Retail, Ecommerce, Beauty & Luxury: Digital Marketing Spotlight 21 Sept 2023

Gen X are often termed the forgotten generation. Sandwiched between two much larger generations, Baby Boomers and Millennials, they have been largely ignored by both media and marketers. But ignore them at your peril – Gen X have both the money and desire to invest in luxury beauty products – and their changing beauty needs make them very open to trial and experimentation. Whilst many brands are busy chasing Gen Z and Millennials, they are missing an opportunity to win the hearts (and pockets) of Gen X. We’ll share why the beauty industry needs to be paying attention, and how they can be key to your brand’s success story.

AI, VR, AR… the world of eCommerce is full of new innovations and an ever-growing list of things you could add to your store. But what if you could also unlock revenue by focusing on something more fundamental? It sounds straightforward… but a remarkable number of online stores are often missing the key features and functions which today's customers expect to be there. These areas, when identified and addressed in the right way, can elevate the customer experience and reduce the risk of lost sales. In this talk, Dan, an eCommerce Strategy Director with over 25 years of experience, will highlight the importance of a customer-focused approach. He'll talk through how you can audit your own site (and your competitors...) and, most importantly, how to take action to improve the effectiveness for your store, enabling more opportunities to increase revenue through better online customer experience.

We look at the SEO leaders in Beauty, Luxury Goods and Fashion, identifying what gives them an edge over their competitors. Then we'll look at the future of SEO, including AI (Artificial Intelligence), SGE (Search Generative Experience) and where the most lucrative opportunities will be for retailers.

Organisations are having to change their approach to measurement due to factors including cookies being phased out and Apple's iOS privacy changes. Marketing Mix Modelling (also known as econometrics) is attracting a lot of interest as a key part of the solution to these challenges. Alex will discuss some of the latest techniques in econometrics including a faster, cheaper methodology "Dynamic Marketing Mix Modelling". He will also look at how it can be used to measure Amazon sales drivers including the role of retail media.

Fed up with reading all the hype about omni channel award winning case studies - hyper connected real-time and 1-2-1 personalised marketing when you are struggling to just change the content in the weekly email to your customer base…. again. This presentation aims to simplify the basic steps to get you from where you are to where you want to be - from someone who has faced this challenge several times. Simply put, and calling on case studies from his recent career - in the real world, how do I know where I am, define where I want to be and plot a course to get there.

Laura Riches and her Laylo Co-founder Laura Rosenberger were the Marketing Director and COO of Naked Wines during a period of rapid growth. So when they launched their own wine brand in late 2020, they assumed they could rely on 'tried and tested' marketing strategies... It turns out, startup life throws some curb balls! Join Laura Riches for a lighthearted take on lessons learnt marketing a brand from scratch - the successes, failures and practical tips to bring a challenger brand to life.