As the Marketing & Digital Director of Bravissimo, Julie Austin looks after the e-commerce and marketing for the brand in the UK and the US. Her approach to marketing is all about creating friction for the brand’s clients, rather than a quick & easy shopping experience. That’s because, “friction is where the fun is!”

Positive friction slows the customer journey down and creates deeper connections with the brand. It also can increase affinity with the brand that increases customer stickiness. Therefore, customers are more likely to return as they are reassured about the brand's bespoke treatment of their needs. But it doesn’t work for any brand!

Find out how Julie advises marketers to find out if friction is for them, and more marketing tips, in the latest episode of the podcast.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.