Loyalty is a hot topic in ecommerce. For this podcast, we're joined by Ed Bull, owner of leading ecommerce agency Limesharp. We discuss the evolving landscape of loyalty programs in the luxury and premium brand sectors, exploring how brands are redefining loyalty beyond traditional points systems, focusing on strategic approaches to customer behavior, the balance between rewards and profitability, and the importance of measuring success through key metrics.

The discussion highlights the need for brands to adapt their loyalty strategies, especially during peak trading periods, and the changing perceptions of loyalty programs in the industry. We delve into the intricacies of loyalty programs, discussing tier movements, the impact of gamification and community engagement, common pitfalls in managing loyalty initiatives, and future trends in the loyalty landscape.

The episode emphasises the importance of understanding customer behaviour, the need for personalisation, and the potential of leveraging influencers to enhance customer experiences. It also highlights the evolving nature of loyalty programs and the necessity for brands to adapt to changing consumer expectations.

Key takeaways:

• Loyalty programs are evolving beyond traditional points systems.
• Brands need to understand customer behaviour through data analysis.
• CFOs are crucial in discussions about loyalty program profitability.

• Loyalty doesn't have to be publicly advertised to be effective.
• Surprise and delight tactics can enhance customer loyalty.
• Measuring the speed of movement between loyalty tiers is important.

• Tracking unspent loyalty points is essential for program management.
• Loyalty programs can formalize existing rewards that brands already offer.
• Gamification can enhance customer interaction with brands.
• Community-driven loyalty programs are gaining popularity.

• Brands should avoid punishing customers for inactivity.

• The future of loyalty will focus on hyper-personalisation.
• Influencer partnerships can create unique loyalty experiences.

There's a feeling in the industry that some AI tools are solutions looking for a problem. In this podcast, we explore an AI solution that has a clear ecommerce use case and is focused on improving customer experience.

James Gurd speaks to Klevu co-founders Nilay and Niraj about their new product, Asklo, which integrates AI chatbots into ecommerce product journeys to enhance customer experience. This is the a logical evolution to PDP Q&As, with customers able to get real-time responses to product and service questions, rather than waiting for a reply.

The episode discusses the importance of optimising user journeys, the technology behind Asklo, and how it can improve conversion rates. The conversation also explores case studies demonstrating Asklo's effectiveness in reducing PDP bounce rate by 30%.

Key takeaways:

• Asklo aims to democratise product discovery in ecommerce by providing AI-generated Q&A on the PDP
• AI can significantly improve customer experience and conversion rates.
• Understanding user intent is crucial for effective product recommendations.
• The technology behind Asklo includes Retrieval Augmented Generation (RAG).
• Real-world case studies show a 30% reduction in bounce rates from PDPs.
• Integration with existing systems is seamless and quick (measured page speed impact of 15ms)
• Customisation options allow brands to control responses and tone.

• The future of AI in e-commerce will focus on seamless user journeys.

Summary:

In this episode of the Inside Commerce podcast, Paul Rogers and Joe Fletcher discuss the critical aspects of ecommerce reporting, focusing on the importance of data measurement, key performance indicators (KPIs), and the challenges posed by new tools like GA4.

They explore the significance of conversion rates, tracking, and common mistakes businesses make in their reporting processes.

The conversation also delves into how businesses should approach their reporting needs, the value of understanding customer behaviour, and the various methods of attribution that can be employed to gauge marketing effectiveness.

Key takeaways:

• Ecommerce has matured significantly, especially post-iOS changes.
• Critical KPIs should tie back to fundamental business outcomes.
• Conversion rates need to be contextualised for meaningful insights.
• GA4 presents challenges but offers powerful data if utilised correctly.
• Tracking issues can lead to downstream reporting problems.
• Data silos can obscure the true performance of marketing efforts.
• Businesses should start with their needs before selecting reporting tools.
• Customer sentiment is a vital but often neglected metric.
• Understanding the value of customers is essential for growth.
• A hybrid approach to attribution is often the most effective.

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ABOUT THIS EPISODE:

In this episode of the Inside Commerce podcast, Luke Hodgson from Commerce Thinking explains the common issues with ERPs and their integration with ecommerce platforms.

The conversation explores the importance of understanding ERP systems for ecommerce leaders, the evolving role of ecommerce directors post-COVID, and the demand for ERP in new businesses.

The discussion also delves into the role of middleware in ecommerce integrations, challenges related to peak order volumes, and strategies for maximising back office performance. Finally, we discuss the significance of technical leadership in ecommerce and provide practical advice for businesses facing integration issues.

Key takeaways:

• E-commerce leaders must understand their ERP systems.
• The demand for ERP has evolved post-COVID.
• Middleware plays a crucial role in integration.
• Peak order volumes require careful planning and execution.
• Technical leadership is essential for e-commerce success.
• Brands are increasingly exploring alternatives to traditional ERP systems.
• Effective communication with partners is vital during peak periods.
• Breaking down problems into stages helps identify issues.
• A tech leader should facilitate collaboration among stakeholders.
• The right technical resources are crucial for successful ERP implementation.

