Retail has been in the family, from a lighting store in Dallas, Texas, to Birmingham, Alabama, to fashion retail brands in New York. On Performance SEO Unpacked, Ruchi Pardal and Scott Lux connect that soft spot for retail with digital, agency work, and e-commerce in a world where everything’s changing every day and feels completely upside down right now.

ㅤ

They walk through the shift from chasing impressions, traffic, and easy, accountable metrics to chasing outcomes and customer behavior. Instead of a simple math exercise around traffic, conversion, average order value, and units per transaction, the conversation keeps going back to product, sell-through, and whether the audience can really support that growth.

ㅤ

The discussion stays on fundamentals and foundation: a clear brand definition, a content strategy that ladders up to that, end-to-end customer journeys, and platform-based, behavior-based KPIs. TikTok, Instagram, specialty retail, wholesale, physical retail, email, SMS, agents, assisted shopping, AI, and content all tie back to new customers, retention, frequency, revenue, and the health of the business.

ㅤ

👤 Guest Bio

Scott Lux is the EVP of technology and e-commerce for Esprit, with experience across fashion retail brands in New York ranging from Diesel, John Varvatos, Intermix under the Gap umbrella, Alice and Olivia, Theory, and Esprit. He started his career on the agency side at a small digital agency in Seattle, Washington called Za, which ultimately became part of VML, cutting his teeth in the digital world on creative, user experience, data, analytics, and marketing. Scott has also been an adjunct professor at FIT in the SUNY system in New York and at Columbia Business School on the Upper West Side.

ㅤ

📌 What We Cover

• Retail in the family, lighting stores in Dallas, Texas and Birmingham, Alabama, a soft spot for retail, and how agency world, creative, user experience, data, analytics, and marketing shaped Scott’s digital point of view.
• How brands ended up with a simple math exercise around traffic, conversion, average order value, units per transaction, and paid media, chasing 40 or 50% online revenue without really focusing on customer or whether that growth was realistic.
• Why “stop chasing impressions, start chasing outcomes” means reconnecting product, selling, and customer, and re-looking at conversion and traffic across TikTok, Instagram, .com, physical retail, specialty retail, and wholesale.
• Rethinking attribution models: mapping an end-to-end journey, knowing the profile or persona, setting platform-based and behavior-based KPIs, and defining touch points, milestones, and behaviors like email signup, visiting specialty retail partners, or walking into a physical store.
• Getting fundamentals and foundation correct: top line revenue targets, profitability, product goals, sell through, key categories, where you placed your bets in product, and tracking turn and sell through week by week to understand the health of the business.
• Metrics that actually help in a fragmented user journey: new customers, customer acquisition, channels, recency and frequency, preventing churn, membership or loyalty, and smaller signals like saves, comments, forwards, email, SMS, and purchase behavior.
• Content performance in the age of zero clicks, AI answers, and chat: comments, saving a TikTok video, forwarding it, scrolling and watching, brand performance, brand lift, and how content across TikTok, Instagram, email, site, and even out-of-home in New York still needs clear goals and KPIs.
• AI and content: why Scott disagrees with a world where AI content is what brands are creating, concerns about backlash, consumers who see fake and not real content, and examples like Patagonia, flat lays, enhancements, efficiency, and why content creation should not be solely handled by AI.
• Building a reporting dashboard for a CMO: number of new customers to the brand, retention and frequency, revenue targets, digital, specialty retail, wholesale, physical retail, Black Friday and Cyber Monday, healthy customers versus sale shoppers, and insight into what could be wrong with the business.
• Tools and data: using a combination of Shopify native tools, Klaviyo on SMS and email, a data lakehouse with Snowflake, Google, or Databricks, ERP and selling data, clean and structured data, and LLMs and AI to get answers in near real time.

🔗 Resources Mentioned

• TikTok – Engagement, comments, saving, forwarding, TikTok shops, and new customers interacting with content and video.
• Instagram – Video content, engagement, and brand performance alongside TikTok.
• Meta and Google – Paid media, P max, and performance marketing tied to traffic, conversion, and customer acquisition.
• TikTok shops – Selling through TikTok for beauty, CPG, and retail brands, and how that fits into the customer journey.
• Shopify – Native tools that are described as fantastic for e-commerce and digital reporting.
• Klaviyo – SMS and email programs connected to membership, loyalty, recency, and frequency.
• Snowflake, Google, and Databricks – Data lakehouse platforms to bring ERP, Shopify, and other data together, clean and structured, for models and near real time answers.
• Patagonia – An example of a brand where AI-generated content would feel fake, not real, and not authentic to what they stand for.
• ResultFirst: Visit for more SEO tips and strategies.
• Connect with Ruchi Pardal on LinkedIn for a conversation about SEO.

If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.