Larry Thoma

Post-Purchase Experience Expert parcelLab

Larry Thoma is a Shopify-focused sales leader at parcelLab, where he helps ecommerce brands elevate their post-purchase experience through branded tracking, proactive communication, and smarter returns. He’s known for blending practical go-to-market strategy with a deep understanding of what actually moves the needle for retention, support deflection, and revenue after checkout. Larry is also the founder and host of CX Mixer, a fast-growing community and podcast that brings together operators and leaders across ecommerce to swap real stories, tactics, and lessons learned—without the sales pitch.

Wednesday, February 25

2:30 PM Track 5: Chairperson’s Opening Remarks

4:20 PM Track 5: Panel: From Silos to Synergy—Unlocking the Power of Collaboration to Create Flawless Customer Experience

Seamless customer experiences come from breaking down internal silos and fostering collaboration across teams. When departments work together effectively, brands can deliver consistent, personalized journeys that delight customers at every touchpoint. This panel features industry leaders sharing strategies to unlock cross-functional synergy that drives loyalty and business growth by

Identifying key departments for cross-functional collaboration to gain a holistic view of your customer
Establishing shared goals and objectives to align teams towards a unified vision
Promoting a customer-first mindset organization-wide through training and dedicated CX champions
Eliminating visible barriers between channels, ensuring a smooth, integrated experience for your customers

5:10 PM Track 5: Fireside Chat: Reshaping Retail Roles and Teams Amid Rapid Growth & Changing Customer Expectations

Driving growth in today’s dynamic retail landscape requires more than scaling operations—it demands reshaping the very structure of teams and redefining roles to meet ever-evolving customer expectations. As consumer behavior shifts and technology accelerates transformation, retailers must build agile organizations that foster innovation, empower talent, and keep the customer at the center of every decision.

During this session, Bryce Sammel will reveal how he is reimagining team dynamics, evolving skill sets, and cultivating adaptable, customer-obsessed cultures that drive sustained growth and future-ready success by:

Redefining roles: transitioning from generalists to specialized roles
Balancing business and operational demands to ensure seamless customer engagement and sales focus
Upskilling associates through strategic training programs
Highlighting leadership development and enhancing line manager capabilities