In episode 420 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Erin Malone, director of digital strategy at Free People, a bohemian women's apparel and lifestyle retailer, part of the Urban Outfitters portfolio of brands. Malone provides an overview of the brand and her role (0:50), how Free People is optimizing the online shopping experience (2:30), and its work with Jebbit to deliver personalized shopping experiences for its customers (4:40). She shares how online shoppers can interact with Free People's fit finder quiz (6:40), and how the brand is measuring the effectiveness of its digital strategy (7:25). Lastly, Malone discusses how Free People is collecting and utilizing customer-declared data to further enhance the e-commerce experience (10:00).

This episode was recorded live at CRMC 2023 in Chicago. The podcast series is sponsored by PRIMO.

Erin Malone is an analytical and collaborative marketing leader, focused on delivering measurable results. She currently serves as the director of digital strategy at Free People, responsible for overseeing digital marketing, analytics and consumer insights, where they leverage data and insights to identify opportunities and create solutions to help the business achieve its goals. During her six years at Free People, Malone has been a key driver in the development of various measurement tools and frameworks used to optimize media mix, drive customer acquisition and incremental sales, and improve the overall customer experience.