Myth: Customers always want more personalisation

Personalisation is fast becoming the standard when it comes to retail. Tailored and individualised everything, from marketing to website design, is on the rise, and brands say they’d love to invest more in it – but why? Does it actually achieve the results that businesses think it does? Is it worth spending the time and money to develop customer relationships in this way? Discover what happens when personalisation goes right – and very badly wrong.

• Where should you draw the line with personalisation?
• Why does personalisation work?
• Best practices, tips and examples from real brands

Myth: Email is dead

With communication constantly changing, is email dying – or simply just evolving? Email is far from over and is still one of the best digital marketing tools we have but when was the last time you received a message from a brand that truly caused a reaction? As inboxes become fuller by the day, it’s more important than ever for your emails to make an impact. But how should you go about tackling this to generate results?

• Why email is no longer a one size fits all approach
• The importance of real-time data in writing emails that get results
• How to use hyper-personalisation to maximum effect

Myth: Data should inform every business decision

It sounds great to say a business decision was “data-driven”, but when is data not good enough – and when should you be listening to common sense instead? Brands are becoming increasingly reliant on data as a good indicator of what to do next and what to avoid, but it’s possible to go too far. Are you making the most of the data you have, or is the real path to success getting muddled somewhere along the line?

• Why businesses sometimes rely solely on data-driven decisions
• How to effectively use data to get inside your customers’ heads
• The less scientific information that you shouldn’t overlook

Myth: Customers only care about price

It is easy to focus on price, discounts and free services. But when purchasing a product, consumers do more than simply seek the cheapest option. So, what really matters most: price or customer experience? The answer might surprise you. Discover what makes customers tick when they’re just a click away from making a purchase, and what top businesses are doing now to improve the way they interact with shoppers beyond cost.

• How real businesses are creating positive customer experiences to generate loyalty
• The hidden factors outside of price that matter more
• Best practices, tips and examples from real brands

Myth: Has the high street changed forever?

We’ve been hearing about “the death of the high street” for years – constantly in the press and unfortunately sometimes witnessed in real life. And the events of 2020 have continued to challenge and alter the world of brick and mortar retail. Is there still a place for physical stores or should retailers go 100% digital?

• The real impact of COVID-19 on the high street
• How local businesses can win big with bricks and mortar stores
• What businesses should be doing to get both on and offline interaction right

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• Connect new ideas with business realities
• Design and deliver personalised world-class expriences to customers at scale
• Attract new customers and reinvent customer loyalty