Podcast
Beyond the Cart
Hosted by Lightburn · EN
Join us as our digital agency launches an ecommerce company and the challenges we — and you — are going to face along the way. This series will focus on solving the complicated minutia involved in starting a direct-to-consumer business.
10episodes
Episodes
Newest firstAll episodes
[Interview] Digital Transformation with Jim Jung of Trico Corp
Sep 4, 202400:30:09Tap to summarizeToday's episode covers Trico's journey from a product-based company to one that now heavily integrates services, particularly through digital ecosystems such as IoT and data analytics. Jim explains how Trico has developed sophisticated tools for monitoring and analyzing equipment performance, emphasizing the importance of early detection of issues through oil analysis and other predictive maintenance techniques. The conversation also touches on the challenges of educating customers, managing digital transformations, and the evolving roles of different personas within customer organizations, especially in B2B settings. The episode concludes with a teaser for part two, which will delve deeper into data analysis and artificial intelligence. Highlights include: (01:16): Trico today & Lightburn's partnership(07:50): The challenges of customer education(09:16): Bringing new tactics to an old service (12:34): The importance of cross-selling services (13:16): It's all about the data(17:24): The value of a mobile app (18:55): Data visualization (19:51): Complex personas in B2B(23:31): Digital Transformation
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The Art of Engaging Audiences Online & In Person with Bay View Printing Co.
Jun 26, 202400:26:27Tap to summarizeIn this episode of Beyond the Cart, Nora is joined by Bay View Printing Co.'s Ashley Town to discuss the company's digital evolution from print to pixel.Hear how this local business grew its market and transformed operations by focusing on customer service across multiple audiences. From its core design service through its ever-popular "Drink & Ink" events Ashley refined processes and leveraged technology to better support users online and offline.Top takeaways include:History of Bay View Printing CoWhat is Bay View Printing Co today?Identifying different customer typesInvesting in a service and ecommerce websiteHow to mirror offline service offerings onlineAutomating tasks without losing the personal touchIntegrating your website with other business toolsCreating cross-promotional opportunitiesMeeting different audiences where they are
Transcribe →Lessons Learned: Investing in CX without rebuilding your storefront
Feb 22, 202400:27:05Tap to summarizeChanges to your digital strategy can domino across your business. While that ultimately is how real change happens, it can be daunting. Today, we’re discussing the biggest mistakes ecommerce companies make when re-aligning and re-investing in their customer experience (CX) strategies — and how to avoid them. Join host Nora as she shares lessons learned with Lightburn's director of client strategy, Colleen Campbell, and the co-owner and cofounder of the UX research company, Lyssna Method, our pal Kristine Howell. Top takeaways include:Top mistakes business owners makeLow-cost wins to avoid analysis paralysisHow to get c-suite buy-in with dedicated dataUnder and OVER-investing in technologyCustomer wants versus business needsReducing risk and welcoming natural tension points
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[Interview] Paper to digital transformation, with Camie Grabowski
Nov 15, 202300:21:55Tap to summarizeToday's interview will discuss the challenges and opportunities of rebuilding paper processes in a digital environment. Joining us is Camie Grabowski, the Sales & Design Manager at Digital Pix & Composites (DPC). She's spent nearly 20 years strategizing ways to modernize and simplify operations for a business with several moving parts and plenty of room for human error. We asked:What did the manual process used to look like?What were some of your initial reservations?What was the lag time between planning and action?Did any part of the process surprise you with its complexity or simplicity?Did you learn anything new about your users during this transformation?Where did this process break down after launch?What’s been helpful for your team, clients and customers?Do you have any advice you’d give others?
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"Stuckage" & Accountability: DIY ecommerce is unrealistic (even for us)
Sep 12, 202200:21:57Tap to summarizeWe're ending season two talking about "stuckage." It's totally real. We see it all the time. You're stuck making decisions. You can't get any traction on your project. It happens a lot in ecommerce. And we're gonna talk about how to solve that. We're also gonna apply some of the solutions that we often give our clients to our D2C brand, Bilberry West.Today’s Topics:DIY ecommerce is unrealistic — even for usDon’t create problems that don’t exist yet – part oneThe answers are normally obvious but hard to acceptThe "sunken cost" fallacyDon’t create problems that don’t exist yet – part twoHow accountability will make or break your businessHow to remove heavy emotional barriers and move forward
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Selling Swag Online: A F&B Merch Story
Aug 18, 202200:20:31Tap to summarizeToday, we're talking to one of our food and beverage clients about selling swag online. From t-shirts to gift cards, restaurants have evolved from local eateries to brand-name business groups. To tell their story. I've invited Sam Schulte, the marketing specialist for the Lowlands Group, to discuss how their migration from WooCommerce to Shopify helped increase sales by 9% in just 2-months (and it's not even their busy season). Today’s Topics:A little about LowlandsRe-platforming their store from WooCommerce to ShopifyLearning and leveraging pre-existing themesCustomizing templates where it matters (keep it simple)Creating better checks and balances between product ownersCreating a dynamic navigation for each restaurantTracking sales, promotions, and product interestAnalyzing the monetary impact of the new shopTrusting in your digital partner
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When to consider a subscription model
Jul 20, 202200:23:24Tap to summarizeToday we're talking about subscription models. They're all the rage right now, from meal planning kits to makeup. It might seem simple to just add a subscription button to your product page, but there's a lot more to consider. For some expertise on this topic, we're excited to have our friend and former colleague, Kristine Howell, joining us today. Today’s Topics:Why ecommerce subscription models are so popularWhen to consider offering a subscription serviceSimplifying the buy-in and cancelation processGetting feedback from users and stakeholdersInvesting in the emotional experience
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Abandoned Carts: How to Avoid Leaving Money on the Table
Jun 29, 202200:20:10Tap to summarizeToday, we're talking about abandoned carts. Learn how to avoid leaving money on the table by streamlining the checkout process, reducing distractions, and offering genuine value that connects with your customers. Reducing distractionsIdentifying the barriersInvestments versus commoditiesCurating the brand experienceFilling in the gaps
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The effects of seasonality on your PPC plan
Jun 7, 202200:26:48Tap to summarizeIn today's episode, we're talking about the effects of seasonality on your PPC plan, how we approach seasonality as it relates to paid advertising, and the unique challenges of running campaigns for clients with extreme seasonality.Today's Topics: Advertising highly seasonal productsCustomer engagementFollowing your audience (1-800-FLOWERS)Weather-driven seasonalityYour first year of digital adsRevving up digital ad spendCommunicating with operations
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How to Write Engaging, Informative, and Persuasive Product Descriptions
May 19, 202200:26:18Tap to summarizeToday we welcome a new guest, Lightburn SEO Analyst Taylor Belmer. During today's chat, we will be exploring how to write engaging, informative, and persuasive product descriptions. We'll break down shopping algorithms and how they're weighted, and we've got some practical advice for increasing product visibility across channels. Today's TopicsGeneric and brand-driven keywordsThe problem with duplicate contentMinimize iterations with thoughtful UX designFocus on features and benefits Avoid filler statements Infuse descriptions with brand voice Creating a roadmap for success
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