The THOMcast

By The House of MarketingBusiness

The THOMcast episodes

January 17, 2022Customer Experience: a sustainable way to grow your business #customerexperience — THOMcast E13
Alicia Bandinelli, joins us to explain what is customer experience, why it is important for any business and how to embed it within the organization.
🌶 TODAY’S MENU
What is customer experience

Why is customer experience important for any business

How to embed it within the organization
🧩 RESOURCES 👉 https://bit.ly/THOMcastE13
Summary of the episode

More detailed view on Customer Experience

Customer Experience Starterkit

Customer Experience Maturity scan
🚀 TIMESTAMPS
(1:47)Customer experience frictionless

(3:16)What is ‘the funnel’

(4:28) Customer experience personalisation

(6:28) Customer experience memorable

(7:19) Why should you care about customer experience?

(8:09) How can companies focus on customer experience?

(10:00) Shift in mindset

(11:08) Growth mindset and consumer experience

(15:52) Tips on adopting the customer experience mindset
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This episode is brought to you by The House of Marketing.
Special thanks to Alicia Bandinelli. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
22 min
January 13, 2022Digital Transformation to improve your customer experience #Digitaltransformation — THOMcast E12
In this episode, David Vansteenbrugge, Managing Director at addData joins us to explain how digital transformation helps companies adapting to customers’ needs and new behaviour by leveraging new technologies in order to improve customer experience.

🌶 TODAY’S MENU
What is and is not digital transformation

Digital transformation to improve customer experience

Upskilling your employees is part of the digital transformation

🧩 RESOURCES 👉 https://bit.ly/THOMcastE12
Summary of the episode

More detailed view on Digital Transformation
🚀 TIMESTAMPS
(03:30) What is digital transformation?

(06:11) What is not digital transformation?

(09:00) Example: Machine learning - How and why leverage a new technology?

(11:30) Why starting a digital transformation program? And how to implement it?

(12:30) How can a company “fail” its transformation?

(14:03) Example of upskilling employees in a digital strategy plan

(17:00) Why Digital transformation is helping businesses these days and in the future?

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* * *
This episode is brought to you by The House of Marketing.
Special thanks to David Vansteenbrugge. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
22 min
July 26, 2021 Marketing Automation, a win win strategy for businesses and customers #MarketingAutomation — THOMcast E11
Today, we would like to focus on Marketing Automation. Our in house experts, Alexandra & Dirk will explain what is Marketing Automation and how it can help answer some specific business challenges and needs on one hand but also how it can add value to the end customer in a B2C and B2B environment.

All links, resources and infos: https://thom.be/blog/podcast-marketing-automation
Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thanks to Dirk Blondeel & Alexandra Maesen. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
16 min
June 15, 2021Value Management, how ID Marketing can help to fight churn in the most efficient way #IDMarketing — THOMcast E10
In our E01, our CEO Lies Taerwe joined to explain how "ID Marketing" (Integrated Data Marketing) is becoming a game changer in marketing. Today, we would like to come back on the topic and explain how ID Marketing is used in Value Management and can help to fight churn in the most efficient way. Some theoretical and practical information on this topic is shared with you by Frank Cornelis Data Science lead from Upthrust, a sister company of The House of Marketing and a member of the Customer Collective.

🌶 TODAY’S MENU
The importance of Value Management

Pitfalls and mistakes when it comes to loyalty or churn

Concrete examples
🧩 RESOURCES 👉
All links, resources, and info: https://thom.be/blog/podcast-value-management
🚀 TIMESTAMPS

(02:22) Can you explain to us what is Value management and why it matters so much?
(03:13) Is there a link between Value Management, Churn, and Loyalty?
(03:50) What are some mistakes that you see happening at clients when it comes to loyalty or churn campaigns?
(06:41) Can you tell us a bit more about what is the content of the client?
(07:33) Can you explain what it means in terms of process?
(08:31) Can you explain more concretely what is happening there?

