Optimize online to win sales

Explore the shift to online shopping, with practical steps to help you win customers online

The third in our series of Marketers’ lockdown recovery guide webinars. Watch now for expert guidance on the important issues facing marketers as we get ready for the reopened world…

Learn how you can get set to provide a data-led, personalized user experiences for your online shoppers.

In a 45-minute webinar we share practical steps that will allow you to:

  • Win more online customers using smart, GDPR compliant data
  • Create an online estate that will allow you to talk to customers and prospects in a highly relevant, personalized way
  • Drive more traffic to your site and optimize on-site conversion to sale

You’ll come away armed with examples to share, steps to take, and confidence that your online sales strategy can accurately reflect the needs of your target audiences.

Ready to optimize your digital experience?

We'd love to help with any challenges you may be wrestling with. Drive more website visitors to convert – get in touch today. 

Let's get started

 

Here's the transcript from the Optimize online to win sales webinar

Alan Thorpe, Indicia Worldwide EMEA Sales Director: Right, morning everybody. Welcome to the third in our series of Marketers' Lockdown recovery guides. My name's Alan Thorpe and today we'll be wading through another aspect of how you can prepare your marketing to keep your consumers, that awful descriptor coming up, in this new normal that's emerging as the pandemic hopefully subsides and passes.

Today we're once again, a global crowd joined together by the power of the webinar. France, Germany, Singapore, Switzerland, the UK. Well that's a bit like the Eurovision song contest with Singapore as almost certainly terrible guest singers.

In their guide to marketing and the COVID-19 recession, researchers, WARC or "Warc" recommend auditing your ecommerce capability. They say that ecommerce may double its share of total retail making this a priority area for brands in most categories. If you think about that for the UK, that would mean ecommerce is suddenly in the 40% of spend which is huge.

They noted that ecommerce retailers are increasingly meeting our demands for a frictionless experience. We hate additional clicks and steps. And our webinar today is about exactly this. How to deliver a data led personalized user experience for your online shoppers. No friction, engaging.

We'll be exploring winning more online customers using smart GDPR compliant data, creating an online estate that would allow you to talk to your customers and prospects in a highly relevant and personalized way.

We all know the rules of marketing. Likes always tend to win out over needs. And driving more traffic to your site optimizing the on site conversion to sale. We're like a magnum on this sunny day. What's not to like? So let's bite into the core crisp chocolate of learning about how we can give you an idea of ecommerce experiences that we want.

Please do interact with us as we go through the webinar using the chat function and we'll answer as we go along. And our resident king of the pollsters, Jon, give us a wave.

Good morning.

Jon Croft, Indicia Worldwide Sales Director: Morning.

AT: Jon Croft will be running a series of instant, interactive Q&As as we gauge the mood in the room. He'll give us all a temperature check of how we're seeing ecommerce and our changing world and our opportunity. Excellent, right. Let's introduce our speakers. Welcome, Steve Lowell. Hi Steve. I'm sure many of us have wondered what first attracted you to live in Staffordshire, home to the UK's wealthiest two ladies? Anyway, let's park that. Please do tell us what qualifies you to talk about today's subject.

Steve Lowell, Indicia Worldwide Global Director of Data and Insight: Okay. So good morning everyone. So I've in and around the data and digital marketing industry for the past 25 years. So yeah, I'm going to talk around the importance of having a really rounded, full view of people in their online history with you.

AT: Brilliant. Thanks, Steve. And hailing from Bristol, home to the mysterious global art phenomenon, Banksy. In fact, he might be Banksy. Please welcome Dave Jones. Dave, what qualifies you to talk about today's subject?

David Jones, Indicia Worlwide Head of Professional Services: Yeah, good morning, everyone. So I've been in the digital marketing industry for around 15 years and I'm going to be talking a little today around how we can really optimize the journeys to each individual.

AT: Brilliant. Thanks, Dave. And I'm in Reading. Ah, well.

Now, for those of you who may be unfamiliar with Indicia Worldwide, please can I just share a whistle stop introduction?

We're quite an unusual business in that we're entirely focused on creating new value for our clients. The unusualness is that we cover off both sides of the marketing equation. The side on the left which is that effectiveness, making sure that your spend does what you want it to do in the best possible way using intelligent data, strategy, creative, to make sure it all ties up and does its job.

