Emily Schlackman, Director of Retention at Mack Weldon, joins Will Laurenson to discuss how modern ecommerce brands balance retention, acquisition, and customer experience in an overcrowded digital market. They explore the role of AI in retention marketing, why brand awareness still matters, and how aggressive revenue-focused strategies can damage long-term customer loyalty. Emily also shares practical insights into loyalty programmes, bundling strategies, SMS marketing, partnerships, and product education. This episode offers a detailed look at how successful DTC brands are adapting to changing consumer expectations while trying to build stronger, longer-lasting customer relationships.