Explore every episode of the podcast Infinity Nation | Growth Conversations That Matter
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Title
Pub. Date
Duration
Understanding Conversion Rate Optimisation and Debunking Common CRO Myths | Adam Pearce
29 Jan 2026
00:52:29
In this episode of the Growth Conversations that Matter Podcast by Infinity Nation, host Al Keck, CEO at Infinity Nation and Blend’s Adam Pearce discuss the most common CRO mistakes and share insights on how to attract and convert the right leads and customers.
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James Ewens, Head of Ecommerce at Furniturebox UK | TACOS & Growth: E‑commerce Strategies After iOS 14 Ep.13
20 Nov 2025
00:32:26
In this episode, host Al Keck sits down with James Ewens, Head of Ecommerce at Furniturebox UK to talk about how e‑commerce brands can sustain growth after iOS14 and rising privacy restrictions, specifically: shifting from channel-level tracking to TACoS/blended ROAS, prioritising customer lifetime value and repeat purchases, the limits of Android and desktop data, the importance of top-of-funnel spend, implications of GA4 and a cookie-less future, and emerging solutions like behavioral/fingerprint analytics and incentive-based cookie consent.
Key Topics Discussed:
From granular channel tracking to blended measurement: why TACOS (Total Advertising Cost of Sale) / MER (Marketing Efficiency Ratio) matters now
Why retention and Customer Lifetime Value (CLV) are more important than ever
The limits of channel-level data after iOS 14 and risks of pulling spend too early
Top‑of‑funnel investment still drives downstream revenue even when attribution is weak
Using Android/desktop data, the pros and limits when sample sizes are small or cross‑device behavior skews results
The future: GA4, cookieless tracking, behavioural/fingerprint analysis and AI-driven attribution
Practical board-level advice: test pulling spend to prove impact (use cautiously) and run GA4 in parallel with Universal Analytics during transition
Tim Ahlenius, American Eagle | What did Q4 2021 Look Like? Ep.4
26 Sep 2025
00:37:50
In this episode of Infinity Nation, host Al Keck and guest Tim Ahlenius from American Eagle dive deep into the status of the digital landscape impacting e-commerce growth and profitability, reflecting on Q4 2021 performance across the US, UK, and Europe. They discuss key challenges from supply chain disruptions, energy price hikes, packaging shortages to delivery driver issues, and how these factors shaped holiday shopping trends. The episode explores evolving consumer behaviour, the rise of BNPL (Buy Now Pay Later), emerging e-commerce technologies, and the exponential growth forecast to surpass $1 trillion in US e-commerce sales in 2022.
Key Topics Discussed:
Supply Chain & Logistics Challenges Q4 2021: From cardboard shortages to rising energy costs impacting manufacturing and shipping, combined with a notable shortage and behavior issues among delivery drivers, e-commerce businesses faced multiple hurdles during the holiday season.
Q4 2021 E-commerce Performance: Ecommerce growth ranged between 9%-14% year-over-year in the US, with a noticeable shift to earlier holiday sales starting in October to mitigate delivery delays. Black Friday saw a slight drop in one-day sales as promotions spread across weeks.
Impact on Discounting & Margins: Lower stock availability led to reduced depth and frequency of discounting, helping brands protect margins despite rising container and energy costs. Many consumers prioritised availability over bargain hunting.
The Rise & Risks of Buy Now Pay Later: BNPL usage continues to grow, particularly in the US, with higher average order values and improved conversions but ongoing concerns about missed payments, overspending, and the financial sustainability of BNPL providers.
Customer Retention & Loyalty Programs: Retaining new customers acquired during the pandemic remains challenging; loyalty programs are increasingly vital to maintain repeat purchases. Privacy regulations and cookie changes are forcing marketers to rethink data-driven personalisation strategies.
Data Privacy & the Future of Cookies: Google’s cookie phase-out is delayed but imminent. Brands must adapt by encouraging first-party data collection through account registrations and permission-based marketing channels like SMS to maintain personalised experiences.
Metaverse & E-commerce Innovation: Early moves by brands like Nike, Adidas, and Walmart into metaverse marketplaces signal a new frontier for digital and physical product sales. Though still nascent and fragmented, the development of virtual shopping experiences will likely accelerate with upcoming VR device releases.
