Coffee N° 5 with Lara Schmoisman: Retail Reinvented - How E-Commerce is Evolving with Lena Moriarty

Host: Lara Schmoisman
Guest: Lena Moriarty, Head of Marketing at ETEL
Release Date: March 18, 2025

1. Welcome and Overview

In this engaging episode of Coffee N° 5, Lara Schmoisman welcomes Lena Moriarty, the Head of Marketing at ETEL, to delve into the evolving landscape of e-commerce and retail. Reflecting on Lara’s recent experience as a moderator at the ETEL conference, the conversation sets the stage for an in-depth exploration of current trends and future directions in the industry.

2. Insights into the ETEL Conference

ETEL Rebranding and Community Focus

Lena begins by explaining ETEL's recent rebranding effort, emphasizing its transformation from a premier conference community to a year-round hub for retail, e-commerce, and technology professionals.

Lena (02:09): “ETEL is the premier conference community. Actually, we just rebranded. So now we're not only specializing in conferences, which you might know us as the premier conference community, but now we are a 365 year-round community designed with your growth in mind to power your growth.”

Conference Experience and Community Building

Lara shares her initial overwhelm at the conference but praises ETEL for its meticulous organization and community-centric approach, highlighting the importance of creating meaningful connections without the pressure of sales pitches.

Lara (03:17): “I didn't feel that I was sold by the retailers. I felt like it was really part of creating a community.”

3. Building a Connected Retail Ecosystem

Vendor Integration and Community Conversations

Lena underscores the essential role vendors play in the retail ecosystem and how ETEL fosters inclusive conversations that drive industry growth.

Lena (05:04): “The retail ecosystem doesn't happen without our wonderful vendors. And that's the reason that retailers are able to advance at scale and grow in the way that we're all trying to grow.”

Creating a Collaborative Environment

Both Lara and Lena discuss the importance of collaboration and breaking down barriers to enhance community interactions, ensuring that attendees can maximize their conference experience.

Lara (05:15): “It's really important that you get the guidance from an agency or someone who knows what is best for your brand or get demos.”

4. The Rise of Video Content in Marketing

Investment in Video Strategies

Lena highlights ETEL’s significant investment in video content over the past months, aligning with industry leaders' recommendations to prioritize video in marketing strategies.

Lena (11:28): “One of the biggest trajectory changes that the ETEL brand is making... is the big investment in video.”

Organic and Authentic Video Content

Lara emphasizes the shift towards authentic, unedited video content, moving away from stock images to foster genuine connections with audiences.

Lara (13:07): “What is trending right now, it's been organic, it's being real. Not so much editing, no more, no so much stock image.”

5. Embracing AI in E-Commerce

AI’s Integral Role and Future Prospects

The conversation transitions to the pervasive role of AI in e-commerce, with Lena asserting that AI will continue to integrate into daily operations, enhancing efficiency and data management.

Lena (21:49): “I think that AI will be adopted into the day-to-day, if it's not already. I would say you are a little bit behind the curve.”

Practical Applications and Benefits

Lara and Lena discuss how AI tools can streamline processes, allowing businesses to focus on strategic initiatives rather than getting bogged down by repetitive tasks.

Lara (21:09): “If you're going to use the technology using the best of your ability, it's the same.”

6. Shifting PR Strategies and Retail Media Networks

Diversifying Marketing Investments

Lena explains the trend of brands reallocating their PR budgets towards more dynamic platforms like TikTok Shop and retail media networks, driven by changing return on investment.

Lena (15:13): “A lot of the best brands are reorganizing the carton... because their traditional media mix is now working in the same way that the old media mix was.”

New Age PR through Personal Branding

Lara highlights her own approach to PR by leveraging her podcast and agency presence to build relationships and establish authority in the industry.

Lara (17:40): “It's totally a new way of PR, but it's also about making relationships and that... it's a very different approach.”

7. The Value of Conferences in Strategy Development

Technology Shopping and Time Efficiency

Lena champions the unparalleled opportunity that conferences like ETEL provide for technology discovery, saving businesses significant time and resources in the long run.

Lena (18:39): “There is no other environment that you're able to do the technology shopping and save yourself time... than at a conference.”

Creative Inspiration and Team Collaboration

Both speakers agree that stepping away from daily routines to attend conferences fosters creative thinking and allows teams to collaboratively integrate new strategies.

Lara (09:06): “Looking at this in perspective and with this new information, I could be doing this and this and that.”

8. Upcoming ETEL Boston Conference

Program Highlights

Lena shares exciting details about the upcoming ETEL Boston conference, including the launch of the ETEL Visionary Awards, AI Summit Day, and various tracks on video, social commerce, and search optimization.

Lena (24:34): “You can expect the revamping of the ETEL Visionary Awards... deep dives into video and social commerce, from new and improved search techniques.”

Exclusive Offers and Event Promotions

Lena offers an exclusive discount code for Lara's audience, encouraging listeners to attend the ETEL Boston event from August 11th to 14th, emphasizing the value of networking and learning at the conference.

Lena (24:13): “If you use ETEL Partner, you can get 20% off your ticket for ETEL Boston.”

9. Closing Remarks

Lara thanks Lena for the insightful conversation, reiterating her appreciation for the ETEL community and encouraging listeners to engage with the resources available at larashmoisman.com or the episode notes. The episode concludes with anticipation for future discussions and Lara’s commitment to providing valuable business wisdom in upcoming episodes.

Lara (25:51): “So it was so nice to have you again here having coffee with us. And I will see you next week with more Coffee N°5. Find everything you need at larashmoisman.com or in the episode notes right below. Don't forget to subscribe.”

Key Takeaways:

• Community Building: ETEL’s transformation into a year-round community fosters continuous growth and connection among retail and e-commerce professionals.
• Video Content Dominance: Investing heavily in authentic video content is crucial for engaging modern audiences.
• AI Integration: AI is becoming indispensable in streamlining e-commerce operations and data management.
• Evolving PR Strategies: Brands are shifting from traditional PR to dynamic platforms and retail media networks to maximize ROI.
• Conference Value: Attending industry conferences like ETEL provides invaluable opportunities for technology discovery, networking, and strategic development.

For more insights and actionable strategies, tune into future episodes of Coffee N° 5 with Lara Schmoisman and visit larashmoisman.com.