What if launching e-commerce for an established retail brand isn't just about going digital, but about fundamentally transforming your business culture?Join hosts Chuck Moxley and Nick Paladino as they talk with Nora Arzoumanian, Former E-commerce and Digital Marketing Director at Specialized Bicycle Components. Drawing from her experience launching Specialized's Canadian e-commerce platform during post-pandemic inventory challenges, Nora shares invaluable insights on building an online presence while balancing brick-and-mortar relationships, managing inventory allocation, and evolving influencer marketing strategies.In This Episode:When launching e-commerce in an established retail business, focus on long-term commitment and educate internal stakeholders with data to overcome resistance to change.Start influencer marketing with quality over quantity - work with fewer, highly engaged partners who truly understand your brand rather than casting a wide net.For luxury brands, maintain brand value by focusing on your core market rather than trying to serve every price point and customer segment.Want more tips and strategies to create frictionless user experiences? Subscribe to our newsletter!https://www.thefrictionlessexperience.com/frictionless -Specialized Bicycle Components Website: https://www.specialized.com Nora's LinkedIn: https://www.linkedin.com/in/noraarzoumanian/ Chuck's LinkedIn: https://www.linkedin.com/in/chuckmoxley/ Nick's LinkedIn: https://www.linkedin.com/in/npaladino/Chapters:(00:00) Introduction(01:10) Launching E-commerce Post-Pandemic (04:50) Canadian E-commerce Challenges(08:25) First Steps in Building E-commerce(10:50) Bike Purchase Process(12:55) Canadian Market Localization(14:35) Managing Inventory Challenges(17:05) Omnichannel Experience Development(21:55) Understanding Customer Education(24:05) Brand Strategy and Market Focus(27:35) Influencer Marketing Evolution(33:30) Internal Friction in Digital Transformation(37:12) Episode Recap

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