And then the piece on the right, efficiency, making sure that you can get those messages to your audiences in the most efficient way. And obviously, you know, that can be quite challenging while you've got audiences which are spread around the globe. As you can see, many of our clients have.

So for example, Heineken, I mean, you've got the on-trade, the off-trade in multiple different countries and in multiple different situations. And we work with them, not only to help them get in front of the right people but to make sure that we are delivering the right marketing in the right places at the right time in the most efficient cost. Now there's an awful lot of creative production and print management going on there.

So and then at the other end of the extreme, let's just come back to data and talk about some of the things we're doing in online and ecommerce 'cause that's really what we're talking about today. We have the Very Group, the very successful, sorry terrible pun, UK clothing retailer. We've worked with them for almost 25 years, almost as long as Steve's been doing work, to driving their customer acquisition, their online customer acquisition.

In fact the business won – We were the first agency outside of London to win the DMA Grand Prix for data driven marketing for the Very Group. Very, very successful. I can't stop that, I'm falling into it. I'm sorry.

And then of course, any of you watch ITV online? We're the people who convert 2 billion lines of data a day into 9 million targeted emails a week so that we are talking, or ITV are able to talk to their customers in the most personalized way possible. 'Cause at the end of the day, ITV sells audiences and they want you and I to get things that interest us in our inboxes and view more of their TV and their offerings because then they can sell more advertising time.

That's the quickest possible introduction to us and yeah, let's spin on to the subject of today. Steve.

SL: Cool, okay, thanks Alan. So yeah, in sort of what we want to go through, I'm going to talk through the data side of how to optimize online, and then Dave is going to talk about how we use that and use that to inform relevant personalizations. So before I jump into it, it's probably worth just setting some context and the way we look at the current climate is almost these three phases.

So we had kind of a BAU world that we were all immersed in prior to Covid and then Covid has come along and it's forced us to do one of two things. So firstly, manage through this crisis and navigate our ways through unprecedented times. But equally, certainly in Asia, and we're starting to see this in Europe as well, we're starting think about what life will be like in this new world, new normal. And that's really the crux of what we want to talk about today.

COVID has changed the world, it has changed the way people consume and the way in which marketing is delivered to them. And this is really about how you set yourself up for that new world. And clearly whilst we don't have a crystal ball and everybody has an opinion in terms of what Covid will do and to the new normal, there is a lot for evidence and a lot of change in behaviors that we can see which we believe may well stick around going forwards.

And let me just talk through some of those. So this is from a survey that McKinsey are working on. It's a call survey, it's global. It looks at the way in which people's behavior is changing during Covid and certainly bolted onto this survey there's a lot of views which are some of these things are habits that are forming in which will change and remain after Covid subsides but you can very clearly see from here.

So the darker the color, the higher the percentage of people that have started to do things slightly differently whether that's online streaming, virtual video chat. Will that remain as a medium for us to communicate with friends and family on a more frequent basis? People are adopting grocery delivery at a greater level than they've ever done before. And then home exercise is starting to become more prevalent in the absence of gyms and getting out of the house to exercise.

AT: I think one of the things that's quite interesting about this, Steve, is, and I've looked at quite a few of these stats as well, is that older age groups are getting into buying online in a way they never have before. And of course, you know, that's perfectly understandable because actually it's older age groups who have been most at risk, who are most at risk, and those with underlying health conditions during the current pandemic.

So for example, my elderly mother is stuck at home for months at a time and all of a sudden, she's doing e-chat, she's doing all sorts of things that she would never have done and we know all the other stats, but the older age groups hold most of the money. Let's be honest. That's where the money is so if we lose relationships with those older people, we've got a serious problem so this is like a big business-critical thing right now.

SL:Yeah, absolutely. And all those barriers to entry and all those concerns about online usage, lack of confidence in technology. They are being to a degree eroded away. I'm not suggesting for a minute that the world is going to completely different post Covid but we're certainly seeing that people have more confidence in an online environment, how to buy and converse online.

AT: Great.

