How Rick Ragusa, former VP of Ecommerce & Direct Marketing at Pendleton Woolen Mills, led a heritage brand through a full digital transformation while preserving its legacy
How Pendleton united merchandising, creative, and operations teams under one roadmap during its Salesforce Commerce Cloud (SFRA) implementation
Why data discipline and cross-functional alignment are critical to delivering modern customer experiences
How focusing on the post-purchase journey can build stronger loyalty and retention — especially for premium products
What agentic commerce means for ecommerce leaders, and why AI and LLMs represent a true platform shift, not just another channel
How legacy brands can blend storytelling and technology to reach both loyal customers and new audiences
Rick’s view on the future: brands that honor heritage while embracing intelligent innovation will define the next era of ecommerce
Few brands carry the history and craftsmanship of Pendleton Woolen Mills — a 150-year-old heritage icon built on quality, storytelling, and loyalty. But maintaining that legacy in an era defined by AI, omnichannel experiences, and agentic commerce takes more than brand equity.
In a recent episode of The Ecommerce Toolbox: Expert Perspectives, Rick Ragusa, former VP of Ecommerce & Direct Marketing at Pendleton, joined Kailin Noivo to discuss how Pendleton modernized its digital ecosystem while protecting the heart of its brand.
“Digital transformation isn’t just about new tools,” said Ragusa. “It’s about connecting timeless brand values with evolving customer expectations.”
From catalog to cloud: Pendleton’s path to digital maturity
Ragusa began his career in the golden age of catalog marketing at Williams-Sonoma, where data and direct-to-consumer relationships first intersected. That foundation — understanding customer behavior, segmentation, and loyalty — became the blueprint for how he later led Pendleton through its Salesforce Commerce Cloud (SFRA) implementation.
When he joined Pendleton, the brand had just signed its Salesforce contract. Rick’s mission was to unite every function — merchandising, operations, creative, and marketing — around one central goal: deliver a frictionless, data-driven customer experience.
That integration, he says, was transformative.
“It’s not just the ecommerce team moving things forward. Every function of the business needs to be part of the roadmap if you want to elevate the customer experience.” — Rick Ragusa, Former VP of Ecommerce & Direct Marketing, Pendleton Woolen Mills
Why data discipline drives experience
For Pendleton, transformation wasn’t just a tech project — it was a data project.
From product discovery to post-purchase engagement, Ragusa emphasized that data discipline is what allows brands to educate customers, reduce friction, and drive retention.
He likened it to his time at Serena & Lily, where a shift in focus from pre-purchase marketing to post-purchase experience drove loyalty and lifetime value. Brands, he noted, often over-index on acquisition and under-invest in experience.
“We learned that once the product is in the home, the journey isn’t over — it’s just beginning. That’s how you drive loyalty.” — Rick Ragusa, Former VP of Ecommerce & Direct Marketing, Pendleton Woolen Mills
For ecommerce leaders, this underscores a key truth: conversion isn’t the finish line — customer satisfaction and retention are.
Agentic commerce: The next platform shift
One of the most forward-looking moments of the episode came when Ragusa discussed agentic commerce — the next evolution of ecommerce powered by AI and large language models (LLMs).
Fresh from Dreamforce, he highlighted how AI agents are redefining what “mobile-first” means. Instead of optimizing for screens, brands must now optimize for intent, personalization, and conversational interaction.
“You really are going to have to have your data environment in order — because without discipline around the data, you can’t drive that agentive experience.” — Rick Ragusa, Former VP of Ecommerce & Direct Marketing, Pendleton Woolen Mills
Ragusa believes this isn’t just another channel shift — it’s a platform change that will reset customer expectations overnight.
And importantly, he predicts that it will bring power back to brands. Rather than relying solely on big search engines, companies can now embed AI directly into their own sites and experiences, creating proprietary, intelligent shopping journeys.
What this means for ecommerce leaders
For VPs, CMOs, and heads of digital, the Pendleton story carries a few clear lessons:
Digital transformation starts with alignment. Every function — from merchandising to ops — must understand and support the ecommerce roadmap.
Data discipline is the foundation. Without clean, connected data, AI and personalization can’t deliver value.
