The Future of eCommerce Event: Round Up
Last week, we hosted a digital marketing event at our Cardiff office – featuring guest speakers from PushON and Lovehoney. The event provided an insight into the future of eCommerce; more specifically on the role of Progressive Web Apps (PWAs) and multi-touch attribution models in understanding the often complex customer journey.
Tim Willis from PushON - Progressive Web Apps
Tim Willis, Head of Ecommerce at PushON, introduced us to the world of Progressive Web Apps – a worthwhile option for those developing a new eCommerce platform. Tim presented this approach as particularly beneficial for those that have both a mobile application and a website. PWAs act like mobile apps with parallel features such as push notifications, offline modes and the ability to add to your home screen without having to go through aggregators like Google Play and the App Store. Other benefits include short loading times, instant updates, built-in responsiveness, robust security and strong representation in search engines. Tim was honest in suggesting that PWAs are not a fit for everyone. For example, they are not recommended for those that need heavily bespoke web features, as this can take longer to develop. Also, support is good in new browsers but not as much in legacy browsers. Tim’s own example of the PushON development for Brandon Tool Hire was a great example of a PWA’s success. The site now benefits from easy navigation and rapid loading time to deliver a superb customer experience.
Simon Boice from Lovehoney - Shifting to a Multi-Touch Attribution Model
Simon Boice, Global Head of Digital Performance Marketing at Lovehoney Group, presented his own experiences of embedding an attribution model migration in a large retail environment.
Lovehoney Group is a large and disparate organisation; with many brands from various geographical regions under one umbrella. When Simon started at Lovehoney three years ago, his remit was to ‘come up with a better way to attribute our marking spend’. Fast forward to today, and Simon’s progress has been significant. The first step in Simon’s approach involved listing all the things that Lovehoney didn’t have to enable good decision-making. He then set about prioritising the problems with a realistic view that if all of the problems couldn’t be solved, then at least solving the worst would be acceptable.
Investing in an attribution platform was the first step on the road to change. An RFP was sent out to all qualifying vendors. Interestingly, Simon pointed out that his RFP was entirely based on those problems, but also included metrics like support and chemistry. When Simon chose Cubed as the attribution platform of choice, he still had to be careful how this was introduced to the business. He presented attribution as the glue that binds all other projects together. He then delivered lunch and learn sessions internally with a view that, if his colleagues understood why Lovehoney was changing attribution then, they would more likely support it. This was pivotal in changing internal perceptions of attribution models, introducing the wider team to a new way of attributing value. Key to the success of the project was to establish a cadence and reporting suite that sees people using their new insights, always reiterating when problems had been solved.
The project has since been a great success, with Lovehoney moving from a last-click attribution model to Cubed. To find out just some of the results achieved by Lovehoney, read the case study here.