Building Brand Trust: Lessons from the Evolving World of E-commerce

Join Molly Baker, founder of Indie Consulting, as she sits down with Jennifer Peters, an e-commerce expert with a diverse career path. Together, they dive into topics like understanding consumer behavior, shifting from a startup mindset, and building brand trust. The guest also opens up about her career journey, from leading marketing at a church supply company to navigating the startup and tech worlds. Tune in for valuable insights on embracing change, decision-making, and truly listening to your customer.

Molly Baker (MB): So, tell me a little bit about what is top of mind professionally today?

Jennifer Peters (JB): I just came from CES, and it was exciting to see all sorts of new tech. As someone in the supplement space, I noticed the abundance of wearables, but they all felt disconnected. The challenge is integration. How does new tech work with what people already use, like an Apple Watch? It's about making sure things work seamlessly together. Professionally, we’re coming out of COVID, and there's a continued yearning for connection. Events like Expo West, which dipped during COVID, are bouncing back now, and people are excited to reconnect.

MB: What was the craziest thing you saw at CES?

JP: Last year, I saw a machine that makes pizza with the push of a button, which was wild. This year, I was impressed by a Roomba that can jump over obstacles and even move things. There were also robots for pool cleaning, which I didn’t realize was such a big need. Last year, I also saw a lawnmower Roomba, which I thought was genius.

MB: Brag about yourself. What are you really good at?

JP: In eCommerce, you need to be good at a lot of things. I’ve been lucky to touch everything from web development and logistics to marketing. I’ve had opportunities in different roles that gave me experience across the board. My strength is owning the customer experience from start to finish, using everything I’ve learned along the way.

MB: How has the marketing world evolved since you started?

JP: The biggest change is the rise of digital and influencer marketing. When I was in college, I didn’t know what I wanted to do, and none of these jobs existed. We're living in the influencer age right now, and platforms like TikTok are changing the game. It's exciting and constantly evolving. The shift toward digital is huge, but people still matter in marketing—word-of-mouth is powerful.

MB: How do you plan for the future in a world that’s constantly changing?

JP: You need to have a flexible innovation budget in case opportunities arise unexpectedly. Staying on top of emerging trends and new technologies is important, but also giving yourself the space to absorb information. You don’t always have to make quick decisions; sometimes you need time to let ideas marinate.

MB: So, how do you make decisions when there’s so much new tech and innovation?

JP: I'm into unconscious decision-making. You take in the information, let it sit, and trust that the right solution will come to you. You can’t force decisions. You also need to keep learning and exposing your brain to new things to help make the best decisions.

MB: What’s been the most pivotal moment in your career?

JP: Leaving Nashville for the Bay Area was a turning point. I came to the Bay Area to find bigger opportunities, and everything fell into place after that. It was a huge move, both professionally and personally, and it set me on my current path.

MB: Were you motivated to leave because of the job opportunities, or was there something else?

JP: Part of it was a personal change, but also, I knew there were more opportunities in the Bay Area. The tech scene here was so vibrant, with a lot of companies to work for, from startups to larger brands.

MB: Did you ever regret moving?

JP: Never. Every day, when I get off the ferry, I know it was the right choice.

MB: What were you doing in Nashville before you moved?

JP: I worked as the director of marketing and eCommerce at a church supply company, selling everything from Bibles to candles. It was a wild experience.

MB: And then you moved to the Bay Area. What was your next step?

JP: I went to an IoT startup, which was a bit tough since hardware engineers don't always care about marketing. But it was there that I learned how to code and became a Shopify developer. That experience led me to an agency where I built eCommerce stores for brands. That was an eye-opener for me.

MB: What relationship has been most impactful on your career?

JP: Ed Kowalski, at the church supply company, gave me my big break. He took a chance on me and hired me to run the online bookstore, even though I was new to eCommerce. That opportunity helped me transition from traditional retail into eCommerce, and I’m still grateful for it.

MB: Do you still keep in touch with him?

JP: Not really. He’s retired now, but he was instrumental in my career. I think of that time as my big break.

MB: Tell us what you’re doing now.

JP: I’m the director of direct-to-consumer Martech and digital compliance at OLLY, a Unilever brand. We make gummy vitamins, and I’ve been with the company for four years. We’re currently in a stage of growth where it’s less about explosive growth and more about scaling. We’re facing challenges around building processes and transitioning out of the startup mindset. Competing in both traditional retail and digital is tough, especially since we’re going up against both established brands and newer digital-native brands.

