Are Websites Over? What’s Next for eCommerce, Social Commerce & AI
Send us a textIn this episode of Marketing in the Madness, we sit down with George Sullivan, founder of The Sole Supplier, to unpack the rapidly changing landscape of eCommerce and the role of social commerce, AI, and human-first marketing in shaping the next decade of online retail.Together, we explore: ✅ Why traditional transactional websites are becoming obsoleteGeorge argues that websites relying purely on transactions will become irrelevant within the next 5–10 years. Instead, successful platforms will blend content, social interaction, and community, creating niche spaces that tap into culture and inspire shoppers! ✅ How social and community-driven platforms are transforming shopping habitsAs AI-generated content proliferates, people will crave authentic, human-driven experiences more than ever. Brands that lean into human-centred storytelling will build trust and connection in an increasingly automated world. ✅ Why brands need to double down on authentic, human-centred content to stand out in an AI-driven worldThe way people search for products is changing dramatically - consumers now look on Instagram, TikTok, or even ChatGPT instead of Google. This means brands must rethink their SEO strategies, creating unique content optimised not just for traditional search engines but also for AI tools and social platforms.Join us as we discuss why micro-communities, human experiences, and AI-enhanced strategies will define the winners in the future of retail!Connect with George:https://www.linkedin.com/in/george-sullivan-96397765/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
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10:47
Behind Jägermeister’s Digital Transformation at Shoptalk Europe
Send us a textIn this special Marketing the Madness x Shoptalk Europe episode, our host Katie is joined by the powerhouse duo from Jägermeister, Susanne and Maren, who dive deep into what digital transformation really looks like behind the scenes.Live from Shoptalk Europe in Barcelona, we unpack how this iconic FMCG brand is evolving from heritage liquor to digital-first DTC innovator — all powered by a tiny team and smart tech.Together, they explore:Global Digital Transformation – How Jägermeister streamlined 18 local websites into one scalable platform, enabling global consistency with local flexibility.Smart Tech Stack Choices – Why they chose Shopify and Contentful to future-proof their eCommerce and content operations — and how it empowered a tiny team to move fast.Real-World Personalisation – From engraved bottles to limited-edition drops, discover how Jägermeister is using personalisation to deepen loyalty and drive online sales.Leadership & Change Management – The cultural, strategic, and operational lessons from leading transformation in a legacy brand — including the power of worst-case planning and stakeholder empathy.Tune in for honest lessons, practical takeaways, and a little bit of Jäger spirit.Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
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31:09
How The Sole Supplier’s Founder Turned a Side Hustle into Nike’s Top UK Partner
Send us a textWhat does it take to build one of the UK’s most influential sneaker platforms from scratch? In this episode of Marketing In The Madness, Katie Street is joined by George Sullivan, founder and CEO of The Sole Supplier, for an unfiltered conversation on building a business that’s as much about community as it is about commerce.Starting from a spare room and a sneaker obsession, George turned a side hustle into a full-funnel powerhouse partnering with major global brands like Nike, adidas, and UGG, and outperforming retail giants like JD Sports in SEO.Tune in as George gets real about: → How he went from NHS recruitment to partnering with brands such as Nike and Adidas → Nearly losing it all (twice) and what it taught him about leadership → Why human-first marketing (not AI) is the future of ecommerce Whether you're a marketer, founder, ecommerce leader or just sneaker-obsessed, this episode is packed with practical insights on brand building, resilience, and what it really means to lead with purpose in a fast-moving, tech-driven world.George Sullivanhttps://www.linkedin.com/in/george-sullivan-96397765/The Sole Supplierhttps://thesolesupplier.co.uk/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
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58:41
Why 3 in 4 Find Online Shopping Boring: 3x Your Sales with Social Commerce
Send us a textIn this episode of Marketing in the Madness, Katie explores the future of online shopping with Sophie Frères, CEO and co-founder of LiSA - the social commerce engine powering brands like M&S and Zalando.We’re talking:- Live shopping that actually converts, - Why Gen Z doesn’t care about your editorial content- How employee-generated content (EGC) is reshaping retail- The surprising truth behind why human-led content is outperforming polished studio shoots.Sophie breaks down how LiSA is bringing the social experience back into e-commerce - creating immersive, scalable shopping journeys that blend TikTok-style discovery with proper retail ROI. From building micro-communities to using AI (the good kind, not the creepy avatar stuff), they explore what retailers need to do today to stay relevant tomorrow.If you work in retail, fashion, or just want to know why everyone’s saying M&S is the new Zara - we've got really exciting stats and insights to share with you on this one.Sophie Frereshttps://www.linkedin.com/in/sophie-frères-née-spethmann-3316548/LiSAhttps://www.hello-lisa.com/about-usKatie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
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How Diageo is Using AI, AR & Experience Design to Shape the Future of FMGC Marketing
Send us a textWhat happens when one of the world’s biggest drinks brands gets seriously innovative? In this episode of Marketing in the Madness, our host Katie Street is joined by Benjamin Lickfett, Global VP of Breakthrough Innovation at Diageo - the global drinks giant behind brands like Guinness, Johnnie Walker, and Seedlip.From AI-powered brand concierges to AR cocktail mixers and personalised whisky labels, Diageo is rewriting the rules of brand experience — and we get into all of it in this episode!Together, they explore:- How AI & AR are making drinks smarter – From personalised whiskey labels to glass-recognition cocktail tutorials, discover how Diageo is reinventing product experience.- Why “drink less but better” is shaping marketing strategy – We explore how changing attitudes (especially in Gen Z) are driving the boom in low/no alcohol and brand storytelling.- The real innovation mindset behind Diageo’s success – Learn how they test fast, fail smart, and use tech (plus smaller brands) to stay ahead without risking heritage names like Guinness.This is one for anyone in FMCG, marketing, brand strategy, or just obsessed with how digital is changing the way we buy, drink, and connect with brands.👉 If you enjoyed the episode, please give it a like, hit subscribe, and stay tuned for more conversations like these on the future of marketing.Benjamin Lickfetthttps://www.linkedin.com/in/bennilickfett/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
The no-fluff podcast for marketing and digital leaders who want more - more growth, more clarity, more impact.Hosted by Katie Street, this is where bold brands and big thinkers collide. From Jägermeister and Estée Lauder to Vodafone, Contentful and next-gen voices like George Sullivan and Joe Glover - each episode digs into the real stuff that drives results.Expect real stories and actionable insights. Get smarter. Faster.
UK