Meet Our Exhibitors: Emily Jowett, Brevo
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As eCommerce Expo and Technology for Marketing approach, Brevo shares perspectives on customer-led loyalty, smarter retention and first-party data, and why timely, human engagement matters more than ever as acquisition costs continue to rise.
What industry trends are you looking forward to seeing at this year's eCommerce Expo and Technology for Marketing?
I want to see more brands treating loyalty and retention as something a customer actually feels, not just a scheme they're signed up to. Acquisition costs keep climbing, and that's pushing more retailers and marketers to look at the relationships they already have rather than chasing new ones. What interests me is how that shows up in practice: mobile wallet passes replacing apps nobody opens, rewards for behaviour beyond the purchase, real-time recognition instead of a points balance nobody checks. The tools are getting better, but the trend I care about is brands using them to pay closer attention to customers, not just to automate around them.
What are the biggest challenges facing eCommerce retailers heading into Q4 and peak season?
Cost pressure is the obvious one. Margins are tight and getting tighter. But the challenge underneath that is relevance. Most retailers have plenty of customer data by now. The harder part is turning it into something that actually lands with the right person at the right moment, especially when every inbox is competing for attention. The retailers who do well this Q4 won't be the ones sending the most messages. They'll be the ones who've done the work to understand their customers well enough to send fewer, better ones.
What is most exciting to you about the eCommerce and digital marketing industry right now?
Privacy changes have quietly forced a healthier habit on the industry: brands actually using the data they already own instead of chasing more of it. For years, "know your customer" meant collecting everything; now it increasingly means connecting the touchpoints in a smart way that makes this data actionable. I find that genuinely encouraging. It rewards brands that have done the unglamorous work of getting their own customer data in order, not the ones with the biggest ad budget. It's a more level playing field, and a good reminder that more data was never really the point. Understanding the people behind it always was.
Why is it important to bring the industry together at events like eCommerce Expo and Technology for Marketing?
Because some of the best ideas I've picked up in this industry came from an honest conversation on a show floor, not a case study. Everyone's dealing with the same pressures right now, and there's real value in comparing notes with people who'll tell you what actually worked and what didn't. As more of our work gets shaped by AI, I think that kind of direct, human exchange matters more than ever. It's where trust gets built, and where you find out what's genuinely working versus what just looks good in a deck.
What's the best piece of advice you would give to new people joining the industry?
You're joining this industry at an exciting time. Things are moving fast enough that you can build skills and judgement in a couple of years that used to take a decade. Take that seriously: get hands-on with the new tools, learn to work with data and AI properly, don't wait to be taught. But don't let that speed pull you away from the people your work is actually for. The best marketers I know are just as curious about their customers and their colleagues as they are about the latest platform. Build both, and you'll go far.
If you got the chance to reboot any '90s or 2000s brand for 2026 eCommerce, which one are you bringing back and how are you marketing it?
Blockbuster. Not as a streaming competitor. Nobody needs that fight again. Vinyl's had its revival in recent years, and there's no reason DVDs and film nights couldn't be next, built as a loyalty brand around nostalgia and community rather than a rental one. Bring back the membership card as a mobile wallet pass: check in at a pop-up store or a film-night event, earn status, unlock early access to limited merch drops. No app to download, no punch card to lose, just a brand that shows up on your lock screen when it's relevant, exactly the way it used to show up on your local high street, and connects you to a real community rather than streaming alone at home.
Catch Emily Jowett and the Brevo team on the show floor throughout the event, and don't miss "From Wallet to Relationship: How Google Wallet Becomes a New Engagement Channel" with Channing Ferrer, General Manager of Brevo Enterprise, and Lucyna Janas, Head of Google Wallet EMEA: CX and Loyalty Stage, 23 September, 14:25–14:50.
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