Introducing #RICE24 Community Convos, a new content series highlighting insights from the industry leaders and changemakers who will be taking the Retail Innovation Conference & Expo stages in Chicago this June!
This week, we’re featuring Liz Primm, Vice President of Strategic Partnerships and Business Development at Babylist, the leading digital destination for growing families. In her role, Liz is dedicated to developing long-lasting, strategic partnerships and leads the team responsible for guiding partners across media, affiliate, and experiential opportunities. Prior to Babylist, Liz held senior leadership positions at several high-growth start-ups, including Moonbug Entertainment and Ogury. She also held tenured leadership roles at Twitter and Google.
Check out the Q&A below as Liz shares more details about her role at Babylist, as well as her thoughts on the key trends shaping the future of retail!
Retail Innovation Conference & Expo (RICE): What do you enjoy most about your role?
Liz Primm: I love working with our team and partners to show the power of Babylist and our ability to drive sales at our own Babylist Shop and major retail partners like Amazon, Target and Walmart. The power of a registry is simple — the purchase intent and decision have already been made — it’s a question of who will make the purchase, which is a unique path vs. a traditional path to purchase. Our ability to intersect consumers at the right time, and to surface products and categories they’ve likely never shopped before to drive those registry additions is best in class. We’re constantly evolving how we report on our impact to help show our partners ROI across the funnel.
RICE: Can you share a project or initiative that you’re particularly proud of?
Primm: I’m beyond proud of the work we’ve done to bring our Babylist Beverly Hills, our flagship showroom, to life. This is a totally unique experience for our users and partners and fills a white space in the baby industry. It’s the only place you can come experience products as they’re meant to be used. It really brings to life the true universality of Babylist’s registry, and it enables us to build bespoke programs for our partners across experiential, influencer, social and content.
RICE: What do you believe are the key trends shaping the future of retail?
Primm: Experiential retail is here to stay. Anyone who comes to Babylist Beverly Hills on the weekend will see expectant parents all trialing different strollers on our stroller track or comparing monitors’ live feeds in real time. As much as digital has evolved the ways in which we learn and engage with products, there’s nothing that can replicate using something as it’s meant to be used as the last step in a purchase (or registry!) decision.
RICE: What’s one piece of advice you’d wish you heard sooner in your career?
Primm: A successful career path looks more like a playground than a ladder — don’t be afraid to move laterally to learn vs. only focusing on climbing vertically.
Liz will be speaking on Wednesday, June 5 at #RICE24 in the Content Track, discussing how to create content that builds credibility and trust along the customer journey and at scale. She’ll be joined by executives from Bubble Skincare and Spotify, so be sure to review the full agenda for more details!
Looking for more details on this year’s event and our incredible speakers? Be sure to check out the official Retail Innovation Conference & Expo content hub.
