This interview is with Windy Pierre, Founder at eCommerce Manager dot co.

Windy Pierre, Founder, eCommerce Manager dot co

Welcome to Marketer Focus! Could you tell our readers a bit about yourself and what led you to the world of e-commerce and digital marketing?

I found my way into the world of e-commerce in 2004. While I was in college, I took a course on oceanography. I found the subject interesting, but the teacher was strict, and the book was expensive, about $450 to be exact.

After 10 weeks of the class, even though I passed the course, I did not get the grade I hoped for. So, I returned to the college bookstore, where they offered me $14. I was upset. Then, I headed back to work. While surfing the internet, I saw a banner that said to sell my textbooks on Amazon. I listed the book, and the next day, I sold it for $300. That’s when I had the aha moment. The next day, I partnered with a friend and launched an online bookstore.

Your background speaks to a wealth of experience in scaling brands and optimizing online journeys. Could you share a pivotal moment in your career that solidified your passion for this field?

The pivotal moment that changed my career was when I discovered that hundreds of enterprise companies are looking for someone to help them transition into e-commerce.

You've emphasized your data-driven approach to marketing. Can you describe a time when data analysis revealed an unexpected insight that significantly impacted a campaign's success?

I recall a campaign where we initially targeted what we believed to be our core demographic—loyal, repeat customers with high average order values. After analyzing purchase patterns and engagement metrics, however, we uncovered a secondary audience that had been largely overlooked: first-time buyers who, over six months, were rapidly increasing their spending. The data showed that this emerging group exhibited a 15% higher conversion rate on email offers and a 5–7% higher click-through rate than our historically “high-value” segment.

Armed with those insights, we pivoted our messaging and promotional strategy to give these new customers a clear upgrade path. We were rewarded with early product previews and a more generous first-purchase incentive. Within a single quarter, this shift in targeting and segmentation contributed to an 8% increase in overall revenue. We also saw a 3-point improvement in Net Promoter Score (NPS) among that newer cohort, validating that the personalized approach resonated with them.

This experience reinforced for me that data sometimes points us in directions we don’t initially anticipate. By remaining open to unexpected insights and acting quickly on them, we can uncover fresh growth opportunities that substantially impact both short-term results and long-term brand loyalty.

Personalization is a hot topic in marketing today. From your experience, what is one often-overlooked aspect of personalization that can make a real difference in customer engagement?

One often-overlooked aspect of personalization is adapting the timing of your marketing messages, not just the content. It’s easy to forget how crucial “when” is in addition to “what.” Experimenting with personalized send times for emails and push notifications made a notable difference in my campaigns. By segmenting customers based on peak engagement windows—mid-morning for busy professionals versus late evening for night owls—we saw a 10% improvement in open rates and a 5–7% increase in click-through rates.

Over a quarter, this also drove a 4% bump in revenue from returning shoppers. A compelling method I’ve used is AI-driven send-time optimization, letting AI determine when each customer is most likely to engage. Traditional blasts go out at the same hour for everyone, but by analyzing historical open rates, click patterns, and even time zones, AI pinpoints each recipient’s ideal window.

For instance, we applied an AI email platform for a mid-market eCommerce brand and, over three months: - Open Rates rose by about 10% as messages landed when recipients typically checked their inboxes. - Click-through rates (CTR) improved by 5–7%, and users responded more often when content appeared during their active times. - Conversion rates increased by 4%, closely tied to that higher engagement. We simply let them learn from user-level data—day vs. evening, weekdays vs. weekends, mobile vs. desktop usage—and it automatically schedules sends.

Beyond opens and clicks, revenue per email can climb too. In one test, the average order value (AOV) grew 5% when emails were sent at AI-optimized times. Using AI to manage timing converts email marketing from a broad-stroke strategy to a precise, data-informed approach. It respects customer preferences, fuels engagement, and ultimately boosts bottom-line results, making it one of the most straightforward yet impactful forms of personalization.

You've worked with both established companies and emerging ventures. What's the most significant difference in how these two groups approach e-commerce strategy, and what advice would you give to startups based on your observations?

In my experience, established companies often have the advantage of existing brand recognition and deeper resources, allowing them to invest in more robust, long-term strategies—such as building advanced personalization features or leveraging extensive data analytics. In contrast, emerging ventures typically adopt a more agile, iterative approach. They often experiment rapidly with new platforms and niche channels and are willing to pivot swiftly based on early learning.

For example, when I advised a large-scale consumer electronics firm on their e-commerce revamp, our roadmap spanned 9–12 months, including a major CRM upgrade and multi-phase conversion optimization. Over the same period, a start-up I worked with tested four different ad channels and three pricing strategies in just 90 days—resulting in a 15% jump in conversion rates and a 10–12% lift in repeat purchases. If I could give one piece of advice to start-ups, it would be prioritizing data-driven agility without sacrificing a cohesive brand narrative.

For instance, set clear, short-term KPIs—like a 2–3% increase in cart completions each month or a 5% boost in average order value (AOV) over a quarter—to see what’s working quickly. At the same time, keep an eye on how your brand story resonates with your audience, ensuring you’re not pivoting so frequently that you lose your unique brand voice.

