Building An Omnichannel Brand and Strategy

Published in
Jan 17, 2023
Photo by on Unsplash

Shinola is a lifestyle brand that partners with family businesses and iconic brands to showcase a wide range of American-designed products. Which means the company has to know how (and where) to continually reach all segments of an ever-growing audience. On Up Next in Commerce, Joel Layton, the VP, Head of Ecommerce, Digital & Marketing for Shinola discusses what that looks like.

Tune in to learn:

  • Are we in a DTC vs retail world? (6:30)
  • Enacting a test and learn strategy (9:35)
  • Going all-in on TikTok (12:55)
  • Thinking ahead for the coming year (19:00)

Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Learn more at is a media studio producing content for world-class clients. Learn more at