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ABOUT THIS EPISODE:

In this episode of Inside Commerce, James Gurd and Paul Rogers discuss the critical decision-making process surrounding technology investment versus viewing technology migration as a cost reduction opportunity. They emphasize the importance of focusing on value rather than merely cutting costs, exploring the nuances of licensing fees, the significance of building business cases to justify technology investment. The conversation also highlights the need for customisation in SaaS platforms and the importance of planning for cost neutrality in long-term strategies via offsetting existing costs.

Key takeaways

• Investing in technology should focus on value, not just cost reduction.
• Understanding the nuances of licensing fees is crucial for accurate budgeting.
• A strong business case is essential for technology change.
• Positioning your investment request effectively can lead to better outcomes.
• Marketing spend should be viewed as an investment in long-term growth.
• Cost neutrality can be a strategic goal in technology investments.
• Customisation may be necessary to achieve desired customer experiences.
• Avoid standardised approaches that limit differentiation in SaaS.
• Consider the total cost of ownership (TCO) when evaluating platforms.
• Evaluate where costs can be offset to support new investments.

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ABOUT THIS EPISODE:

🔥 This podcast will interest a broad audience. Paul Rogers and James Gurd discuss how the B2C ecommerce marketplace has become crowded, and where vendors need to focus to get attention, and why.

If you're working for:

A retail ecommerce business

An ecommerce platform

An agency/consultancy that advises/builds tech stacks

Get your comfy seat ready 😃

Why is this episode important?

The ecommerce vendor market is crowded. There are a lot of platform telling similar product suitability stories, albeit through different lenses and campaigns.

For merchants, unless you're niche, it's hard to cut through the volume of content to discern meaningful differences that give you the confidence to decide which route to take.

What we discuss:

🥱 Why changing terminology doesn't cut through e.g. omnichannel to unified.

🚤 Ecommerce businesses want speed to market, agility, automation.

🔎 DTC mass market has no space left for new players - Shopify dominates but niche / vertical specific solutions have potential.

🥸 Some vendors have already recognised this e.g. Centra, BigCommerce.

🔬 The winning vendors will be those who focus on burning challenges and critical use cases to deliver battle ready solutions.

Key takeaways:

• Vendors must differentiate themselves to stand out.

• Understanding merchant needs is crucial for platform success.
• Niche solutions can provide a competitive advantage.
• AI is set to transform ecommerce functionalities.
• Connectivity with specialist 3rd parties is essential for growth.
• Merchants prefer platforms that offer pre-integrated solutions.
• Vendors should focus on specific use cases to attract clients.
• The future lies in targeting specific verticals effectively.
• A balanced approach is necessary for sustainable growth.

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ABOUT THIS EPISODE:

In this episode of the Inside Commerce podcast, James Gurd interviews Seb Villien, the Digital Director at Smythson, discussing the nuances of customer experience and personalisation in the context of luxury brands.

They explore the differences between high street fashion and luxury retail, the importance of user experience, and how Smythson enhances customer service to drive revenue.

Seb shares insights on the role of AI, the significance of empowering customer service teams, and the strategies for measuring success and fostering customer loyalty. The conversation also touches on the challenges of internationalisation and localisation in delivering a consistent brand experience across different markets.

Key takeaways:

• Customer experience is crucial for luxury brands.
• Smythson focuses on storytelling in their collections.
• Post-purchase experience is key to customer satisfaction.
• AI is used to support, not replace, human interaction.
• Customer service can drive revenue and loyalty.
• Empowering teams leads to better customer experiences.
• Personalisation is essential in luxury retail.
• A thorough recruitment process is vital for customer service roles.
• Internationalisation requires balancing global brand consistency with local adaptation.
• Technology should be maximised before seeking new solutions.

In this podcast, Paul Rogers interviews Philipp Mensch, head of growth at Luca Faloni, an Italian premium menswear brand.

We explore the brand's recent replatforming to Centra from Shopify, focusing on the need for a scalable and flexible tech stack to support international growth.

Philipp shares insights on managing internal resources during the migration, the importance of internationalisation and localisation, and the brand's commitment to a direct-to-consumer strategy.

We also explore the omnichannel experience, customer services, and the evolving approach to loyalty programs, emphasising the need for a unique and engaging customer experience.

Philipp also provides his thoughts on the future roadmap for Luca Faloni, highlighting the focus on continuous innovation and improvement in the omnichannel space.

Key takeaways:

• Luca Faloni focuses on high-quality, timeless menswear.
• The decision to replatform was driven by international growth needs.
• Centra's headless solution offers flexibility and scalability.
• A hybrid approach was used for resource management during migration.
• Localisation includes language, currency, and seasonal content adjustments.
• Direct-to-consumer strategy is prioritised over wholesale.
• Omnichannel services include endless aisle orders and gift cards.
• Loyalty programs aim to create brand ambassadors, not just transactions.
• Integration of loyalty with CRM enhances customer experience.
• Future plans include improving omnichannel logistics and communication.