129: Unifying Data to Personalize Customer Experiences at ScottsMiracle-Gro

What does it take for a legacy brand to stay ahead in a world where customers are increasingly turning to AI for answers instead of traditional search? In this conversation, we sit down with Nick Ljubi, Director of Product for front-end applications at ScottsMiracle-Gro, to unpack how the company is rethinking its digital foundation to deliver more personalized, contextual customer experiences. Nick shares how Scotts is unifying its branded websites and consolidating B2B and B2C channels into a single, modern ecosystem built on Salesforce. Rather than chasing AI as a quick fix, Nick emphasizes getting the fundamentals right first — clean, unified data and scalable architecture. Listeners will learn how strong brand equity, thoughtful technology investment, and a forward-looking roadmap can position established brands to lead in an AI-powered commerce landscape. Show Highlights: Building a foundation of clean, connected data before scaling AI initiatives Creating a single consumer ID to power cross-channel personalization Leveraging Salesforce to integrate commerce, marketing, and service data Preparing content and product data for LLM-driven discovery and AI commerce Using field sales insights and retail data to inform digital experiences Moving from reactive website redesigns to a proactive, future-ready roadmap Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.