Inside OLLY’s Digital Strategy: Jennifer Peters on Using Martech and AI to Enhance the Customer Experience

This episode features an interview with Jennifer Peters, the Director of DTC, Martech, and Digital Compliance at OLLY. Jennifer has deep expertise in eCommerce and Martech, with extensive experience across marketing, technology and business development. At OLLY, she champions the fusion of technology and marketing for top-notch digital experiences. In this episode, Jennifer emphasizes the importance of fusing technology and marketing to replicate the in-store experience online. She discusses the unique challenges and strategies involved in selling OLLY products, especially new and complex categories like Adaptogens. The conversation also covers how AI is utilized for efficient product replenishment, the critical role of customer feedback in shaping product development, and trends in CX that are reshaping the industry. Tune in for insights on creating exceptional digital experiences and driving customer satisfaction.Quotes*”The key to optimization is, did we do the best we could do when we built this landing page? Because what we're seeing here is that there could be some tweaks here that could make it better. And for us, that is a little bit beyond the triage of like, ‘Oh man, this is really broken,’ to, ‘How can we just make sure this is the best we can put out here?’”*”Especially when you're looking at design, which is an art form, it's beautiful. You want it to be beautiful. Sometimes beautiful doesn't drive conversions. Sometimes customers just want clear.  And they want clean. And they want to understand exactly what to do when they hit that page. And sometimes that isn't beautiful and that can be really challenging.”*”If we can't make our customer happy, what are we doing? Like, if we're building products around profitability and not around customer use, what are we doing? At the end of the day, everything you have to do is for your customer.”*”Why did we make this decision? Like, what was the motivation for that? Was it because that's what customers want or was it something else? And when it's something else, you have to take the time to unpack that, address it, and figure out how to pivot that closer to, ‘But what would a customer want?’ And also understanding that you are never your customer. That's like the number one rule in marketing. There's always bias around you think that you're the customer. You are never, ever, ever the customer. The way you use your website is never the way a customer uses your website. And don't even think for a second that it is. You can't do that.”*”For us, it starts with efficacy, and it starts with, ‘Does this solve a problem that people have?’ That's the very first thing you can do. And you have to make good products. You have to make products that work. That is the foundation of creating that trust, is we can promise you that our product works and that it's good and it will make you better. So that I think is really, really important. But then building on that, it's the consistency over time that I think builds the trust and not only with the product and the product quality, but with the experience, with the interactions.”Time Stamps[0:01] Meet Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY[1:09] The Fusion of Technology and Marketing[1:21] From Brick and Mortar to Digital: Jennifer's Journey[1:53] Replicating In-Store Experience Online[2:20] Understanding Customer Behavior and Analytics[4:08] Educational Marketing at OLLY[6:10] Trends in Digital Customer Experience[8:20] Balancing AI and Human Interaction in Customer Service[9:53] Optimizing Website Performance[12:27] Measuring Customer Experience and Satisfaction[15:53] AI-Driven Product Replenishment[18:24] Challenges of Integrating Online and Offline Retail[19:30] Understanding Customer Behavior with In-Store Tech[20:23] Subscription Cancellations and Customer Retention[22:06] Creating an Amazing Digital Customer Experience[25:16] Focusing on the End Customer[28:05] Building Trust Through Product Efficacy[32:25] The Future of Customer Experience at OLLY[0:01] Meet Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY[1:09] The Fusion of Technology and Marketing[1:21] From Brick and Mortar to Digital: Jennifer's Journey[1:53] Replicating In-Store Experience Online[2:20] Understanding Customer Behavior and Analytics[4:08] Educational Marketing at OLLY[6:10] Trends in Digital Customer Experience[8:20] Balancing AI and Human Interaction in Customer Service[9:53] Optimizing Website Performance[12:27] Measuring Customer Experience and Satisfaction[15:53] AI-Driven Product Replenishment[18:24] Challenges of Integrating Online and Offline Retail[19:30] Understanding Customer Behavior with In-Store Tech[20:23] Subscription Cancellations and Customer Retention[22:06] Creating an Amazing Digital Customer Experience[25:16] Focusing on the End Customer[28:05] Building Trust Through Product Efficacy[32:25] The Future of Customer Experience at OLLYAbout our guest, Jennifer PetersJennifer Peters, an eCommerce and Martech pro at OLLY, drives their direct-to-consumer business growth. She champions the fusion of technology and marketing for top-notch digital experiences. With extensive experience spanning marketing, tech, and business development in eCommerce, she's a passionate CPG aficionado.Thank you to our friendsThis podcast is brought to you by HGS. HGS is a digital customer experience leader dedicated to delivering winning customer interactions at scale that are prompt, personal, and positive. We continuously transform, optimize, and grow enterprises to exceed ever-rising customer expectations. HGS provides our clients with the right talent and technologies needed to champion every moment. Learn more at hgs.cx.LinksRead the official OLLY case study, "How OLLY increased website revenue by +20% using Contentsquare"Check out the Zenni case study "How Zenni increased conversions by 3.5% and recovered $15M in revenue with homepage optimization." Connect with Jennifer on LinkedInLearn more about OLLYCheck out HGS