Industry insights blog

What might the ‘new normal’ look like for ecommerce?
14 May: What might the ‘new normal’ look like for ecommerce?

As the ‘new normal’ is affecting the globe, I reflect on a few of the major behavioural shifts we have observed so far and the impact they might have on eCommerce in the months and years ahead. Lockdown has been a huge catalyst for shifting behaviours to embrace eCommerce. I’d be very interested in seeing the adoption curve for online grocery…

Use customer analytics to optimize your online business
13 May: Use customer analytics to optimize your online business

There’s a lot that goes into becoming a great ecommerce marketer. You might be phenomenal at writing website copy, email marketing, social media strategy, and paid advertising. But even if you possess all the most sought-after skills, how do you decide where to spend your time? The answer lies in your customer analytics.
To better understand the customer analytics you should be…

Be a data custodian, not a data owner
12 May: Be a data custodian, not a data owner

“Data is the new oil.” In the years since mathematician Clive Humby coined this phrase in 2006, the idea has taken on new meaning. For businesses today, personal data is not just a resource — it is a core profit-driver. But the value placed on “drilling for data” has come with a high price at the human level: a dangerous…

Why taste communities are the future of marketing
11 May: Why taste communities are the future of marketing

Instead of focusing on consumers’ individual personas, marketers should look at the communities to which they belong. Consumer personas are like horoscopes. “Nicole is careful with her spending, but under the right circumstances is willing to splurge on herself, if the mood strikes her.” Read carefully, and psychographic profiling is full of  generic, unverifiable, ambiguous and often  contradictory language that supports a number…

The three Ts of handling consumer data
10 May: The three Ts of handling consumer data

Customers give personal information to companies that are careful about trust, transparency, and the type of data they request. When consumers get to the cash register or checkout screen, they are increasingly asked to disclose personal information. Studies show that even people who harbor privacy concerns are willing to provide personal details to a company.
Indeed, most consumers realize they’re being tracked…

Why it’s a mistake to define luxury by price
09 May: Why it’s a mistake to define luxury by price

Almost all high-priced products get called “luxury” these days, but prices don’t define which brands get considered luxury brands — only extreme value can do that. Photo: Shutterstock Alexandre Arnault, CEO of the luggage brand Rimowa and the son of LVMH founder Bernard Arnault, stated in a series of recent interviews that he prefers not to use the term “luxury”…

25 Live video stats marketers need to know in 2020
08 May: 25 Live video stats marketers need to know in 2020

In the past year or so, live video has quickly become one of the most popular types of online content, especially on social media. Not only is Facebook Live thriving, with one in five videos being live streams, but other major platforms like Instagram, Twitter, YouTube, and – most recently – LinkedIn, have embraced similar features. Aside from the older social media…