Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this podcast, James Gurd and Paul Rogers delve into the concept of unified commerce, exploring its definition, evolution, and practical implications in the ecommerce landscape. They discuss the similarities between unified commerce and omnichannel strategies, emphasising the importance of data integration and customer experience. The conversation also highlights the challenges of payment systems and the complexities of global operations. Through examples of successful brands, they illustrate how unified commerce principles can be effectively implemented, while also addressing the future of ecommerce strategies. Key takeaways: Unified commerce is a rebranding of omnichannel strategy.Data integration is crucial for creating a seamless customer experience.Payment systems can complicate platform consolidation in ecommerce.The democratisation of technology has lowered barriers for small businesses.Unified commerce aims to simplify operations without compromising customer experience.Globalisation presents unique challenges for unified commerce strategies.The conversation around unified commerce is often clouded by jargon and semantics.A strategic aim of unified commerce is to consolidate technology and processes.The future of ecommerce will focus on data-driven decision making.

Replatforming isn't always the best solution to technology challenges. An ecommerce platform can be fit-for-purpose but the implementation flawed, or outdated, resulting in the business thinking the issue is the underlying tech. Sometimes it's quicker, cheaper and more effective to improve how the current platform is built rather than pivot to a new vendor ecosystem. For this podcast, James Gurd and Michal Klim discuss the complexities of re-engineering ecommerce platforms, particularly focusing on Shopify. Michal is the CTO of respected development agency Commerce UI, and recently helped Pangaia re-engineer their Shopify storefront and tech stack. James & Michal explore the concept of technical and process debt, the importance of thoughtful maintenance, and the challenges of historical decisions in technology. Michal shares insights from his work with Pangaia, emphasising the need for a clean slate approach to build better solutions. The discussion also covers the role of automation, the use of Shopify Flow and MetaObjects, and the integration of third-party tools, culminating in a conversation about transitioning from classic to new customer accounts. Key takeaways: Re-engineering can be a better solution than re-platforming.Technical debt accumulates over time and needs addressing.Thoughtful maintenance is crucial for long-term success.Historical decisions can complicate current technology choices.A clean slate approach can lead to better outcomes.Simplifying complexity can enhance user experience.Automation tools can significantly improve operational efficiency.Shopify Flow and MetaObjects provide powerful solutions to operational challenges.

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 PDPAI 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.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ 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.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ 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.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ 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.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ 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.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: Paul Rogers speaks with Anton Johansson, founder of Grebban, about the evolving landscape of ecommerce design and branding. They discuss the importance of creating a compelling brand experience, the shift towards investing in creative over development, and the role of AI in enhancing customer interactions. The conversation also touches on the significance of community engagement, the impact of dopamine culture on design, and emerging trends in ecommerce. Through case studies like Djerf Avenue, they explore how innovative design can drive customer loyalty and conversion. Key takeaways: 1. Investing in creative is essential for brands to engage customers. 2. Ecommerce design should focus on brand experience, not just transactions. 3. AI will significantly change the shopping experience in the future. 4. Community engagement is crucial for building brand loyalty. 5. Dopamine culture influences how users interact with websites. 6. Design subscriptions offer a continuous approach to creative needs. 7. Personalisation will become more advanced with AI technology. 8. Static websites struggle to retain user attention; interactivity is key. 9. Using two agencies can enhance both creative and technical aspects of projects. 10. Emerging design trends emphasise community and interactive elements. Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

