Episode summary:

In this conversation, Janis Thomas, Managing Director of Look Fabulous Forever, discusses the importance of catering to a mature audience in the beauty industry.

She shares insights on the brand's mission to celebrate mature beauty, the challenges faced by older consumers, and the need for representation in marketing.

Janis emphasises the significance of building knowledge about customer needs, the role of educational content in engaging customers, and the impact of user-generated content in fostering community.

The discussion also touches on effective marketing strategies that prioritise customer journeys and trust-building. Janis also shares insights on driving repeat purchases, the significance of customer acquisition strategies, and the role of educational content in enhancing user experience.

The episode then explores the impact of quizzes on customer engagement, the importance of personalisation in the shopping journey, and the four pillars of customer loyalty that go beyond traditional discount strategies.

Key takeaways:

• Authenticity in branding is crucial for customer trust.
• Customer feedback is integral to product development.
• Educational content is key to customer engagement.
• User-generated content helps build community and trust.
• Diversity in marketing teams is essential for representation.
• Understanding customer journeys enhances marketing effectiveness.

• Quizzes can serve as valuable tools for customer engagement.
• Personalisation should cater to both new and returning customers.
• Community building fosters customer loyalty and advocacy.

• Variable rewards can create excitement and engagement.
• True loyalty is built on relationships, not just discounts.

Summary:

In this episode, James Gurd and Paul Rogers discuss the evolving landscape of technology change in ecommerce, focusing on the shift from tactical solutions to strategic decision-making.

They explore the importance of ecosystems in technology selection, the changing roles in project management, and the critical need for customer leads to oversee ecommerce projects.

The conversation also highlights the significance of understanding commercial considerations, managing risks, and ensuring thorough UAT processes to achieve successful technology migrations.

Key takeaways:

• The market has shifted towards strategic decision-making in technology change.
• Ecosystems are now a critical consideration in technology selection.
• Project management roles are evolving to include more strategic oversight.
• • There is a need for independent due diligence in technology selection.
  • Technical discovery should not be rushed; it requires thorough exploration.
• Customer leads are essential for bridging the gap between agencies and clients.
• Understanding the timing of license fees is crucial for budgeting.
• UAT processes need to be well-managed to avoid surprises.
• Agencies have become more capable in handling complex projects.

• Contingency planning is vital for successful project execution.

Happy New Year. After a two week break, which seems like an eternity in ecommerce, we're back and raring to go.

To kick-off 2025, we're looking at the broader economic picture and the intersection between macro events and ecommerce strategy, assessing the key trends we think will shape the ecommerce industry this year and which ecommerce teams need to be planning for.

We've pulled out 5 factors that we think will have the greatest macro impact on ecommerce businesses.

1. Mortgages and interest rates
2. Inflation
3. Stronger wage growth
4. Trump’s tariffs
5. Global supply chains

And then explore 6 key trends that arise from the current economic situation:

1. Cross border commerce
2. Loyalty & referrals
3. Content and top of funnel become more important
4. Technology consolidation
5. Flexible payments
6. Returns As A Service (RaaS)

Key takeaways:

• Understanding macroeconomic factors helps shape marketing strategies.
• The economic outlook in UK & US is slightly more positive than 2024 but still cost pressures on many households.
• Consumer confidence is crucial for driving discretionary spending.
• Premium & luxury brands are better insulated from the impact of shopping patterns due to rising costs.

• Tariffs will significantly impact supply chain costs and operations.
• Flexibility in supply chains is necessary to mitigate supply chain volatility.
• Investing in inventory management is essential for ecommerce success.
• Loyalty programs should focus on building long-term customer relationships.
• Community engagement enhances brand loyalty and customer retention.
• Buy now, pay later options can improve conversion rates if communicated effectively.

• Ecommerce brands should explore less competitive international markets for growth.