Meet Our Exhibitors: Sam Theakston, Director at B2 Agency
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With the 2024 eCommerce Expo and Technology for Marketing on the horizon, we interviewed Sam Theakston, Director at B2 Agency, to discuss what he’s most looking forward to at the events and the critical challenges facing eCommerce retailers ahead of peak season.
What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
I am looking forward to learning methods in which brands have been able to implement AI online without negatively affecting the customer journey or service. I’m also looking forward to seeing ideas for personalisation of content online to different customer demographics.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
I think the biggest challenge and opportunity is increasing custom lifetime value for DTC brands. Customer acquisition costs are increasing all the time, so focusing less on just revenue and more on how the customers can be immersed in your wider product offering with returning purchases will turn one-time customers in Q4 into brand-ambassadors.
What is most exciting to you about the eCommerce and digital marketing industry right now?
Social commerce is an exciting space at the moment. Massive brands like Amazon and TikTok are now partnering together to bring social commerce to the forefront. It’s exciting to see what comes from that space as people begin to shop directly from social media to buy new products.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Sharing experiences and learnings is how we continue to evolve and grow as an industry. Bringing together the biggest brands in the eCommerce space together for 2 days is fantastic for giving customers the best possible online experience with brands. It fosters valuable discussions about emerging trends and best practices as well as encouraging new ideas.
What’s the best piece of advice you would give to new people joining the industry?
Learn it yourself. The best learning is in the doing. I started out in eCommerce and strategy by building my own small business online before joining an agency. That gave me an understanding of the foundations of selling online and building websites which allowed me to hit the ground running with a baseline of knowledge when starting out.
Come chat to B2 Agency at Stand J55!
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