Beyond The Shelf · 2026-06-09 · 31 min
This week, Dave speaks with Dean McElwee, ecommerce and digital transformation leader and author of Ecommerce for CEOs . Dean shares what he’s learned working across global brands, complex categories, and digital shelf transformation - including why DIY and home improvement require a very different ecommerce content playbook. In this episode, Dean breaks down the challenges of managing SKU complexity, spec data, mobile legibility, B2B and B2C shopper needs, and content workflows across retailers. He also shares his perspective on It’sRapid Optix, and why analytics should help teams understand not just what needs to be fixed, but why those fixes matter in the shopper decision process. The conversation also explores how AI and creative automation are helping ecommerce teams refresh content more efficiently, reduce manual work, and focus on doing the digital shelf basics brilliantly.
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