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In this ecommerce podcast, James Gurd speaks with Elian Kool, CTO of VUI Eyeware, about their digital transformation journey in the eyewear industry.

They discuss the challenges of consolidating technology and processes, the importance of a phased approach to tech migration, and the selection of the right ecommerce platform. Elian explains why VIU selected Commerce Layer as their platform and shares insights on order management, after-sales solutions, and the role of automation in improving operational efficiency.

During the conversation, Elian discusses the complexities of automating lens ordering processes, streamlining after sales operations, and leveraging technology to enhance customer experience. He emphasises the importance of a unified system that integrates various functions, such as sales, inventory management, and appointment booking, to improve operational efficiency.

The podcast then explores the operational side of the business, exploring how Elian built a lean development team, adopting agile practices for frequent deployments, and utilising data to measure customer satisfaction and feedback.

Key takeaways:

• Digital transformation requires a focus on customer experience.
• Consolidation of data is crucial for operational efficiency.
• A phased approach to tech migration reduces risk.
• Order management should be integrated with sales processes.
• Effective data management prevents errors and improves service.
• Streamlining after sales processes can significantly cut costs.
• Using Sanity for product data management allows for flexibility and efficiency.
• A lean development team can achieve significant results in a short time.
• Daily deployments enhance responsiveness to business needs.
• Agile practices can be adapted to suit the team's workflow.

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In this ecommerce podcast, James Gurd and Carl Hendy discuss the evolving landscape of organic SEO, particularly in the context of ecommerce.

Carl is a well respected voice in the ecommerce and SEO industry, having delivered SEO audits and strategies for some of the biggest content and comerce website, including John Lewis, M&S, British Airways and Eventbrite.

They explore the impact of AI on search results, the fragmentation of search, and the importance of brand management in maintaining organic visibility. Carl shares insights on how brands can adapt their strategies to navigate these changes and optimise their online presence effectively.

Key takeaways:

• Organic SEO remains critically important despite the rise of paid media.
• The presentation layer of search has changed significantly with AI.
• Search is becoming fragmented across various platforms, not just Google.
• AI overviews are negatively impacting click-through rates for organic listings.
• Brands need to manage their online reputation more proactively.
• 50% of all search queries are branded, which is often overlooked.
• Controlling the user experience is crucial for brand visibility.
• Over-optimisation can lead to confusion and reduced effectiveness in SEO.
• Luxury brands may face challenges in the AI-driven ecommerce landscape.
• Brands should focus on audience-led content that works across multiple channels.

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ABOUT THIS EPISODE:

In this podcast, James Gurd and Alice Brown delve into the intricacies of creating a coherent content strategy that resonates with audiences.

They explore Alice's journey from surf coaching to becoming a messaging strategist, emphasising the importance of understanding audience psychology and conducting thorough customer research.

The discussion highlights the balance between brand voice and customer insights, the role of AI in copywriting, and the evolving landscape of personalised content. They also touch on the significance of emotional connection in copy and the future of content strategies in 2025.

Key takeaways

• Alice transitioned from surf coaching to marketing by helping others overcome obstacles.
• Understanding messaging is crucial for all businesses.
• Effective messaging requires a blend of emotional resonance and data-driven strategy.
• Brands often struggle to align their voice with customer expectations.
• Customer research should involve direct conversations, not just surveys.
• One-to-one interviews yield deeper insights than focus groups.
• Balancing brand values with customer insights is essential for effective messaging.
• Personal content