The One Decision That Changed Everything For This 80 Year Old Brand

Theresa Delgado, Director of Marketing at Famous Smoke Shop, joins Will Laurenson to unpack the unique challenges of optimising user journeys in the cigar e-commerce space. With 26 years of experience, Theresa shares how her team replatformed from ColdFusion to Adobe Commerce, enabling dynamic personalisation, smarter navigation, and better segmentation. They explore how buying cigars is more like picking coffee—driven by flavour, habit, and personality—and why focusing on user motivators helps build better digital pathways. From embedded quizzes to AI-powered tools, this episode offers practical insights for anyone rethinking customer journeys in a complex e-commerce setting.