SL: Okay. Some of you guys might have seen this on LinkedIn. I thought it was quite interesting. I'm not sure whether it's a real survey or not but the sentiment is interesting in that you are already seeing that Covid is causing brands to think, and think quickly, about what digital and what online means for their business.

And you are seeing so many examples of brands that are doing that really well. And I really like this example from Heinz whereby they've created these bundles. They set up an online, an ecommerce state capability very, very quickly. I think that I read somewhere that they've done this in about three weeks.

And so they spun up this online capability to order essentials and sauces and their products online. And there's a really interesting point in this as well in that what does this do to the traditional retailer model as well? So all of a sudden they're starting to grow a direct-to-consumer base. And how is that going to change their model and similar brands going forwards?

AT: Well that's quite interesting, Steve, because I know we're going to talk about this in the next webinar but all of a sudden those influences which you have over a consumer in store, you need to somehow get those influences over them at the point of consumption as well.

SL: Yeah, absolutely. And it changes the dynamic with which brands that have normally relied on that retailer model engage with consumers, you know. They've got to think about that relationship in a very different way. And just building on that as well, there are those that aren't necessarily adapting. So Primark, prior to Covid were very clear that they were a retail first business, a bricks and mortar business, and I think it's fair to say that whether that strategy was right or not, they are certainly suffering the consequences of that decision in the current climate.

AT: In our first survey, Jon has just, still that way, we wanted to ask everybody's opinion. Temperature check, what percentage shift online would you associate with your business since the pandemic broke in March? We'll share those, Jon's going to share the results of those as quickly as possible.

SL: Cool. And, but, oh sorry. But if you, if the theme of what we're talking about today is how taking a step back and reviewing your ecommerce and your digital interest, that is a big word and that is a big whole topic to be discussing.

Here we have a traditional sales funnel from review, reach, communicate, convert and measure, and sitting underneath there, there are a range of different digital disciplines that apply. And what we find, certainly, is that funds rely on a real disparate range of ages just to manage all of that digital online infrastruture.

So you might have a social media agency, you might have an SEO agency, you might have more of a media agency doing PBC and adwares and equally, you might have a direct email campaigning agency in one-to-one marketing.

AT: That's a direct conflict, Steve, isn't it? With you and I as consumers, we want the least fragmented approach, make it as easy as possible, appeal to our likes as much as possible and yet the model isn't set up that way at all.

SL: Yeah, it's almost as if you've been looking at my slides, Alan, 'cause that's exactly my next point in that, exactly to Alan's point, really, that you have agencies that are managing very siloed views of the relationship that a brand has with its customer base. But consumers don't think like that. Consumers think about you as a brand in its entirety, and how their experience, they want a consistent experience across channels and for you to recognize them and to communicate to them in a very relevant way.

AT: Ah, here we are, the results are in. What percentage shift online would you associate since the pandemic broke in March. That's scary, isn't it? So we've got the highest percentage there with 39% of you voting. Well you've all got to press the buttons. There's more people on this call than there is on those votes there. But even so, you can see the percentage moving online is quite significant. Certainly enough to destroy margins.

SL: Yep. Okay, and so before we sort of jump into how we respond to this changing emphasis or this greater balance between online and physical, one of the things that we consistently see is digital technology has really grown at pace. So you have things such as programmatic and there are really smart technologies about creating digital campaigns in a very efficient way.

But as the title suggests here, your online marketing is only as good as the data that drives it. And so for instance, all of that anonymous browsing data which the minute a session has closed down is lost.

There was gold in that and understanding even if you don't know who the individual is, understanding how that device is behaving online and what it's looking at on your site and just having the ability to capture that, then you attain it and use it for future decisions moving forwards.

Equally understanding me as an individual and how I behave across different devices. I know personally my browsing behavior is very different on one device versus another. So that might be driven by time of day, but if you can start to join that together, you can start to get a very different view of me and make very different decisions.

And just building out on that as well, how I as an individual behave across different platforms and understanding how I do that as well. All of those may be touchpoints that I have with your brand. And typically, online marketing starts with a very thin view of me as an individual rather than recognizing--

AT: I suppose a simple view, Steve, you know, when we're at work, just knowing what someone's job is and what they do at work is kind of okay, but likes a whole lot nicer and they tend to like people more when you've got a better view of their whole life.

