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What Happens When Metrics Drive Bad Behavior with GoPro’s Kacey Sharrett

What Happens When Metrics Drive Bad Behavior with GoPro’s Kacey Sharrett

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 Could well-intentioned KPIs actually be driving counterproductive behavior across your digital and physical channels?

Join hosts Chuck Moxley and Nick Paladino as they talk with Kacey Sharrett, a digital retail expert with over 30 years of experience at major brands like GoPro, Barnes & Nobles, and Toys R Us.

Kacey brings sharp, behind-the-scenes insights into the realities of omnichannel retail — including a wild story about store associates buying products from competitors just to hit fill-rate KPIs. She unpacks why siloed P&Ls often create more friction than clarity, and how great leadership—not just org charts—sets the tone for truly customer-first strategy.

As the conversation shifts to DTC and the future of eCommerce, Kacey offers a candid look at the rise of AI agents and what it means when customers stop visiting websites altogether. Her take? Your website is still your most visited “store”—and digital leaders should treat it that way, layering in exclusives, personalization, and reasons to stay.

Three key learnings from this episode:
  1. Metrics drive behavior — Be thoughtful about the KPIs you set for your teams, as they'll find ways to meet them even if it means counterproductive actions like buying products from competitors to fulfill online orders.
  2. Break down channel conflicts — Instead of fighting over resources, inventory, and pricing between channels, align all teams around converting customers wherever they are, making the entire organization more customer-centric.
  3. Test with purpose — Implement robust AB testing programs to gather data-driven insights about what works, allowing you to optimize experiences and take calculated risks that other channels can't match.
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https://www.thefrictionlessexperience.com/frictionless/

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Kacey's LinkedIn: https://www.linkedin.com/in/kaceysharrett/
Chuck's LinkedIn: https://www.linkedin.com/in/chuckmoxley/
Nick's LinkedIn: https://www.linkedin.com/in/npaladino/

Chapters:
(00:00) Introduction
(03:00) Digital Optimization Essentials
(06:15) Defining Optimization in E-commerce
(08:45) Testing Page Redesigns at GoPro
(11:45) Understanding Customer Satisfaction
(14:30) Website Experience vs. Traditional Retail
(17:15) Using Digital Experience Platforms
(18:00) The Increasing Complexity of DTC
(20:45) How AI Agents Will Change Online Shopping
(22:15) Bridging Online and Offline Experiences
(24:45) When Fill Rate Metrics Go Wrong
(26:30) Website as the Most Visited Store
(28:45) Leadership vs. Organizational Structure
(31:00) Conclusion

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