What a decade at Coach taught Jennifer Martinez-Velazquez about building modern ecommerce

Creating an ecommerce experience that is both emotionally rich and commercially effective can be complex, because it demands a complete rethinking of how customers actually move through digital ecosystems. Jennifer Martinez-Velazquez, Senior Director of Global Marketing & Digital Experience at Coach, outlines how luxury brands can blend immersive storytelling with rigorous performance measurement.

Drawing on a decade at Coach spanning site merchandising, operations, and global marketing leadership, Jennifer explains why customers don’t differentiate between “retail” and “outlet”, they simply experience the brand. This insight led Coach to shift away from noisy, promotion-dominant outlet tactics and toward a cohesive, emotionally consistent brand experience across all channels.

Jennifer also breaks down the misconception that ecommerce is linear. Most customers require three to four touchpoints before purchasing, which means brands must prioritize emotional resonance, content-driven PLPs, and brand-led narratives on early visits, while using retargeting and paid media for conversion-focused moments. She shares how Coach validated this with repeated experimentation, ultimately reducing bounce rates, increasing time-on-page, and improving second-visit conversions.

The discussion then moves to the next major shift in discovery: LLM-based search. While volumes are small today, Jennifer believes brands must begin optimizing for conversational queries now - just as early TikTok adopters captured audiences before the wave hit. From AI-powered prediction to crawlable content designed for intent-based prompts, she outlines the emerging playbook.

So, whether you’re optimizing a luxury ecommerce experience, preparing for AI-driven discovery, or trying to balance conversion with long-term brand equity, this conversation offers a strategic roadmap for next-generation digital leadership.

What You’ll Learn

Why customers don’t distinguish between outlet and retail and how unifying the brand experience strengthens loyalty and reduces reliance on promotions
How to use micro-conversions as leading indicators, from wishlist adds to time-on-page to SMS opt-ins to predict revenue long before a transaction
Why customer journeys require three to four visits and how to structure content so discovery, emotional storytelling, and conversion each get their moment
How curated, content-led PLPs outperform direct-to-PDP tactics, lowering bounce rates and increasing second-visit conversions
Why LLM discovery is poised to become the next TikTok, and how to structure crawlable content for AI-driven search queries
How Coach aligned creative, digital, merchandising, and IT under a unified goal (acquiring the Gen Z female consumer) and shared strategic KPIs
Why continuous testing, not perfect answers, is the engine of ecommerce growth, and how experimentation accelerates learning early in a career
How to interpret page performance in context of the full journey, not isolated metrics that ignore non-linear customer behavior

👉 Watch the full episode here: https://www.noibu.com/blog/podcast/coach-non-linear-customer-journeys-immersive-ecommerce

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