SL: Yeah.

AT: And you can have a better conversation.

SL: Yeah, exactly. That's what we're talking about is conversations. And conversation is only interesting if you have both people engage in that conversation and it's relevant and interesting to both parties. And so just to bring that to life a little bit more, what I wanted to just give some examples for is just recognizing the different ways in which a consumer engages with you.

So you might have an individual that's is at your Facebook page and then they click on a link ad to your Facebook page. Equally, I might look at an Instagram ad and engage with that in some way, shape or form.

You might be delivering an email communication to an individual and I might click through and onto your website from that. Or alternatively, I might just organically, naturally go to your site, I might abandon a cart, I might leave a page naturally, or I might push through to order.

And you can start to see how adjoining all of these things together gives you a much richer view of me as an individual and helps that conversation become much more two-way and relevant to both parties. And so at this stage, I'm going to talk through, I'm going to hand over now to Dave who's going to give you an overview of how we respond.

AT: So before we do that, Dave, can we just, we thought we'd just ask again, ask the audience in the Who Wants to be a Millionaire? columns, how sophisticated is your targeting approach online right now? Is it just anonymous? Is it tailored to profile groups? Is it addressable to individuals? Or is it actually dynamic, real-time interaction. We're talking serious percentage points difference in the performance between these different things. So yeah, it'd be really interesting to see what everybody's doing now.

DJ: Thanks, guys. So yeah, as Steve mentioned, we're going to talk through how we view intelligent data and digital and how we would look at influencing that. We're going to run through a few examples.

So running through an example of a typical user journey on a website and show you how Intelligent Digital can both enhance the journey for the user and also create efficiencies at the business level.

So let's start with an anonymous interaction on a web page. We can see on the right hand side, we have a user here who's viewing sunglasses on their iPad. Traditional tagging measures such as are going to allow us to track the pages that the user views and we can see what their interests are based on that. This information is being passed across to us to store this against the site visits on the device ID.

What this allows us to do is to perform some real-time retargeting on social channels like Facebook with relevant content based on that viewing behavior. So this is all fairly typical standardized stuff that can be done with anonymous site visits as it's done so, so far, so good.

But what about when the same device accesses the website later on in a separate browsing session at a different time of day?

We can see from the information that we're gathering that it is the same device accessing the website. But at this stage, they are still anonymous to us. With Intelligent Digital, we can perform a process known as stitching.

This is where we take the previous anonymous viewing activity from the same device and attach lists to the new session. This means we can start to serve content that is relevant to the user based on that viewing history but as soon as they land on the site.

Here you can see our user is being recommended to sunglasses that were viewing on the first site visit as soon as they land on the site on their second visit. The additional information we're gathering from repeat visits continues to build that user's profile and allows for retargeting ads to be more and more specific to the products viewed across each anonymous session.

Now let's say the user identifies himself to us, either by signing up or signing in with their email address. We now know who that anonymous user is. You can see here on the right hand side, our user's got the contact from in front of them, ready to fill in their details.

We can continue that process of stitching the data gathered from their anonymous visits and now we can associate it with and email address that the user has entered and we can continue to do that throughout the rest of their journey on our sites.

AT: So Dave, Dave.

DJ: Yeah.

AT: Were talking about a frictionless online experience where, I mean, you know, when we're signing up to things, answering a whole pile of questions is something we just hate to do. We want to just give them bare details that are required to complete the transaction that we're doing. What you're saying is this is a way of getting a much richer view of someone at the moment they're signing up without them having to fill in a whole pile of forms?

DJ: Exactly that. So rather than having to rely on the user giving back your answers to what we're asking them in the from, we can instead take the actions that we can see that they're interacting with our website and use that information alongside their identified email address to from a much richer profile of that user.

SL: Sorry, Dave, sorry. just back on the previous slide. So further to this, once we've got that email address as well, what it allows us to do is to start matching back to your customer data files that you hold as well so what we can do is start to enrich the user's profile even further with data such as previous browsing history or even purchase history.

