『Connected Commerce Episode #8』のカバーアート

Connected Commerce Episode #8

Connected Commerce Episode #8

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Welcome to another episode of Connected Commerce, where we explore the strategies, experiences, and ideas shaping the future of ecommerce.In this episode, Hai Mag sits down with Jon Ivanco, Co-Founder of Formtoro, to explore why collecting more customer data does not necessarily mean understanding your customers better.Jon argues that ecommerce brands have become too focused on collecting email addresses, phone numbers, and generic segments, while missing the context that actually drives purchase decisions. Why is someone visiting your store? What are they comparing you against? How do they perceive your pricing? And when are they actually ready to buy? The conversation starts with a challenge to one of ecommerce's most common playbooks: the standard discount pop-up. Jon explains why trading a 10% discount for an email address often creates very little real value, especially when brands may collect the same contact information during checkout anyway. They also unpack why gamified pop-ups can distort customer behavior and why better data collection starts with asking better questions. Hai and Jon then explore loyalty programs, subscriptions, and sales cycles, questioning whether these systems always create the customer behavior brands expect. Jon shares an alternative approach: instead of forcing every customer into the same promotional calendar, brands can think about delivering the right offer at the right moment in each customer's journey. The discussion also moves into segmentation, personalization, and the growing role of Shopify as a central source of customer data. Jon explains why marketers may be overcomplicating segmentation and why stronger messaging can sometimes matter more than creating endless customer personas. They also explore a less conventional idea: using physical merchandise as a marketing channel. From hats and shirts to branded products priced specifically to increase visibility, Jon shares how brands can rethink merchandise as a way to extend awareness beyond the original product itself. At the center of the conversation is a simple idea: ecommerce teams should stop assuming that industry best practices are automatically the best answer. If everyone is solving the same problem in the same way, it may be time to ask a different question. In this episode:Why collecting emails is not the same as understanding customersThe problem with traditional 10% off pop-upsWhy gamification can distort customer dataCollecting context instead of just contact informationRethinking loyalty programs and subscriptionsDelivering offers based on the customer journeyWhy brands may be overcomplicating segmentationShopify as a central source of customer dataCreating messaging that works across different customer typesTurning branded merchandise into a marketing channelWhy ecommerce teams should challenge established best practicesWhether you're an ecommerce founder, DTC brand operator, marketer, retention leader, or agency professional, this conversation offers a different way to think about customer data, personalization, loyalty, offers, and the decisions that shape the customer journey.Host: Hai Mag, CEO of EvaGuest: Jon Ivanco, Co-Founder of FormtoroConnect with Hai Mag:https://www.linkedin.com/in/growthjedi/Connect with Jon Ivanco:LinkedIn: https://www.linkedin.com/in/jivanco/Formtoro: https://formtoro.com/Follow Eva Commerce:Website: https://eva.guruLinkedIn: https://www.linkedin.com/company/eva-commerce-inc/Instagram: https://www.instagram.com/eva_commerce/About Connected CommerceConnected Commerce is the podcast by Eva Commerce, featuring conversations with ecommerce leaders, founders, marketers, marketplace experts, and industry professionals sharing actionable insights to help brands grow across marketplaces and digital channels.
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