Jonathan Alsop started in e-commerce selling products out of a boutique home and garden store in Charlotte and ended up managing 15,000 SKUs for Rack Room Shoes before jumping to one of the most technically complex catalog challenges in the industry at MANN+HUMMEL, home to Purolator, Wix Filters, and some of the most loyal automotive customers on the planet.
In this episode he and Destaney get into how to balance a highly loyal legacy audience with new customer acquisition, why building confidence in a DIY customer is completely different from selling a shoe, and how mini how-to videos shot in his own driveway are becoming one of the most effective tools in the catalog.
They also get into AI, Alexa shopping, blinker fluid jokes, and why a single TikTok can now create a million dollar product while some legacy companies are still running on antiquated data systems.
Connect with Jonathan on Linkedin: https://www.linkedin.com/in/jonathandalsop/
Connect with Destaney on Linkedin: https://www.linkedin.com/in/destaney-wishon/