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Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thanks to Frank Cornelis. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.
20 min
May 17, 2021The concrete impact of ID Marketing. A Luminus case #IDMarketing — THOMcast E09
In our E01, our CEO Lies Taerwe joined to explain how "ID Marketing" (Integrated Data Marketing) is becoming a game-changer in marketing.
That was theory though. Today, we would like to come back on the topic with a real-life case developed at Luminus. This case is explained to you by Marnix Van Vrecken from Luminus and Stijn Sommerijns from Upthrust, a sister company of The House of Marketing and member of the Customer Collective.
🌶 TODAY’S MENU
ID marketing in the energy sector

The digital media offer at Luminus

Key takeaways for Luminus

🧩 RESOURCES 👉
All links and resources, including the E-commerce Barometer: https://thom.be/podcast-id-marketing-luminus

🚀 TIMESTAMPS
(04:25) What is the digital meter?
(05:20) Does it reduce climate change?
(06:26) What was the exact question they want us to solve?
(07:15) Why ID Marketing, why was is it the best solution for this challenge?
(08:46) Why digital media offer was the most attractive for Luminus customers. How do you tackle this question very concretely?
(10:25) How did you experience working with the new ID Marketing method?
(12:32) What were the things you've learned?
(13:14) Any key takeaways?

🙋‍♀️ CONTACT US
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Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thanks to Marnix Van Vrecken and Stijn Sommerijns. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.
16 min
March 22, 2021Veepee: "Free shipping? There is no such thing as a free lunch" #Ecommerce — THOMcast E08
With Tobias Tousseyn, Country Manager Benelux at Veepee, and Stephanie Tang, Senior Consultant at The House of Marketing.
🌶 TODAY’S MENU
How did Veepee respond to the pandemic?

Personalization in e-commerce

Technologies in e-commerce

🧩 RESOURCES 👉
All links and resources, including the E-commerce Barometer: www.thehouseofmarketing.be/blog/podcast-veepee

🚀 TIMESTAMPS
(06:08) Can you briefly explain the impact of covid-19 on your business and how Veepee has responded to it ?
(08:07) Did customer expectations change since the last year and is it lasting?
(08:53) How are you answering these consumption habits, are there initiatives that you've launched?
(11:09) Can you tell me how you maintain a positive customer experience throughout the journey?
(12:38) Do you have learnings on how to improve the conversion rate?
(14:33) What does personalization mean for your business?
(15:44) Are there KPI's that are important to you?
(18:11) Are there other data that you share with addData?
(19:01) Are you considering using technologies like AI, Voice technology, chatbots?
(21:44) Have you found the magic solution to reduce or return yet?
(23:05) Can you explain your delivery policy, regarding returns and logistics?
🙋‍♀️ CONTACT US
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Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thanks to Franco Prontera, Kenny Defrijn and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.
32 min
March 15, 2021Too Good To Go, making social impact through a marketplace model #Ecommerce — THOMcast E07
With Franco Prontera - Country Manager Too Good To Go, Kenny Defrijn – Head of Marketing Too Good To Go and Stephanie Tang, Senior Consultant at The House of Marketing.
🌶 TODAY’S MENU
The impact of the pandemic on Too Good To Go

Conversion tips and tricks

The loyalty strategy of Too Good To Go
🧩 RESOURCES 👉

All links and resources, including the E-commerce Barometer: www.thehouseofmarketing.be/blog/podcast-too-good-to-go

🚀 TIMESTAMPS
(06:30) Has the pandemic impacted your way of doing business, where there any threats?
(09:20) How do you maintain a positive experience throughout the whole journey?
(12:02) Are there other KPI's that you follow to measure the performance?
(14:30) Do you have some tips and tricks to boost conversion?
(19:35) Referring to the non-commercial messages Too Good To Go publishes about food waste: Is this also reflected in your engagement and loyalty strategy?
(23:32) How is Too Good To Go organized in Belgium and how big is the organization?
(28:06) Is the business model "subscription" something you thought about and can it boost loyalty further at Too Good To Go?
(29:44) Can you share a scoop with our listeners?
🙋‍♀️ CONTACT US
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* * *
Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thanks to Franco Prontera, Kenny Defrijn and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.
43 min
March 08, 2021How Overstock built a great omnichannel experience through "co-co": collaborate and coordinate #Ecommerce — THOMcast E06
Want to support us? Give us a review on Apple Podcast!
With Thomas Vaarten, Marketing & Digital Director at Overstock Home, Overstock Garden and Exterioo, and Stephanie Tang, Senior Consultant at The House of Marketing. Overstock Home, Overstock Garden, and Exterioo, the 3 retail brands of Overstock, focus on a broad and modular furniture assortment, offering contemporary design at a great value for money proposition.
🌶 TODAY’S MENU
How did Overstock enter the e-commerce market?