Rob Beattie, Klarna | How 'Buy now, pay later' can help achieve greater results in eCommerce. Ep.3
25 Sep 2025
00:34:19
In this episode, we dive into the booming world of Buy Now, Pay Later (BNPL) with Rob Beattie, Partner Manager at Klarna UK. Discover how BNPL is reshaping ecommerce, boosting acquisition, conversion, retention, and average order values for retailers worldwide. Rob offers insights on the rapid growth of Klarna, its impact on consumer behavior, and the importance of trust and responsible lending in this space.
Key Topics Discussed:
Introduction to Klarna Founded in 2005 in Sweden, Klarna aims to make online shopping easier and safer. Today, Klarna serves over 90 million shoppers worldwide through 250,000+ retailers across 17 markets.
Impact of Buy Now, Pay Later on Ecommerce BNPL has seen tremendous growth, particularly in the UK over the past 2-3 years, driven by consumer demand for more flexible, interest-free payment options compared to credit cards. BNPL benefits the entire sales funnel - acquisition, conversion, retention, and loyalty with conversion uplifts commonly over 10%, and average order values increasing by more than 40% with Klarna Pay in 3 installments.
Customer Demographics & Trust Building Surprisingly, the fastest growing BNPL user segments are aged 45-54 and 55+. Klarna builds trust through regulatory compliance, strict credit checks, buyer protection, and clear communication. Klarna also protects retailers by taking on fraud and default risks.
Retailer Benefits and Case Study: Cox & Cox Cox & Cox saw 50% of Klarna checkout users as new customers shortly after implementation, promoting Klarna across advertising and direct mail to maximize impact.
Advice for Retailers Considering BNPL Factors to consider include the preferred payment methods in your target markets, the ability to integrate easily with platforms like Shopify, Magento, BigCommerce, and PSPs like Checkout.com, and how BNPL can expand your customer base while improving conversion rates and customer experience.
Morality and Responsible Lending Klarna actively works to ensure responsible lending, transparency, and consumer protection, differentiating itself from traditional credit card debt cycles.
Future Outlook for Klarna International expansion, new market launches, and product innovations including in-store solutions like Hero, influencer marketing platform Apparel, and mobile wallet Stocard.
Iona Silverman, Freeths | Navigating the influencer marketing landscape Ep.2
25 Sep 2025
00:34:54
In this episode of Infinity Nation, Founder and CEO of Infinity Nation Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths and specialises in Intellectual Property & Media in particular with advertising and marketing law with a focus on influencer collaborations.
Key Topics Discussed:
Influencer Marketing Insights: How influencers can accelerate brand growth by connecting with like-minded customers and building credibility.
Authenticity vs Control: We explore the balance between influencer authenticity and brand control, underscoring the importance of genuine connections.
Micro-Influencers Rising: Discover why micro-influencers, often with niche, engaged audiences, are becoming increasingly valuable compared to mass-following celebrities.
Digital Footprint & Risk Management: The need to review influencers' past online activity to avoid brand risk
Contracts Are Key: Why contracts are essential in managing influencer partnerships—regardless of scale—to set expectations, rights, and safeguards.
Legal Requirements for #Ad: Understand the legal obligation for influencers to use #ad or #advertisement clearly at the beginning of posts to comply with ASA rules and protect brands.
Contrasting Social Media & Print Rules: The episode contrasts editorial gifting rules in print vs social media, explaining why social media demands stricter transparency due to volume and quick consumption.
Emerging Challenges: AI & Influencer Marketing: 94% of influencers reportedly use AI tools. The discussion covers potential future ASA regulations for AI-generated content and the complexities of monitoring authenticity and enhancement in advertising.
"De-influencing": A growing phenomenon where influencers openly discourage use of certain products is explored, with advice for brands on contract clauses to manage negative publicity.
Oli Spark, Sweet Analytics | How to use customer data effectively to drive performance in eCommerce Ep.1
18 Sep 2025
00:31:55
In this episode of Infinity Nation and Beyond, Founder and CEO of Infinity Nation Al Keck speaks to Oli Spark, founder of marketing and analytics platform, Sweet Analytics, to explore the critical role of customer data in driving sustainable growth for direct-to-consumer (D2C) businesses. They delve deep into how businesses can harness data to understand customer acquisition, retention, and lifetime value, and discuss practical strategies for making marketing more effective and personalised.
