Crocs: Personalization, agility, and consumer connection in a $4B brand transformation

Feliz Papich: I think if we're just putting in more AI and we're not actually realizing efficiency with it, we're all just doing the same jobs that we have this neat AI tool, then we haven't really, kind of, realized the impact of it.

Kailin Noivo: Welcome to another episode of the Ecommerce Toolbox Expert's Perspective.

Kailin Noivo: Joining us today we have Feliz Papich, who is the SVP of Digital Technology, Experience, and Insights over at Crocs.

Kailin Noivo: Really excited to have you on the show today, Feliz.

Feliz Papich: Yeah.

Feliz Papich: Happy to be here.

Feliz Papich: Thanks for having me on.

Career Journey

Kailin Noivo: Awesome. … So maybe start off by sharing a bit about your career journey…

Feliz Papich: I actually started in accounting… found an opportunity with Deckers Brands… built the technology and digital product program… went to Merkle… learned content/storytelling… then came to Crocs to build digital product & tech… been here a little over six years… arrived in 2019 as the Post Malone collab was happening… loved the mix of culture, innovation, experimentation.

Brand Shift & “Come As You Are”

Kailin Noivo: During the pandemic Crocs was polarizing… now a $4B business. What changed?

Feliz Papich: We leaned into our polarizing factor and the icon (the classic clog)… celebrated the product… connected with consumers around “come as you are”… moved from campaigns to genuine connecting… went where the consumer was (Amazon, Instagram, now TikTok)… shifted from one-size-fits-all to personalization.

Composable & Unified Insights

Kailin Noivo: What did you change to move fast and personalize at scale?

Feliz Papich: My job is to build a foundation so we can pivot immediately. Composable lets us be scrappy and use best-of-breed tools. Unified insights are critical — one place, easy to access, real-time activation. We stood up “free shoes” over a weekend; speed matters. Always have interim + long-term options.

Guardrails for Trends

Kailin Noivo: How do you avoid the wrong trend?

Feliz Papich: Ask upfront: If it fails, what happens? What guardrails for launch (assortment, fulfillment, content)? Where’s the stop point to walk away? Align leadership on risk so the team can jump in, learn fast, and pivot.

TikTok Shop & Community

Kailin Noivo: Leveraging social/TikTok trends?

Feliz Papich: TikTok is both direct-converting and brand-expanding. We embrace authentic creators and community; their reach impacts .com and wholesale, and brings in new customers we wouldn’t reach from the brand handle alone.

Personalization & AI

Kailin Noivo: Takeaways from eTail Boston on personalization at scale?

Feliz Papich: Start with the use case. AI must deliver efficiency and impact, not just a label. Wins: creative personalization (e.g., background tweaks by segment), leaning into AI features in existing vendor stack, AI for search/merchandising. Crawl → walk → run; many teams struggle because use cases weren’t defined.

AR Experiment Lessons

Kailin Noivo: Any trend you walked away from?

Feliz Papich: We tried AR shoe try-on/Jibbitz in the app. Heavy, time-consuming, low engagement, no incremental purchase/download lift. We measured quickly and sunset it. Keep experiences friction-free. A/B test relentlessly and listen to the consumer.

Launch Resilience (Justin Bieber Collab)

Kailin Noivo: Spikes, stability, scar tissue?

Feliz Papich: Biggest issue was bots. We added bot mitigation tools (now part of security posture), tested entries/raffles (helpful for demand intel but some impatience), and kept evolving toward composable/edge architectures that absorb volume better. It’s ongoing experimentation.

Next 12–18 Months

Kailin Noivo: One trend rising, one fading?

Feliz Papich: Rising: AI-enabled, true 1:1 personalization — blockers are falling. Fading: siloed channel thinking. We’ll focus on being wherever the consumer is, across a blended ecosystem.

Outro

Kailin Noivo: Very cool. … thanks so much for your time.

Feliz Papich: Thank you so much. Appreciate it.

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