Iain MacDonald

Crew’s business depends on repeat purchase – persuading someone to buy once is OK, but quite often we only make money out of that customer when they come back again – and again.
The simplest approach Iain thinks about is customer groups, and the two that matter most are (i) previous shoppers and (ii) first time shoppers. It’s all about getting past customers to shop again and attracting first timers. All the talk about channels, catalogues, stock planning, product design etc. comes down to making those two things happen. If you focus on that ahead of everything else, the rest will fall into place much more easily.
In this session he will talk about this strategy by covering:
• Simple aims, not so simple solutions
• Integrating data to give a 'holistic' view of consumers
• Key challenges to overcome
• Tailoring the shopping experience - personalisation strategy
• Tracking and analysing across the channels