Ecommerce expert Gabriel Yanko: Lessons from building ASICS Canada's ecommerce from the ground up
In this episode we talked about:
- How Gabriel developed ASICS’ direct-to-consumer (DTC) Ecommerce channel in Canada and built a seamless customer journey.
- Balancing speed, personalization, and quality in today’s high-demand marketplace.
- Striking the right balance between data-driven decisions and insights gathered directly from customers.
- Aligning growth and profitability through strategic loyalty programs, reduced discounting, and operational efficiency.
- The benefits of sharing best practices with global teams to optimize strategies for regional markets.
Episode highlights:
[00:00] Intro
[01:03] Gabriel’s career journey: From marketing to ecommerce leadership
[02:23] Building ASICS Canada’s ecommerce platform from scratch
[03:55] Metrics for success in ecommerce
[05:24] Meeting rising consumer expectations
[06:28] Leveraging data vs. listening to the customer voice
[07:40] Shifting focus: Profitability vs. topline growth
[08:18] Collaborating across regions in a global brand
[09:33] The role of social commerce and community engagement
[10:42] Balancing DTC and third-party retailers
[11:31] Black Friday: Lessons and challenges
[12:14] Staying grounded in ecommerce fundamentals
[13:00] Most successful campaigns: Lessons learned
[13:44] Advice for aspiring ecommerce professionals
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
Audit your site today.
Understand the revenue impact of all errors on your site and how to swiftly reproduce and resolve.