So as well as being able to enrich content and drive greater site personalization based on that digital information, we can also match it to their marketing consents and start to follow up to them on different channels such as email. So we can see here, our user's been sent an email full of relevant content off the back of their sign up in their previous site activity.

DJ: So here we see on the right hand side, the user's back on our website but they're not on their iPad this time. They're on their mobile. So traditionally this can cause issues if we are losing the original device ID against the session. How can we join those two up?

From our previous activity that I've gone through, we've built up a pretty good profile of the user. We know their anonymous activity, what sort of pages they viewed. We've been able to stitch that to the customer data that we currently hold against them.

We've got a full view of that browsing and purchase history. But now that they've logged on by another device what we can do with Intelligent Digital is identify that login against the email address and continue to stitch the user profile together taking all those learned browsing behaviors across all devices relating to that known user profile and purchase history.

This information can help to ensure a consistent retargeting approach across all devices and help to create a more efficient and cost effective media spend. Throughout this entire journey our user would have been presented with learned timely content designed for them based on their interests.

AT: So we direct their feelings and their likes around, you know, "I need some sunglasses", but we're actually putting the things they like in front of them which is, you know, that's gold dust, isn't it, in marketing?

DJ: Yes, it's definitely a thing that the customer dictate what you are presenting to them. It's going to drive much, much richer optimization and personalized experience for them.

AT: That's right, how risky is your targeting approach? Here we are. Actually, that's very impressive that we do have 57% of people saying "We run campaigns to address an individual." So that's good, but actually, that still leaves no one doing completely dynamic real-time interaction which is where the best in class are now. And actually 40% who still are at the sort of less advanced stages of it so there's definitely room for improvement and opportunity to win more sales.

SL: I think that just before we jump on to the next slide, I think that the key point for me here is that what we're calling out here is a stage that often gets overlooked as we go towards online retargeting and marketing.

More often than not, the data collection is a function of the technology that you use rather the thinking about that and how you maximize that really deep view of an individual. So for instance, a lot of retargeting would just be done at that stage one. But if fails to remember me when I've gone on and visited the same site again and again and again whereas we are building our data layer up.

And equally, me as an individual, knowing how I engage across different devices is really, really important and more often than not, we're making decisions based on a very, very thin view of an individual. So we're trying to create here almost the equivalent of a single customer view that you traditionally associate with not necessarily online channels but the database that drives things like email communication or all of your direct mail.

This is almost getting to that same principle in a purely online environment.

DJ: So to that point, we've looked at what a user journey might look like. But let's look at how Intelligent Digital can play a role So the first stage of the funnel, we're looking at reach. So what is driving business to your website?

Traditionally, mechanisms will be built around programmatic ad buying on inferred user profiles. An example of this is a display ad that you have bought to serve a broad demographic.

On the next couple of slides I'll look to show you how we can target users at an individual level at this stage of the funnel and how this complements the Intelligent Digital approach. So, the world's been moving away from third party data sources, and inferred, programmatic approaches to display.

Casting your net far and wide using this approach will increase your reach, but can also lead to wastage as many of the users that you are presented to aren't in market at this moment in time or are the right audience for your brand. By focusing on first-party opted-in data, we can regain control over who we are targeting and what we are targeting to them ensuring that the right messages are reaching the right people and most importantly at the right time.

We harness an extensive publisher network to do this which allows brands to run dynamic display and social ads using their own opt in and privacy statements. Users engaging with those ads will pushed through to customized landing pages that provide a clear value exchange encouraging them to sign up.

From here the Intelligent Digital approach will kick in. And we will follow their journey on to the site and their activity throughout.

AT: So what you're saying here, Dave, is that we've got a moment here where, I think, you know, just seeing our quick survey of every audience on this call here, and we've seen from the WARC research that a moment where ecommerce is up to doubling, this is a way of getting out there and capturing some of the activity that's going on with people who may be less familiar with your organization.

And actually, you know, it's kind of "Act fast, act now" opportunity and it's a way of making sure that they get through that hurdle of signing up to an account so you've more chance of keeping them long term and you've got GDPR compliant data. Is that fair?

