Episode 11- Adapting to Change: Chloë Thomas on eCommerce Success

The Payback Pod

In this episode, host Joel Williams is joined by the remarkable Chloë Thomas, a globally recognized eCommerce marketing problem solver. Chloë is the author of several bestselling books, a keynote speaker, and the host of both the award-winning eCommerce MasterPlan Podcast and the Keep Optimising Podcast. She's currently the Editor in Chief at eCommerce Tech.

Episode Highlights:

Career Milestones and Key Moments:

Chloë delves into her extensive experience in the eCommerce world, which began in 2003. She highlights the key moments that significantly shaped her approach to eCommerce and digital marketing.

Significant Changes in eCommerce:

From the impact of the pandemic to the rise in competition and the transformative influence of Shopify, Chloë discusses the most significant changes she’s observed in the industry and how they have reshaped online retailers' strategies.

Solving eCommerce Marketing Problems:

Known for her problem-solving prowess, Chloë shares some of the toughest challenges she’s faced in eCommerce marketing and her strategies for overcoming them. She explains the different approaches needed for growing from £1m to £10m versus £10m to £20m, emphasizing that the same strategies don’t work at higher levels of growth.

Role of Technology and Tools:

Joel and Chloë explore the critical role of technology and tools in supporting a unified commerce strategy. They discuss various platforms that help retailers integrate their sales channels and the importance of balancing AI integration with a human touch to maintain high-quality customer service.

Consistency and Quality in Customer Experience:

Chloë offers her insights on ensuring consistency and quality in customer experiences. She shares strategies for providing a seamless experience for B2B customers across various channels and advises on how businesses can stay agile and adapt their eCommerce strategies to evolving market conditions and customer expectations.

Key Takeaways:

• The pivotal moments in Chloë’s career that shaped her eCommerce expertise.
• The most significant industry changes and their impact on retail strategies.
• How to tackle complex eCommerce marketing problems and grow businesses sustainably.
• The importance of technology in unifying commerce and integrating sales channels.
• Balancing AI and human interaction to enhance customer service.
• Strategies for maintaining consistent and high-quality customer experiences.

Tune in to gain invaluable insights from one of the eCommerce industry's leading experts, Chloë Thomas, and learn how to navigate the ever-evolving digital marketplace with confidence.

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Feedback & Questions:

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Host: Joel Williams

Producer: Yuliya Stancheva

Sound Design: Alpha Studios

Guest: Chloë Thomas