Flexible working is a hot topic. Amazon is the latest company to stir up debate around the virtues of giving employees the best possible work/life balance. A CBI Employment Trends survey found that 99% of all businesses surveyed believe that a flexible workforce is vital or important to competitiveness. BUT... Flexibility means different things to different people e.g. working around school runs, being able to work from home, starting later and finishing later, not having to take annual leave for appointments etc. And you need to consider diversity and inclusivity.... it's not as easy as it looks! We borrowed a quote from Sara Russell, Marketing Director at 5874 Commerce to kick start our debate: “So does the eCommerce industry need flexible working? If we want to attract and retain top talent, keep our teams engaged and provide top-level customer satisfaction then yes we do.” Tune in to listen to different approaches from three highly respected digital leaders: Ross Allsop, Director of Growth at PANGAIA, Dan Partridge, CEO at leading Shopify partner Swanky (Shopify Plus Agency) and Paul Rogers, MD at award winning digital agency Vervaunt.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: This podcast delves into the evolving landscape of return strategies in ecommerce, emphasising the need for retailers to shift their perspective from viewing returns as a cost & policy to recognising them as an important customer service. The discussion highlights the complexities involved in managing returns, the hidden costs associated with poor return management, and the growing concern of return fraud. Additionally, we explore the impact of return policies on customer loyalty and the importance of defining fair usage. As more major brands starts to embrace paid returns and reset customer expectations, we also explore technological innovations that can help you streamline return processes and improve customer experiences, ultimately helping you take greater control of your returns strategy and process. Key takeaways: 1. Returns should be seen as a service, not just a cost line: services get invested in whereas costs get cut. 2. Poorly managed returns can lead to significant hidden costs. 3. Return fraud is a growing concern that needs addressing. 4. The impact of returns on customer loyalty is significant. 5. Defining fair usage in return policies is essential for sustainability. 6. Technological innovations can streamline return processes. 7. Data analytics is key to understanding return impacts. 8. The future of returns will involve more personalised and data-driven approaches. Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode, James Gurd and Paul Rogers discuss examples of innovative and creative executions in ecommerce. They highlight features and designs that enhance the customer experience, add value, and drive smarter business decisions. The examples include Lily's Kitchen, Atoms, Gymshark:, Rimowa, Civilist Berlin, Patagonia, Nudie Jeans, Motel Rocks & Djerf Avenue. The episode emphasises the importance of standing out and creating points of difference in ecommerce. Key takeaways: 1. Innovation in ecommerce involves finding creative executions that enhance the customer experience and drive smarter business decisions. 2. Features like personalised feeding guidelines, stock notifications with product recommendations, and complex product configuration can add value and improve the customer journey. 3. Collecting and utilising product reviews can provide valuable insights and help counter conversion barriers. 4. Customisation options, engaging storytelling, and interactive elements can make the shopping experience more enjoyable and memorable. 5. Size profiling, curated looks, and brand value storytelling can help customers find the right products and connect with the brand's values. 6. Attention to design details, such as animations, iconography, and typography, can create a unique and engaging website. 7. It's important to stand out and create points of difference in ecommerce to drive better outcomes and customer engagement.

In this episode, we discuss BigCommerce's latest product release with Jordan Sim, VP of Product Management, and Joe Comins, director of strategy at leading SI Codal. The conversation covers topics such as the current direction of BigCommerce's product strategy, the integration of Makeswift into the Catalyst framework, the flexibility and control provided by the visual editor, the workflow management tools, and the advancements in B2B functionality. Jordan and Joe highlight the importance of providing an unopinionated and flexible platform for businesses to customise their storefronts and manage content. BigCommerce is focused on B2B strategy, offering unique use cases for manufacturers, distributors, and wholesalers. They are working on creating a marketplace for B2B and B2C experiences. BigCommerce is also developing AI technology to speed up the B2B quoting process. They are expanding their multi-storefront functionality to support localised blogs, shipping methods, and variant product data. The ability to have subdirectories in domains is supported through Headless and will be available on Stencil in the future. Tune in to hear directly from the people shaping BigCommerce's product strategy and implementing solutions for ecommerce businesses. Key takeaways: BigCommerce's product strategy is focused on helping customers sell more and equipping them with tools to navigate the challenging retail landscape.The integration of Makeswift into the Catalyst framework provides a visual editing experience for composable storefronts, making headless builds more accessible to marketers.BigCommerce offers flexibility and control in managing content across the store, allowing developers and marketing teams to customise the visual editor based on their needs.The platform provides workflow management tools and publishing controls, enabling collaboration and efficient content creation.The advancements in B2B functionality, such as advanced account hierarchy, custom roles, and open-source fire port, cater to the needs of larger B2B enterprises and provide flexibility in mimicking their business structures and workflows.AI technology is being used to speed up the B2B quoting process.BigCommerce is expanding their multi-storefront functionality to support localised blogs, shipping methods, and variant product data.Checkout extensions allow for customisation without the need for a custom checkout.BigCommerce is also investing in feed dynamics, including a connector to the Shein marketplace and instant commerce for same-day delivery and in-store pickup.

Ecommerce is a fast-paced industry, with constant change, new market entrants and incumbents updating their products with new features and fixes. James & Paul spend a lot of time looking at ecommerce strategy and technology, talking to agencies and technology vendors, so this series is a digest of what they’ve found interesting, what ecommerce teams should be thinking about, as well as highlighting interesting stories and cool tools they come across in their day-to-day work. In this episode we cover the general, more positive market mood in the ecommerce industry. Inevitably we reference the dominance of Shopify in replatforming projects, the positive outlook for agencies, and the growth of other platforms like BigCommerce and Centra. We also discuss interesting technology developments, including the launch of Blueprints by Patchworks and the ecommerce design subscription by Grebban. We then cover Amazon Prime Day, drone delivery, and collaborations between non-competitive businesses. Key takeaways: Shopify continues to dominate the replatforming market, but other platforms like BigCommerce and Centra are also seeing growth.The market mood for agencies is more positive, with an increase in inbound leads and a surge in new projects.Interesting tech developments include the launch of Blueprints by Patchworks and the ecommerce design subscription by Grebban.Amazon Prime Day saw significant growth in mobile sales and a surge in high-ticket item purchases.Drone delivery is gaining traction, with Amazon receiving FAA approval for longer flights and beyond visual line of sight.Collaborations between non-competitive businesses, like Card Factory and Just Eat, are opening up new distribution channels.Shein is suing Temu for selling counterfeit products, which affects brand reputation and drives up costs for brands.Vervaunt's Pulse event in New York is expanding, offering a platform for ecommerce professionals to connect and learn. Stay updated on the latest ecommerce news by following Inside Commerce on LinkedIn and subscribing to their newsletter.

