How OLLY Built a Retention Engine for a Brand Sold Everywhere

Ecommerce Playbook: Numbers, Struggles & Growth · Feb 19, 2026 · 32m

Acquisition is getting tighter! In this episode, we flip the script and talk about the lever most brands under-invest in: retention + lifecycle marketing.

Taylor is joined by Jennifer Peters, Director of DTC, MarTech & Digital Compliance at OLLY (a Unilever brand), to break down how they think about keeping customers coming back when the brand is sold everywhere — from Target and Walmart to their own DTC site.

We get into what retention really means beyond “subscription,” how to message customers when you don’t want to channel-shift them, and how OLLY is using loyalty (including receipt…