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In this episode of the Inside Commerce podcast, James Gurd interviews Seb Villien, the Digital Director at Smythson, discussing the nuances of customer experience and personalisation in the context of luxury brands.

They explore the differences between high street fashion and luxury retail, the importance of user experience, and how Smythson enhances customer service to drive revenue.

Seb shares insights on the role of AI, the significance of empowering customer service teams, and the strategies for measuring success and fostering customer loyalty. The conversation also touches on the challenges of internationalisation and localisation in delivering a consistent brand experience across different markets.

Key takeaways:

• Customer experience is crucial for luxury brands.
• Smythson focuses on storytelling in their collections.
• Post-purchase experience is key to customer satisfaction.
• AI is used to support, not replace, human interaction.
• Customer service can drive revenue and loyalty.
• Empowering teams leads to better customer experiences.
• Personalisation is essential in luxury retail.
• A thorough recruitment process is vital for customer service roles.
• Internationalisation requires balancing global brand consistency with local adaptation.
• Technology should be maximised before seeking new solutions.

In this podcast, Paul Rogers interviews Philipp Mensch, head of growth at Luca Faloni, an Italian premium menswear brand.

We explore the brand's recent replatforming to Centra from Shopify, focusing on the need for a scalable and flexible tech stack to support international growth.

Philipp shares insights on managing internal resources during the migration, the importance of internationalisation and localisation, and the brand's commitment to a direct-to-consumer strategy.

We also explore the omnichannel experience, customer services, and the evolving approach to loyalty programs, emphasising the need for a unique and engaging customer experience.

Philipp also provides his thoughts on the future roadmap for Luca Faloni, highlighting the focus on continuous innovation and improvement in the omnichannel space.

Key takeaways:

• Luca Faloni focuses on high-quality, timeless menswear.
• The decision to replatform was driven by international growth needs.
• Centra's headless solution offers flexibility and scalability.
• A hybrid approach was used for resource management during migration.
• Localisation includes language, currency, and seasonal content adjustments.
• Direct-to-consumer strategy is prioritised over wholesale.
• Omnichannel services include endless aisle orders and gift cards.
• Loyalty programs aim to create brand ambassadors, not just transactions.
• Integration of loyalty with CRM enhances customer experience.
• Future plans include improving omnichannel logistics and communication.

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Paul Rogers speaks with Anton Johansson, founder of Grebban, about the evolving landscape of ecommerce design and branding. They discuss the importance of creating a compelling brand experience, the shift towards investing in creative over development, and the role of AI in enhancing customer interactions.

The conversation also touches on the significance of community engagement, the impact of dopamine culture on design, and emerging trends in ecommerce. Through case studies like Djerf Avenue, they explore how innovative design can drive customer loyalty and conversion.

Key takeaways:

1. Investing in creative is essential for brands to engage customers.

2. Ecommerce design should focus on brand experience, not just transactions.

3. AI will significantly change the shopping experience in the future.

4. Community engagement is crucial for building brand loyalty.

5. Dopamine culture influences how users interact with websites.

6. Design subscriptions offer a continuous approach to creative needs.

7. Personalisation will become more advanced with AI technology.

8. Static websites struggle to retain user attention; interactivity is key.

9. Using two agencies can enhance both creative and technical aspects of projects.

10. Emerging design trends emphasise community and interactive elements.

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