Speaking at Shopify x Klaviyo Industry Sessions
I took a giant leap outside of my comfort zone. I was invited to speak at Shopify x Klaviyo’s “Industry Sessions” in London, and after the usual flurry of imposter syndrome and wondering what on earth I could possibly share that others might find useful, I said yes.
The event brought together wellness and beauty retailers for an afternoon of insight, conversation and practical advice. I had the privilege of joining the founder of Only Curls and the Head of Loyalty from The INKEY List on stage, where we shared our experiences and offered guidance to brands working in the health and wellness space.
It was one of those full-circle moments. I’ve worked with beauty and wellness brands for years, both in-house and now as a consultant. But standing up and speaking publicly about what I’ve learned, in front of a room full of people I deeply respect, felt different. It was a reminder that growth often comes from doing the things that make you nervous.
I spoke about the power of customer retention, how to deliver real personalisation, and why a well-thought-out tech stack is crucial for success in today’s landscape. Below is a round-up of the key points we discussed.
How are brands successfully differentiating themselves?
Align with your customer's values: Brands succeed by focusing on authenticity, sustainability, and inclusivity, reflecting their customers' beliefs.
Innovation and transparency: Customers are more informed than ever on ingredients and expect products to deliver. Brands that are winning are focused on efficacy and transparency.
Multi-purpose products: Convenience and financial savviness are key, so brands who create products that serve multiple purposes are leading the way.
How are you thinking about the customer experience today?
Personalisation: Brands need to create a tailored, cross-channel shopping journey to boost loyalty and retention.
Tailored content and AI recommendations: Custom landing page content and utilise tools like Rebuy or Nosto.
Personalised promotions: Offer unique incentives based on where those customers are in their shopping journey with your brand. They don't always need to be a discount.
How does third-party technology improve user experience and personalisation in your store?
My top tips and tech recommendations include:
Centralising customer data: Use analytics tools to gather data from various touchpoints for a comprehensive customer view. You can then make really informed decisions off the back of this.
Interactive quiz tools: Engage customers and improve product discovery with tools like Octane AI that integrate well with Shopify and Klaviyo.
AR virtual try-ons: Enhance personalisation with AR such as shade matching, skin analysis, etc., as seen with Too Faced and Charlotte Tilbury.
Acquisition costs are rising, retention strategy is more important than ever. What are you doing to ensure retention of customers?
Understand customer data: Analyse customer attributes and behaviours to inform strategy.
Have a multi-channel approach: A retention strategy is more than just email. Target customers where they are most active, whether it's email, SMS, app, or offline for example.
BFCM is coming up soon. How and when do you start preparing for it?
Early prep: Begin planning in the summer so all stakeholders have buy-in and clarity on trading plans.
Tech testing: Ensure all tech you're leveraging during this period is fully tested beforehand.
Customer service alignment: Make sure CS teams are aware of trading plans so they're confident speaking to customers.
Stock management: Have sufficient stock (that's in the right place) to meet revenue goals.
Unique offers: Provide online exclusives and added value incentives.
Audience reactivation: It's a great time to reactivate unengaged shoppers, so ensure you're segmenting customers on an RFM (Recency, Frequency, Monetary) model at the very least.
Where do you think the beauty industry is going when it comes to the way consumers and brands interact with each other?
Personalised and interactive relationships: Brands need to focus on real-time feedback and meaningful digital interactions.
Feedback loops: Use reviews, surveys, and online communities for continuous optimisation.
Customer engagement: Foster loyalty by making customers feel valued and listened to to drive business growth.
It was a brilliant morning full of ideas, insight and honest conversations. Speaking at the event pushed me well outside my comfort zone, but it also reminded me why I do what I do. Helping brands connect with their customers in more meaningful, personalised ways is what drives real growth and it’s clear the appetite for that in beauty and wellness has never been stronger.