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PODCAST

Customers Who Click

Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking. In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business. Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is

business marketing

All Episodes

39:59

Why One Creative Format Can’t Win Anymore

Customers Who Click ·

2025/08/14

Giulio Beltramo, Head of Marketing at One Retail Group, joins Will Laurenson to discuss the fast-paced world of performance marketing, brand building, and seasonal product strategy. From weather-driven surges to diversifying creative formats, Giulio shares how his team balances profit-first decisions with long-term equity plays. Learn how they sold out of Amazon’s #2 top product, why community affiliates now drive 30% of revenue, and how UGC is redefining demand. If you’re growing a multi-brand

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43:41

Why Huel Values Brand Equity Over Discounts

Customers Who Click ·

2025/08/12

Bhav, Head of Analytics at Huel, joins Will Laurenson to explore how experimentation, data, and critical thinking power growth. From the limits of A-B testing to alternative methods of causal inference, Bhav reveals how to balance rigorous measurement with brand realities, including Huel’s 22,000-store omnichannel presence. They discuss loyalty programmes, referral strategies, and why resisting deep discounting protects brand equity. If you want to understand how to build a culture of testing while

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40:03

How Social Shopping Is Changing E-Commerce

Customers Who Click ·

2025/08/07

William Gasner, CMO and Co-Founder of Stack Influence, joins Will Laurenson to break down how brands can master influencer marketing at scale. They unpack why micro-influencers outperform big celebrities, the challenges of managing thousands of authentic voices, and how automation is transforming the landscape. William offers a candid look at how TikTok, Instagram, and emerging social commerce trends are reshaping the market, and what brands must get right before launching influencer campaigns

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38:54

How Myprotein Uses Creative to Power Paid Media

Customers Who Click ·

2025/08/05

Hemadri Negi, Head of Paid Media at Myprotein, joins Will Laurenson to reveal how one of the world’s biggest nutrition brands balances growth and brand building across 40 markets. Hem explains their shift away from audience-based targeting to creative-led strategies, using automation and audience signals to let consumers self-select. They dive into balancing discounts with quality messaging, building mental availability, and the challenges of scaling globally while staying locally relevant. If you

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47:06

Why CRM is More Important Than Paid Ads at HERA

Customers Who Click ·

2025/07/31

Holly Beadle, CEO of HERA Clothing, joins Will Laurenson to share how she’s building a fashion brand that prioritises profitability over hype. From narrowing product ranges and improving cash flow to expanding into new markets and using tools like Klaviyo, Yotpo, and Rebuy, Holly breaks down the strategies behind HERA’s sustainable growth. They discuss the challenges of paid media, why CRM is outperforming ads, and how to stay focused in a saturated industry. Whether you're scaling a DTC brand or

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42:13

The Two-Metric Tango That Brings Clarity to eCommerce

Customers Who Click ·

2025/07/29

JJ Reynolds from Vision Labs joins Will Laurenson to break down why most eCommerce brands are swimming in data but still making guesses. They explore the flaws in plug-and-play analytics tools, how to clarify what “working” actually means, and why percentage increases over time matter more than most dashboards show. JJ shares actionable frameworks like the “two-metric tango” and explains how to build a smart, scalable tech stack for brands doing £10–15 million. Whether you’re chasing profitability

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36:09

Marketing Without Google: How Silencer Central Wins...

Customers Who Click ·

2025/07/24

Logan Hutchinson, Director of Marketing at Silencer Central, joins Will Laurenson to reveal how he markets suppressors in one of the most regulated industries in the US. Logan explains how the brand navigates ad bans, federal approvals, and state restrictions while focusing on personalisation, education, and exceptional customer service. From launching a top-selling product line to executing a DTC strategy with 70% repeat purchase rates, Logan shares insights on growing trust and creating better

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36:18

Turning a Shark Tank Hit into a Category Leader

Customers Who Click ·

2025/07/22

Sim Khullar, VP at Monolith Brand Group, joins Will to unpack how she's scaling niche baby brands toward mainstream success. They discuss balancing brand and performance marketing, increasing customer lifetime value in a short consumer window, and why trust-building content trumps lazy AI posts. Sim shares how brands under Monolith are nearing $100 million in revenue, driven by strong repeat rates and cross-brand loyalty. If you're navigating the shift from product to brand, this episode offers

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36:25

The 3-Tier Influencer System That Actually Works

Customers Who Click ·

2025/07/17

Sambhav Chadha, co-founder of Augmentum Media, joins Will Laurenson to break down his three-tier influencer strategy that powers health and wellness brands like Lululemon and Nestlé. From product seeding to high-performance affiliate deals, Sambhav reveals how relevance and authenticity drive true incrementality in influencer marketing. He shares benchmarks, mistakes to avoid, and why 100+ seedings a month is a must for traction. If you’re building a DTC brand—or revamping your influencer

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36:09

From Side Hustle to Amazon Powerhouse

Customers Who Click ·

2025/07/15

Jonathan Francis, co-founder of FM London, joins Will Laurenson to share how a side hustle selling socks became a full-scale Amazon clothing brand. From launching with multi-packs to using Amazon's Born to Run and Vine programmes, Jonathan breaks down the tactics behind their success. They dive into AI tools, video listings, and launching new product lines — including women’s underwear and babywear. Jonathan also opens up about the challenges of post-COVID growth and the game-changing decision to

