eCommerce Fastlane

79: How Scaling Shopify Brands Cohesively Tie All Their Applications Together To Build Brand DNA


My guest in today’s episode is Robin H. Smith, the CEO, and Co-Founder of VL OMNI. They are a data integration platform built on cutting-edge cloud microservice technology that helps scaling multichannel Shopify merchants do more with their data, including creating effective and unified customer experiences across any and all touchpoints.

What You Will Learn Today

  • What is a point-to-multipoint serverless data integration platform? Why is it important for scaling brands?
  • How to get channel visibility in a multi-channel world when most brands have disparate integrations.
  • How to make sure integration isn’t an afterthought.
  • Why brands should create a proper strategy of what is to be accomplished, what goes into it, and what are the business implications and outcomes.
  • What is the Gartner Hype Cycle?
  • How your brand DNA intersects with your technology, directly impacts the way the brand operates.

Links And Resources Mentioned In This Episode

Tweetable Gold Nugget

Top global multichannel Shopify merchants trust VL OMNI to move data seamlessly through their infrastructure as they grow, expand, and accelerate their business.Click To Tweet
Improve your Customer Experience (CX) by putting your site visitors first and consistently delivering a cohesive experience across all touchpoints.Click To Tweet

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Steve: My guest on today's episode is Robin H. Smith, the CEO and the co-founder of VL Omni, a data integration platform. They have built a cutting edge, cloud micro service technology.

Steve: My guest on today’s episode is Robin H. Smith, the CEO and the co-founder of VL Omni, a data integration platform. They have built a cutting edge, cloud micro service technology. And what it does is help scale multi-channel and e-commerce merchants to do a lot more with their data, including creating effective and unified customer experiences across all of the touchpoints. We’re going to dig into a lot of great topics as it relates to integrations and platform connectors. Let’s jump into the show and learn more. Hi Robin, welcome to eCommerce Fastlane.

Robin: Well, thank you for having me, Steve, this is a great honor and a great privilege to talk to the Shopify community. Very happy to be here.

Steve:  Excellent. I’m so glad we synced our calendars and we’re now in the first quarter of 2020. And I think there’s been a lot of strategic business outcome type conversations that have been happening with the brands that I manage and I just overall an ecosystem I can hear the buzz about things that they’re working on and KPIs that are important to them. Some of them are finding apps or they have legacy systems or they’re looking to add on new systems to the existing Shopify platform. I think that’s where VL Omni really shines, especially with the Shopify Plus merchants. For those that don’t know who VL Omni is and what you’re all about. Can you talk about the problems you solve for Shopify brands? 

Robin: Yeah, that’s a very good question. The primary problem that we solve is integration. And if you think about integration, most people say I want to move data from point A to point B without really thinking about a how you’re going to use that data and how that data intersects with your customer experience. The other problem that we’re solving is channel visibility in a multi-channel world with disparate integrations. People are having difficulty really understanding what is going on in the individual channels. So through the platform dashboard, we bring together the channels that allow people to manage all their integrations in a single platform but also have visibility. Getting into what is actually going on in those channels. I’m excited to announce on the podcast that we have an analytic component that will begin to roll out at the end of Q1, which will give the Commerce Manager 15 metrics across every channel. These will be both individual channel metrics and aggregate channels, which is part of our commitment to help brands scale. That, in a nutshell, is really what we solve for.

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