[Voiceover]: Welcome to the checkout. We catch up with previous add to cart guests and ask them five quick questions to get to know them better and leave you with a little extra inspiration to get you through your Friday.
[Voiceover]: Today's checkout features Erica Birchtold, CEO of the Iconic. Doesn't need much introduction, but the Iconic is Australia's very own online fashion powerhouse. Committed to the customer and at the forefront of technology and innovation. Dispatching from a 28,000 square meter fulfillment center in Sydney with almost 1,000 staff, they continue to redefine the future of retail in Australia and New Zealand. Formerly the GM at Rebel Sport, where I met Erica, she is now the iconic CEO since 2019.
Nathan Bush: Erica, thank you for joining us on the checkout. We've had a really great conversation back in our main episode, but we're here to learn a little bit more about you. Okay, five questions. What's the weirdest thing you've ever bought online?
Erica Berchtold: Two things. An elf costume from my dog Bella, which I just bought now and then. Also, I bought a metal detector for my son to use at the beach because I saw these guys that my husband is like, erica, you are totally turning him into a nerd. But I think it's actually really funny.
Nathan Bush: Has he found anything cool?
Erica Berchtold: Not really, like 50 cents here or there. But anyway, we live in hope.
Nathan Bush: That's pretty good when you're a kid, though.
Erica Berchtold: Yeah, yeah, yeah.
Nathan Bush: All right, number two, who is your favorite retailer?
Erica Berchtold: Selfridges.
Nathan Bush: Oh, why?
Erica Berchtold: Yeah. Oh, just the theater that they bring and they're just always trying something new and the brand assortment and I could just spend hours in that shop and I love being in London, so yeah, one of my favorite cities in the world.
Nathan Bush: Amazing. All right, number three, which E commerce practice do you wish was history?
Erica Berchtold: High performance spend.
Nathan Bush: It's been a big 2022. Any particular channel that we want to call out?
Erica Berchtold: No, I'm not going to be that mean,
Nathan Bush: blanket paid performance. All right, number four, can you recommend a book or a podcast that our listeners should immediately get into?
Erica Berchtold: Oh, look, anything with Jim Collins, really. And whether he's being interviewed by someone or one of his books, I think he's a fascinating fellow.
[Voiceover]: Yeah. And I think they're books that you
Nathan Bush: read them once you have life experience, have business experience, you go back and read them again and you get more out of them every time.
Erica Berchtold: And he doesn't do many interviews with people, but I think it's Tim Ferriss, I think has done a couple of interviews with him. So I'd listen to those. They're really interesting.
Nathan Bush: Good tip. All right, last one. Finish this sentence. The future of retail is iconic.
[Voiceover]: Hey.
Erica Berchtold: Of course.
Nathan Bush: Get that other 84%. Yeah.
Erica Berchtold: That's it. That's it.
Nathan Bush: Erica, thanks for joining us on the checkout.
Erica Berchtold: No worries.
[Voiceover]: To hear more from Erica, jump back into episode 259 where Erica shares the secrets to an 8 minute delivery turnaround from order placed to ready to ship. Erica also shares the achievement that she's most proud of and the strategy tips that have taken the iconic all the way to the pinnacle of e commerce in Australia. Thanks for listening. And until next time, keep adding to cartoon.