Post-purchase matters as much as pre-purchase. True loyalty starts after checkout.
Heritage and innovation can coexist. Legacy brands can lead in digital if they stay authentic while embracing new tech.
AI is the next great equalizer. Agentic commerce will level the playing field, making customer experience more human — not less.
Rick Ragusa’s bottom line
“The brands that win will be the ones that honor their heritage while embracing the intelligence and agility of what’s next.”
Noibu’s take: Turning insight into action
At Noibu, we see this play out daily across enterprise ecommerce brands. Data quality and customer experience aren’t separate challenges — they’re two sides of the same coin.
Our AI-powered platform identifies and prioritizes site errors that block conversions, helping ecommerce teams deliver the seamless experiences today’s shoppers expect.
Just as Pendleton unified its teams and data to modernize its heritage, Noibu helps digital leaders unify technology and insight to drive measurable impact — from revenue recovery to customer trust.
💡 Key takeaways for ecommerce executives
Challenge
Rick’s Approach
Strategic Outcome
Modernizing a century-old brand without losing its soul
Aligned Pendleton’s digital transformation around brand storytelling, heritage, and craftsmanship while upgrading to Salesforce Commerce Cloud (SFRA)
A future-ready ecommerce platform that still reflects Pendleton’s legacy and premium positioning
Fragmented digital teams and siloed decision-making
Brought merchandising, creative, and operations together under one unified ecommerce roadmap
Cross-functional alignment and faster, more strategic execution across the digital organization
Lack of post-purchase visibility and loyalty
Expanded the definition of “customer journey” to include product satisfaction, retention, and issue resolution after delivery
Who is Rick Ragusa and what is Pendleton Woolen Mills?
Rick Ragusa is the former VP of Ecommerce & Direct Marketing at Pendleton Woolen Mills, an American heritage brand founded in 1863. Known for its iconic wool blankets and apparel, Pendleton has been expanding its reach through digital transformation and data-driven commerce.
How did Pendleton modernize its ecommerce experience?
Rick led Pendleton through a major upgrade to Salesforce Commerce Cloud (SFRA), aligning technology, data, and brand storytelling. The initiative unified ecommerce, merchandising, creative, and operations teams under a shared roadmap focused on customer experience.
What role did data play in Pendleton’s digital transformation?
Data discipline was central. By connecting behavioral, transactional, and demographic data, the brand built a deeper understanding of customer needs — enabling smarter personalization, better campaign performance, and stronger retention.
How did Pendleton strengthen the post-purchase experience?
Rick emphasized that the customer journey doesn’t end at checkout. Pendleton improved post-purchase communication and service to ensure customers not only received quality products but also enjoyed them — reinforcing satisfaction, advocacy, and loyalty.
What challenges do heritage brands face in digital transformation?
Heritage brands often serve two audiences — loyal legacy customers and new, unaware ones. The challenge lies in educating new customers about brand value while preserving the trust and authenticity long-time buyers expect. Pendleton achieved this through storytelling and immersive content.
What is “agentic commerce,” and why does it matter?
Agentic commerce refers to AI-powered shopping experiences where intelligent agents guide, personalize, and transact on behalf of the customer. Rick sees this as the next major platform shift — one that will demand clean, connected data and redefine customer expectations.
How is AI changing ecommerce for legacy brands?
AI is enabling brands like Pendleton to bridge the gap between digital and human experience. It allows for more intuitive interactions, smarter recommendations, and scalable personalization — while helping heritage brands modernize without losing their identity.
What leadership lessons can ecommerce executives learn from Rick Ragusa?
Digital transformation isn’t owned by one department — it’s an organizational mindset. Rick’s advice: align every team around the customer, let data guide decisions, and stay agile as new technologies like AI reshape commerce.
What’s Rick Ragusa’s perspective on AI and SEO disruption?
He predicts that AI-driven search will shift discovery away from traditional SEO, giving brands more control through on-site intelligence and conversational interfaces. For him, this marks a power shift back to the brand — not just the algorithm.
What’s the biggest takeaway from Pendleton’s digital journey?
Transformation succeeds when heritage meets data. Pendleton’s evolution shows that authenticity and innovation aren’t opposites — they’re complementary forces when guided by clear strategy and customer focus.
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