Leveraging storytelling, personalization & AI for lasting customer connections
In today’s marketplace, enduring success goes beyond a string of transactions. It relies on powerful storytelling, an intuitive brand experience and authentic connections that resonate with customers. At eTail Connect West, these themes took center stage as industry leaders shared how brands can cultivate deeper relationships and move beyond superficial engagement to build long-term loyalty.
eTail Connect West is an invite-only gathering of senior executives, fostering knowledge-sharing among top brands and innovators. According to Mark Scherzer, program director for Worldwide Business Research, “We bring together brand leaders from qualifying companies in a closed-door environment, creating an ideal space for open dialogue and collaborative problem-solving.”
· Kate Maher from Nike emphasized the importance of meeting customers where they are, blending digital and physical touchpoints for a seamless brand journey.
· Carlisha Robinson from Beyond, Inc. echoed the value of personalization. She challenged brands to move beyond transactions and create personalized experiences that
resonate equally with a 60-year-old and a 19-year-old.
· Mina Zandbar, formerly of Wella, highlighted AI as an enabler of meaningful connections, allowing brands to build on their strengths and adapt to change, one step at
a time.
These insights provided a valuable framework for brands committed to thriving in a digital landscape where personalized experiences are essential to growth and customer retention.
Storytelling as a brand loyalty strategy – insights from Nike’s Kate Maher
Nike has long set the standard for inspiring storytelling. Kate Maher, Nike’s Head of Retail Innovation, shared insights into how the role of storytelling has evolved, Brands, she explained, must deliver the right stories to customers at each touchpoint. "A huge component of that is bringing those stories to people where they are, connecting their online and offline journeys," Maher explained.
Maher emphasized that Nike’s highest-value members are those who engage in both digital and physical spaces, often spending four times as much as the average customer. To better support these customers, Nike empowers in-store team members to bridge the gap between digital and physical interactions. "We’re putting more power in the hands of in-store athletes so they can better recognize high-value consumers, connect their online activities and help them confidently complete their purchase in-store."
By understanding a customer’s digital behaviors and needs, Nike’s goal is to foster more informed, confident purchases – whether it’s finding the perfect fit for a pair of tights or a high-consideration purchase, such as a limited-edition sneaker. "When you get it right, when you give them confidence in their choice, you’ve got a customer for life, not just a random sale," Maher concluded.
Nike’s approach is clear:
· Create experiences that resonate
· Empower teams to personalize interactions
· Use storytelling to forge deeper connections
It’s not about isolated transactions but building lasting relationships through confidence and engagement.
Personalization. Going beyond the transaction and building relationships with Beyond’s Carlisha Robinson
Carlisha Robinson, Chief Customer Officer at Beyond, Inc., emphasized that personalization is no longer just a retail buzzword – it’s the foundation of lasting customer relationships. “The transaction is not the end. It’s the beginning of a conversation that you’re having with the customer every time they come back,” Robinson shared.
Robinson explained how Beyond, Inc. tailors their marketing and website experience to different demographics, recognizing that what appeals to a 60-year-old shopper is vastly different from what attracts a 19-year-old. “We have to consider what grabs the interest of a 60-year-old, a 30-year-old, and a 19-year-old, and how data can help customize the on-site experience for each.” This deep understanding of customer needs allows Beyond, Inc. to create personalized experiences that engage customers at every life stage, whether they’re furnishing their first apartment or decorating their forever home.
Robinson also highlighted how personalization extends beyond marketing, shaping the entire customer journey on the website. Using AI and data-driven insights, Beyond, Inc. tailors online experiences to individual preferences, ensuring that each shopper feels seen and understood. From recommending products at the right moment to offering seamless checkout options, the goal is to create a personalized, intuitive shopping experience that keeps customers coming back.
AI implementation – leveraging AI to evolve with the right focus with Mina Zandbar
It’s clear AI has proven to be a game-changing tool for retailers hoping to improve their customers’ journeys, both in-store and online. Mina Zandbar, former Vice President at Wella, shared her insights on how organizations can successfully integrate AI into their operations without rushing into it. "You don’t have to be a first or second mover to win," Zandbar said. "If your organization has a 100-year backbone of doing things a certain way, pick an area and then drive AI capabilities toward that subject."
Zandbar emphasized the importance of a thoughtful, step-by-step approach to AI integration. At Wella, her team focused on content optimization, leveraging AI to improve how the company presented product information to consumers. She stressed that AI alone isn't enough though – it requires a human touch to ensure accuracy and relevance. "You cannot trust what ChatGPT or different AI tools drive for you. You have to have that human touch to Q/A the content and make sure it’s tailored to what you want."
The key takeaway from Zandbar’s approach is to focus on solving the right problems with AI, rather than chasing trends. By integrating AI in a way that aligns with your long-term goals, you can enhance your customers’ experiences and streamline internal processes without disrupting the core of your business.
Success lies in mastering the balance between human connection and technological innovation. By weaving storytelling into every touchpoint, using personalization to transform transactions into relationships and integrating AI thoughtfully to enhance – not replace – human expertise, you can build experiences that go beyond the sale. The key isn’t in being first or fastest, but in staying focused on what matters most, creating authentic, seamless experiences that keep customers coming back.
Who the heck is Julia Rosien?
As a digital brand marketer, I’m passionate about technology and how it can help us do what we do – better. How we interact with technology – personally and professionally – is where the magic happens and it’s where smart marketers focus their energy. Experience and insights coupled with emerging digital tools leads to best in class brand marketing for today’s connected consumer. Connect with me on LinkedIn.