Roshni Patel, Head of Ecommerce at Wild Nutrition, joins the podcast to discuss her background and the evolution of ecommerce at Wild Nutrition. She shares insights on the company's strategy shift after raising private equity, the importance of building the right teams and expertise in-house, and the challenges and benefits of using third-party apps in their tech stack. Roshni also talks about the role of consultations in driving customer acquisition and retention, the tactics used to turn first-time customers into subscribers, and the focus on personalisation and CDPs in their future roadmap. Your takeaways Building the right teams and expertise in-house is crucial for the success of an e-commerce business.Regularly reviewing the tech stack and evaluating the value delivered by third-party apps is important for growth and efficiency.Consultations play a significant role in driving customer acquisition and retention, especially in the supplements industry where customers may need guidance.Tactics like quizzes and personalised experiences can be effective in upselling and increasing the subscription basket.Reporting on metrics like churn, LTV, repeat purchase rate, and AOV is essential for tracking the success of a subscription-based business.Expanding into international markets requires careful consideration of regulatory and compliance factors, as well as market demand and product localisation.Future plans include exploring CDPs and personalisation, optimising the quiz experience, and maximising the value of first-party data.

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: Ecommerce personalisation tech has progressed rapidly, with a wide range of vendors to choose from. However, personalisation is often reliant upon pushing product recommendations based on prior and current browsing, and purchase behaviour. But... Not everyone visiting your website has purchase intent, and those that do will be in different stages of their decision cycle. Continuing to treat everyone as a high intent buyer isn't an optimal customer experience and is likely to be losing you potential customers. In this podcast we talk about predicting user intent to improve on-site segmentation and conversion. Our guest, David Mannheim, is the founder of Made With Intent, a tool focused on understanding user intent. The conversation covers topics such as the problems with generic pop-ups and blanket discounting, the importance of segmenting customers based on intent, and the integration options for the tool. David's vision for the future is to embed predictive intent in ecommerce and change the perspective of the industry. Key takeaways: 1. Understanding user intent is crucial for effective on-site segmentation and conversion. 2. Generic pop-ups and blanket discounting are not always the best approach and can be annoying for users. 3. Segmenting customers based on their intent allows for more personalised and targeted communication. 4. Made With Intent integrates with various platforms to provide data insights and improve customer experiences. 5. The future vision is to change how businesses optimise their websites. Tune in for an interesting and lively debate on user intent. Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

In this episode, James Gurd interviews experienced digital marketing strategist Anna Wilson about the role of offline media in ecommerce. Anna explains the rise of the fractional CMO role, the changing role of offline media in the digital age, and the appeal of direct mail in a crowded digital space. The podcast will help you understand the relevance of print formats for different audiences, the importance of personalisation in retention strategies, and the measurement of offline marketing success. We also touch on the role of programmatic direct mail and the challenges and considerations of sustainability in print campaigns. Key takeaways: The fractional CMO role has become increasingly popular, especially in the ecommerce space.Offline media, such as direct mail, is gaining attention and becoming more relevant in the crowded digital marketing landscape.Direct mail offers a unique opportunity to stand out and engage with customers in a tangible way.Personalisation is key in both acquisition and retention strategies, and direct mail can be tailored to specific audiences and demographics.Measuring the success of offline marketing campaigns is relatively straightforward, as it involves tracking responses and analysing the impact on sales and profitability.Programmatic direct mail is an emerging trend that combines the benefits of automation and personalisation in offline marketing.Sustainability is an important consideration in print campaigns, and there are options for offsetting the environmental impact of direct mail.

James & Paul interview Hannah Tickle, an experienced experimentation leader who's currently the Experimentation Team Lead at Trainline. The episode discusses the role of experimentation in ecommerce, the importance of ownership of within organisations, and the impact of hypotheses, testing speed, and data analysis. Hannah shares insights on building a culture of experimentation and the benefits of using a custom testing stack. She also touches on the challenges of incorporating user feedback and the importance of understanding the limitations of qualitative research. Takeaways: True experimentation is essential for ecommerce businesses to improve strategic planning and prioritise product development.Experimentation should be centralised to ensure accessibility and consistency.Strong hypotheses are data-backed and focus on testing concepts rather than specific things.Testing should be fast, light, and big, with a focus on impactful changes rather than small tweaks.Understanding and analysing data is crucial for effective experimentation, and it's important to consider both quantitative and qualitative feedback.Building a culture of experimentation requires consistency, responsiveness, and support from senior leadership.