This talk deals with two contentions. Firstly that e-Commerce has to date been easy, simply requiring the building of infrastructure to deal with a channel that has inflated naturally. Growth for mature online businesses is now becoming harder to achieve, requiring the application of active online retailing skills to create incremental sales. And secondly that multi-channel retailing is fundamentally changing online KPIs. Channel orientation has to evolve to customer orientation with brands and marketing campaigns executed and evaluated holistically, challenging return on investment attribution models. I’ll describe the skills and tools needed to meet these challenges and how Lakeland is adapting its digital and offline retailing to be a “Modern Shopkeeper”.
About the speakers
Tony Preedy, Marketing Director, Lakeland
Tony Preedy has been a marketing professional in the Home Shopping Sector since 1991. Today he focuses on using direct marketing and advertising to build brands and to provide tailored services that delight customers.
Tony is now Marketing Director at Lakeland, one of the UK’s leading home shopping pioneers and now a genuinely multi-channel retailer. Before joining Lakeland, Tony worked at Otto UK as Marketing Director and held various roles within the Shop Direct Group, including Brand Director and Director of Targeted Marketing.
Tony’s specialisms include brand building, digital & database marketing, analytics & campaign management as well as E-commerce & Retail marketing.