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Home Blog EP#84 - Enhancing E-commerce Brands with The WORKING PARTY
7Oct

EP#84 - Enhancing E-commerce Brands with The WORKING PARTY
By Claire Wescombe | Blog, PR, PODCAST, BUSINESS, MARKETING | 7 Oct 2024 |
🎧 LISTEN ON SPOTIFY 🎙️LISTEN ON APPLE PODCASTS
In this episode, Brad welcomes Kelly Brown.
Kelly is a design and customer experience-led entrepreneur and retail strategist who has been at the forefront of the Australian fashion, creative retail, and e-commerce industries for close to two decades.
Alongside her partner, she founded The WORKING PARTY Australia’s pioneering Shopify Plus partner, trusted by iconic, market-leading brands like KOOKAÏ, Camilla, JB Hi-Fi, Assembly Label, Lovisa, SIR, DISSH and Alpha-H to deliver custom UX/UI design, platform migration, and strategic optimisation that enhances their e-commerce presence with a focus on the two most critical aspects of online retail success: brand and revenue.

Clear Communication Fosters Team Alignment

Leadership, as Kelly reflects, is an evolving journey. By embracing open communication and sharing the company's vision and data, she has cultivated a more engaged and aligned team. Her approach not only enhances morale but also empowers team members to contribute to the company's success actively. As businesses mature, leaders must become comfortable with transparency, as it strengthens the organizational fabric and encourages collaborative problem-solving.

However, the act of "pulling the curtains back" is not without its challenges. Kelly expresses both excitement and apprehension about this practice, recognizing that it can feel like an experiment. The willingness to share information openly requires a level of vulnerability, but it ultimately leads to a more cohesive team environment. By fostering a culture of open dialogue and trust, leaders can navigate the complexities of growth while ensuring that their teams remain aligned and motivated.


Culture is Key for Hiring Success

In today’s competitive business landscape, the significance of a strong company culture cannot be overstated. As organizations strive to grow and adapt to ever-changing market dynamics, the importance of integrating culture into the hiring process becomes paramount. Kelly's experience with co-foudning The Working Party explores how a deliberate focus on culture can lead to hiring success, ultimately driving business growth and fostering effective client partnerships.

The onset of the COVID-19 pandemic forced many businesses, including The Working Party, to transition to remote work. This shift presented both challenges and opportunities. While the initial adjustment was difficult, it also catalyzed a transformative realization for Kelly and her team: the ability to hire talent from anywhere. This newfound flexibility allowed them to tap into a broader talent pool, but it also highlighted the necessity of maintaining a cohesive company culture amidst geographical dispersion.

At the heart of The Working Party’s approach to hiring is the understanding that technical skills are just one piece of the puzzle. Kelly emphasizes the importance of cultural fit, stating that the company invests significantly in ensuring that new hires align with their core values and team dynamics. This deliberate focus on culture is not merely a strategy; it is a foundational principle that underpins their hiring process. The ability to foster strong relationships among team members, regardless of location, is crucial for collaboration and productivity.

To cultivate this culture, The Working Party has implemented strategies that enhance interpersonal connections among team members. Regular face-to-face meetings, even in a remote setting, have become a staple of their operations. By bringing the team together in Melbourne three times a year, Kelly ensures that her employees not only engage in business-related discussions but also participate in team-building activities. These gatherings serve as opportunities to strengthen relationships, solve problems collaboratively, and foster a sense of belonging. As Kelly notes, the team members often highlight the relationships they build as the most rewarding aspect of their work.


Embrace Problems as Growth Opportunities

In the ever-evolving landscape of business, challenges are inevitable. However, the way we perceive and respond to these challenges can significantly influence our success. The recent podcast featuring insights from Kelly and her partner from The Working Party sheds light on the critical mindset of embracing problems as growth opportunities. This narrative not only highlights the importance of resilience and adaptability in business but also emphasizes the role of a supportive company culture in fostering innovation and continuous improvement.

At the heart of Kelly’s philosophy is the belief that problems are not merely obstacles but rather stepping stones to greater achievements. This perspective is particularly relevant in the context of entrepreneurship, where the journey is often fraught with uncertainties and difficulties. Kelly reflects on her own experiences, noting that the enthusiasm for problem-solving drives her and her partner’s approach to their business. They maintain a mindset of inquiry—constantly asking, “What’s the next problem? What can we do better?” This proactive attitude allows them to view challenges as opportunities for growth rather than setbacks.


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