The Ecommerce Club team came together last week with some of the most interesting retailers currently on the scene for another Working Lunch discussion at the private room at Pescatori Restaurant in Charlotte Street, London.

We had the pleasure to hear from Meyar Sheik, CEO at Certona about how personalisation can increase a retailers' revenue, strengthen the relationship with consumers and improve customer loyalty. The audience expressed their interest in sensitive issues such as how to redirect traffic to a retailer's website after basket abandonment and how to personalise not just email communications with the customers but also product suggestions and homepage layout. It was also insightful to see how brands are interested and slightly concerned about creating an effective marketing campaign to target markets like China, India and South America.

Here are some of the key facts that we learned during the day-

- Don't complete the look too early- proposing matching products to the items that the customer is looking to buy can distract them from the actual purchase. The shopping basket page is the best moment to suggest a few items.

- Do person to product targeting not product to product targeting- suggesting products that match one individual's specific preferences based on clicking and browsing behaviour is key and works better in the long run compared to suggesting "best sellers" and products that other customers bought which is what Amazon do.

- In mobile everything needs to work better and faster- you don't want your customer to have to keep on scrolling down to find the products that they want, especially if they have already visited your website from another platform. Make sure that the products that your customer wants are in the top 4 items that appear on the page.

-Engage with the client, keep them entertained- Luxottica found a new way to sell glasses online. Glasses are a hard product to sell on the internet as they are very personal and people normally prefer to try them on. Luxottica asks customers to complete a test that, instead of asking questions about the shape of their face or similar, asks them about their personality and uses this data to suggest the best frame for them. Again, go for a personal approach.

Thank you to our founding partners Demandware, Oban Digital, Greenlight/OneHydra, Salesforce and Certona and to all of our Ecommerce Club guests and members.

To learn more about Ecommerce from the experts' point of view, please sign up to the Ecommerce Club Newsletter and don't miss our next lunch in London on July 16th and in Manchester on July 14th.

LAST CHANCE FOR EARLY BIRD TICKETS TO INTERACT LONDON

On 20 - 21October 2015, Interact London will be descending on the beautiful settings of The British Museum for two days of cutting edge talks from some of the leading thinkers in the UX, IA and Design world. Among the names confirmed so far are the great minds of Anjan Chatterjee, Todd Wilkens, and Steve Portigal. All of the confirmed speakers can be seen here and they will be unveiling lots more in the coming weeks so make sure you keep an eye on Interact London’s twitter for regular updates.

This is your last chance to grab your Early Bird tickets, with the offer available until Thursday 30^th April with two day passes available for just £300* + the usual fees and VAT. Grab yours today, here >>

Ticket cost covers refreshments including pastries on arrival, teas and coffees throughout the day and buffet lunch.
If you have any questions, are interested in speaking at Interact London or would like to discuss sponsorship opportunities, please contact interactconf@nomensa.com or call 0117 929 7333