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Podcast summary:

In this podcast, Warren Cowan and James Gurd delve into the critical importance of understanding the context of data when making ecommerce decisions.

They explore how misinterpreting data can lead to compromised decisions, using real-world examples like Elton John's unexpected influence on a test for Matches Fashion.

The discussion highlights the necessity of scrutinising test results to ensure reliability and the dangers of relying solely on metrics like revenue per visitor, which can be easily skewed by outliers.

Warren also emphasises the need for businesses to focus on customer intent and context, rather than just catalogue-driven approaches to merchandising, to enhance user experience and drive better decision-making.

This episode is a must-listen for anyone looking to improve their data-driven strategies and understand the nuances of contextual data in ecommerce.

Key takeaways:

• Understanding data context is crucial for better decision-making.
• Mistakes in testing can lead to valuable learning opportunities.
• Testing results can be skewed by outliers and external factors.
• Customer intent should drive the design of ecommerce platforms.
• The goal of focusing on customer intent is to inspire and support customers in their shopping journey.

• Creating a seamless shopping experience requires understanding user journeys.
• Retailers must adapt to changing customer behaviours and preferences.

Chapters:

[05:20] Warren Cowan's Journey to Founder of FoundIt!

[10:13] Understanding Testing and Misreading Results

[15:10] Celebrity Influence on A/B Testing

[19:40] The Importance of User Intent in Ecommerce

[25:04] Utilising Intent Signals for Better Navigation

[30:33] Creating Engaging Shopping Experiences

[32:45] Capturing Behavioural Intent Signals

[41:55] The Importance of Structured Product Data

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Episode summary:

Imagine walking into a store, stepping onto a scanner, and instantly unlocking a personalised journey that follows you from the shop floor to your phone and beyond. That’s the reality Vivobarefoot is building with its MyVivo CRM project - a bold step toward a seamless, omnichannel customer experience.

The MyVivo experience begins in-store, where customers are invited to take a foot scan. This isn’t just a novelty; it’s the foundation for a tailored relationship. The scan captures unique data, helping staff recommend the perfect fit and style. But the magic doesn’t stop there.

Once the scan is complete, MyVivo connects the dots across every touchpoint. Customers receive personalised recommendations and content through email, the Vivobarefoot app, and even in future store visits. The system remembers preferences, past purchases, and even foot health insights, ensuring every interaction—online or offline—feels connected and relevant.

What sets MyVivo apart is the commitment to true omnichannel engagement. Whether a customer shops online, visits a store, or interacts via mobile, their experience is consistent and informed by their unique profile. This not only builds loyalty but also empowers customers to make better choices for their feet and the planet.

Vivobarefoot’s MyVivo project is more than a CRM upgrade - it’s a reimagining of what customer experience can be. By starting with a simple foot scan and extending that data across every channel, Vivobarefoot is setting a new standard for personalized, omnichannel retail.

Tune in to listen to Amy Fullerton, Global Head of CRM, discuss how Vivobarefoot built the vision for MyVivo and the process they followed to start implementing this transformative service.

Key takeaways:

• Understanding customer behaviour is crucial for effective CRM.

• Vivobarefoot aims to encourage a barefoot lifestyle through education and community engagement.
• Data integration and system alignment are key challenges in CRM.
• Customer insights are gathered through biometric and behavioral data.
• The importance of making data actionable for customer engagement.

• The project is structured around four strategic pillars: product, health, community, and rewards.
• Future developments will include on-demand health content and personalised recommendations.

Chapters:

[00:00] Laying the Foundations for a Connected Future

[02:41] Understanding My Vivo: Mission and Goals

[07:47] Strategic Pillars of Customer Loyalty

[11:34] Structuring the Transformative CRM Project

[14:19] Tech Challenges in CRM Implementation

[19:53] Gathering and Utilizing Customer Insights

[25:36] Making Data Actionable for Customer Experience

[35:35] Future Vision: On-Demand Health Content

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Episode summary:

In this conversation, James Gurd and Josh Duggan discuss the evolving landscape of ecommerce marketing, focusing on performance and brand marketing trends.

They explore how consumer search behavior is changing due to AI and chatbots, the importance of content in marketing strategies, and the need for brands to optimise for profitability.

The discussion also covers measurement techniques, the challenges of expanding into international markets, and the role of AI in enhancing paid media strategies.

Key takeaways:

• The ecommerce landscape is rapidly changing due to AI and chatbots.
• Consumer search behaviour is shifting, with a predicted drop in search engine volumes as AI agents increase
• Brands must adapt their marketing strategies to focus on upper funnel tactics.
• Content quality and relevance are crucial for engaging consumers today.
• Understanding profitability is essential for effective ad spend management.
• Incrementality testing helps brands measure the true impact of their marketing efforts.
• International markets present significant growth opportunities for ecommerce brands.
• Social proof can enhance the effectiveness of marketing campaigns in new markets.
• AI is increasingly being used to automate and optimise marketing processes.
• Brands need to be strategic in their approach to paid media and content creation.

Chapters:

[00:40] Introduction to E-commerce Marketing Trends

[07:20] The Evolution of Consumer Search Behaviour

[13:15] Paid Media Strategies and Consumer Behaviour

[17:40] The Importance of Content in Marketing

[23:35] Optimising for Profitability in Ad Spend

[29:35] Measurement and Incrementality Testing

[37:45] Expanding into International Markets

[43:30] The Role of AI in Paid Media