Services
Ecommerce
Commerce is a game of marginal gains. No one thing will suddenly lift your sales by double digital percentages. However, attention to the details of each user interaction and each user journey and how these can be optimised and influenced will create multiple small gains that can cumulatively have a massive impact on your success.
I’ve worked extensively with:
B2B commerce – I can help you build more automated systems to maximise revenue through your partners, retailers and third parties but also help with customer service and create brand consistency across channels.
D2C commerce – I can help you implement and tune a direct-to-consumer channel that doesn’t cannibalise your retail channels and supports growth into new geographies.
B2C commerce – I can develop strategies for you around personalisation, bundling/cross selling, AI search, PoS contact and marketing automation to increase completion, raise retention and build average order value.
Keywords: Personalisation, Multivariate (ABN) Testing, Search and Merch, Marketing Automation.
Technologies: BigCommerce, Commercetools, CommerceLayer, Sitecore OrderCloud, NewStore, Bloomreach
How I can help:
I can help you understand where your existing processes and platforms can be improved to leverage these small gains, and where necessary, consider additional or alternative platforms.
Marketing Technology (MarTech)
Every touch point with your clients gives you the opportunity to improve your relationship with your customers. Many organisations have multiple systems for each of their interactions (website, mobile app, in store or kiosk) and the information gathered in these systems is siloed, leaving an obscured view of the customer.
Composable SaaS – the idea of putting together building blocks that address very specific elements of the Marketing Stack is a way of breaking down ‘monolithic’ structures and helps create an ecosystem where ‘Best of Need’ components are used.
I will help you understand how through processes or technology you can build a single view of the customer that will consolidate your communication with the individual and improve your relationship and sales
Keywords: Customer Data Platform (CDP), Customer Relationship Management (CRM),
Technologies: DotDigital (Freshrelevance), Sitecore CDP, Power BI, Google Analytics
How I can help:
I will help you understand how, through processes or technology, you can build a single view of the customer that will consolidate your communication with the individual and improve your relationship and sales
Personalisation and Testing
Personalisation and A/B (or ABN or multivariate) testing often fall into the same category and technologies such as Dotdigital or Optimizely can often can handle both. You have three types of personalisation:
Implicit: understanding who a visitor might be and how they match your persona by tracking what they have looked at and engaged in. Then you present relevant results, products or content to them.
Explicit: knowing who a customer is by their login or provision of a key metric so that you can present relevant content to them
Zero-click: Reading a customer based on search terms they have used to get to your site, their IP address (reverse WhoIs lookup) or other techniques.
Testing on the other hand will take either all or a portion of your traffic and present different content (so in that sense its like personalisation). Based on the reaction of the visitor to the content (i.e. did it drive them to a goal) you can select which content performs better.
These are the holy grail of managing your web presence. Its never cheap to implement because it takes process AND people but Statistics show that the positive response to personalisation is significant. I can help you set up the policies and processes, and of course the technology to support. It will positively impact your bottom line.
Keywords: Personalisation, Implicit, Explicit, Zero-click, Testing
Technologies: Ninetailed, Webeo, Sitecore Personalise, Adobe Target, Optimisely
How I can help:
By understanding your persona, I’ll develop personalisation and testing strategies to deliver the right content to the right person to boost your response rates.
Content Management
Content can come from a wide range of sources; it may be generated in house, by third parties or by your users (User Generated Content, UGC). Moreover, it can be used in multiple different locations, both online and offline.
Alignment of messaging and branding, and sometimes localisation of the same language is a challenge. Oftentimes content needs to be produced in multiple locations or cut and pasted between systems that inevitably creates inconsistencies.
Keywords: Content Management Systems (CMS), Content Delivery Strategy
Technologies: Contentful, Sanity, Sitecore XM and Content Hub
How I can help:
I’ll analyse the source of your content and develop workflows and processes to get your content – words, images, videos, to the right device in a timely fashion
Languages and Translation
Every company that I have worked with has had more than one, and often up to 30 languages to manage. Creating timely, accurate and culturally sensitive content across multiple languages and then even across countries that share the same language (even the United Kingdom and the US) requires a process, strategy and of course the right technology. Often the translations will be done by a combination of internal and external translators which requires a solid workflow.
Multi-lingual is also part of a multi-country and multi-site presence and this often requires additional workflows to deal with local nuances that should also cover the imagery and videos you use. It can also play into your domain policy, URL structure and SEO ranking. Its complicated, but I can help.
Keywords: Multi-lingual, Translation memory, workflow, automated validation, domain strategy
Technologies: GlobalLink, LanguageWire, Smartling.
How I can help:
Working with your translation team, external agencies and the right technology I’ll ensure your content is delivered correctly, locally and with sensitivity.
Search
The golden standard for search in most people’s minds is Google. If you have enterprise search on your website and it comes anywhere under this standard, you’re likely to be disappointing your customers. In fact there are solutions out there that can do the job better than Google if they are configured correctly. Why? Because you can manipulate the results to be more relevant for your sector and products than Google can.
Search is a key part of navigation on your site and it requires constant care and maintenance.
Keywords: Personalised results, Machine Learning, AI driven search, Relevance
Technologies: Algolia, SearchStax, Sitecore Search, Coveo, Advanced Search
How I can help:
I’ll look at the search performance on your site and help you create a policy that drives the most relevant results to the top of your search so that you lead your visitors to their goal.
Search and Merch (Searchanising)
Search and Merch is an integral part of creating those marginal gains on your commerce site. Simple prompts such as “10 customers are looking at this” or “2 seats left” creates an immediacy with your visitors and drives them to completion. But better still, driving relevant (personalised) products to the top of the page will draw the attention of a visitor.
Searchandising is proven to incentivise visitors to complete the required action or purchase by creating a sense of urgency. Its often simple to implement, but requires the right strategy and policies to do so successfully.
Together we can look at how we can use simple prompts that are personalised to the visitor that prompts them to take action and off the back of implicit or explicit personalisation, make a purchase.
Technologies: Freshrelevance, Sitecore Discover
How I can help:
Together we can look at how we can use simple prompts that are personalised to the visitor that prompts them to take action and off the back of implicit or explicit personalisation, make a purchase.
Data and Analytics
Harnessing the power of data and analytics, we can decipher actionable insights to optimize your marketing strategies and campaigns. My expertise lies in interpreting data patterns, consumer behavior, and campaign performance, empowering you to make informed decisions and drive impactful marketing initiatives.
Marketing Automation
I can streamline and optimize your marketing efforts by implementing a marketing automation solution tailored to your needs. From setting up automated workflows to personalized customer journeys, I ensure that your marketing campaigns are efficient, targeted, and results-driven.
Search Engine Optimisaton (SEO)
I specialize in technical SEO, addressing critical aspects like website speed, mobile optimization, and site structure to enhance search engine crawling and indexing. My strategies pinpoint and fix technical issues, ensuring your website meets search engine requirements, leading to improved rankings and user experience.
“Working with James gave us a clarity around our processes that we wouldn’t have discovered ‘down in the weeds’”
— Elis B, Pistorum Consulting Client
