Summary:

Design is critical to ecommerce success. However, design discussions can be fraught with emotion and subjective views. And design execution is influenced by the brand, customer demographic, product range and price point.

In this podcast, James Gurd and Paul Rogers delve into the nuances of good ecommerce web design. They explore the subjective and objective elements that define effective design, emphasising the importance of aligning design with brand goals and customer needs.

Good design isn't a one-size-fits-all concept but should be tailored to the specific traffic and audience of a site. The podcast highlights the need for a balance between usability and brand presentation, suggesting that design should cater to both high-intent and low-intent audiences.

The discussion also touches on the role of art direction in creating a brand's identity and the importance of functional coherence in design.

James & Paul reference several websites, including OKA, Sanqvist, Civilist Berlin, On Running, JW Anderson and Oh Polly, as examples of innovative design that successfully integrate creative elements with functional usability.

The importance of a structured design discovery process and the need for clear design documentation to ensure consistency and adaptability is emphasised.

Throughout the episode, James & Paul flag the evolving nature of ecommerce design, advocating for a strategic approach that considers both aesthetic appeal and practical functionality.

Key discussion points:

• Good design varies by brand.
• Understanding user intent is critical for design success.
• Balancing creativity with functionality is key in ecommerce.
• Art direction is crucial for brand identity.
• The design discovery process involves managing stakeholder opinions.
• Functional coherence is essential for user experience.
• Testing design changes is vital for measuring impact.
• Design documentation should be fluid and accessible.

Chapters:

[00:30] Defining Good Web Design

[06:40] The Design Discovery Process

[13:30] The Role of Art Direction

[20:05] Interaction Design and Functional Coherence

[24:40] Measuring Investment Impact in Ecommerce

[28:00] Balancing Risk and Innovation in Design

[29:50] Functional Coherence in Ecommerce Design

[36:25] Creating Friction: A Double-Edged Sword

[37:50] The Importance of Testing and Iteration

[42:50] Design Documentation for Consistency

Episode summary:

Selecting the right technology stack and managing roadmaps are crucial for success. Our latest podcast episode dives into these topics with insights from a seasoned head of ecommerce, Edward Scott-Finnigan.

Choosing the Right Tech Stack:

The discussion highlights the importance of aligning technology choices with business goals. A flexible and scalable tech stack can ensure seamless customer experiences. Edward & James emphasise the need for flexibility in integration capabilities, allowing different systems to work harmoniously.

Managing Roadmaps:

Effective roadmap management is about prioritising initiatives that drive growth. The conversation explores strategies for balancing short-term wins with long-term vision. Edwards shares tips on stakeholder engagement, ensuring that everyone is aligned and invested in the roadmap's success.

Tune in to gain valuable insights and practical advice on navigating the complexities of ecommerce technology and roadmap management. Whether you're a seasoned professional or just starting, this episode offers something for everyone.

Subscribe now to stay updated with the latest trends and strategies in ecommerce: https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Key takeaways:

• Edward's transition from agency to client-side offers unique perspectives.
• Understanding the 'why' behind projects is crucial for success.
• Ecommerce faces challenges with technology confusion and shiny object syndrome.
• AI should be seen as a supportive tool, not a replacement.

• Real-world experiences provide valuable insights into technology adoption.
• Modernising legacy systems requires a nuanced approach.

• Networking and real-world discussions are key to navigating the tech landscape.

Chapters

[03:20] Edward's Ecommerce Journey & Experience

[06:20] Agency vs. Client-Side Perspectives

[09:00] Understanding the Why Behind Projects

[12:20] Current Challenges in Ecommerce Technology

[15:20] Navigating Confusion in Ecommerce Solutions

[18:00] The Importance of Real-World Insights

[21:00] Shifting Pain in Ecommerce Operations

[26:30] Navigating Modernisation in Ecommerce

[31:30] The Role of AI in Ecommerce Operations

[37:40] Strategising for the Future of Ecommerce

[41:50] Unifying Technology for Enhanced Student Engagement

Get expert advice on the latest ecommerce shipping trends and how brands need to plan ahead to ensure a consistent quality of customer service.

Shipping remains a critical challenge. With fluctuating tariffs, evolving customer expectations, and geopolitical tensions, ecommerce teams face mounting pressure to deliver consistent, high-quality service. The complexity of global supply chains, coupled with regional variations in shipping regulations, further complicates the process.

