The Loyalty Trap: James Hurman on What Really Drives Ecommerce Growth | #582

James Hurman has spent years shaping how the world understands brand building. An award-winning strategist, author and co-founder of Tracksuit, he’s become a global voice for effectiveness at a time when marketing teams are under more pressure than ever. In today’s episode, James dives into the real drivers behind brand growth, and why the industry must move on from its obsession with doing “more with less”.Today, we're discussing: Why “doing more with less” is the wrong mindset for brands that want to growThe Klaviyo research revealing why high retention often equals slower growthHow to identify the customers who actually increase long-term revenueWhy loyalty programs rarely drive scale and what to prioritise insteadHow Tracksuit is changing the way marketers prove brand impactThe role of mass reach, contextual media and cultural relevance in 2026Why AI can ideate but still can’t judge creative quality like a humanWhat ecommerce brands should focus on to scale confidently into 2026Connect with JamesExplore Previously Unavailable Klaviyo x James Hurman researchJames' books Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community