Q&A: Elton X. Graham, Marketing Expert and Brand Builder, on the Ecommerce Tool He Can’t Live Without

In the latest edition of Retail Insights, I put some rapidfire questions to a top industry voice: Elton X. Graham, who always keeps a few chocolate bars around the house — and not to snack on. (For why, keep reading!)

Elton is a marketing guru, brand builder and technologist with a deep background in direct-to-consumer fashion retail. Most recently, he was chief marketing officer at gorjana , a DTC jewelry brand with some 80 retail locations. Before that, Elton served as GM, ecommerce and DTC, with Los Angeles Apparel , helping drive its mission to bring clothes manufacturing back to the US.

With so much wonderful technology available today, it’s easy for retailers at all levels to forget the human element in shopping. We’re all social beings. People like buying from engaged and interested people.?

His other previous roles include VP of ecommerce at Kellwood Co. , where he led the apparel manufacturer’s digital shared-services platform. Elton was also head of ecommerce at women’s fashion label Nasty Gal , overseeing marketing, technology and operations. As director of ecommerce at James Perse , he established and built an online presence for the lifestyle fashion brand. Elton has an MBA in business and technology from Durham University.

Here’s what Elton shared in our interview:?

The last thing you bought and loved: I recently bought a book with my seven-year-old. He picked it out. It was his first full chapter book, called Diary of a Wimpy Kid. Now each night we read a chapter together, each taking turns, me reading even pages, him reading odd ones. It’s so amazing to see him discover the joy of reading. It’s precious.?

The No. 1 mistake you see retailers making: Forgetting to humanize the shopping experience. With so much wonderful technology available today, it’s easy for retailers at all levels to forget the human element in shopping. We’re all social beings. People like buying from engaged and interested people.?

Best customer service experience you’ve had lately: As detailed in the classic book Moments of Truth by Jan Carlzon, most outstanding customer service experiences start when your customers actually encounter a problem. How you display empathy and handle a problem can turn a tepid customer into a loyal, lifetime customer. With that in mind, I had a problem with a purchase recently. I bought a Dyson flat iron for my 17-year-old daughter from a department store, and it broke after one use. I called Dyson directly because they are the manufacturer. They quickly confirmed the issue, took responsibility, collected the item and quickly shipped me a new, more expensive flat iron in return. I felt validated, taken care of and valued. It was all so easy. I’ll likely be a customer for life now.? I’m already planning on buying more Dyson products.?

Most recent ad/campaign that made you click through to buy something: To me, the best ads don’t “work” right away. Instead, they leave an emotional residue. You feel them. It’s almost subconscious. I saw this Cadbury ad online last year. It’s so well done and powerful, without being on the nose. I didn’t even know what was going on for the first 10 seconds, but it pulled me in. And to your question, I suddenly realized I’ve been buying these purple-wrapped chocolate bars ever since. I don’t even like chocolate bars! But I do love having them in the house and easily giving them to those I love. I do this often. No wonder Cadbury has been in business for 200 years.??

The one ecommerce tool you (or your brand) couldn’t live without: A lot of ecommerce is about removing obstacles and meeting the consumer how, where and when they want to shop. If your company has retail stores, I can’t imagine not having BOPIS (buy online, pick up in-store) and local delivery options, along with the communication triggers to inform and delight your customers.?

Thank you, Elton, for sharing your ideas about retail. To learn more, follow Elton on LinkedIn .

Thank you for reading! I’d love to hear your thoughts in the comments below. For more from the Retail Insights newsletter, click here .