About the Guest:
Oli Spark has nearly two decades of experience as a CEO in retail brands such as The White Company and Multiyork. Sweet Analytics helps D2C brands unlock actionable insights from their customer data to improve acquisition, retention, and overall business growth.
Key Topics Discussed:
The vital importance of data in modern business decision-making, especially for D2C brands.
Common pitfalls businesses face in understanding acquisition vs. retention.
The challenge of forecasting growth based on customer metrics.
The significance of knowing the Cost of Acquiring a Customer (CAC) and Customer Lifetime Value (LTV).
Why many companies focus too heavily on acquisition instead of building loyalty and retention.
Behavioral changes needed in marketing to fully leverage customer data.
The critical role of integrating customer data with product data for smarter marketing decisions.
The concept of "show me that you know me" in segmented and personalised marketing.
Practical use cases such as predictive analytics in membership businesses.
Tips for startups and young businesses with limited historical data.
Using segmentation tools to build audiences and amplify marketing efforts across platforms like Facebook and Google.
Overcoming barriers such as fear and inertia about data adoption by emphasising easy-to-implement technologies.
Ffion Kelly, Head of Digital, Infinity Nation | Success & Digital Marketing Ep.12
13 Nov 2025
00:19:57
In this episode, host Al Keck sits down with Ffion Kelly, Head of Digital at Infinity Nation to dive into the evolving world of paid media and growth partnerships to discuss what separates a traditional agency from a true growth partner. Together, they explore how to think beyond the channel and see the bigger picture: aligning every campaign, every pound spent, and every data point with your brand’s ultimate growth goals.
Key Topics Discussed:
Agency vs. Growth Partner: Why mindset matters more than media spend and how treating a client’s budget “as if it’s your own” changes everything.
Breaking the Silos: How integrating paid, organic, and performance channels delivers more dynamic, adaptable strategies.
Performance Max & Automation: Is “set and forget” ever really a good idea? Ffion explains why data hygiene, creative quality, and audience strategy still matter more than ever.
Avoiding Over-Reliance: The dangers of putting all your ad spend into one channel and how diversification protects your business from algorithm shifts.
KPIs That Actually Matter: Why every campaign needs its own measure of success (and what football goalkeepers can teach us about performance marketing).
Marketing in a Cookie-less World: How to thrive when data disappears — and why smarter partnerships will replace smarter pixels.
Consumer Relevance vs. Privacy: Will ads get less relevant as cookies disappear? Ffion uses a supermarket analogy you won’t forget.
Iona Silverman, Freeths | Greenwashing, what is it and what does it mean for your company? Ep.11
06 Nov 2025
00:25:40
In this episode of Infinity Nation, Founder and CEO of Infinity Nation, Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths who specialises in Intellectual Property & Media. Iona explains why greenwashing is now a major regulatory and reputational risk for brands. As consumers demand greener products and legislation tightens, advertisers must be precise, transparent and evidence-backed when making environmental claims.
Key Topics Discussed:
Greenwashing and why it’s a hot regulatory and reputational issue
ASA (Advertising Standards Authority) enforcement: recent decisions and standards
What counts as a valid green claim: specificity required (e.g., % recycled content, recyclable components, energy source)
Evidence and substantiation: need for own data/documentation (supplier statements alone aren’t enough)
Bigger-picture consistency: product-level claims must align with overall business practices to avoid misleading consumers
Practical marketing guidance: be specific, have data, and consider the company-wide context
International perspective: EU (and many other jurisdictions) are as strict or stricter than the UK; new EU laws tightening requirements
Brand & commercial considerations: consumer demand for greener products, generational differences, cost vs. mainstream pricing trade-offs
PR and reputational risk: ASA rulings can cause significant brand damage even without fines
David Pascu, Head of Client Services at Littedata | Shopify with GA4 and simplify the tracking process Ep.10
30 Oct 2025
00:18:48
In this episode, host Al Keck sits down with David Pascu from Littledata, to chat about Shopify with GA4 and how Littledata can simplify the tracking process. Littledata’s app tracks marketing channels, customer behavior, product sales performance, repeat purchases and customer lifetime value.