DJ: Yes, definitely so. And what it also allows, Alan, once we have that sign up, it give you the real-time opportunity to start to create that detailed view of the email address that signed up by combining the supplied profile information with their real time browsing data as well so you get a much richer picture of that individual.

AT: More to the point is you take the friction out, don't you? You're using that data and information really fast which is exactly what you and I want.

DJ: Exactly that, yeah. So this detailed view of the user that we're building by gathering in real time can be used for further profiling but it will also be used for campaigning across multiple channels.

So it gives us those instant opportunities to personalize their brand experience consistently across all consented touchpoints. So we've discussed how once user lands on your website, traditional methodologies can start tracking the pages they visit and where provided by search engines it will give us basic demographic information such as gender, age, location, et cetera.

However, without a clearer picture of the individual, conversion rate optimization can be more challenging. Through Intelligent Digital we can help to create a 360-degree view of the user and help drive those timely, relevant and personalized content.

So we've looked at how content can be displayed and optimized for the individual.

What this slide gives you is a view of the behind the scenes processes that are enabling this, both on an anonymous and identifiable individual level. So on the left hand side, we have the more traditional approach where, going back to our sunglasses example, where a user views the sunglasses and a rule-set determines that they should be served follow up content of sunglasses.

You can see this on the right hand side. So we can see how by gathering more and more data allows us to perform much richer and much more context decision making around what content is served. So it empowers us to create more personalized decisions and recommendations. The real time browsing data, again, combines with other data sources to give the view of the user, and having conditions of rules applied to it that will inform what dynamic content is generated.

AT: Dave, what does that action mean in practice? What does that look like?

DJ: Good question, Alan. So the next slide gives you more of a real life view of what that actually means. So again, on the left hand side, we have our sunglasses example and this is the more traditional approach. A view of, I'm sorry, a user has gone on to our website and browsed the sunglasses page.

There is a simple rule on the back end system here which will determine they've looked at sunglasses. Let's promote sunglasses to them again. And you can see that's been applied here by a "you might be interested in" based on their recent page views. On the right hand side, we have someone who's viewed sunglasses but along side that, they've also viewed suitcases and they've also viewed sandals.

And this has occurred across three separate browsing sessions. From this, we're able to put in place more complex rule-sets and we can infer that the user is interested in holiday and travel based on those interests that they've identified through their browsing history.

This allows us to lend due to real time. It starts to serve up holiday and travel content to them across their website visits promoting those identified products and pushing them to pages that are heavily linked to that content.

AT: Actually, that is quite strong, isn't it, 'cause you're literally taking the friction away.

DJ: Again, it's all leading to the frictionless approach. They are telling us what they want to know and what we're hoping to serve through this is about frictionless way of serving up their interests to them. So the final stage of our funnel is probably one of the most vital really, is how we measure this activity for effectiveness.

With Intelligent Digital we are looking to move beyond a traditional Google Analytics led quantity over quality view of the data. We can show that traffic is being driven to a site but what is happening to it when it lands on the site? And what does this mean for our business? So on this slide here, we have the more traditional approach. So like I've said that kind of Google Analytic led approach.

So traffic sources are captured, and where possible they're being complemented by basic demographic information provided by the search engine. We will track the page views, site exits and drop offs for example.

For those who convert, we are able to assume an optimized site journey at a broad site level. But this doesn't give us a detailed view of how different types of individuals are engaging or converting differently. So with Intelligent Digital we aim to go beyond the sort of traditional. We need to take the traffic source, the basic demographic information and the information from page visits.

We go further than this and we turn this information into real time segmentation and personas that allow you a view of you optimized funnel individual level rather than a generalized view of your entire site.

AT: What's happening here then is your, you know, we're all very familiar with this segmentation and analytics set behind traditional CRM is that you are able to take this to the digital world in real time so that we're not just serving up at a blanket level.

DJ: Exactly that and I think that real time element is key to this, Alan, linking back to the frictionless approach we've talked about. We don't want what we are learning about the individual to take effect a week later when they return to our site. We want that to take impact straight away. So that real time, back end learning and profiling is driving the content in real time and influencing their decision making whilst their active and live on site. It's a very important aspect, I think.

AT: Huge.