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39:30

What E-Commerce Can Learn from Pickleball

Customers Who Click ·

2025/07/10

Doug Thielen, CMO at Selkirk Sport, joins Will Laurenson to explore how the brand rose to the top of the pickleball market. They discuss Selkirk’s approach to product innovation, the role of education in e-commerce, and the launch of their new footwear line, which nearly sold out in 6 weeks. Doug shares how Selkirk balances content, commerce, culture, and community, and the unique challenges of global expansion. With insights on AI, customer intent, and personalisation, this episode is a must-listen

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35:40

The Hidden Growth Strategy: Talk to Your Customers

Customers Who Click ·

2025/07/08

Trojan Margetts from Vollebak joins Will Laurenson to share how a team of just 30 people is scaling one of the most experimental clothing brands in the world. From Faraday cage jackets to collaborations with Porsche, Trojan dives into the wild side of apparel logistics, customer acquisition through conversation, and why even luxury shoppers care which courier you use. They also explore AI’s role in logistics and how fast-moving startups test and deploy tools in record time. If you’re into fashion,

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40:42

Building E-Commerce in a Traditionally Offline Industry

Customers Who Click ·

2025/07/03

Jeff Clemens, VP of Marketing at Grand Appliance, joins Will Laurenson to share how a fourth-generation retail brand is thriving in today’s market. With 30% year-over-year growth, Jeff breaks down the strategies behind their success—from e-commerce expansion to data-driven inventory and omnichannel challenges. He explains the importance of in-house tech, the rise of DTC competition, and why local engagement is still crucial. If you’re interested in retail transformation, hybrid commerce, or managing

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41:41

Retention vs Acquisition: What Brands Are Still...

Customers Who Click ·

2025/07/01

Feras Khouri joins Will Laurenson to talk retention strategies that drive real results. From scaling a men’s jewellery brand to 8 figures to working with top DTC names, Feras shares how to go beyond basic email flows and dig into what actually makes customers come back. They unpack AI’s surprising role in ecommerce, clever merchandising tactics like “Stacks” and “Pack of the Week”, and how data—not discounts—should drive retention. If you want to know what 9-figure brands do differently after the

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37:12

Stop Blaming the Ads - Fix Your Site First

Customers Who Click ·

2025/06/26

Gilbert Corrales, CEO of Leaf, joins Will Laurenson to expose the hidden breakdowns in ecommerce performance tracking. From shocking stats—like 97% of top Shopify stores having broken tracking—to the shady attribution tactics agencies use to inflate results, Gilbert reveals what’s really holding brands back. They discuss the silos between paid media and web teams, the importance of accurate data, and why Leaf actively embeds itself in client operations. Whether you're scaling a brand or selecting a

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33:26

How Zigpoll Turned Customer Feedback into a CRO Power...

Customers Who Click ·

2025/06/24

Jason Zigelbaum, founder of Zigpoll, joins Will Laurenson to discuss how on-site surveys have become a core growth lever for e-commerce and SaaS brands. Jason shares the journey of Zigpoll, how it's used for attribution, segmentation, and CRO, and why post-purchase surveys are more than just a feedback form. They explore real-world use cases, including file uploads, homepage redirects, and advanced integrations with Shopify and Klaviyo. Jason also reflects on the future of AI in automating

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35:46

How a Category King Owns Its Niche

Customers Who Click ·

2025/06/19

Paul Sherratt, founder of Glove Glue, shares how a niche product for goalkeeper gloves became a global brand, selling a unit every 150 seconds across 55 countries. He talks with host Will Laurenson about starting the business in 2011, going all-in by 2020, and why social commerce—especially TikTok Shops—is a major focus now. Paul opens up about e-commerce challenges, retail wins, and segmenting gift-givers from actual goalkeepers. If you’re growing a niche brand, this episode reveals the power of

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31:41

From Lingerie to Full Looks: Lounge’s Brand Expansion...

Customers Who Click ·

2025/06/17

Hannah Lewis, Performance Marketing Director at Lounge, joins Will Laurenson to share how she’s reshaping affiliate marketing and driving international growth for the British-born fashion brand. From transforming affiliates into a top new customer channel to navigating SEO volatility and customer expectations in an AI-influenced world, Hannah dives deep into performance strategies, authenticity, and brand evolution. They also explore how Lounge is expanding from lingerie into full wardrobes—while

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39:18

The WhatsApp Growth Curve Fueling 1000x ROI Campaigns

Customers Who Click ·

2025/06/12

Jeremy Horowitz returns to talk with Will Laurenson about the future of AI-powered WhatsApp marketing. As co-founder of Coco AI, Jeremy explains how brands are using real AI agents—not just chatbots—to power abandoned cart flows, personalised product recommendations, and concierge-style experiences through WhatsApp. They discuss why this inbox is different, how brands can earn customer trust there, and the surprising ROI they’re already seeing. If you're curious about conversational commerce,

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37:58

Building an AI Stack That Actually Delivers ROI

Customers Who Click ·

2025/06/10

Jesse Alouf, CMO of Tire Agent, joins Will Laurenson to explore how he's scaling a “need” product business with practical innovation. From targeting everyday drivers—not gearheads—to using AI for real impact (not chatbots), Jesse shares how Tire Agent simplifies tire buying while growing fast. He discusses building spend optimisation models, creating Spanish-language video content, and tackling upper-funnel growth via CTV and audio. If you're tired of AI hype and want real strategies for e-commerce

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