Key Topics Discussed:
Shopify removed the direct Universal Analytics integration and why merchants must adopt new methods to send ecommerce data into GA4.
GA4 is a rebuilt analytics platform designed for a cookie-less future and includes many features that were previously in Google 360.
Universal Analytics stops processing new hits in July 2023 — start collecting GA4 data now to preserve year-on-year and historical comparisons.
Implementing complete GA4 ecommerce tracking via Google Tag Manager can be complex and requires ongoing maintenance.
LittleData provides an automated Shopify app combining client-side and server-side tracking to ensure full checkout and conversion capture with 100% throughput.
Andre Brown, Founder & CEO of Advanced Commerce | Elevating E-Commerce Merchandising Beyond AI Ep.9
23 Oct 2025
00:21:10
In this episode, host Al Keck sits down with Andre Brown, Founder & CEO of Advanced Commerce, to deep-dive into the critical art of on-site merchandising in e-commerce. They discuss why artificial intelligence (AI) and machine learning (ML) alone are insufficient to optimise customer experiences and boost sales, and how advanced merchandising strategies can transform online retail.
Key Highlights:
Merchandising as a ‘Lost Art’: Andre emphasises that product curation and sequencing on e-commerce sites are often overlooked compared to customer acquisition, despite their crucial impact on conversion and average order value.
Challenges with AI-Only Solutions: AI's limitations include reliance on past behavioural data which does not always predict future buying patterns, inability to adapt quickly to changing tastes or gifting scenarios, and difficulties handling shared devices or multiple buyers within one profile.
Paradox of Choice for Online Shoppers: With vast product catalogs but limited visitor attention spans — normally only engaging with the first two to three pages — retailers must carefully curate what each visitor sees first, akin to physical store shelf placement but more complex.
Becoming a Trendsetter vs. an Order Taker: Andre challenges retailers to consider whether they want to just follow trends based on past data or lead with innovative merchandising that anticipates customer needs.
Tailored Product Sequencing: Advanced Commerce's platform uses AI to assist but combines it with customisable strategies allowing non-technical retailers to display personalised product assortments based on customer personas, thereby increasing average order value by 10-12% and monthly order volume by about 5%.
Integration with CRM and Email Tools: The platform can connect with email marketing and CRM systems to align on-site merchandising with targeted campaigns, improving relevance and engagement.
Quick Deployment: For Shopify users, Advanced Commerce can launch same day, with typical implementations spanning four to six weeks, allowing retailers to quickly see measurable results and iterate effectively.
Rebecca Griffiths, Founder & CEO, Primis | The importance of caring about your customers post purchase Ep.8
16 Oct 2025
00:27:01
In this episode, host Al Keck sits down with Rebecca Griffiths the Founder & CEO of Primis, a customer experience expert with extensive background at Amazon and e-commerce startups, to discuss why the post-purchase phase is critical for business growth, profitability, and customer loyalty. They explore how brands often neglect their customers after the purchase, missing out on a vital revenue stream and the opportunity to build lasting relationships.
Key Topics Discussed:
The Gap in Post-Purchase Customer Care: Businesses focus heavily on customer acquisition but often neglect nurturing customers after the buy button is clicked. This leads to lost opportunities for repeat purchases and higher lifetime value.
Cost Efficiency & Customer Retention: Retaining a customer is more cost-effective than acquiring a new one, especially as digital ad costs continue to rise. Brands should invest in increasing customer lifetime value as a strategic priority.
Customer Expectations Today: Modern customers expect seamless and branded post-purchase experiences — from order confirmations to delivery tracking — not just handoffs to third-party couriers who treat them as mere consignees.
Insights from Amazon & E-commerce: Rebecca shares how Amazon’s customer-centric approach influenced her vision to help other retailers close the post-purchase experience gap by integrating branded, informative communications that reduce customer queries and increase engagement.
Impact on Customer Service & Business KPIs: Implementing enhanced post-purchase communication can reduce customer service calls by up to 50%, improving bottom line and increasing Net Promoter Scores.
