Episode
Owning the Experience Without Owning the Transaction, with Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries (Ryobi)
- Podcast
- Unpacking the Digital Shelf
- Published
- Mar 31, 2026
- Duration seconds
- 2897
- Processing state
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Summary
What happens when your brand doesn’t own the transaction, but still needs to influence the path to purchase and build a direct customer relationship? Ryobi is sold exclusively through Bunnings, which means the retailer owns the checkout. Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries, shares how Ryobi has built the right to play across the full customer lifecycle, from pre-purchase consideration to post-purchase onboarding and maintenance. We unpack how extended warranty became a powerful value exchange to grow first-party data, how lifecycle journeys and maintenance nudges extend the experience beyond the PDP, and how intent signals like wishlists, product comparison tools and add-to-cart integration help qualify demand and drive higher-converting traffic into Bunnings. Vera also walks through the foundational stack underpinning this work and explains why she’s taking a cautious approach to CDPs in an increasingly composable, AI-shaped landscape. If you’re a brand operating in a retailer-led ecosystem and looking to use data to strengthen customer experience and drive commercial outcomes, this episode is packed with practical insights.