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ASK CHLOË ☛ WEB VERSION: https://bit.ly/2ZUTAaC


How can I help you? T


Chloë Thomas is the Author of Amazon Bestseller “eCommerce Marketing”, and host of the award- winning eCommerce MasterPlan Podcast.


Over the last few months I’ve been chatting with retailers of all shapes and sizes and from multiple counties to get to grips with how the pandemic has affected their businesses.


urbulent. That would be word that sums up the experience of all


those I’ve spoken to. Whether sales have gone through the roof, or collapsed completely, everyone is dealing with big challenges that change day to day and week to week.


As Ian Leslie, CMO of Industry West in the USA put it: “Before, if we weren’t hitting ROAS on Monday we’d see how it went for a couple of days before tweaking anything. Now, if it’s not working in the morning we’re tweaking by lunchtime.”


The turbulence isn’t going to end anytime soon.


We’ve got to be more adaptable, ready to pivot to take advantage of new opportunities.


I’ve spoken to companies who have launched new product ranges, temporarily mothballed, switched marketing manpower to neglected social media channels, initiated huge clearances on sale sites, knocked down walls to create more warehouse space(!), and turned off all but one customer service channel.


The potential pivots are endless, and the key to success (or survival) is to pick the right


14


moments to pivot, and deploy the right solutions.


Being successfully adaptable requires 2 things – the data you need to make the right decisions, and a tech platform that enables you to make changes quickly.


The second of these is what we’ve created this column to help you with. I would love to know what eCommerce problems you’ve got that I can help with.


Maybe you’re planning a site migration – but you don’t know what platforms to put on your shortlist? Or you’re not sure what are the key things you should be putting on your ‘must-have’ list.


Maybe you want to make a quick improvement in website performance but you can’t decide whether to hire a CRO agency, buy a better search system, or invest in a full searchandising solution.


Maybe you’ve hit a plateau with your growth and you just want some ideas on how to go to the next level.


Please do send us in your questions and I’ll picking one (or more) to answer in next edition’s column.


Direct Commerce | homeofdirectcommerce.com


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