The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | How OLLY Built a Retention Engine for a Brand Sold Everywhere

February 19, 2026 The Ecommerce Playbook Podcast 00:32:40
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | How OLLY Built a Retention Engine for a Brand Sold Everywhere
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Acquisition is getting tighter! In this episode, we flip the script and talk about the lever most brands under-invest in: retention + lifecycle marketing.

Taylor is joined by Jennifer Peters, Director of DTC, MarTech & Digital Compliance at OLLY (a Unilever brand), to break down how they think about keeping customers coming back when the brand is sold everywhere — from Target and Walmart to their own DTC site.

We get into what retention really means beyond “subscription,” how to message customers when you don’t want to channel-shift them, and how OLLY is using loyalty (including receipt scanning) to better understand in-store shoppers.

What you’ll learn:

  • How OLLY drives retention across DTC + retail

  • Email vs SMS strategy, plus segmentation that prevents “list blasting”

  • Using loyalty + receipt scanning to understand in-store shoppers

  • Setting smarter KPIs for promos, launches, and content

  • Why they chose Attentive, how they handled ESP migration, and where AI actually helps

  • The first retention moves: audit flows, refresh creative, nail the basics

If you’re running ecommerce for a consumable, CPG, or multi-channel brand, this is a must-watch for building a retention engine that actually scales.

Show Notes: