EP264: What Should Ecommerce Brands Be Reporting On, And Why, With OmniCommerce's Consulting Director Joe Fletcher

Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

#Business #Paul Rogers & James Gurd #James Gurd #Paul Rogers

1:14:43

Artificial intelligence is evolving at an unprecedented pace—what does that mean for the future of technology, venture capital, business, and even our understanding of ourselves? Award-winning journalist and writer Anil Ananthaswamy joins us for our latest episode to discuss his latest book Why Machines Learn: The Elegant Math Behind Modern AI . Anil helps us explore the journey and many breakthroughs that have propelled machine learning from simple perceptrons to the sophisticated algorithms shaping today’s AI revolution, powering GPT and other models. The discussion aims to demystify some of the underlying math that powers modern machine learning to help everyone grasp this technology impacting our lives, even if your last math class was in high school. Anil walks us through the power of scaling laws, the shift from training to inference optimization, and the debate among AI’s pioneers about the road to AGI—should we be concerned, or are we still missing key pieces of the puzzle? The conversation also delves into AI’s philosophical implications—could understanding how machines learn help us better understand ourselves? And what challenges remain before AI systems can truly operate with agency? If you enjoy this episode, please subscribe and leave us a review on your favorite podcast platform. Sign up for our newsletter at techsurgepodcast.com for exclusive insights and updates on upcoming TechSurge Live Summits. Links: Read Why Machines Learn, Anil’s latest book on the math behind AI https://www.amazon.com/Why-Machines-Learn-Elegant-Behind/dp/0593185749 Learn more about Anil Ananthaswamy’s work and writing https://anilananthaswamy.com/ Watch Anil Ananthaswamy’s TED Talk on AI and intelligence https://www.ted.com/speakers/anil_ananthaswamy Discover the MIT Knight Science Journalism Fellowship that shaped Anil’s AI research https://ksj.mit.edu/ Understand the Perceptron, the foundation of neural networks https://en.wikipedia.org/wiki/Perceptron Read about the Perceptron Convergence Theorem and its significance https://www.nature.com/articles/323533a0…

about a year ago 41:18

MP3•एपिसोड होम

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.

279 एपिसोडस

Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

EP264: What Should Ecommerce Brands Be Reporting On, And Why, With OmniCommerce's Consulting Director Joe Fletcher

Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

published about a year ago

साझा करें

MP3•एपिसोड होम

Summary:

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

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.

279 एपिसोडस

#Business #Paul Rogers & James Gurd #James Gurd #Paul Rogers

सभी एपिसोड

1
EP278: Optimising Ecommerce Returns & Exchanges, with Oh Polly Customer Journey Manager Emily Mcmorran & Loop's Senior Product Marketing Manager Samir Kamnani 45:44

4 days ago45:44

45:44

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode of the Inside Commerce podcast, James & Paul host a discussion with Emily Mcmorran, Customer Journey Manager for Oh Polly, and Samir Kamnani, Senior Product Manager at Loop, about the evolving landscape of return strategies in ecommerce. They delve into the shift towards paid returns, the impact on customer perception, and the importance of managing returns as a part of the overall customer experience. The conversation also covers innovative solutions like Offset Returns Coverage, and how brands can leverage returns data to improve their service. The episode concludes with insights into future trends in returns management and the delicate balance between customer satisfaction and operational viability. Key takeaways: 1. Returns are a significant aspect of the customer journey. 2. The trend of charging for returns has increased significantly post-pandemic. 3. Shoppers are becoming more aware and accepting of return fees. 4. Offering a simple and fair return policy can mitigate negative feedback. 5. New customers often appreciate a free first return to gauge sizing.6. Brands are increasingly viewing returns as an opportunity rather than a burden.7. Utilising returns data can help identify product issues and improve offerings.8. The focus for brands is shifting towards encouraging exchanges over refunds.9. Balancing customer experience with return policies is a complex but necessary task.…

1
EP277: Founder Interview > How Order Editing Is Transforming Post Purchase CX, Improving Returns & Reducing Customer Support Tickets 53:28

11 days ago53:28

53:28

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: James Gurd and Hamish McKay discuss the critical need for order editing in ecommerce, exploring the challenges faced by customer service teams and the impact of order editing on returns and customer experience. Hamish shares his journey as a startup founder, the growth of his company, and the technical solutions developed to address common issues in order management. The discussion also touches on the potential for upselling through order editing and the importance of addressing fraud concerns in the ecommerce space. The podcast also discusses the intricacies of order editing, focusing on fraud prevention, rapid response to merchant needs, and the latest features including multi-currency support. It emphasises the importance of shipping recalculation, switching payment methods, and handling support tickets effectively. The discussion concludes with an explanation of how merchants can get started with order editing, and the potential for future expansion beyond the Shopify ecosystem. Key takeaways: Order editing is essential for improving customer experience. Many ecommerce teams struggle with order changes post-purchase. Customer service agents often spend significant time on order edits. Reducing return volume can have a positive environmental impact. Upselling opportunities arise from allowing order edits. Technical solutions can delay order processing to accommodate changes. Fraud prevention is a key consideration in order editing; dynamic fraud checks can be implemented during the editing process. Shipping recalculation can be complex but is essential for customer satisfaction. Switching payment methods is a common reason for order cancellations. Support tickets can hold orders until resolved, improving customer service.…

1
EP276: From Monolith To Composable: SportsShoes CTO On Delivering Digital Transformation & Managing Operational Change At Scale 52:21

18 days ago52:21

52:21

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this podcast, James Gurd interviews Jon Cleaver, CTO of a prominent sports shoe brand, about the challenges and strategies involved in digital transformation within the company. Jon shares his extensive background in retail, and discusses the importance of resilience and adaptability in project management. He outlines the key challenges he faced upon joining the company, including team morale, technology issues, and stakeholder engagement. Jon emphasizes the need for quick wins and effective communication to build trust and drive change, while also addressing resistance to change and the importance of customer feedback in the redesign of their ecommerce stack. In this conversation, Jon discusses their iterative approach to launching ecommerce platforms, emphasising the importance of learning from mistakes and customer feedback. He highlights the challenges of SEO during replatforming and the decision-making process behind choosing BigCommerce as a flexible ecommerce solution. The discussion also covers the impact of these changes on the engineering team dynamics and the transition from project management to product management, showcasing the need for adaptability and continuous improvement in a fast-paced digital environment. Key takeaways: Digital transformation requires resilience and adaptability. Building team morale is crucial for project success. Addressing complex areas early can mitigate project risks. Strong engineering teams are essential for successful project delivery. Building a headless architecture allows for greater customisation. Creating a flexible toolset empowers teams to work efficiently. Identifying quick wins can drive momentum in change initiatives. Incremental delivery helps manage change effectively. Involving cross-functional teams in discovery fosters collaboration. Using a headless CMS can streamline operations and reduce bottlenecks. Understanding customer needs is essential for successful redesigns. Transitioning to product management requires a shift in mindset and processes.…

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EP275: The Current State of AI in Ecommerce And Where We’re Headed With Visual Content Generation for Brands 42:02

24 days ago42:02

42:02

FOLLOW US: LinkedIn: https://www.linkedin.com/company/inside-commerce/ ABOUT THIS EPISODE: In this episode, James Gurd, Liam Quinn and Paul Rogers discuss the current state of AI in ecommerce, exploring its adoption, opportunities, challenges, and the future of AI agents. They delve into the importance of creative direction, data strategy, and the role of third-party tools in enhancing AI capabilities for brands. The conversation highlights the rapid advancements in AI technology and its implications for customer service, visual content generation, and overall brand strategy. Key takeaways: AI adoption in ecommerce is still in its early stages. Customer service is a key area for AI implementation. Brands must ensure quality data for effective AI use. Creative direction remains crucial alongside AI technology. AI can significantly enhance visual content generation. Data structure is essential for leveraging AI effectively. AI agents could revolutionise user interactions with brands. Brands need to be agile in their AI strategies. The legal landscape around AI-generated content is evolving. Third-party tools are emerging to support AI integration.…

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EP274: Ecommerce Vendor Strategy Update: Leadership Interviews With BigCommerce, Shopify, Centra, Commerce Layer, Scayle, Remarkable & Shopline 1:54:39

5 weeks ago1:54:39

1:54:39

Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce, Scayle and Shopline for a fireside chat on what’s happened in Q3 and Q4 2024. Every 6 months, we catch-up with the leadership teams of leading ecommerce vendors so you can hear directly from them about their strategic and product focus. For this episode, we’re discussing key product updates, go-to-market focus, major new wins and what the roadmap focus will be for the next quarter. Timings: 02:05 > BigCommerce 18:50 > Centra 38:35 > Commerce Layer 52:55 > Remarkable Commerce 1:11:35 > Scayle 1:22:45 > Shopify 1:37:40 > Shopline Contact details for all vendors are on the landing page on insidecommerce.fm…

1
EP273: Look Fabulous Forever MD On Building True Customer Loyalty Through Brand, Product Expertise & Excellent Customer Service 52:31

6 weeks ago52:31

52:31

Episode summary: In this conversation, Janis Thomas, Managing Director of Look Fabulous Forever, discusses the importance of catering to a mature audience in the beauty industry. She shares insights on the brand's mission to celebrate mature beauty, the challenges faced by older consumers, and the need for representation in marketing. Janis emphasises the significance of building knowledge about customer needs, the role of educational content in engaging customers, and the impact of user-generated content in fostering community. The discussion also touches on effective marketing strategies that prioritise customer journeys and trust-building. Janis also shares insights on driving repeat purchases, the significance of customer acquisition strategies, and the role of educational content in enhancing user experience. The episode then explores the impact of quizzes on customer engagement, the importance of personalisation in the shopping journey, and the four pillars of customer loyalty that go beyond traditional discount strategies. Key takeaways: Authenticity in branding is crucial for customer trust. Customer feedback is integral to product development. Educational content is key to customer engagement. User-generated content helps build community and trust. Diversity in marketing teams is essential for representation Understanding customer journeys enhances marketing effectiveness. Quizzes can serve as valuable tools for customer engagement. Personalisation should cater to both new and returning customers. Community building fosters customer loyalty and advocacy. Variable rewards can create excitement and engagement. True loyalty is built on relationships, not just discounts.…

1
EP272: The Evolution of Ecommerce Replatforming - Insights & Advice Based On Project Experience 38:40

6 weeks ago38:40

38:40

Summary: In this episode, James Gurd and Paul Rogers discuss the evolving landscape of technology change in ecommerce, focusing on the shift from tactical solutions to strategic decision-making. They explore the importance of ecosystems in technology selection, the changing roles in project management, and the critical need for customer leads to oversee ecommerce projects. The conversation also highlights the significance of understanding commercial considerations, managing risks, and ensuring thorough UAT processes to achieve successful technology migrations. Key takeaways: The market has shifted towards strategic decision-making in technology change. Ecosystems are now a critical consideration in technology selection. Project management roles are evolving to include more strategic oversight. There is a need for independent due diligence in technology selection. Technical discovery should not be rushed; it requires thorough exploration. Customer leads are essential for bridging the gap between agencies and clients. Understanding the timing of license fees is crucial for budgeting. UAT processes need to be well-managed to avoid surprises Agencies have become more capable in handling complex projects Contingency planning is vital for successful project execution.…

1
EP271: Economic Factors Impacting Ecommerce in 2025 + 6 Key Trends Ecommerce Teams Should Be Thinking About 45:14

7 weeks ago45:14

45:14

Happy New Year. After a two week break, which seems like an eternity in ecommerce, we're back and raring to go. To kick-off 2025, we're looking at the broader economic picture and the intersection between macro events and ecommerce strategy, assessing the key trends we think will shape the ecommerce industry this year and which ecommerce teams need to be planning for. We've pulled out 5 factors that we think will have the greatest macro impact on ecommerce businesses. Mortgages and interest rates Inflation Stronger wage growth Trump’s tariffs Global supply chains And then explore 6 key trends that arise from the current economic situation: Cross border commerce Loyalty & referrals Content and top of funnel become more important Technology consolidation Flexible payments Returns As A Service (RaaS) Key takeaways: Understanding macroeconomic factors helps shape marketing strategies. The economic outlook in UK & US is slightly more positive than 2024 but still cost pressures on many households. Consumer confidence is crucial for driving discretionary spending. Premium & luxury brands are better insulated from the impact of shopping patterns due to rising costs. Tariffs will significantly impact supply chain costs and operations. Flexibility in supply chains is necessary to mitigate supply chain volatility. Investing in inventory management is essential for ecommerce success. Loyalty programs should focus on building long-term customer relationships. Community engagement enhances brand loyalty and customer retention. Buy now, pay later options can improve conversion rates if communicated effectively. Ecommerce brands should explore less competitive international markets for growth.…

1
EP270: Inside Commerce Unwrapped 2024 - Annual Review of the Trends Shaping Ecommerce 52:14

10 weeks ago52:14

52:14

Every year, Inside Commerce looks back at the key trends that shaped the ecommerce industry over the past 12 months. In this episode, James and Paul discuss the evolving landscape of ecommerce as they reflect on the trends of 2024. They highlight the following: 1. More positive sales outlook & better consumer confidence 2. Consumers becoming increasingly value focused 3. Renewed focus on the importance of international markets 4. Emergence of focused use cases for GenAI 5. Growing significance of brand collaborations and influencer marketing. 6. Increased focus on loyalty and subscription strategies 7. Greater emphasis on sustainability The discussion emphasises the need for brands to adapt to changing consumer preferences and leverage technology to enhance their strategies. We explore what's shaping consumer behaviour and the future of online retail, emphasising the need for brands to adapt and innovate in a competitive market. Key takeaways: Ecommerce is seeing a more positive sales outlook in 2024. International markets are becoming a key focus for brands. Consumers are increasingly value-oriented in their purchasing decisions. AI is being integrated into ecommerce for practical use cases. Collaborations between brands are on the rise as a marketing strategy. Influencer marketing has matured with better tools and reporting. Loyalty programs are evolving to focus on rewarding positive customer behaviour. Subscription models are shifting towards quality and service rather than just discounts. Sustainability is becoming a priority for brands and consumers alike. Brands are investing more in creative content and brand strategy. The importance of data in shaping marketing strategies is increasing.…

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EP269: Delivering One Of The Industry's Biggest SaaS Migrations With More Than 1 Million Products, with World Books Product Director 50:33

11 weeks ago50:33

50:33

ABOUT THIS EPISODE: In this episode, James Gurd & Paul Rogers interview David Magee, Product Director at World of Books, about their recent migration from Commercetools to Shopify. The conversation covers the strategic shift towards direct-to-consumer sales, the challenges faced with their legacy tech stack, and the innovative solutions implemented during the migration process. David shares insights on the importance of middleware, A/B testing for performance validation, and the project management structure that supported this significant transition. In this conversation, David Magee discusses the integration of Algolia for search and recommendations, the challenges faced in navigating international markets with Shopify, and the transition to Shopify Enterprise. He emphasises the importance of a build-measure-learn approach during migration, the significance of partner selection, and the complexities of launching a new site while ensuring a good customer experience. The discussion highlights the lessons learned from these experiences and the proactive strategies needed to overcome challenges in ecommerce. Key takeaways: World of Books aims to be the world's largest sustainable online bookstore. The migration to Shopify was driven by rising costs and the need for innovation. Custom middleware was developed in-house to handle complex data integration. A/B testing was crucial to validate the new site's performance against the legacy system. Direct involvement from leadership was essential for project success. The migration process included extensive customer feedback and competitor analysis. Understanding data quality was key to the migration process. Understanding platform limitations is crucial during migration. A build-measure-learn approach is vital for success. Deciding when to launch a new site is complex. Collaboration with Shopify's product team was valuable. Clarity on success metrics helps align team efforts.…

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EP268: Unified Commerce: What Does It Really Mean? Unpicking The Latest Ecommerce Buzzword To Focus On What Matters To Ecommerce Businesses 37:01

11 weeks ago37:01

37:01

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.…

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EP267: Re-engineering Pangaia’s Shopify Storefront to Increase Operational Efficiency, with Commerce UI CTO Michal Klim 44:33

12 weeks ago44:33

44:33

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.…

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EP266: Loyalty & Luxury - How Can Premium Brands Land A Winning Loyalty Strategy? 43:44

13 weeks ago43:44

43:44

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.…

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EP265: Delivering A Smarter CX: Integrating AI Chatbots Into Onsite User Journeys To Improve Product Discovery, with Asklo 41:53

15 weeks ago41:53

41:53

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.…

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EP264: What Should Ecommerce Brands Be Reporting On, And Why, With OmniCommerce's Consulting Director Joe Fletcher 41:18

15 weeks ago41:18