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Speaker Q&A with Komal Helyer, Marketing Director, Pure360

Komal Helyer

Komal Helyer, Pure360's Marketing Director outlines the benefits of personalisation and marketing automation for commerce businesses. John Bensalhia reports...

1. Who or what inspired you to go into your chosen career?
I have always been passionate about the digital world. As a 7-year-old, being one of the only children in school to have a computer at home, I quickly learned to code in Basic. However the passion for coding soon dissipated when my love for literature took over, and probably more importantly, computers/engineering etc just wasn’t a girls career of choice in the 80’s.
After studying for a Law degree, I left university with a sad realisation that it was not all Ally McBeal! Luckily my leaving university coincided with the rise of the internet and I found myself in a job selling ISDN modems to BT in the sleepy yet nuclear village of Aldermaston.
A couple of years later, the big smoke was calling me right at the beginning of the dot com boom and I was suddenly immersed into the world of digital marketing and I haven’t looked back since.

2. Can you tell me a bit about the origins of Pure360 and its mission?
Pure360 is a UK based marketing technology company founded in 2001. Its roots began in email and the business has played a huge part in defining the strategies and best practice within the entire email marketing industry. We have since developed the Email Maturity Model which is an industry leading framework that sits along our technology to help marketers benchmark and advance their email and digital marketing strategy.
Our technology today aims to help eCommerce marketers dramatically increase revenue by helping them deliver personalised, relevant and timely messages across email, web and mobile.
Our mission is to enable our customers be the best they can be. We do this by giving them access to outstanding technology, creative solutions and human ingenuity. We believe that great technology alone doesn’t make great marketing. So we inspire ambitious marketing teams to deliver outstanding results by providing a unique combination of best fit technology, consultancy and managed services.

3. What are the most common 2018 trends in customer choices with respect to brand and loyalty?
Interestingly, we are just about to release a new report in collaboration with the DMA UK on Customer Engagement and Loyalty. Overall, we can see that consumers are actually becoming less loyal to brands. The research shows that nearly two fifths of consumers agree that they are less loyal than they were last year.
So why? We can see that price sensitivity is a major driver. However, many other factors come into play which are in the brands control. Lack of trust and lack of reward together with a lack of quality and decreasing service are the reasons that follow quickly behind price.
In other research conducted by Pure360 and YouGov, we found that consumers are also turning away from the large high street brands in favour of more independent online players who offer a specialist product and deliver exceptional service, with nearly 50% of consumers seeking out an independent retailer first when looking for products. Loyalty is decreasing – however brands still have a huge opportunity to make improvements that make a difference to business growth.

4. How can personalisation boost a commerce business?
The best way I can articulate this is through a client case study. Commerce brand Luke1977 had a bold vision. They wanted to transform their customer experience with personalisation. They believed personalisation was key to delivering growth and improving loyalty. By using the Pure360 solutions, Luke1977 were able to personalise their website experience and email campaigns with product recommendations based on browsing behaviour and purchase history.
They were also able to send automated triggered emails based on the consumer behaviour, which included basket abandonment and re-engagement for lapsed customers. With the technology they were also able to understand the impact their campaigns were having on their bottom line.
By implementing a range of personalisation campaigns and tactics, they were able to double their revenue attributed to digital marketing campaigns. They decreased their abandonment rates by 17% and increased their revenue from cart abandonment recovery by 60%
(You can read the whole case study here - https://www.pure360.com/case-study/luke1977/)

5. What are the benefits and issues with respect to commerce businesses using automation?
Small marketing teams suffer from a lack of resource and time. Marketing automation can ensure that marketing teams set up impactful campaigns that run by themselves thus increasing team efficiency, giving them the breathing space to focus on data and strategy.
Not only that, automated campaigns can help marketers deliver personalisation at scale, improve customer lifetime value and increase results significantly.
However, it is essential that marketers don’t forget to check into their automated campaigns regularly. Checking on offers, branding and just simply ensuring the automation is still working will ensure you get the most out of these campaigns.

6. With Technology For Marketing linking up with eCommerce Expo and ad:tech for the first time this year, what are your views on this all-new event?
I think it will be interesting to see if this attracts more marketers and whether they get more value out of the event with the addition of ad:tech – Ask me after the event!

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