Noibu blog

March 2025 podcast recap: Scaling loyalty, smarter AI, and unified commerce

Megan Glover

April 1, 2025

Industry interviews

Ecommerce is evolving faster than ever, and leading brands aren’t just keeping up—they’re getting ahead. In March, The Ecommerce Toolbox: Expert Perspectives podcast featured four ecommerce executives who are pushing the boundaries of growth, loyalty, and operational excellence in 2025.

From AI that empowers store teams to loyalty programs built on community—not discounts—these conversations revealed what’s actually moving the needle in today’s complex ecommerce environment.

In this recap, we explore the most impactful insights from:

Jacky Lambert, YourSurprise — Personalization at scale across 27 countries

Key insights:

Small experiments lead to big wins. Jacky’s team runs micro-tests in every channel before scaling what works.
Post-purchase journeys are the new battleground for loyalty.
Unified brand identity, localized execution: One global voice, customized seasonal and regional campaigns.

Listen to Jacky’s episode

Rick Lockton, Tractor Supply — AI-enabled service in a rural retail powerhouse

Key insights:

80% of ecommerce orders are fulfilled via BOPIS—stores remain the backbone.
AI is used to elevate human service, not replace it: from associate training to visual content creation.
Innovation is practical. If it doesn’t serve customers or internal teams, it doesn’t scale.

Listen to Rick’s episode

Alan Ferrero, Camper — Redefining loyalty and sustainability through purpose

Key insights:

Loyalty without points: Camper’s Walking Society program builds community-driven retention.
AI helps reduce overproduction and personalize user experience while preserving craftsmanship.
Global inventory is unified—every store and market can fulfill ecommerce orders.

Listen to Alan’s episode

Jared Kugel, Tire Agent — Disrupting a legacy industry with trust and control

Key insights:

Tire Agent built its logistics stack in-house to eliminate delivery errors and boost CX.
Their growth playbook? Remove friction—no gimmicks, no bloated UX.
Trust is the most valuable currency, especially in high-stress purchases.

Listen to Jared’s episode

4 themes driving ecommerce growth in 2025

1. AI is a tool, not a strategy: Successful teams are using AI to scale personalization, reduce internal overhead, and empower store teams—not to replace them.

2. Loyalty is being redefined: Discounts aren’t cutting it anymore. Instead, execs are focusing on journey-driven retention, brand storytelling, and community building.

3. Cross-functional thinking is a growth imperative: Marketing doesn’t operate in isolation. Growth requires collaboration across ops, logistics, product, and CX.

4. Omnichannel isn’t optional—But it must be smart: Unified inventory, connected systems, and localized go-to-market strategies are what make omnichannel work.‍