The importance of Black Friday

An omnichannel strategy that streamlines the e-commerce experience

🧩 RESOURCES 👉
All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-overstock

🚀 TIMESTAMPS
(07:17) How did Overstock respond to the pandemic?
(08:57) When did Overstock start thinking about an e-commerce expansion?
(11:01) What was important in the change to e-commerce?
(12:58) The importance of Black Friday
(14:23) The Omnichannel strategy
(16:37) Change management: going online
(18:26) What technologies streamline the e-commerce experience?
(19:36) How to boost repeat purchases in the furniture industry?
(23:03) The key partnerships of Overstock
(26:30) When did you go over and beyond for a customer?
(28:28) How do you stay up to date with e-commerce trends?
(30:00) What e-commerce players inspire you?
(32:16) What is your best online experience as a customer?
🙋‍♀️ CONTACT US
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* * *
This episode is brought to you by The House of Marketing. Special thanks to Thomas Vaarten and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.
35 min
March 01, 2021How Chef Basket built an e-shop in 30 days from idea to the first order #Ecommerce — THOMcast E05
Chef Basket is one the 20.000 e-shops created in 2020. Pierre Degreef saw the impact of the horeca shutdown on food suppliers and decided to bring professional grade produce to consumers. From the initial idea to the first order, only thirty days went by.

🌶 TODAY’S MENU
How did Chef basket build its consumer base?

The success formula explained

A valuable retention strategy in e-commerce
🧩 RESOURCES 👉
All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-ecommerce-chef-basket

🚀 TIMESTAMPS
(00:31) Introduction of Jean-Marc and Eva
(01:10) Introduction of Stephanie and the E-commerce Barometer
(03:00) Introduction of Pierre + Chef Basket
(07:00) The success formula explained
(07:45) Did a lot of e-commerce shops start during the pandemic?
(08:50) Do online consumers have different expectations than they have in a mortar and brick store?
(10:13) How did Chef Basket build its consumer base?
(11:14) Some notes on the retention strategy
(12:32) How does the average basket value evolves from a customer?
(13:40) What are the next steps for Chef Basket?
(14:33) What might be hurdles in the road to future growth?
(15:36) Chef Basket Promocode
(16:00) When did you go over and beyond for a customer?
(16:54) How do you stay up to date about e-commerce?
(17:28) What e-commerce companies inspire you?
(18:08) What is your best online experience as a consumer?
(19:20) Wrap-up
🙋‍♀️ CONTACT US
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* * *
Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thank to Pierre Degreef and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.
21 min
March 01, 2021How Kazidomi almost tripled their revenues during a pandemic #Ecommerce — THOMcast E04
Kazidomi is an online personalized food market with a focus on healthy and organic products. Kazidomi's revenues almost tripled in 2020. In this podcast, Marine Rozet tells me the reasons of this exceptional growth : the surge of new customer segments, a higher purchase frequency and a greater awareness and interest for healthier products.

🌶 TODAY’S MENU
How Kazidomi tackled the increase of online buyers

How to boost repeat purchases

The challenges and opportunities for going cross border

🧩 RESOURCES 👉
All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-ecommerce-kazidomi

🚀 TIMESTAMPS
(00:34) Introduction of Jean-marc and Eva
(00:57) Introduction of Stephanie and the E-commerce Barometer
(02:20) Introduction of Kazidomi
(03:02) Start of the interview with Marin
(07:52) The logistics versus sustainability
(09:04) How do the lockdowns have impacted the business
(10:34) Do you notice changes in the way people are consuming?
(11:00) The increase of online buyers
(11:45) The difference in Basket value
(13:30) Comparison with the E-commerce Barometer
(14:57) marketing Automation practices at Kazidomi
(17:14) The measurement of the NPS score
(18:19) How does Kazidomi grows its consumer base?
(21:15) How do you boost repeat purchases?
(22:30) How to push consumers to finalize their transaction?
(26:40) Do online consumers have different expectations than they have in a mortar and brick store?
(29:32) What are the difficulties going cross-border?
(32:00) Would Kazidomi ever consider a physical store?
(33:10) When did you go over and beyond for a customer?
(34:28) How do you stay up to date about e-commerce?
(35:49) What e-commerce companies inspire you?
(36:40) What is your best online experience as a consumer?
(37:35) Wrap-up
🙋‍♀️ CONTACT US
Instagram
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Business inquiries
Podcast inquiries

* * *
Want to support us? Give us a review on Apple Podcast!
This episode is brought to you by The House of Marketing. Special thank to Marine Rozet and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.
40 min

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