To build resilience, ecommerce teams must diversify their carrier networks. By leveraging regional carriers, businesses can mitigate risks associated with reliance on a single provider.

Additionally, transparency in shipping costs and delivery times is crucial. Providing customers with clear expectations helps maintain trust and satisfaction.

Investing in technology that integrates seamlessly with existing systems can streamline operations and enhance flexibility. By adopting a proactive approach to inventory management and exploring alternative shipping routes, ecommerce teams can better navigate disruptions and ensure a seamless customer experience.

Ultimately, resilience in shipping strategies is key to thriving in the ever-changing global market.

Key discussion points:

• Fluctuating Tariffs and Geopolitical Tensions: impact on shipping costs and regulations.
• Evolving Customer Expectations: demand for faster, transparent delivery options.
• Complex Global Supply Chains: challenges with regional shipping regulations and logistics.
• Diversifying Carrier Networks: mitigating risks by using regional carriers.
• Transparency in Shipping Costs and Delivery Times: building customer trust and satisfaction.
• Technology Integration: streamlining operations and enhancing flexibility.
• Proactive Inventory Management: preparing for disruptions and ensuring availability.
• Exploring Alternative Shipping Routes: adapting to changes and maintaining service quality.

Chapters:

• [00:30 - 03:30] Introduction to Shipping Challenges
• [03:00 - 09:00] Impact of Tariffs and Regulations
• [09:00 - 12:00] Customer Expectations and Market Trends
• [12:00 - 18:00] Diversifying Carrier Networks
• [18:00 - 22:00] Importance of Transparency
• [22:00 - 30:00] Leveraging Technology for Flexibility
• [30:00 - 36:30] Proactive Inventory Management
• [36:30 - 45:00] Exploring Alternative Routes
• [45:00 - 50:00] Conclusion and Future Outlook

Philip Kingsley had been on an interesting ecommerce journey, having to rapidly digitise its consultation service following COVID and subsequently making subscriptions the cornerstone of its growth strategy.

This episode dives into the brand's journey, led by Lauren Duncan, Head of Ecommerce, who shares insights on how they have transformed their business model.

The Subscription Model:

Philip Kingsley has embraced a subscription model that goes beyond mere convenience. By offering discreet delivery and personalised treatment plans, they cater to the unique needs of their customers, particularly those dealing with hair loss. This approach not only provides a seamless customer experience but also fosters long-term loyalty.

Digital Transformation:

The brand's digital transformation was accelerated by the pandemic, leading to the development of virtual consultations and a robust web app. These innovations have allowed Philip Kingsley to reach a broader audience and offer tailored solutions.

Customer-Centric Approach:

Lauren emphasises the importance of understanding customer needs and preferences. By leveraging data and customer feedback, Philip Kingsley continuously refines its offerings, ensuring that the subscription service remains relevant and valuable to its users.

Philip Kingsley's success in ecommerce is a testament to the power of subscriptions in building lasting customer relationships. By focusing on personalisation and convenience, they have set a new standard in the beauty industry.

Subscribe the the Inside Commerce newsletter to stay updated on our latest episodes: https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Get ecommerce updates & insights:

Join 1,900+ ecommerce professional, subscribe to our newsletter on LinkedIn today:

https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

About this podcast:

In this episode, James Gurd and Paul Rogers discuss the current state of the ecommerce industry, focusing on key trends including:

1. Strategic partnerships for last mile delivery
2. Payment innovations
3. Structured product data & AI agents
4. The impact of AI in Customer Service
5. The evolution of search and product discovery

They explore how businesses are adapting to changes in consumer behaviour, the importance of structured data for agentic search, and the implications of AI on job markets. The conversation highlights the need for ecommerce brands to embrace new technologies and strategies to remain competitive, whilst avoiding the inevitable industry hype.

Key takeaways:

• Strategic partnerships with delivery companies are becoming essential.
• Delivery innovations are key to improving customer experience.
• Payment methods are evolving, with new trends emerging regularly.
• Buy now, pay later has become a mainstream payment option.
• Personalisation in shopping is still evolving and not fully realised.
• Structured data is crucial for AI and customer service efficiency.
• AI is being overhyped, but it can enhance operational efficiency.

• Ecommerce brands must adapt to survive in a competitive landscape.

• AI will change job roles, not just replace them.

