While the customer is king, it's easy to forget the big picture in frantic day-to-day environments. As marketers obsess on performance, finance on efficiencies and merchandising on product and category, there's a danger no one's considering the customer. When we...
While lockdowns in the last few years saw customer acquisition soar, opening up has brought retention challenges. Five areas to consider to improve customer retention are: 1. Ensure your active customer definition is up to date Understanding repeat purchase rates...
As social media and social commerce play increasingly significant ecommerce roles beyond millennial audiences, multi-channel marketers must embrace these platforms and marketplaces to connect with their audiences where they spend their time. Four key considerations...
While businesses have invested time and effort in digital marketing, Conversion Rate Optimisation (CRO) is often overlooked. As the pandemic has accelerated the digitisation of companies, traditional catalogue-led brands have been rethinking their businesses and...
In our last post, Seeking certainty in uncertain times Part 1 – The challenges, we discussed the cocktail of uncertainties and challenges multi-channel retailers face. But by focusing on these five areas, they can introduce an element of certainty into their...
The pandemic has shaped our economy for several years now and continues to do so, with China’s zero-Covid policy impacting production and shipping from the Far East. But nearer to home, multi-channel businesses face a wave of economic and geopolitical challenges...
Whether new, or ones worth being reminded about, these ideas and observations from ecommerce leaders, courtesy of our Retail and Ecommerce Main Event discussions, are essential considerations for any multi-channel business. 1. Focus on a few KPIs – but make sure...
Our last post discussed the challenges multi-channel retailers faced in Q1, but there were chinks of light. Here we go deeper into what was working for our retailer leaders as discussed in a recent Retail Leaders Forum - and reveal some potential good news on the...
Every month of Q1 2022 saw sub 20% declines as IMRG reported a quarter that went backwards for many companies in the industry. And with comments ranging from 'lumpy' to 'a shocker', our April Retail Leaders Forum attendees reflected the challenging nature of the last...
If retail figures from 2020 and 2021 have shown us anything, it’s that older customers took to ecommerce in their droves during the pandemic. In fact, internet usage among over-65s shot up by almost 70% between July and November 2021, compared to the same period...
In this online world, where social media and email often dominate retail marketing strategy, it's easy to overlook the value that mail order catalogues have in attracting and engaging customers. Catalogues are a powerful tried-and-tested marketing tool for building...
By David Lockwood, Co-Founder and Insight Director, The Tapestry Agency In the words of nineteenth-century retailer John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Central to this is the question of campaign...
Most recently Chief Marketing Officer at global fashion brand Long Tall Sally, she built her reputation as Managing Director of data solutions at Epsilon Abacus. She was a co-founder of the Abacus Alliance that pioneered transaction data-sharing in the UK and a Group Account Director at Claritas (now Acxiom). Lara is a GDPR advocate and was a board member at the Data Protection Network.
Outside work, Lara is a book lover, enjoys adventures abroad, musicals, cycling and walking.