Hani Rifai argues that every person in a business process adds a hidden tax, and that AI agents are about to strip it out. Agree or not, it's worth hearing. Episode #632 at addtocart.com.au 🎙️

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Most people know Tiger Mist and I.AM.GIA from the Instagram feeds of Charli XCX, Kylie Jenner and Bella Hadid. Two Melbourne-born fashion brands with global followings, run by sisters Alana and Stevie Pallister. What fewer people talk about is what it actually takes to run both at once.

The website you scrap mid-build because launching broken before Black Friday would cost more than the delay. The re-engagement flow that quietly outperforms the welcome flow with no discount attached. The app strategy that turns push notifications into a free marketing channel while everyone else is bleeding cash on SMS.

In this episode, Dominique Moretti sits down with Nathan to talk about the operational side of running two global fashion brands with one lean team. We get into how she rebuilt the I.AM.GIA website from scratch in 12 weeks after scrapping a project already underway, why open rates sit above 50% with deliberately simple segmentation, how she's using Claude and the Klaviyo MCP for weekly reporting, and what TikTok Shop in the US really demands from operators. This one is for anyone who runs CRM, manages multiple brands, or has ever wondered if their welcome flow is actually doing the heavy lifting.

Brands and tools mentioned: Tiger Mist, I.AM.GIA, A&S Labels, Calibre Clothing, Klaviyo, Shopify, Tapcart, Tolstoy, TikTok Shop, ASOS, Claude, Composer

Use the code ADDTOCART20 for 20% off storewide at tigermist.com.au and iamgia.com (excludes EV x TM Collection).

Chapters:
00:00 Introduction and Guest Background
02:45 Apps as a Free Marketing Channel
06:30 AI Push Notifications and Tapcart
09:10 The I.AM.GIA Website Rebuild in 12 Weeks
12:30 Moving from Headless to Shopify Native
15:45 Coordinating Partners on Go-Live Day
18:00 SMS Costs and Strategic CRM
21:15 The Klaviyo Migration and Flows Setup
24:30 Re-engagement Flow That Beats Welcome Flow
27:45 Engagement Rates and Simple Segmentation
30:30 Tiger Mist vs I.AM.GIA Audiences
33:15 TikTok Feeds Inside Email via Tolstoy
36:00 AI, Claude and the Klaviyo MCP
39:30 Klaviyo Composer and AI Email Flows
42:45 TikTok Shop in the US: What It Really Demands
46:30 Product Enrichment for Agentic AI and SEO
49:00 Work-Life Balance and Switching Off
52:30 What's Next: Tiger Mist Rebuild and Global Expansion

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:
👤 Dominique Moretti → https://www.linkedin.com/in/dominique-moretti-50885464/
👤 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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Melanie Nolan had to recall 15,000 units because a manufacturing error meant she couldn't tell which ones were safe. Here's the lesson she took from it. Playbook #634 at addtocart.com.au 🎙️

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Record-high interest rates, record-low consumer confidence, and yet 80% of retailers still expect growth by 2026. Rob Hango-Zada and David Bauer on why, and where the real competition is now. Episode #633 at addtocart.com.au 🎙️

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