Meet Our Exhibitors: SCAYLE's Craig Smith
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As this year’s eCommerce Expo and Technology for Marketing comes to a close, Craig Smith, Country Manager UK & Ireland at enterprise commerce platform SCAYLE, shares his insights on the hottest trends in eCommerce and marketing and offers advice for newcomers entering the industries.
What industry trends excited you the most at this year’s eCommerce Expo and Technology for Marketing?
Applying LLMs to enhance personalisation is certainly one of the hottest topics in the industry this year. The potential for AI-driven personalisation to revolutionise the e-commerce landscape is immense. While the implementation of AI in eCommerce is still in its early stages, it's exciting to see how vendors are starting to place it at the core of their product development strategies. I was particularly interested to learn more about the transformative potential of conversational search powered by AI and discuss with experts how it can evolve into genuine consumer interactions.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
Competing for a smaller share of wallets with increasingly lower marketing budgets is one of the big challenges brands and retailers will face. Particularly, those companies that have not effectively leveraged their first-party data will struggle even more to attract shoppers in the light of new international players emerging in the market. The commerce landscape has never been as competitive as it is now, and customer acquisition is getting even more expensive. To break free from this downward spiral, brands and retailers should carefully review their customer data strategy and integrate all touchpoints into one unified experience across all channels – optimised for profitability.
What is most exciting to you about the eCommerce and digital marketing industry right now?
The impact of LLMs on many retail categories will fundamentally transform how consumers search and discover products. A new way to interact with shoppers will allow brands and retailers to steer their buyer’s journey with hyper-personalised conversations towards increased profitability. We’ve discussed the potential of AI and how to implement it for almost two decades; now, we can finally witness its application and how it accelerates innovations needed to stay ahead of the curve in a fast-changing market. Conversational search stands out to me as a promising example of this development. Brands will soon be able to recreate real-life conversations digitally, boosting customer engagement, satisfaction and brand loyalty.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
In recent years, there has been a significant shift towards remote work and virtual meetings, leading to fewer opportunities for face-to-face conversations. People simply spend more time at home, which is not bad but does make a difference when it comes to exchanging ideas and discussing new industry challenges spontaneously – maybe even outside of your comfort zone. I love broadening my horizons by meeting experts and having conversations on topics I might have never anticipated. As the largest eCommerce show in the UK, the eCommerce Expo has positioned itself as an essential platform for industry professionals to connect and engage in interactions that will impact your market perspective.
What’s the best piece of advice you would give to new people joining the industry?
Use all the fantastic content available for free from vendors, the wider web and YouTube. Go to events. Connect with the ecosystem. Reach out to young tech companies highly dependent on bringing innovation to the market to survive and thrive – those companies that will make a difference. In the first few years, it’s all about learning the nitty-gritty details of growth strategies and meeting people. After that, it’s still about learning and meeting people, but you’ll be able to leverage your expertise.
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