Welcome to This Week Today, a new blog series published by the Monetate content team. Yes, we stole the name from John Oliver. No, we’re not sorry.

Join us each Friday for a wrap up of the week’s top ecommerce news, including cool retail innovations, video interviews, and other fun stuff. We’ll share only the five best links of the week.

Here’s This Week Today vol. #two for Friday 7.17.2015.

motorcycle 1. Meet the CEO who turned his love of motorcycles into a $75 million business [Philadelphia Magazine]

“Bucci is the CEO of RevZilla, a fast-growing Philly-based company that sells motorcycle jackets, helmets, parts and accessories online. But don’t call it a motorcycle company. Instead, Bucci likes to position it as a technology company specializing in motorcycle equipment. After all, its focus on search engine optimization and acquiring nearly 142,000 YouTube subscribers has created a behemoth that’s still in ‘hyper-growth mode’ in its eighth year.”

2. Three ways brain science can skyrocket your conversion rates [MarketingProfs]

“Brain science can be deployed at several points in the marketing funnel, but it’s especially effective when optimizing a CTA. By using what we know about neuroscience, emotion, and human behavior, modern marketers can make small but strategic changes to their CTAs that drive more sales, make new connections, and boost their company’s bottom line.”

3. Local businesses win at personalization [Emarketer]

“When asked about the areas in which local businesses outperformed national chains, 96% of respondents said they were better at personalizing service. More than nine in 10 said local businesses were more trustworthy and better at treating them fairly, and a similar percentage said they were better at customer service overall.”

Houses 4. Airbnb’s 7 rejections [Medium]

“On June 26, 2008, our friend Michael Seibel introduced us to 7 prominent investors in Silicon Valley. We were attempting to raise $150,000 at a $1.5M valuation. That means for $150,000 you could have bought 10% of Airbnb. Below you will see 5 rejections. The other 2 did not reply.”

5. Six futuristic retail displays that will change your idea of ecommerce [Time]

“The mirror in the fitting room of Rebecca Minkoff’s SoHo store doubles as a personal shopping assistant, inviting shoppers to reflect (in every sense of the word) on which designer handbag suits their taste. A touchscreen display suggests alternative designs and colors. Shoppers can flip through their options, make a purchase or even adjust the mood lighting.” Image courtesy Time/Ebay.

[Tweet “Passing on @Airbnb, profile of @RevZilla CEO, personalized dressing rooms @RebeccaMinkoff, more. #thisweektoday”]