In the heart of innovation and digital excellence, the highly anticipated Vervaunt Pulse Summit of 2023 took place last week, drawing industry leaders, marketing enthusiasts, and tech aficionados from around the city. We understand the importance of staying ahead of the curve in the ever-evolving world of ecommerce, that's why we were excited to attend!
Industry experts, thought leaders, and brand innovators came together under one roof at this immersive event to explore the latest trends and strategies shaping the future of ecommerce, and what a glorious day we had for it; the sun was shining, the coffee was flowing and everyone was in high spirits. It was the perfect platform for us to gain valuable knowledge, exchange ideas, and foster meaningful connections that can propel our clients' businesses forward.
We thoroughly enjoyed the cutting-edge topics such as customer experience optimisation, omnichannel growth, AI-driven marketing strategies, data-driven decision making, and much more. With a promise to unlock the potential of ecommerce, it definitely proved to be a captivating journey into the future of our industry.
So what did we learn?
Embracing Innovation
The summit commenced with a captivating speech by Vervaunt Founders, Josh Duggan and Paul Rogers, as they highlighted the importance of embracing innovation in a rapidly changing digital landscape. From disruptive technologies to emerging consumer behaviours, they emphasised the need to adapt and stay ahead of the curve. Attendees were encouraged to challenge existing paradigms and explore novel approaches to drive growth and success.
Omnichannel trends
Renowned experts and merchants, from brands such as Creed, Gym Shark and Jigsaw, shared their knowledge and experiences with omnichannel strategies, shedding light on topics such as artificial intelligence, data-driven marketing, personalisation, and the power of immersive technologies.
All of these premium brands in particular discussed the importance of creating a lifestyle people can aspire to achieve with their loyalty to the brand. This talk also highlighted the fact that even though everyone is discussing AI at the moment, what about the human instincts that AI cannot replicate? Personal experiences are more important than ever, especially within brands that commit to omnichannel growth. We were provoked to think about what brands can do to listen to consumers and really provide experiences they cherish and remember both online and in store; gone are the days of 'just' another transaction.
Whilst some of these ecommerce retailers are utilising data-driven insights to deliver tailored product recommendations, personalised promotions, and customised content across multiple channels, others rely on reputation and rapport to provide a cohesive and individualised shopping experience.
Brand spotlight: CREED
Creed, a luxury fragrance brand, has implemented an omnichannel approach that seamlessly integrates its online and offline channels to provide a cohesive and personalised customer experience. Through consistent branding Creed maintains a cohesive brand image and messaging. Whether customers engage with Creed through its website, physical stores, social media, or other touchpoints, they experience a unified brand identity.
Their website for example serves as a central hub for customers to explore and purchase its fragrances. Whereas Creed's physical stores are designed to provide a luxurious and immersive environment. They offer customers the opportunity to explore and sample fragrances, receive personalised recommendations from knowledgeable staff, and engage in sensory experiences that showcase the brand's heritage and craftsmanship.
The Rise of ecommerce
As ecommerce continues to redefine the way we shop, this summit dedicated a significant portion of the program to explore our rapidly expanding industry. Expert agency panel discussions focused on topics like the importance of brand, conversion rates, DTC brand priorities and tech road-mapping.
It was prevalent that social media platforms such as Instagram and Tik Tok are evolving into shopping destinations as social commerce allows customers to discover, explore, and purchase products directly within social media apps and engage with influencers.
Brand spotlight: SKIMS
One brands perspective that stuck with us was that of SKIMS on the topic of achieving growth. SKIMS leverages the power of influencers, including Founder Kim Kardashian herself, to promote its products. Influencers with large social media followings, such as Snoop Dog in the brands 2022 holiday campaign, are often seen wearing SKIMS items and sharing their positive experiences with the brand, effectively reaching a wide audience and generating buzz.
Through this, SKIMS maintains a strong presence on various social media platforms, including Instagram, where it also shares engaging content, behind-the-scenes glimpses, and user-generated content featuring customers wearing SKIMS too. This approach helps build a community around the brand and encourages user engagement. By emphasising inclusivity, offering a wide range of sizes and celebrating diverse body types, the brand's marketing campaigns hit the nail on the head; enticing collaborations to help extend the reach of the brand and tap into new markets.
Networking and Collaboration
Beyond the informative sessions and insightful presentations, Vervaunt provided an exceptional platform for networking and collaboration. We had the opportunity to connect with like-minded professionals, partners and clients to share ideas, and build valuable partnerships. From informal discussions during coffee breaks to organised networking post-event over nitrogen ice cream, the summit fostered an environment of collaboration and knowledge exchange.
The Vervaunt Pulse Summit 2023 left an indelible mark on the digital marketing landscape, empowering us with the knowledge, insights, and connections needed to navigate the future with confidence. With its focus on innovation, trends, and ecommerce, the summit provided a holistic view of the ever-evolving digital landscape. We departed armed with the tools to unlock the vast potential of ecommerce; ready to continue propelling the industry forward.