Storytelling & Aspirational Content: Embedding relevant, aspirational content in post-purchase emails or tracking pages encourages re-engagement and upselling, making the customer journey continuous.
Challenges with Delivery Partners: Choosing a cheaper courier often results in increased customer complaints and lower customer lifetime value. Investing in premium delivery experiences aligns with customer expectations and brand reputation.
The Luxury Brand Paradox: Luxury brands offer white-glove offline experiences but often fail to match this service online, leading to customer frustration during the delivery phase.
Technical Implementation: Premise.cx offers easy integration with popular e-commerce platforms such as Shopify, Magento, and Salesforce. The solution provides branded tracking emails and pages that engage customers post-purchase with minimal development effort.
Bobbie Ttooulis, Group Marketing Director at Global Freight Solutions | The challenges of trading into Europe from the UK Ep.7
09 Oct 2025
00:25:31
In this episode, host Al Keck sits down with Bobbie Ttooulis, Group Marketing Director at Global Freight Solutions, the UK’s largest multi-carrier provider, to discuss the complexities and challenges faced by UK businesses trading into Europe post-Brexit. They delve into the impact of border changes, customs documentation, and recent VAT reforms on e-commerce businesses. Bobbie offers practical advice on overcoming these hurdles, including navigating the One Stop Shop VAT scheme and fulfillment strategies, aiming to help businesses reboot their EU sales efficiency.
Key Topics Covered:
The chaotic impact of Brexit on borderless trade with Europe
Challenges faced by UK e-commerce businesses due to customs paperwork and VAT changes.
The logistical difficulties, especially with countries like Germany, and cost implications of carriers.
Explanation of the One Stop Shop (IOSS) scheme simplifying VAT declarations across EU countries.
Advice on adapting e-commerce sites to handle VAT calculations dynamically at checkout.
Alternative fulfillment strategies, such as warehousing stock within the EU to avoid border complications.
The importance of transparency to maintain a good customer experience and avoid lost orders.
Available resources for UK businesses to get up to speed on trading requirements with the EU.
Steve Robinson, Omnicommerce | The Secrets of Marketing Spending Ep.6
02 Oct 2025
00:24:42
In this episode, host Al Keck sits down with Steve Robinson, founder and CEO of Omnicommerce, to delve deep into marketing spend strategies, focusing on optimising long-term value through customer lifetime value and insightful data analytics.
Key Topics Discussed:
Introduction to Omnicommerce
The Importance of Customer Lifetime Value (CLV) - why focusing solely on short-term metrics or new customer acquisition is risky
Challenges for E-commerce Businesses
Accurate Modeling of Customer Behaviour - how businesses can use a 5-year CLV trajectory within months of data collection, even with just a few months of trading data
Marketing Spend Strategy: Acquisition vs Retention - the importance of balancing spend between acquiring new customers and encouraging repeat purchases is highlighted
Navigating Data Privacy Changes - The impact of iOS updates on data tracking and advertising efficiency, mentioning the creative use of geographic control groups to measure marketing impact objectively
Useful Links:
Visit Omnicommerce's website for blog posts and white papers: omnicommerce.co.uk
Contact Steve to find out more: steve@omnicommerce.co.uk
In this episode, host Al Keck sits down with Riki Hooker, General Manager of Global E-Commerce Experts (GEE), to discuss the challenges and opportunities of expanding your e-commerce business beyond the UK in a post-Brexit world.
Key Topics Discussed:
Why targeted and structured planning is crucial before entering new international markets.
The importance of compliance, including tax, VAT, and product regulations.
Choosing the right initial markets: Europe vs. North America—considering language, culture, and logistics.
Common pitfalls, such as starting to export before having a strategic plan.
The value of analyzing your product range through the 80-20 rule to identify high-potential goods for specific markets.
Strategic warehouse locations in Europe, with a focus on the Netherlands as a major hub for Brexit-related advantages.
Nativization of your e-commerce site: language, currency, payment methods, and cultural considerations for higher conversion.
The significance of managing customer service across time zones to maximise sales and satisfaction.
Leveraging third-party logistics providers to ensure seamless delivery and return processes for your international customers.