Meet Our Exhibitors: James Brooke, CEO, Mapp
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What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
We’re seeing Agentic AI rising at spectacular speed and brands struggling to keep up with the shift. AI searches for products differently and adding channels to the marketing mix don’t move the needle. Structured and rich product data in the language of the customer is becoming the driving force behind discovery, conversion, and profitability. We’re hoping to see more brands ditch generic keywords for customer-first attribution that makes their products easier to find, buy, and love.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
The biggest challenge? Cash stuck in inventory. The sector’s working capital days have increased by +15.7 since 2019, choking margin and cashflow. Retailers are growing top-line but giving margin back in markdowns and overstock. It’s not a traffic problem - it’s a data problem. Q4 winners will be the ones who use structured, enriched product data to match demand faster, reduce returns, and optimise sell-through. That starts by treating product attribution as a revenue engine, not an afterthought.
What is most exciting to you about the eCommerce and digital marketing industry right now?
It’s becoming clear that better data beats bigger budgets. What’s exciting is the shift toward insight-led marketing and product structuring, where retailers can reclaim lost margin simply by understanding and describing their products the way customers actually think. The best brands are achieving EBIT margin gains and cashflow improvement without spending more. They’re just using their data better. We’re watching retailers go from guesswork to growth by investing in rich attributes, smart substitution, and insight-first decisioning.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Because most brands are still leaving a lot of money on the table without even realising it. We see a cash and data problem. Events like this help leaders see how the top retailers (like Hermès, Inditex, Deckers) consistently outperform by getting one thing right: cash velocity powered by great data. Sharing these stories helps others shift focus from shiny tech to the operational reality of turning stock into cash faster with fewer markdowns.
What’s the best piece of advice you would give to new people joining the industry?
Follow the money - and know that bad, inconsistent data is your biggest factor for revenue loss. You can have the best products, best campaigns, or biggest budgets, but if your product data doesn’t reflect how customers search , discover and shop, you're burning margin. Learn early how structured product attribution, segmentation, and inventory-to-cash discipline drive real results. Fashion is fast, but data-powered decisions move faster.
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?
Tammy Girl, reimagined with structured data that gets Gen Z. Think product attribution that speaks TikTok’s style language, tight price ladders, and a discovery experience that feels like a curated scroll, not a clunky filter. But here’s the kicker - behind the nostalgia is a machine built for speed: short inventory cycles, instant sell-through data, and dynamic substitution logic. No more clearance racks. It’s growth through data discipline, not hype alone.
Don’t miss Mapp CEO James Brooke at eCommerce Expo as he hosts “From Clicks to Context: How and Why Structured Product Data is Redefining the Future of Retail”, a must-attend session revealing how leading brands are using enriched, customer-language data to unlock discovery, personalisation, and profit.
Date: 24th September
Stage: The AI-Powered Marketing Stage
Time: 1.15-1.40pm
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