325: Rethinking Pre-Purchase Personalisation

Omnichannel and personalisation are among the most overused terms in retail today. Omnichannel is too often condensed to the transaction and delivery aspects. Meanwhile, we sometimes forget how to add personality to our personalisation. In this episode, Oliver Banks is joined by Ines Clark, former Head of Global Strategy at Farfetch. Together, they break down the omnichannel customer journey and consider how to add the human touch into the pre-purchase stages in a personalised way to genuinely help customers to shop. Tune in to explore the exciting opportunities for retailers to redefine pre-purchase customer experience.

Listen to this episode to discover:

• Learn why omnichannel is about more than just buying and receiving – and consider what’s possible for embracing omnichannel at other stages.
• How to rethink personalisation into two distinct components.
• Which sector should retailers look to for inspiration in omnichannel and personalisation?

Introducing Ines Clark

Ines Clark is a Franco-British strategic leader with over a decade of experience at the intersection of retail and technology. Having held key roles in both wholesale and retail, she most recently served as Head of Group Strategy at Farfetch.

Throughout her career, Ines has been instrumental in driving omnichannel and digital transformation initiatives, leading complex, cross-functional programmes for iconic brands like Chanel and Farfetch, as well as for the wholesale SaaS platform NuORDER.

Ines is known for her customer-centric approach and commitment to innovation, consistently helping brands navigate the evolving retail landscape. She currently serves as a Non-Executive Board Member, advising tech start-ups on growth strategies. Drawing on her deep expertise in retail technology, she founded MartyAI, a cutting-edge platform focused on enabling brick-and-mortar retargeting and personalisation.

Reach out to Ines Clark on LinkedIn.

Additional episodes to listen to next

In episode 262: Omnichannel Vs Unified Commerce, Oliver Banks breaks down the difference between these two key terms. They’re often misunderstood. However, both offer huge potential for aligning and ensuring they’re customer-focused.

Oliver was joined by Bain’s Bala Parameshwaran and Aptos’s Nikki Baird for episode 265: The Challenges Of Unified Commerce. With new research, listen to this episode to discover the main headaches that other retailers experience when starting to blend their business across channels.

Stores feature as main opportunity in the discussion with Ines Clark. Additionally, the role of the physical store is evolving and this must also be considered. To rethink the purpose of your store estate, check out episode 296: Reimagining The Role Of The Physical Store.