With 71 days until Black Friday, Shero Commerce CEO and Co-founder Beth Shero sits down with VP of Marketing and Growth Cande Rybecky and special guest Cynthia Harris, Founder and Managing Director of 828 Insights, to tackle one of the most overlooked challenges in eCommerce: truly knowing your customer.
Cynthia brings nearly 20 years of consumer insights experience to the conversation, sharing how brands that invest in deep customer empathy consistently outperform those running on assumptions. The group discusses why paid advertising costs since 2020 have forced a reckoning, and why brands can no longer afford to guess who they're selling to. Cynthia's advice for smaller brands: start with empathy, invite outside perspectives, and resist the urge to look only for data that confirms what you already believe.
The episode wraps with a lively discussion on how cultural listening drove transformations at Stanley and Crocs, and why slowing down to hear your customer might be the highest-ROI move heading into Q4.