For many B2B companies, the product journey and brand still feel separate. But in e-commerce, they’re inherently tied together.

For Angie Stocklin, co-founder of online eyeglass retailer One Click Ventures, this presents an assortment of opportunities and challenges. For example, when operating three different eyewear brands under the One Click umbrella, how do you create a unified, but distinct, customer experience for each brand? It all starts with implementing a strategy to understand your customers.

As Angie and her team began to implement new methods for learning customer behavior and developing a customer journey roadmap that aligned with each respective brand’s audience, things began to come into focus.

How did they do it? Listen in to hear the story of how an intrigue in e-commerce led to a successful new venture that put a different spin on product strategy.