Chapters:

[00:40] Industry Trends and Client Concerns

[03:00] Strategic Partnerships in Delivery

[12:52] Payment Innovations and Trends

[26:40] The Future of AI in E-commerce

[35:47] AI Hype and Job Market Implications

Join our LinkedIn newsletter:

https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Podcast summary:

In this podcast, Warren Cowan and James Gurd delve into the critical importance of understanding the context of data when making ecommerce decisions.

They explore how misinterpreting data can lead to compromised decisions, using real-world examples like Elton John's unexpected influence on a test for Matches Fashion.

The discussion highlights the necessity of scrutinising test results to ensure reliability and the dangers of relying solely on metrics like revenue per visitor, which can be easily skewed by outliers.

Warren also emphasises the need for businesses to focus on customer intent and context, rather than just catalogue-driven approaches to merchandising, to enhance user experience and drive better decision-making.

This episode is a must-listen for anyone looking to improve their data-driven strategies and understand the nuances of contextual data in ecommerce.

Key takeaways:

• Understanding data context is crucial for better decision-making.
• Mistakes in testing can lead to valuable learning opportunities.
• Testing results can be skewed by outliers and external factors.
• Customer intent should drive the design of ecommerce platforms.
• The goal of focusing on customer intent is to inspire and support customers in their shopping journey.

• Creating a seamless shopping experience requires understanding user journeys.
• Retailers must adapt to changing customer behaviours and preferences.

Chapters:

[05:20] Warren Cowan's Journey to Founder of FoundIt!

[10:13] Understanding Testing and Misreading Results

[15:10] Celebrity Influence on A/B Testing

[19:40] The Importance of User Intent in Ecommerce

[25:04] Utilising Intent Signals for Better Navigation

[30:33] Creating Engaging Shopping Experiences

[32:45] Capturing Behavioural Intent Signals

[41:55] The Importance of Structured Product Data

Subscribe to the Inside Commerce newsletter:

https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Episode summary:

Imagine walking into a store, stepping onto a scanner, and instantly unlocking a personalised journey that follows you from the shop floor to your phone and beyond. That’s the reality Vivobarefoot is building with its MyVivo CRM project - a bold step toward a seamless, omnichannel customer experience.

The MyVivo experience begins in-store, where customers are invited to take a foot scan. This isn’t just a novelty; it’s the foundation for a tailored relationship. The scan captures unique data, helping staff recommend the perfect fit and style. But the magic doesn’t stop there.

Once the scan is complete, MyVivo connects the dots across every touchpoint. Customers receive personalised recommendations and content through email, the Vivobarefoot app, and even in future store visits. The system remembers preferences, past purchases, and even foot health insights, ensuring every interaction—online or offline—feels connected and relevant.

What sets MyVivo apart is the commitment to true omnichannel engagement. Whether a customer shops online, visits a store, or interacts via mobile, their experience is consistent and informed by their unique profile. This not only builds loyalty but also empowers customers to make better choices for their feet and the planet.

Vivobarefoot’s MyVivo project is more than a CRM upgrade - it’s a reimagining of what customer experience can be. By starting with a simple foot scan and extending that data across every channel, Vivobarefoot is setting a new standard for personalized, omnichannel retail.

Tune in to listen to Amy Fullerton, Global Head of CRM, discuss how Vivobarefoot built the vision for MyVivo and the process they followed to start implementing this transformative service.

Key takeaways:

• Understanding customer behaviour is crucial for effective CRM.

• Vivobarefoot aims to encourage a barefoot lifestyle through education and community engagement.
• Data integration and system alignment are key challenges in CRM.
• Customer insights are gathered through biometric and behavioral data.
• The importance of making data actionable for customer engagement.

• The project is structured around four strategic pillars: product, health, community, and rewards.
• Future developments will include on-demand health content and personalised recommendations.

Chapters:

[00:00] Laying the Foundations for a Connected Future

[02:41] Understanding My Vivo: Mission and Goals

[07:47] Strategic Pillars of Customer Loyalty

[11:34] Structuring the Transformative CRM Project

[14:19] Tech Challenges in CRM Implementation

[19:53] Gathering and Utilizing Customer Insights

[25:36] Making Data Actionable for Customer Experience

[35:35] Future Vision: On-Demand Health Content

Follow us on LinkedIn:

Subscribe to the bi-weekly newsletter packed with ecommerce news, advice and useful resources.

https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/

Episode summary:

In this conversation, James Gurd and Josh Duggan discuss the evolving landscape of ecommerce marketing, focusing on performance and brand marketing trends.

