Meet Our Exhibitors: Ucraft's Founder Gev Balyan
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As we prepare for another year of industry collaboration, Gev Balyan, Founder of eCommerce website builder Ucraft tells us what he’s looking forward to most from eCommerce Expo and Technology for Marketing this year and why the shows are so important in bringing people together.
What industry trends are you looking forward to seeing at this year’s eCommerce Expo and Technology for Marketing?
The new eCommerce trend that I am looking forward to seeing at eCommerce Expo UK 2024 is the very deep integration of AI into the eCommerce page experiences. The old-school CTA buttons, for example, will trigger AI assistants to guide the users along the checkout experience. AI experience builder platforms will integrate deeply into web 2.0 websites, analysing customer flows, and adopting website layouts and even marketing offers on their own for better conversion. The product browsing process will be recommendation-based, catering to website visitors based on many factors, including but not limited to demographics, behavioural, environmental and more.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
Success in the peak season will require strategic flexibility, robust technology, and a strong focus on customer experience and support. eCommerce retailers will face significant challenges heading into Q4 2024, including economic uncertainty, supply chain disruptions, and last-mile delivery strains.
What is most exciting to you about the eCommerce and digital marketing industry right now?
The rapid pace of innovation and the increasing use of technology to create highly personalised and immersive customer experiences is what excites me the most. The integration of AI and machine learning is enabling businesses to deliver more targeted marketing, predict consumer behaviour with greater accuracy, and optimise operations in real-time. Additionally, the rise of augmented and virtual reality (AR/VR) in eCommerce is transforming how consumers interact with products online, making the shopping experience more engaging and fun.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Marketing increasingly relies on technology for data analytics, automation, personalisation, and customer engagement. Events that bridge the gap between tech and marketing enable companies to forge partnerships that result in more integrated and effective solutions, combining technical expertise with creative marketing strategies.
What’s the best piece of advice you would give to new people joining the industry?
Focus on delivering value at every touchpoint, providing excellent customer service, and creating a brand that resonates. Long-term success comes from repeat customers who trust and connect with your brand. Finally, leverage technology wisely. Choose tools that streamline operations and enhance the customer journey, without overcomplicating things. Whether it’s automation, personalisation, or data analytics, the right technology can give you a competitive edge.
Meet the Ucraft team on stand K30:
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