MB: What’s the hardest part about working in the supplement space?

JP: One of the biggest challenges is understanding customer behavior across channels. With omnichannel business, it’s tough to track if someone has churned or if they’ve shifted where they shop. It’s a constant challenge to understand where customers are purchasing and why.

MB: How does OLLY stand out from the competition?

JP: Our packaging is one of the main things that sets us apart. Our square bottles stand out on shelves, and we have a fun, vibrant brand. It’s different from the traditional, more clinical look of most supplements, which has helped us disrupt the market.

MB: You've mentioned that OLLY has built trust with customers, but you’ve also managed to stay fun and trendy. How hard is it to balance that with efficacy?

JP: It's a tough balance, but we’ve been able to do both well. We focus on staying relevant and fun, but we never sacrifice efficacy. It’s a unique challenge, especially when you think about other legacy brands, which may have trust but lack fun. We’ve managed to be both effective and enjoyable.

MB: When was OLLY founded, and what were some of the early challenges?

JP: OLLY was founded in 2015, and we were acquired in 2019. The growth happened fast, especially during COVID, which forced us to deal with challenges like supply chain issues and logistics. Before, we were just trying to get products out the door during the pandemic, but now we’re facing new operational challenges.

MB: What have you learned about consumer behavior in this space?

JP: A big lesson is understanding that you’re not the customer. It’s easy to make decisions based on personal preferences, but the reality is that most of our customers are not like us, especially since many of them live in the Midwest, not places like California. It's crucial to think about what matters to them and avoid letting biases sneak into your decisions, especially in creative and marketing.

MB: Creative teams are often based in coastal cities, which can lead to disconnect when targeting other regions. How do you tackle that?

JP: It’s definitely a challenge. For example, what’s relevant to people in New York City might not resonate with people in places like Oklahoma or Kentucky. I’ve worked in the South and always tried to ensure that the messaging matched the audience’s reality. Locality plays a huge role in how people engage with products

MB: What role does direct-to-consumer play in OLLY’S business?

JP: We’re still primarily a brick-and-mortar brand, with most of our revenue coming from stores. But digital has seen a lot of growth. OLLY.com serves our most loyal customers, and having that one-on-one relationship with them is incredibly valuable. It’s different from retail relationships, and it provides insights into customer preferences and pain points.

MB: Do you think the e-commerce space will continue to be fragmented with different platforms like Amazon and brand websites?

JP: Yes, I think the fragmentation will persist. During COVID, many brands scrambled to build their own D2C sites, but not all of them had the infrastructure to support them. As a result, a lot of those efforts fizzled out. I do think D2C will continue to be important, but brands need a measured, strategic approach rather than rushing to get something up.

MB: What's the most memorable campaign you've worked on?

JP: The “Big Vagina Energy” campaign at OLLY was unforgettable. It tackled women’s sexual wellness in a bold, shocking way, but it also allowed us to confront real issues. It was empowering to challenge institutionalized limits on language and products related to women’s health, especially on platforms like Google and Shopify.

MB: Tell us about Emily Spinach Digital and how it came to be.

JP: Emily Spinach Digital started when I realized I could offer my expertise in building stores for brands. I’m passionate about helping brands avoid the trap where they’re locked into complex, unmanageable systems. I specialize in building stores on Shopify and empowering brands to run their own businesses without relying on costly agencies. The name "Emily Spinach" comes from Teddy Roosevelt’s wild daughter, Emily, who had a pet snake and was a renegade of her time—so it represents breaking norms.

MB: How do you balance all of your commitments, including Emily Spinach Digital and OLLY?

JP: It’s definitely a busy life, but I enjoy it. I’m not one to be bored, and I love staying hands-on in the development space, especially with Shopify. Even though my role at OLLY is more strategic, working with my agency keeps me grounded in day-to-day changes in web development, which is exciting. Plus, I stay fresh on new technologies, like Shopify’s updates and the rise of AI, which are constantly changing the game.

MB: What advice would you give to your younger self or anyone starting out in this industry?

JP: Two things: First, always say yes to opportunities, even if you don’t feel fully prepared. Don’t hold back. Second, embrace change. This industry evolves so quickly, and technology like AI is a game-changer. Stay ahead of the curve, adapt to the changes, and don’t be afraid to ride the wave of innovation.

Find Jennifer Peters on LinkedIn and shop OLLY. 

As for us, follow @namedrop.pod on Instagram & LinkedIn and @molbakes on Instagram for all future episodes and insights.