LONDON — That old adage about the customer always being right rings true for many digital companies that are putting the customer at the center of all that they do — and getting results.
Direct-to-consumer sales were the focus of a Shopify conference, Commerce+, in London this week as brands took to the stage to speak about the importance of putting the customer first and finding personalized marketing solutions.
“Commerce is changing faster than we’ve ever seen before, the growth of direct-to-consumer particularly has been incredible to watch. We’re seeing brands that are very young actually growing at incredible rates and in many cases past more of the traditional retailers,” said Shimona Mehta, head of EMEA at Shopify, the online commerce platform.
Jennifer Heath, e-commerce manager at Linda Farrow, said that putting the customer first has helped the eyewear brand to grow.
“We’ve tried affiliate marketing, and that hasn’t worked the way we hoped, what did work was direct mail and understanding that our customer, who will pay a premium price for our products, appreciates getting look books,” she said.
Candice Chan, director of e-commerce and digital at Hourglass Cosmetics, said listening to the consumer has helped the company find the right marketing approach.
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