Ultimately, the agility of start-ups can be a tremendous asset as long as a consistent vision and thoughtful analytics balance it. Combining rapid experimentation with a long-term brand strategy allows emerging ventures to scale effectively and stand out in today’s competitive digital marketplace.

The digital landscape is constantly evolving. What's the most recent trend in e-commerce or digital marketing that has captured your attention, and how do you see it shaping the future of the industry?

One of the most recent trends that has captured my attention is the rise of short-form, video-centric content on platforms like TikTok and Instagram Reels. This storytelling style has transcended mere social entertainment and is rapidly becoming a powerful channel for brand discovery and customer engagement in e-commerce. When I integrated short-form product demos and lifestyle snippets into an omni-channel campaign, we observed a 15% increase in engagement rates and a 5–7% lift in direct conversions from social channels.

What’s particularly compelling is how these brief yet compelling clips speak directly to modern consumers’ appetite for authenticity and immediacy. In a world where attention is fractured, a concise, visually engaging narrative can resonate more strongly than longer-form advertising. I see this content format evolving beyond viral trends into a cornerstone of digital marketing strategy—especially as new tools emerge to leverage user-generated content and personalized video ads.

I focus on view-through rates (VTR), click-through rates (CTR) on embedded links, and direct revenue attribution from these social feeds to measure impact. For instance, in a test campaign, short-form video content helped raise the average session duration on our landing page by 20%, suggesting a deeper engagement with the brand story. As AI-driven creative optimizations and data analytics become more sophisticated, short-form videos will continue shaping how brands connect with consumers, delivering immediate engagement and measurable ROI.

A/B testing is crucial for optimizing online experiences. Can you walk us through a memorable A/B test you conducted and the key takeaways that you've implemented in your strategies since then?

I recall a particularly impactful A/B test where we focused on revising the product-detail page layout—specifically, the placement of user-generated reviews and trust badges. We set up two variants:

Variant A: Trust badges were positioned below the product images, and user reviews appeared in a collapsible section at the bottom of the page.

Variant B: We placed trust badges closer to the “Add to Cart” button, and user reviews were displayed in a shorter, scannable format directly under the main product description.

Over four weeks:

Variant B showed a 5% increase in conversion rates compared to Variant A and a 7% rise in add-to-cart actions.

The average time on the page improved by 12%, suggesting that customers were more engaged with the trust-building elements.

The return visitor rate increased by around 3%, indicating that the clearer presentation of social proof may have contributed to higher brand confidence.

This test taught me the importance of strategically placing social proof and security indicators—not just their existence. Placing trust badges near the primary call-to-action reinforces credibility when a customer decides whether to purchase. Similarly, making reviews more prominent and easily digestible encourages quick validation of product quality. Since then, I’ve integrated this approach into subsequent design improvements, and it continues to guide my strategy for optimizing both new and existing eCommerce sites.

Building customer loyalty is paramount for sustainable growth. What's one innovative tactic you've used to foster stronger customer relationships in the digital space?

One of the most effective ways I’ve fostered stronger customer relationships in the digital space is by creating a tiered loyalty program that blends personalized rewards with interactive, community-focused touchpoints. Rather than just offering discounts, we developed exclusive experiences—like early product previews, members-only live Q&A sessions with brand experts, and a point system that unlocked increasingly-valuable perks. Over a six-month pilot:

Repeat purchases increased by 15% as customers felt motivated to remain engaged and climb tiers.

Net Promoter Score (NPS) rose by 3 points, reflecting higher overall satisfaction and brand advocacy.

Average Order Value (AOV) ticked up by 5% among loyalty program members, thanks to the personalized recommendations and promotions accompanying their tier status.

The combination of individualized rewards (based on past shopping behavior) and community-building elements that turned routine transactions into opportunities for deeper brand interaction made this tactic especially effective. By showing loyal customers we recognized and appreciated their continued support, we built a lasting rapport that elevated short-term sales and laid the groundwork for sustained long-term growth.

What advice would you give to aspiring e-commerce and digital marketing professionals looking to make their mark in this competitive landscape?

My top advice is to adopt a mindset of continuous learning and experimentation. The e-commerce and digital marketing space evolves rapidly, and staying ahead requires regularly testing new strategies, evaluating the data, and adapting accordingly. When I first introduced an AI-driven email segmentation tool, for instance, we saw a 10% rise in open rates and a 5–7% uplift in click-through rates within just three months—all because the team was open to trying a new platform and refining it along the way.

Another key point is to focus on fundamentals: Understand your customers deeply, create compelling offers, and deliver seamless user experiences. In one A/B test, refining checkout steps led to a 3–5% jump in conversion rates, emphasizing just how impactful small-minority improvements can be. Finally, don’t underestimate the power of cross-functional collaboration—connecting with sales, product, or customer service teams can reveal insights you might otherwise miss. By aligning goals and sharing data, we often uncover new growth opportunities and address potential pain points before they escalate. Suppose you can consistently merge curiosity, data-driven thinking, and collaboration. In that case, you’ll stand out in a crowded field and drive meaningful, measurable results for any business you join.