sweet Success: Inside Spritzal's 11-Year Retail + DTC Journey

In this episode of Retention Chronicles, host Mariah Parsons sits down with Taylor Walker, co-founder of Spritzal Cookie Company, to unpack the 11-year journey of scaling a family recipe into a fast-growing clean-label cookie brand. Taylor shares how Spritzle evolved from rainy Saturday farmer’s markets to mass retail distribution, the pivotal decisions behind SKU reduction, packaging revamps, and transitioning from cottage production to manufacturing partners.They dive into customer acquisition strategies that actually work for small, non-VC-backed CPG brands—founder-led storytelling, community-driven sampling, TikTok and Instagram consistency, and the power of organic word of mouth. Taylor also breaks down what customer retention looks like in consumables today, from thoughtful email cadence to in-store surprise-and-delight tactics.Whether you're building a CPG brand or fascinated by modern consumer behavior, this episode is packed with must-hear insights on scaling thoughtfully, staying scrappy, and keeping authenticity at the center of growth.

November 13, 2025Episode 17331 min

Flavor First, Rules Second: Rotten's Strategy Playbook

In this episode, we sit down with Michael, Founder & CEO of Rotten, the better-for-you candy brand that’s rewriting the rules of CPG with bold flavor, unapologetic branding, and an omnichannel strategy built for today’s consumer.Michael shares the unexpected origin story behind Rotten—from his childhood obsession with sour gummies to realizing the “healthy” candy world felt too clinical and joyless. Instead of leaning into the typical wellness aesthetic, he embraced rebellion, nostalgia, and fun, creating a brand that looks indulgent but performs better.We cover everything from branding that disrupts the aisle, to acquisition tactics in an impulse-driven category, to how Rotten approaches retention when customers bounce between Sprouts, Amazon, TikTok Shop, airports, and DTC. Michael also breaks down the surprising not-so-seasonal nature of candy, the power of founder-led content, and why an omnichannel retention strategy is the only realistic approach for modern CPG brands.If you’re interested in brand building, retail expansion, customer behavior, or breaking conventions in a crowded market, this episode delivers a masterclass in standing out—by being unapologetically different.

November 4, 2025Episode 17228 min

How Kuli Kuli Built a Sustainable CPG Brand with Social Impact at Its Core

When Peace Corps volunteer Lisa Curtis felt drained in a rural West African village, local women introduced her to moringa—a nutrient-packed “miracle tree” that would change her life. That moment sparked the creation of Kuli Kuli Foods, now a leading brand bringing climate-smart superfoods to shelves across the U.S.In this episode, Lisa joins host Mariah Parsons to share her journey from discovering moringa to scaling a mission-driven brand found in over 11,000 stores. She breaks down the realities of social entrepreneurship, how Kuli Kuli balances e-commerce and retail, and the art of blending impact with innovation. Tune in for an inspiring story about purpose-fueled business, sustainable growth, and why “nutrition you can feel” is more than just a tagline—it’s a movement.