This episode features Bryon Colby, SVP of Digital Commerce at Cornerstone Brands, a billion-dollar omni-channel retailer. The discussion provides valuable insights into how large, multi-brand organizations structure and leverage digital commerce, benefit from a catalog heritage, and navigate the complexities of customized products and personalization at scale. Ecommerce operators can learn about organizational strategies for digital within a larger retail framework and the practicalities of offering configurable products.
Key takeaways
Implement organizational structures that integrate digital commerce seamlessly within a larger retail organization, rather than silo it.
Leverage legacy assets like catalog expertise to inform and enhance digital merchandising and product presentation.
Invest in robust custom product configurators to meet consumer demand for personalization while managing operational complexities.
Explore strategies for personalization that go beyond basic recommendations, considering how larger retailers approach customer customization.
Analyze the challenges and opportunities associated with offering highly customized products, particularly for home goods and apparel brands.
An interview with Bryon Colby (@bcolby6), SVP of Digital Commerce at Cornerstone Brands. Cornerstone Brands is a billion-dollar omni-channel retailer comprised of multiple leading home and apparel brands including Frontgate, Ballard Designs, Garnet Hill, Chasing Fireflies, Grandin Road, Improvements, and TravelSmith. Cornerstone is a business unit of HSN, Inc. We spoke with Bryon about his background, where digital commerce sits in the Cornerstone organization structure, how Cornerstone benefits from it's catalog heritage, the challenges and opportunities of customized products, and the future of personalization. Bryon mentioned a custom product configurator for furniture on Ballard Designs, which can be found here. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 104 of the Jason & Scot show was recorded on Wednesday, October 11th 2017. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at SapientRazorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.
