How Anthropologie gets omnichannel right (and what to learn)
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Who are the hosts and guest of this episode?
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, Senior Manager for Content Production and User Testing. And joining us today as host is User Testing's Bobby Meixner, Senior Director of Industry Solutions. Welcome, Bobby. Hello, everyone. And our guest today is Kate McCabe, founder of Flywheel Strategy. With 17 years of experience in the digital space at Ancestry, Rothy's, Brooklinen, and OurPlace, Kate specializes in blending the voice of the customer, data insights, and marketplace opportunities to create streamlined roadmaps for high growth organizations. Welcome to the show, Kate. Thanks, Nathan. I'm excited to be on the podcast today. We're excited to have you, Kate. And I know that you've had a really impressive career working on customer-focused omni-channel strategies. Can you share a bit about your journey, how it shaped your perspective on creating those sometimes ever-elusive, seamless, customer-first interactions?
Yes, I'll give a little peek into where I started in the industry, which was in the marketing space. And then I pretty quickly stumbled into product management. So my background and most official expertise is in product management. And the reason I stumbled into product management is I was seeing this really constant struggle between our marketing teams and our development teams. where marketing wanted to go chase and build something different every three weeks. And the technical team was always flabbergasted that what the asks were being changed. And also just speaking like pretty technically about why it was going to take so long. So as I moved into what I call the translation space between those organizations, that's where I really found the unlock that can happen in organizations as they figure out Who are the right people? What are the right practices internally as a team?
And what levers and metrics of performance really drive that user experience that customers are going to love and are also going to help the business be successful in their goals? So you wanted to jump in. You wanted to be the referee. You wanted to be the mediator. Yes. And that's what carried you. Yes. And when I, I sort of just volunteered for the space because I thought we're all brilliant people. Why are we angry at each other? It's time. Yeah. Yeah. Why is this so hard? And then I started, I actually didn't even know it was product management. I just said, let me, let me step into referee and try to see if I can create a story that everyone feels heard and seen and it feels comprehensive. Then I started going to conferences and I learned, oh, this is product management.
And this is where I feel like, well, User Insights often officially lives with design teams and user research teams. I feel like product teams and product leaders have a really invested interest because we're responsible for shaping product. the full picture across all of the different departments? Like, what are we all trying to accomplish? And what's going to be the totality of that that comes to market in a way that's really cohesive?
How did Kate MacCabe's career shape her omnichannel perspective?
Yeah, I think that's a great call out. And when we think about omnichannel, omnichannel, it's been a buzzword for, what, over a decade now, maybe more. So I think everybody knows that it is important. People do it. Organizations can pull it off to varying degrees. From your vantage point as somebody who's been on multiple sides of the fence, why is omnichannel so important?
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Chapters
5 chapters
1
Who are the hosts and guest of this episode?
0:50–4:05
2
What is omnichannel strategy and why is it essential?
4:05
3
How did Kate MacCabe's career shape her omnichannel perspective?
1:52–11:58
4
What lessons can be learned from Anthropologie's omnichannel success?
11:58–17:26
5
How can brands leverage omnichannel strategies effectively?
17:26–27:25
Speakers
1 identifiedMore from Insights Unlocked
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