As part of Qubit's continued deep-dive into how machine learning, and artificial intelligence, can change the way that marketers engage with and communcate with their customers, we hosted a panel discussion with Gerry Brown, Ana Sanandres and Bud Goswami.
Watch the video, or read the transcript of the discussion below.
Seb Villien has been Head of Ecommerce for the distinctive fashion retailer Joe Browns for over two and a half years. From a digital point of view, Seb and his team have developed an ecommerce strategy where they’re now building on further growth in the UK market, as well as tackling an international market. The ability to personalize experiences for all customer segments is key to the entire strategy of the business. We caught up with Seb to find out more....
Delivering relevant digital experiences to different customer segments is critical when you’re selling products and services with long purchase considerations. As customers engage with your brand across multiple days, weeks or months, the customer experience should meet their needs and be tailored to the correct stage of their buying journey. To do this effectively, it’s important to evaluate who your main customer segments are, what the path to purchase typically looks like, and make sure that you get the experience right—not only on the first site visit, but on each successive visit as a customer moves through the funnel from problem recognition to purchase decision.
Since 2015 the internet has been abuzz with with the phrase ‘customer experience’. Across blogs, tweets, presentations and every medium in-between, everyone is talking about how a business can’t succeed in today’s marketplace without continually adapting to the ever-shifting desires of the 2016 customer.
If your business recruited a Chief Digital Officer (CDO) in the past 18 months, that person could still be experiencing a language gap in the boardroom.
The digital marketing landscape has become saturated. From less than 100 brands in 2011, the number has now ballooned to 3500 in 2016, with hundreds of new players claiming to revolutionize the digital marketing world, and boost your conversion rates by two or even three digit figures, with tantalizingly small implementation times and costs.
Despite the 7000 marketing messages consumers face every day, retail leaders are constantly searching for and finding new ways to cut through the noise, and their latest choice allows them to access consumers on their terms (Econsultancy, March 2016). The solution? Messaging apps like WeChat, Whatsapp, Viber and Facebook Messenger. Between them the big four have over two billion users and last year passed social media in terms of usage (Business Insider, April 2015).
Sure, it’s exciting to launch a new website. And it promises a number of benefits – better customer experience, a website you’re proud to show off, higher conversion rates and more sales, to name just a few. But what few people think about when planning a new ecommerce website is that often, the same benefits could be achieved for a lot less money, time and energy, simply by giving your existing site some TLC.
A few weeks ago, my phone contract came to an end and, like most people, I wanted a shiny new one. I went to the store in my lunch break, picked a plan and phone, and left the store satisfied. I immediately recommended the brand to a colleague the same day.