This year’s NXT:Commerce Summit 2024 was our biggest and boldest yet. With over 400 attendees—including more than 300 representatives from some of the most exciting brands in the commerce space—we put unified commerce center stage. It was the ultimate meeting ground for the sharpest minds in ecommerce, where thinkers, doers, and innovators came together to share actionable insights and forward-thinking strategies.

From scaling through unified commerce to redefining customer loyalty, these talks gave us a lot to think about. Here’s the lowdown on the three sessions attendees loved the most—because when the people speak, we listen.

1. Glossier x Gorgias: Customer experience playbook

Speakers:

• Amy Kemp, Director, Omnichannel Customer Experience at Glossier
• Neil Forrest, Senior Strategic Partner Manager EMEA at Gorgias

Glossier isn’t just about beauty—it’s about community, and their CX strategy is a huge part of why they’re often described as having a “cult following.” As a brand born from the blog Into The Gloss, Glossier has pioneered a direct-to-consumer approach that prioritizes customer connection, authenticity, and thoughtful design. In this session, Amy Kemp and Neil Forrest lifted the curtain on the systems, strategies, and culture that keep Glossier customers coming back.

Here’s what stood out:

• AI that actually makes sense: AI is great—when it’s used wisely. At Glossier, it’s a go-to for high-stakes tasks like cancellations or address changes that need quick action (especially during their one-hour shipping window). But Amy wasn’t shy about calling out the flip side: AI isn’t the answer to everything. Automating for automation’s sake? A hard no. “What’s best for the customer?” is the real benchmark, and for Glossier, AI only steps in when it genuinely enhances the experience.
  
  
• Mastering the impact/effort ratio: Amy introduced a game-changing concept: not all feedback is created equal. Glossier’s CX team digs into what needs attention first by weighing the effort it takes against the impact it’ll have. Take missing or incorrect orders—they’re a retention killer, so the team jumped on those with cross-channel training. On the other hand, changing store layouts based on a handful of comments? That’s staying on the back burner. It’s all about maximizing results without spreading resources too thin.
  
  
• Data-driven decisions: Numbers don’t lie, and Glossier’s team knows it. Amy shared a practical tip: cross-analyze Net Promoter Score (NPS) with retention data. For those unfamiliar, NPS measures customer loyalty by asking one simple question: “How likely are you to recommend us to a friend?” It’s scored on a scale from -100 to +100, with higher scores signaling happier, more loyal customers. But Glossier takes it a step further. Instead of just tallying scores, they dig deeper—are customers who give critical feedback still coming back, or are those issues deal-breakers? This approach cuts through the noise and helps the team focus on the most dire fixes first.
  
  
• The power of community: Glossier’s direct connection with its audience is what sets it apart. Their CX strategy revolves around nurturing these bonds, turning customers into brand advocates. This echoes last year’s insights from Patta’s talk about the power of community at the NXT Summit 2023, where they revealed how putting people first transformed their brand into a cultural icon. Together, these sessions highlight a universal truth: prioritizing your community isn’t just good for business—it’s what makes a brand unforgettable.

Standout quote:

“We’re obsessed with NPS because it’s not just about, ‘Did we fix the issue?’ but, ‘Did we give you the best experience we’re capable of?’ That’s what keeps people coming back.”

Watch the complete talk below and dive deeper into the insights:

Speakers:

• Marieke Gerrits van Mil, Chief Digital Officer at Pink Gellac
• Benjamin Lang, Head of Northern Europe at Shopify

Pink Gellac’s journey from a kitchen-table idea to a leading beauty brand is the ultimate glow-up—and it’s all thanks to their razor-sharp unified commerce strategy. In this interview, Marieke Gerrits van Mil shared the ins and outs of how Pink Gellac seamlessly integrates online and offline experiences while scaling internationally.

Key insights:

• Marketplaces as a funnel: Pink Gellac uses platforms like Amazon and Bol.com strategically—not just as sales channels but as customer acquisition tools. By offering curated products, like starter kits designed to attract first-time buyers, they ensure the focus remains on introducing the brand to new audiences. The magic happens after the first purchase: customers are inspired to make future orders directly on Pink Gellac’s website, creating a long-term connection with the brand.
  
  
• Phased expansion done right: Expanding internationally can feel like a gamble, but Pink Gellac takes a data-first approach. Before entering a new market, they analyze metrics like search volume for gel nail polish, competitor presence, and CPC (cost per click) rates to gauge market potential. Once a market proves promising, they roll out their omnichannel strategy—launching online, followed by carefully chosen flagship stores to build local trust and awareness. Want to see another example of international scaling done right? Read our case study on Tony’s Chocolonely’s global expansion.
  
  
• Customer loyalty across channels: One of Pink Gellac’s standout strengths is their unified loyalty program. Whether customers shop online, in-store, or through marketplaces, every interaction contributes to their rewards. This consistent experience drives customer retention and boosts lifetime value, creating loyalty that spans both digital and physical spaces. 

Standout quote:

“The lifetime value of our omnichannel buyers is higher than purely online or offline customers. That’s why we’re committed to meeting customers wherever they are.” 

Speakers:

• Carlijn Masteling, Online Content Marketer at Dille & Kamille
• Luke Theissling Regional Sales Manager at Voyado

Dille & Kamille’s loyalty program isn’t just a marketing play—it’s an extension of their 50-year philosophy of “natural simplicity.” Carlijn shared how they’ve built a community that doesn’t just shop with them but genuinely connects with their mission.

What made this talk shine: 

• A mission-led loyalty program: At Dille & Kamille, loyalty isn’t about racking up points for discounts. Instead, it’s a way to connect with customers through experiences, surprises, and shared values. For instance, during their “Green Friday” initiative (a counter-movement to Black Friday), the brand closes its stores and webshop to volunteer in nature, embodying their sustainability-first approach. Their loyalty program reflects this same ethos, offering exclusive eco-friendly actions, like planting flower fields for new members, and member-only workshops that align with their philosophy of mindful living.
• Personalized and practical rewards: Dille & Kamille creates moments of connection by offering tailored perks, such as care tips for purchased items or recipes featuring store products. For example, customers who buy a wooden cutting board might receive a small sample of maintenance oil and instructions on how to keep it in top shape. This practical yet personal approach builds trust and reinforces the brand’s commitment to quality and sustainability.
  
  
•  Key takeaway: Loyalty isn’t one-size-fits-all. Dille & Kamille’s approach proves that by aligning your program with your brand’s values and creating personal, memorable experiences, you can build lasting relationships that go far beyond transactions

Dille & Kamille’s loyalty program reminds us of the principles shared in last year’s Ekster talk, where the focus wasn’t just on rewards but on crafting programs that reflect the brand’s identity. Both brands demonstrate how aligning loyalty efforts with your core mission—whether through eco-conscious initiatives or engaging customers in product design—can foster deeper connections and lasting retention.

Standout quote:

“We’re not about discounts or quick wins. Our loyalty program is about enriching our customers’ lives in ways that reflect who we are—whether that’s through a workshop, a personal touch, or simply moments that matter.”