# Owning the Experience Without Owning the Transaction, with Vera Skocic, Head of Customer and Strategy (Consumer & Commercial) at Techtronic Industries (Ryobi)

Page: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi
Text version: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi.md
Podcast: [Unpacking the Digital Shelf](https://stenobird.com/podcast/unpacking-the-digital-shelf-256460)
Published: 2026-03-31T20:00:00+00:00
Episode link: https://salsify.simplecast.com/episodes/owning-the-experience-without-owning-the-transaction-with-vera-skocic-head-of-customer-and-strategy-consumer-commercial-at-techtronic-industries-ryobi-XNVRZWw6
Audio file: https://cdn.simplecast.com/audio/5847aebd-e31e-4be3-adcb-ef42570bf04f/episodes/b2c6ab4a-26ce-4125-b38a-764636ab9e3e/audio/0754a31b-1022-4b43-a136-2b5b8831b87a/default_tc.mp3?aid=rss_feed&feed=DdZHgFDt
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Duration seconds: 2897

## Resource

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.

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