The retailers said no one buys furniture online. Paula Mitchell said watch what the customer actually does at night when no one's looking. She was right. More like this on addtocart.com.au 🎙️ #ecommerce #onlineretail #marketingstrategy #marketing #pricing #materials #trywithmirra #customised #shipping #scale #ecommercemarketing #growthstrategy #e-learning #strategy #ecommerceaustralia #production #market #fashion #retail #fashionretail #trybeforeyoubuy #fashionecommerce #onlineretail #onlineshopping

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Most e-commerce brands can tell you their best-converting product. Fewer can tell you whether that product is bringing in the right customer.
There's a difference. A product can have great front-end economics and still be filling your database with one-and-done buyers. The ROAS looks fine. The CAC looks manageable. Six months later, the repeat purchase rate tells a different story.

In this Playbook, we break down how to choose a hero product on purpose, what to design between purchase one and purchase two, and how to build an ecosystem when the hero product only gets bought once. Featuring lessons from Sam Moore at PYRA, Adam Bouris at Who Is Elijah, Lauren French at Motto Fashions, Jennifer Gilbert at Nutra Organics, Laura Klein at Snotty Noses, and Rob Ward at Quad Lock.

Brands and tools mentioned: PYRA, Who Is Elijah, Motto Fashions, Nutra Organics, Snotty Noses, Quad Lock, Culture Kings, AKA Brands, Klaviyo
This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/
Connect with us on LinkedIn:
👤 Sam Moore → https://au.linkedin.com/in/sam-moore-2a93b632
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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"Revenue is a useless metric most of the time." Matt Byrne on what ecommerce operators should actually be measuring. More at addtocart.com.au 🎙️

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Paula Mitchell has spent 25 years building ecommerce at some of Australia's biggest retailers. Rebel Sport. Dan Murphy's. General Pants. Now, as Digital General Manager at Freedom, she's running one of the most awarded omnichannel operations in the country: 50 stores, 160 vendors, 70,000 products, and a digital team of twelve.

In this episode, Paula breaks down what it actually takes to deliver a great customer experience when the product costs $10,000 and takes 12 weeks to arrive, and why she thinks the industry's obsession with faster delivery is the wrong focus entirely.

Chapters:
[00:00] Why certainty beats speed in high-consideration ecommerce
[09:19] How Freedom scaled from 10,000 to 70,000 SKUs without proportional headcount growth
[14:47] The dropship vs marketplace decision and why brand protection drove it
[29:56] Running 30 ad variations per campaign with the same team size using AI
[38:19] What mixed media modelling told Freedom about TV (it's not dead)
[51:38] Why "digital team" is becoming a legacy job title
Brands and tools mentioned: Freedom, Coveo, Adyen, Impact, Shippit, SAP Commerce, Koala, Ecosa

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Paula Mitchell → https://www.linkedin.com/in/paula-mitchell-au/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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