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Most ecommerce brands are racing to ship faster. Paula Mitchell, Digital GM at Freedom, has spent five years building one of Australia's...
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How to Go From eCommerce to Physical Retail | #623
![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](https://i.ytimg.com/vi/m9wnVXquvyI/maxresdefault.jpg)
![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](https://addtocart.com.au/wp-content/plugins/youtube-feed-pro/img/placeholder.png)
It’s Not Digital, It’s Just Retail with Freedom’s Paula Mitchell | #624