Ian Leslie is the CMO at US homewares brand Industry West. It all started with Industry West in 2010… now they have a Shopify store and B2B sales reps, with sales of over $20m a year. He's back on the show AGAIN to share his latest insights on the eCommerce market with host Chloe Thomas and all of you listening. Always insightful, in this episode we discuss: The main decision to move from Magento to ShopifyHow do you enhance interaction with B2B customers on Shopify?Why they're redesigning their Shopify store alreadyThe four best marketing strategies used by Industry WestWhat is the significance of customer research in decision-making?The surprising role of SMS marketing Time stamps: [08:19] Hoping for the best iteration of the site.  [11:52] Encourage the team to understand customers and trade. [13:55] Direct mail with unique promo codes drives results. [18:31] Catalogs are costly, but direct mail is more manageable. [20:50] The Book explores free will and decision-making process. [23:21] Essential analytics and audience targeting. Apply to join Chloe's Free eCommerce Club! >> https://ecmp.info/club Find the tech to solve your challenges at eCommerce Tech >> https://ecmp.info/tech Get all the links and resources we mention & join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor This podcast uses the following third-party services for analysis: Podsights - https://podsights.com/privacy