Patagonia’s Purpose: Angela Clark on Digital Strategy
Traditional retail is designed to drive the next transaction, but Patagonia is built to drive a movement. Angela Clark, VP of Digital at Patagonia, joins Marie Schwartz to discuss leading a digital organization where activism is a primary KPI and short-term conversion is never the goal. Activism as a Metric: Why Patagonia treats a local cleanup sign-up with the same weight as a high-value product purchase. The Used Gear Edge: How side-by-side "New vs. Used" product pages have transformed customer acquisition and brand transparency. Membership vs Loyalty: Why the brand ditched the…
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