Technology for MarketingMeet Our Exhibitors: Ben Jackson, Klaviygo, MD EMEA
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What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
This year, I’m excited to see AI personalisation go from hype to reality. The big question isn’t whether AI will be used, it’s how brands will embed it into everyday workflows. I expect to see more retailers adopting predictive AI to anticipate customer needs, generative AI to scale creative testing, and conversational AI to reimagine service experiences. I’m also eager to see how brands connect channels—email, SMS, social, and in-store—into seamless customer journeys powered by smarter, data-driven AI.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
Retailers face continued pressure from economic uncertainty and cautious consumer spending. Rising acquisition costs make customer retention critical, while supply chain and fulfilment challenges remain peak-season risks. Standing out in the noise of Q4 requires more than discounts. Retailers that win will focus on retention, personalisation, and cutting through the noise with relevance, not just discounts.
What is most exciting to you about the eCommerce and digital marketing industry right now?
I’m inspired by the shift toward consumer-driven commerce. Shoppers now expect authenticity, transparency, and personalisation and brands finally have the tools to deliver. The combination of data-driven insights and creative storytelling is making marketing feel personal and human again. Community-led commerce is also gaining momentum, with customers becoming advocates, not just buyers.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Bringing the industry together is vital. Retailers and tech partners face similar challenges, these events create space to share ideas, solve those challenges, and spark innovation. No one brand can solve ecommerce alone, collective progress accelerates when we share insights and experiences.
What’s the best piece of advice you would give to new people joining the industry?
Stay curious, test constantly, and embrace learning. The best in this industry learn fast, adapt, and put the customer first. Above all, remember the core of ecommerce is the customer relationship. Technology is only valuable when it drives genuine customer value.
If you got the chance to reboot any ‘90s or 2000s brand for 2025 eCommerce, which one are you bringing back and how are you marketing it?
I’d bring back Blockbuster, not as DVD rental, but as a nostalgic entertainment and community platform. Think curated movie discovery, retro-inspired subscription experiences, gamified loyalty, and exclusive events. Marketing would focus on storytelling, nostalgia, and community building, tapping into both Gen Z’s love for retro culture and Millennials’ nostalgia.
Join us on the 'Future of Digital Marketing Stage' from 12:20-12:45, to learn how rapidly-growing consumer brands, such as Wild, are using Klaviyo to build personalised customer relationships and turn buyers into loyal brand advocates.
Stop chasing transactions. Turn your customers into diehard fans with Klaviyo
Date: 24th September 2025
Stage: Future of Digital Marketing Stage
Time: 12:20- 12:45
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