Why does the world trust Australian beauty brands on sight? Check this Episode #613 at addtocart.com.au 🎙️

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Men vs. Women shopping styles! Women: "I love it, I’m buying it." Men: "It's raining. I need two of everything and I'll take it in four colors, thanks." Who else relates to the "predictable" shopper? 🛒 Episode #635 at addtocart.com.au 🎙️

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Robots will run logistics within ten years. Talea Bader's question is the one that actually matters: who owns and controls them? Playbook #636 at addtocart.com.au 🎙️

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Most platform migrations take nine to twelve months. Kathmandu did theirs in four. Front end redesign. Back end rebuild. CRM migration from Salesforce Marketing Cloud to Klaviyo. Five countries. And went live right in the middle of a flash sale.

That kind of timeline only works when the team structure is built for it, and when the people running it have spent enough time in stores to know what the data won't tell them.

Craig Mildenhall is GM of Digital at Kathmandu. Before that, adidas in Europe and Loyalty New Zealand. His thinking on the intersection of loyalty, brand and ecommerce is sharper than most people you'll hear from in the outdoor category.

In this episode, Craig breaks down the four-month Shopify Plus migration, why his team split into a Shopify build crew and a separate trade crew that didn't mix, why every accordion on the new PDP is closed by default, what happened when they sent the digital team into stores to test the puffer finder, and how Out There Rewards moved Kathmandu's loyalty conversation away from constant discount.

CHAPTERS
00:00 Cold open and intro
01:56 Inside Kathmandu's digital team
03:39 Stores of the future
05:28 A four-month Shopify migration
11:30 Splitting the team in two
18:32 PDPs that don't look like Shopify
22:46 Product data for LLMs and AI search
25:49 Closing the accordions and sending the team into stores
29:45 Out There Rewards and rebuilding loyalty
34:49 Testing, AB Tasty and gut feel
38:31 Meta, content and AI in production
42:57 Building agile squads and hiring
47:37 What's next for Kathmandu

Brands and tools mentioned: Kathmandu, Rip Curl, Oboz, KMD Brands, Shopify Plus, Klaviyo, Magento, Microsoft Dynamics 365, Salesforce Marketing Cloud, Athos Commerce, DotCollective, Reload Media, Motion Sickness, Yotpo, AB Tasty, Triple Whale, adidas, Out There Rewards

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:
👤 Craig Mildenhall → https://www.linkedin.com/in/craigmildenhall/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
🎙️ 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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