DJ: So what we can see now is that digital presence has been driven by the individuals receiving the personalized experience which will hopefully lead to a much richer experience not only for the user but also help to drive that optimization of conversion.

AT: And presumably, on operational level, this is good as well because if I was a marketeer and I've gotten this set up, I mean, look, we're all being asked to do more for less. We know that teams are stretched in terns of numbers of people in the team and budget available.

This sort of technology allows you to deliver that personalized, nice frictionless experience with less interaction from you. So it actually sort of gives you the information to put you in control whilst freeing you from the heavy lifting of trying to do all that offline analytics.

DJ: Exactly, the key to this measurement piece is that the profiles and second stone personas that we're putting in place can learn from the activity that is feeding them and can grow with that. And so we're constantly enriching the process and learning about the different journeys that our individuals are taking.

AT: Oh, here we are. So Dave, Pollster Jon is up with his final survey and we thought we'd take this to education level. So how do you think you, how intelligent, based on what you've seen here, is your current digital set up? Primary school, secondary school, A level, bachelor's degree or master's degree? And we are going to wait for that for a moment.

So I think we are heading towards the end of our session. Thank you, Dave. Thank you, Steve. So, you know, we really are in a winners or losers situation at the moment in that, as they say, ecommerce may double its share which we are expecting to be sustained, WARC, that's going to make it incredibly important for anybody who is a retailer or sells through retail to get their ecommerce right.

And the good news is it is a unique opportunity for brands to deliver intelligent retail and genuinely get a head start over your competition. But it is a "Take action fast" thing. For except it's actually going to be quite hard to catch up because those barriers of online sign up have disappeared and if someone else is delivering intelligent retail than why would a consumer go elsewhere unless your pricing is, you know, the hygiene factors of pricing are completely wrong.

Interesting at the moment. Everybody is at A level standard at the moment with one person saying that they have a master's degree. I'd love to know who that person is because it's always great to hear stories of successes and what you're doing and what your brand's doing there.

So look, it's amazing opportunity at the moment to get ahead of the crowd and it's very easy to see the current situation just with all the negatives but actually it is a unique opportunity so I would encourage anybody who is looking at, "How can I do more with less? "How can I capture more spend "to actually strongly look "at this Intelligent Digital approach?" We are going to continue.

By the way, you can talk to us any time about that. We're very happy to have an off-the-record, no obligation conversation just to tell us a little bit about where you are now and we can say, "Well okay, here are the options "that you might want to pursue going forward." And you can take those and either run with those with us or you can run with them on your own but it's those conversations we're always open to those.

Next up, we're going to be exploring the more physical side of retail and the new rules that govern omnichannel retail success. You know we know social distancing has adapted our behavior and it's looking like attitudes will continue after the pandemic, at least for a while.

Well at least that's what I'm telling people I don't like.

We're more cautious about returning to public spaces, including bricks and mortar and shopping centers. We've got a heightened consciousness about health and hygiene, touching, trying things on.

Result? In stores going to have to change. Point of sale fixtures may need to work for no-touch retail. Increased online means overcoming the absence of point of sale fixtures to persuade people to try new things for example for a large percentage of us. So how can we sell at the point of consumption? And what is the best mix of omnichannel offering for 2020? Which levers should brands and retailers be pulling right now?

So on the 18th June, Emmeline Kite, our global strategy leader will be sharing the answers to these challenges, accompanied by her chosen cast of experts. So that's the 18th of June at 10am. The registration form will be on our website and in your inbox very shortly.

My thanks to Steve, Dave, Jon and to you for joining us this morning. And well look, do get in touch if you'd like to discuss any of the things that we've outlined today. And we look forward to seeing you on the 18th of June. Now I wonder if we've got any Magnums? Bye.

The speakers

Speaker One image

Steve Lowell

Global Director of Insight and Data

Steve has over 20 years’ experience in data and analytics, working both client and agency side. He leads our data offering, as well as delivering analytical solutions that drive value for clients.

Speaker One image

David Jones

Head Of Professional Services

One of Indicia Worldwide's longest-standing members, Dave is passionate about all things digital marketing and delivering great digital for clients. He's the brains behind complex CRM and campaign delivery for the likes of Nissan, The Very Group, and ITV.

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