Page 49 - SGH PR REPORT - APRIL 2024

4/25/24, 11:01 AM #ConversionChronicles: Unveiling the magic behind e-commerce success
Chhabra pointed out that choosing the right partner is key to growth and helps

with building the right marketing approach. The teams of the brands and

retailers in this case need to choose right and take a holistic approach from the

ground level to the top, rather than doing it the other way round to get the best

results. It is all about reorienting and calibrating the methods to make way for

the right marketing strategies to shine bright.

However, Whitehouse pointed out a very important aspect and highlighted the

concept of data to mention that when brands continue to analyse customer

behaviour across multiple channels and adapt to multiple digital tools to tap

customers online, the potential of data accumulation becomes an excess and

too much of data flow needs to be tackled without disrupting the privacy. This is

where LUSH stays away from new-age digital platforms and restricts these data

movements. The brand plans all its customer interactions through traditional
marketing approaches without tapping into massive data pool.

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