They explore how consumer search behavior is changing due to AI and chatbots, the importance of content in marketing strategies, and the need for brands to optimise for profitability.

The discussion also covers measurement techniques, the challenges of expanding into international markets, and the role of AI in enhancing paid media strategies.

Key takeaways:

• The ecommerce landscape is rapidly changing due to AI and chatbots.
• Consumer search behaviour is shifting, with a predicted drop in search engine volumes as AI agents increase
• Brands must adapt their marketing strategies to focus on upper funnel tactics.
• Content quality and relevance are crucial for engaging consumers today.
• Understanding profitability is essential for effective ad spend management.
• Incrementality testing helps brands measure the true impact of their marketing efforts.
• International markets present significant growth opportunities for ecommerce brands.
• Social proof can enhance the effectiveness of marketing campaigns in new markets.
• AI is increasingly being used to automate and optimise marketing processes.
• Brands need to be strategic in their approach to paid media and content creation.

Chapters:

[00:40] Introduction to E-commerce Marketing Trends

[07:20] The Evolution of Consumer Search Behaviour

[13:15] Paid Media Strategies and Consumer Behaviour

[17:40] The Importance of Content in Marketing

[23:35] Optimising for Profitability in Ad Spend

[29:35] Measurement and Incrementality Testing

[37:45] Expanding into International Markets

[43:30] The Role of AI in Paid Media

Follow us on LinkedIn:

Subscribe to our bi-weekly ecommerce newsletter:https://www.linkedin.com/company/inside-commerce/

Episode summary:

In this conversation, James Gurd, Sam Hurley and Paul Rogers discuss the evolving landscape of SEO in the context of AI engines and LLMs.

They explore how AI search is impacting traffic trends, the importance of brand visibility, and the need for SEO strategies to adapt to these changes.

The discussion highlights the significance of content structure, the enduring principles of SEO, and the future direction of search in an AI-driven world.

Key takeaways:

• AI search is not a myth; it's growing and impacting SEO.
• Traffic from AI agents is increasing but still represents a small percentage.
• Brand visibility is becoming more important than direct traffic.
• SEO strategies need to adapt to the rise of AI-driven search.
• Content structure and relevance are crucial for appearing in AI overviews.
• The principles of SEO remain the same despite changes in technology.
• Understanding how brands are perceived online is essential.
• Longer, more specific search queries are on the rise.
• AI overviews may change how brands approach content strategy.
• The future of SEO will involve more focus on brand discovery.

00:35 The Rise of AI in SEO

03:00 Understanding Traffic Trends from AI Agents

06:45 Brand Visibility vs. Direct Traffic

11:40 The Accuracy of Data in AI Search

17:15 The Importance of AI Overviews

22:20 SEO Principles in the Age of AI

31:30 Practical Advice for Adapting to AI Search

Follow us on LinkedIn & subscribe to our bi-weekly ecommerce newsletter:https://www.linkedin.com/company/inside-commerce/Podcast summary:This conversation explores the future of Content Management Systems (CMS) in ecommerce, focusing on the evolution of page builders, the impact of headless CMS, and the integration of Gen AI in content generation.The discussion highlights the varying needs of businesses based on their size and type, the constraints of native page builders, and the importance of structured data and business agility. A case study on Jamie Oliver's migration to a headless CMS illustrates the practical benefits and challenges of such transitions. The conversation concludes with insights on the evolving role of Product Information Management (PIM) systems and future trends in the CMS landscape.Key takeaways

1. The future of CMS in e-commerce is evolving rapidly.2. Not all brands prioritize content in the same way.3. The role of a CMS varies significantly by business type.4. Native page builders have inherent constraints.5. Headless CMS offers flexibility and scalability.6. Gen AI is transforming content management processes.7. Business agility is essential for adapting to changes.8. PIM systems are evolving beyond just product data management.9. Structured data is crucial for leveraging AI effectively.10. Empowering clients through technology enhances their capabilities.Chapters:[00:00] The Future of CMS in Ecommerce[01:44] Understanding the Role of CMS by Business Type[07:11] Constraints of Native Page Builders[12:35] Evolution of CMS Platforms and Headless Solutions[15:40] Impact of Gen AI on Content Management[21:05] Navigating Ecosystem Choices[24:15] The Speed of Change in Technology[25:52] CMS Evolution and the Role of PIM[29:18] Headless CMS: When and Why?[32:48] Empowering Clients Through Technology[38:05] Future Trends in CMS and Ecommerce