How MOO rebranded and replatformed with Corin Mills
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Get the full episode here
TL;DR - What you'll learn:
- Why MOO separated its rebrand and replatforming efforts
- How to balance B2B and B2C experiences on a single ecommerce site
- Why sample packs and mailers still matter in digital-first growth
- How MOO uses AI for automation and internal research—not hype
- What to expect from “unknown unknowns” in digital transformation
“Rebranding and replatforming at the same time? That’s a recipe for delays, confusion, and risk.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
In this episode of Ecommerce Toolbox: Expert Perspectives, host Kailin Noivo speaks with Corin Mills, Director of Ecommerce and Brand Marketing at MOO, about what it takes to lead a global rebrand and replatforming initiative—without derailing the business.
From physical product marketing to complex tech decisions and AI for internal tooling, Corin shares a candid look at how MOO is evolving its platform, brand, and customer experience.
🎧 Listen to the full conversation on Apple, Spotify, or YouTube
Why MOO rebranded—but didn't touch the logo
Corin has led rebrands across multiple industries. His rule? Only rebrand when there’s a strategic reason, not just a desire for visual change.
At MOO, the brand was strong—but getting copied. Competitors adopted its clean design and tone of voice. Meanwhile, a major replatforming project was underway.
“We didn’t rebrand just to change our look. We did it to differentiate again and prepare for future growth.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
The brand refresh gave MOO a visual and narrative edge ahead of its platform upgrade—but only after decoupling the two projects.
Why you shouldn't rebrand and replatform together
“Replatforming is an enablement project. Rebranding is a creative one. Combine them—and everything gets harder.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
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Corin explained that:
- Replatforming runs on sprints, scope creep, and backend priorities
- Rebranding needs consistency, customer input, and creative freedom
- Doing both at once creates measurement issues, rollout delays, and UX confusion
Instead, he recommends doing them in sequence: platform first, brand second—or vice versa, just never in parallel.
Marketing a physical product in a digital-first world
MOO sells branded physical stationery like business cards and notebooks. So how do you convert customers online—when your product is tactile?
“We use micro-transactions—like sample packs—to bridge that digital-physical gap.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
MOO’s strategies include:
- Sample packs to let users “feel” the product
- Direct mail that shows off their own printing quality
- Segmenting customers using online data to send the right mail to the right person
How MOO balances B2B and B2C in one ecommerce experience
All of MOO’s customers are technically B2B—but behavior varies dramatically:
- Self-serve SMBs want speed and design tools
- Enterprise teams want white-glove service and account managers
Corin’s team aims to support both by offering choice without confusion:
- Clear calls to action for self-serve
- Easy paths to managed service
- New platform capabilities to unify both flows over time
“We give customers both paths—and let them choose the right journey for their needs.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
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When "engaged traffic" is a red flag
Some of MOO’s products, like water bottles or notebooks, attract B2C traffic by accident—shoppers looking to buy just one.
“That kind of traffic can look engaged—but it’s not converting. It’s the wrong audience.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
Corin’s team uses:
- Product-specific exclusions in ads
- Revenue-based KPIs (not just bounce/scroll)
- A/B and geo testing to isolate conversion impact
Customization drives complexity—and platform decisions
MOO manufactures and customizes most of its products in-house, which means the backend logic is complex and often bespoke.
So while MOO has moved away from fully custom builds, they still embrace a hybrid model:
- Buy for speed when possible
- Build when it’s faster, cheaper, or more strategic
- Evaluate each feature individually
“Saying you’ll only buy off-the-shelf—or only build custom—is risky. Every function deserves a fresh look.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
How MOO uses AI: Efficiency, not hype
While MOO isn’t embedding AI into the customer experience (yet), they are using it internally for:
- Alt text generation and accessibility
- Automating repetitive tasks
- Enabling customer teams to research and serve better
“We’re not replacing people—we’re empowering them to do their jobs better and faster.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
The biggest surprise? The unknown unknowns
Corin’s biggest insight from leading digital transformation?
“It’s the speed of change—and how it erodes confidence in your own plan.”
— Corin Mills, Director of Ecommerce and Brand Marketing at MOO
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From COVID to tariffs to AI, the external environment shifts fast. That can paralyze teams unless leaders commit to a plan, communicate clearly, and adapt in motion.
Key takeaways for ecommerce leaders
- Rebrand only when strategically necessary. Never for aesthetics alone.
- Separate rebrands and replatforms—they’re different animals.
- Use micro-interactions to make physical products sellable online.
- Balance B2B and B2C with clear journeys, not parallel websites.
- Let AI enhance your teams, not distract them. Focus on automation first.
- Don’t chase every shiny tool. Define success, and stay committed.
Listen to the full episode with Corin Mills now:
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