76. The Power of Storytelling in Brand Building with Betsy Mello

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It is my pleasure to welcome you to the latest episode of the eCom Pulse podcast!

Let me introduce our guest, Betsy Mello, Senior Vice President of E-commerce at Durel Home, a leading furniture manufacturer in North America. With over 20 years of experience in the retail industry, Betsy shares her extensive knowledge and insights, drawing from her work with iconic brands like Gap Inc., Old Navy, Levi’s, and now Durel Home.

Betsy shares with us the evolution of the furniture industry, particularly the significant shift towards e-commerce accelerated by the COVID-19 pandemic. We explore the challenges and opportunities in the market, emphasizing the importance of innovation, supply chain optimization, and maintaining profitability.

Betsy also highlights the role of storytelling and brand building in creating a cohesive omnichannel strategy and the impact of AI on the future of retail and e-commerce.

Whether you’re an industry veteran or new to the world of e-commerce, this episode offers best practices and insights into the current trends and future directions of the retail and furniture markets.

You’re welcome to sit back, relax, and listen to my conversation with Betsy Mello.

Website: https://www.vimmi.net

Email us: info@vimmi.net

Podcast website: https://vimmi.net/ecom-pulse-podcast/

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LinkedIn Vimmi: https://il.linkedin.com/company/vimmi

LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/

YouTube: https://www.youtube.com/@VimmiCommunications

Guest: Betsy Mello, Senior Vice President of E-commerce at Durel Home

LinkedIn: https://www.linkedin.com/in/betsymello/

Dorel Home: https://www.dorelhome.com/


  • Storytelling is crucial in brand building and engaging consumers.
  • Innovation and newness are important in the furniture industry to meet consumer demands.
  • Optimizing supply chain and warehouse operations is essential for cost reduction and efficiency.
  • Partnerships with retailers are key to success in e-commerce.
  • The future of work in the industry will require adaptability and agility.
  • AI presents opportunities for improving the consumer experience and optimizing business processes.


00:00 Introduction and Background

02:20 The Furniture Industry and the Impact of COVID-19

04:47 Betsy’s Role and Key Performance Indicators

06:00 B2B and B2C Initiatives

08:00 Profitability and Promoting Products

09:13 Brand Building and Storytelling

11:27 Omnichannel Strategy and Offline vs. Online

14:23 Retention vs. Acquisition

21:06 Product Development and Innovation

24:26 The Future of Work and Staffing in the Industry

26:57 The Next Big Thing in the Industry

28:53 Tips for Professionals in the Industry

31:19 Fun Fact and Closing

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