Today, the one thing common among all eCommerce brands is that they’re enthusiastically embracing AI and futuristic tech to transform their growth strategies.
But what does that mean for the future?
On the latest episode of The eCommerce Toolbox: Expert Perspectives podcast, host Kailin Noivo is joined by Jordan Baines, Vice President of eCommerce and Digital Marketing at Inkbox, to discuss the future of eCommerce and the role that emerging technologies are going to play in redefining it.Incorporating AI for Enhanced Results
We rarely have an episode of The eCommerce Toolbox where AI is not mentioned, and today is no different. It’s no surprise really, given the number of opportunities AI presents.
At Inkbox, AI is leveraged to improve search relevance, SEO, and accessibility for their customers. Given the brand’s product is an art form, you wouldn’t be alone in wondering whether they have considered using AI-generated art for their tattoos, or even just their catalog images.
While there is potential in this, Jordan explains that AI should only be used in places where it both allows for the company to be more effective with their spending, but also allows for an increase in immediate utility for customers.
Human artists aren’t going anywhere anytime soon.
Positioning for Success in Q4
With the holiday season well and truly underway, it’s a little late to be worrying about how to approach this Q4, but that doesn’t mean you can’t get ahead on next year. In fact, that is exactly Jordan’s advice: the best thing you can do is start early.
Inkbox actually start planning for the holiday season in June and July, developing a well-structured promotional plan spanning from Singles’ Day all the way to Boxing Day.
Jordan further explains how they use incrementality testing and geo-testing to measure the true impact of their marketing efforts. If they can understand the incremental value of each campaign then they can optimize their spending and increase their profitability.
Once again, he recommends starting early in measuring the effectiveness of marketing activities, getting it done far in advance of the holiday rush triggered by Black Friday:
Bringing Technology Development In-House
Almost every eCommerce brand one day faces the same dilemma: should I bring my technology development in-house or rely on third-party vendors?
At Inkbox, they have combined both strategies: developing their own technology for production and fulfillment while modularizing their marketing and eCommerce stack. By leveraging third-party vendors for their front-end solutions, such as tag management, SMS, and CDP, Inkbox have been able to customize and trace events effectively.
However, just because they have gone for a modularized approach does not mean that Jordan and Inkbox frown on platforms. In fact, Jordan recognizes their value in sharing knowledge across functions and saving costs all around.
Stop Thinking You Need To Grow At All Costs
Jordan’s biggest advice to eCommerce brands? Stop thinking you need to grow at all costs. Instead, given the current economic climate, he recommends shifting the focus to sustainable growth.
Without a clear value proposition, there’s no point spending massive amounts of money on awareness plays. Instead, focus on building strong infrastructure, nurturing relationships, and listening to loyal customers. It is imperative you understand the unique value your brand offers and align your growth strategies accordingly, preparing for the future growth curve so you are ready to capitalize on it.
Listen to the Full Episode Below!
Tune in to this episode of The eCommerce Toolbox: Expert Perspectives with Jordan Baines to find out more about the future of eCommerce.
👉 Apple: https://apple.co/3R8BegD
👉 Spotify: https://spoti.fi/3NeMKpJ
Jordan Baines is a seasoned professional in the eCommerce and digital marketing space. At the helm of the team at Inkbox as their VP of eCommerce and Digital Marketing, Jordan is passionate about marrying data-driven insights with creative strategies. With a background that includes co-founding Digital Matter and working with a diverse set of clients, he brings a breadth of experience to the table.
