Brands that succeed in 2024 are likely to be those that connect brand and customer experiences seamlessly, digitally and physically in everyday life: at home, in play, in retail, and more. Faced with “uncomfortable” new and emerging tech, platforms and practices, from AI to TikTok to Social Commerce, brands often struggle with connecting customer experience – and how to define success. 

Debbie Ellison, Global Chief Digital Officer, VMLY&R Commerce and Emma Watkinson, CEO and Co-Founder, SilkFred explore opportunities for brands.

Key Insights:

1. Seamless Integration is Crucial: Success in 2023 demands a seamless blend of brand and customer experiences across digital and physical domains.

2. Tackling Tech Challenges: Brands grapple with emerging tech like AI, TikTok, and Social Commerce. The session addressed the struggle to connect customer experiences amidst evolving technology.

3. Winning Strategy: Watkinson shared SilkFred's 11-year journey, centred on operational excellence and AI integration to guide customers through choices.

4. Workforce Empowerment for Improvement: SilkFred prioritises empowering its workforce to understand customer data, encouraging curiosity and driving incremental improvements in customer experience.

5. Adapting to Challenges: Acknowledging a 70% drop in dress searches, Watkinson advised brands to focus on controlling what they can.

6. Maximising Margins Smartly: Brands must maximise margins without compromising customer experience, eliminate unprofitable products, prioritise quality over discounts, and adapt strategies to changing consumer needs.