Ryan Groh is the Associate Director of Ecommerce at BYLT Basics, a California-based premium apparel brand. With over seven years of experience in ecommerce and digital merchandising, Ryan has led initiatives that have significantly increased online revenue and improved customer experience through personalization and streamlined checkout processes. He played a pivotal role in BYLT's migration to Shopify's Hydrogen framework, enhancing site performance and enabling seamless omnichannel operations. Before his current role, Ryan was the Ecommerce Manager at Absolute Merch Inc.

Brands often wonder whether building a mobile app is worth the investment when a responsive mobile site already exists. The decision is particularly tricky for ecommerce companies trying to boost loyalty, retention, and customer lifetime value without overwhelming their tech teams. How can businesses know if an app will genuinely enhance the customer journey and deliver measurable ROI?

Ryan Groh, an expert in ecommerce and digital merchandising, shares how his team approached the mobile app question by focusing on their most loyal customers. Ryan explains that an app can provide a more curated, frictionless experience for high-value buyers — especially those already engaged via SMS or email. He recommends identifying segments with high purchase frequency or cart value, using exclusive in-app promotions, and ensuring tech integrations support a seamless UX. For Ryan, app-driven ecommerce growth hinges on choosing the right platform vendor, personalizing content, and building app-based features that align with the brand’s LTV strategy.

In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Ryan Groh, Associate Director of Ecommerce at BYLT Basics, about scaling loyalty and retention through mobile apps. Ryan dives into how push notifications outperform traditional channels, how to evaluate whether your brand is a good fit for an app, and the value of a headless CMS in crafting seamless user experiences.