The overriding theme was clear: success now requires moving beyond siloed digital thinking to embrace a holistic, customer-centric strategy.
A central discussion point was the need to Diversify Your Channel Mix. Insights revealed that companies see a significant 35% increase in ROI by leveraging just five channels, pushing e-commerce leaders to re-evaluate underutilised avenues like targeted snail mail (postcards) and robust email list management.
This conversation naturally led to the challenges of measurement, particularly how measurement works for traditional media platforms in a digital-first world, a key question for media buyers. Furthermore, with the rising cost of digital advertising, strategic thinking around traditional spend is critical to achieving sustainable performance measurement and navigating the complexity of blended attribution across a fragmented customer journey.
The summit also highlighted the undeniable rise of AI in Personalisation and Pricing. Attendees learned that AI is not just a trend but a necessary tool for speedier, data-backed decision-making. This includes using AI to implement dynamic pricing strategies (with necessary human oversight) and enabling predictive marketing that avoids the default route of deep discounting. AI is key to managing the "hyper-personal" customer experience, allowing brands to process big data and create a truly shoppable and tailored journey.
Finally, the focus shifted to building enduring Brand Equity and Loyalty. True loyalty, speakers noted, is about delight and 1:1 connection, which goes beyond discounts and promotions. Brands must look at storytelling and what goes into creating the core values of the brand to truly stand out in a sea of sameness. The new mandate for fashion e-commerce is clear: leverage data, diversify media, and build for the full customer life cycle.
