If you're an e-commerce business owner, you know that data is crucial for understanding your customers and making strategic decisions. But what about creativity? 

Special guest Chloe Thomas is a best-selling Author, International Speaker, and host of both the Award-winning eCommerce MasterPlan Podcast (https://ecommercemasterplan.com/podcast) and the Keep Optimising Podcast. She covers a wide range of topics related to ecommerce, including marketing, sales, customer service, technology, and more through expert guest conversation.

In this episode, we explore going back to basics in e-commerce. We also touch on integrated thinking, balancing data and creativity, overstock and inventory management, and video commerce. With changing privacy laws, relying solely on algorithms is no longer effective. Chloe suggests that businesses need to focus on creating compelling content to cut through the noise and competition. She notes that the industry is currently "shockingly bad" at creating videos and suggests that brands should focus on creating for different purposes, such as product explanations, company values, customer demos, and reviews. Balancing data and creativity can help you create compelling content that resonates with your customers and sets you apart from the competition. Chloe also discusses the current economic environment and the importance of sustainability in e-commerce.

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