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In today’s retail landscape, the brands that win aren’t just selling products, they’re mastering discoverability, data, and digital experience. From personalised product recommendations to seamless cross-channel journeys and Gen Z-ready content strategies, retail tech is no longer a nice-to-have, it’s the backbone of brand growth!

In this episode of Marketing in the Madness, our host Katie Street sits down with Elizabeth Azide, Senior Director of Marketing for EMEA at BigCommerce, the global eCommerce platform powering over 60,000+ digital storefronts. They explore what it takes to build modern, high-performing retail experiences that convert across both digital and physical channels.

Elizabeth doesn’t just talk trends, she lives them! From composable commerce to AI-powered product discovery and the psychology of the Gen Z shopper, this conversation will leave you rethinking your go-to-market strategy from the ground up.

Whether you're a retail CMO, a growth-obsessed founder, or a tech leader scaling digital experiences, this episode will be your actionable playbook for the rest of 2025 and beyond.

1. Elizabeth reveals how BigCommerce is pioneering a “curated composability” approach – empowering brands to mix and match tech solutions tailored to their unique needs while remaining agile and scalable.

2. Modern consumers – especially Gen Z – are discovering products before they even land on your site, through platforms like TikTok, Instagram, and even ChatGPT. If your products aren’t findable across these channels, you’re basically invisible.

3. From AI-driven personalisation to smarter product metadata, Elizabeth urges brands to stop guessing and start leveraging their data to improve conversion and customer experience.

4. This generation wants brands that are authentic, ethical, convenient, and individualistic. From flexible delivery to social impact filters, aligning your tech and content strategy with Gen Z’s core values is no longer optional – it’s make or break.

Katie Street:
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https://www.instagram.com/streetmate/

Marketing in The Madness
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Welcome to another episode of Marketing in the Madness. This time, Katie Street sits down with the brilliant Giedre Baliutaviciute, Head of Digital Commercial Growth, to explore the evolving world of B2B eCommerce and marketplaces.

From Amazon and Zalando to building internal dropshipping models, Giedre shares her fascinating insights on how retailers can tap into tech, data, and partnerships to grow, scale, and serve today’s ever-demanding consumer!

What to expect:

1. Giedre debunks the myth that marketplaces like Amazon cannibalise brand sales. In reality, they serve different customer segments and provide valuable brand exposure, trust, and convenience (especially for time-sensitive Amazon Prime customers).

2. Dropshipping models, retailers can offer vast product ranges without carrying stock or overhauling their fulfillment networks. Evans Cycles, for instance, increased its online inventory by over 60% in just six months, turning the site into a cycling destination.

3. From automated product data enrichment to generating lifestyle imagery, AI is becoming a powerful tool for B2B commerce. Even Amazon now uses AI to suggest data optimisations for sellers, paving the way for a smarter, leaner, more responsive future!

Expect real-world examples (like the reinvention of Evans Cycles), future look into AI-powered commerce, and plenty of laughs, shopping anecdotes, and strategic advice.

Whether you're in B2B marketing, eCommerce, or just obsessed with the future of shopping - this one’s for you! 💡

👉 Don’t forget to like, subscribe, and hit the bell to get notified each time a new episode goes out!

Giedre Baliutaviciute
https://www.linkedin.com/in/giedrebaliutaviciute/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
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https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

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What happens when you mix an ex-Burberry tech mastermind, a shopaholic podcast host, and a bucketload of insights into the future of digital experiences? You get this week’s unmissable episode of Marketing in the Madness!

Katie Street sat down with retail innovation guru, Giles Smith. The person behind the scenes behind the digital and product strategies for Burberry, Selfridges, Unilever, John Lewis and 50+ other retail brands. So when we say he lives and breathes retail tech... we really mean it.

Here’s a sneak peek into what we got stuck into and why you should absolutely tune in:

The Burberry Effect - From launching the first luxury eCommerce site back in 2009 to experimenting with social commerce and digital gamification, Giles reveals how the brand has consistently taken brave leaps into the unknown.

From 10,000 Page RFPs to Rapid Innovation: At Burberry, Giles led a revolution of ripping up legacy procurement processes and embracing agile, fast decision-making, even choosing underdog platforms before MACH architecture was even a thing.

Tech That Actually Feels Fun: Imagine this - you pop into your favourite luxury store while on a trip to NYC and bam! - you’re handed NBA tickets just for being a loyal customer. No forms. No points. Just wow.

But why aren’t brands doing this yet? The technology already exists. The opportunity is right there. It just takes brands being brave enough to actually use it creatively.

Oh and yes, Katie and Giles even pitched a few ideas on how British Airways could spice up customer loyalty (golden ticket under the seat, anyone? 🤭)

One Message to Tech Leaders: It’s not always about chasing trends. It’s about creating environments where your teams can innovate, where creativity can thrive, and where customer experience becomes a true competitive advantage.

Loved this? Forward it to your network and let us know what you'd like to see us cover in future episodes of Marketing in the Madness. See you soon!

Giles Smith

https://www.linkedin.com/in/giles-smith-5229871/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/