The Value of Creativity and Innovation in e-Commerce Enterprises

In this episode…

Have you built an e-commerce business that encourages creativity and innovation among your employees? Do you support your employees when they come up with new innovative ideas for your brand?

In this episode of the Relationship Commerce Podcast, Dr. Jeremy Weisz is joined by Adam Short, the Co-Founder and VP of Sales at Renegade Brands, to talk about the value of creativity and innovation in an e-commerce business. Adam also explains how an e-commerce company can set itself apart from competitors, the benefits of face-to-face marketing, and why e-commerce brand owners should reach out directly to their target customers.

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Adam ShortAdam Short is the Co-Founder and VP of Sales at Renegade Brands, a company owned and operated by a sports-minded group with unmatched experience, passion, and integrity. Renegade Brands and their team design and deliver the highest quality products that provide exceptional performance, while also producing no toxic impact on the environment. 

Renegade Brands’ products are used by over 200 professional NCAA teams, including the New York Yankees, the Dodgers, the Denver Nuggets, the Pistons, Mavericks, and so many more. They also sell disinfectants and serve nursing homes, medical offices, retail locations, and the hospitality industry.


The Value of Creativity and Innovation in e-Commerce Enterprises

When Adam Short and his colleagues came up with an idea for a new laundry detergent, the cleaning company they worked for didn’t want to include it in their product line. So, what’d they do? Because they knew what a great detergent they had just created, they launched and sold it to the public. 

If you find yourself in the same position, then it may be time for you to go out on your own and start your e-commerce business. If you’re not finding any interest in the product you’ve innovated, but know can be a success, why stick around? It could be your calling to take the plunge—and if you’re anything like Adam, it could be a huge success. 

On the flip side, if you own an e-commerce business and your employees come up with ideas for new products, it’s in your best interests to listen to them. Then, evaluate those ideas thoroughly and earnestly before dismissing them. Ultimately, use that to encourage creativity and innovation in your workplace. 

Why You Should Know and Target Your Ideal e-Commerce Consumers

When starting your e-commerce business, there’s one key thing you need to do before launching: research your target market. You need to find out what your potential customers want, what their needs are, where their concerns lie, and which products are most likely to meet their needs.

Adam Short and his business partners knew that their ideal customers were in the sports industry; their e-commerce cleaning product was formulated to satisfy the needs of athletes. So, they aggressively went out to market to that group. And what did they learn? A few things, but namely that athletes have a difficult time finding the best detergent to clean their sweat-ridden and muddied jerseys. They also connected with their customers emotionally and knew that some of them did not want to dispose of their soiled sportswear because of sentimental attachments. Sometimes, the jerseys were even custom-made. 

It’s also important to stay up-to-date with any changes in the industry you target as the needs of your customers evolve. Advancements in technology, the business environment, and the products your ideal customers use could impact your business. In the case of Renegade Brands, the company made sure to improve their e-commerce product as different teams changed the fabric they used for their uniforms.

The Value of Face-to-Face Marketing

When Adam Short and his colleagues started their e-commerce business, they intended to serve the sports industry. They used different marketing and promotional methods to win their audience over and gain endorsements—but it wasn’t working. 

When they decided to change their approach and grow their customer base organically, things started changing for the better. They brought in the Baltimore Ravens by demonstrating to them that their detergent could clean their jerseys—and now, the team has become one of their long-term customers. They also went out to different tournaments to talk to parents, which also boosted their efforts. 

Direct marketing can also work for you. It can help you learn more about the needs and desires of your e-commerce customers. Plus, it can also help you get valuable feedback about the performance of your e-commerce product, which will only help you to improve your product’s performance and increase its value.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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