Episode 6: Peak Season Is a Stress Test with Jennifer Villalba of 32 Degrees

In this episode, Andra Muntean speaks with Jennifer Villalba, Director of Customer Experience at 32 Degrees, about why peak season doesn't create customer journey problems, it exposes them. Jennifer shares how a value-led apparel brand earns trust fast when a $5 t-shirt can make first-time shoppers ask "is this a scam?", and why first response time is one of the quickest ways to prove you're a real company. The conversation covers what creates hesitation between browsing and buying, from missing size guides to unclear fabric content, and what breaks first when Q4 volume hits. Jennifer explains how 32 Degrees is using AI to handle "where is my order?" requests and mine weekly review insights, where automation should stop and a human with empathy should take over, and how post-purchase tracking and communication turn a first order into loyalty. She also shares practical advice for teams with 30 days left before peak, and why she reminds her team that it's not open heart surgery. The episode also draws on the Connected Consumer research from Athos Commerce and Drapers, which found that shoppers are browsing and comparing across more channels while expecting every interaction to feel accurate and connected. Learn more about 32 Degrees at https://www.32degrees.com → Follow Athos Commerce for more conversations on product discovery, performance, and digital growth. Learn more at athoscommerce.com.