DCA Autumn Conference & Direct Commerce Awards

So much of digital media has been handed over to algorithms to manage – it is no longer efficient to have humans managing who sees which ad. So how do you take control, or compete? Whether it’s product, customers or creatives, we’ll talk about how to make these AI platforms work for you, sharing the foundations you need to maintain a competitive edge.

This is about having the right tracking, right audience and product feeds and navigating things like Google Consent Mode but we won’t go into too much technical detail – this is a commercial perspective to help marketing leaders understand and prioritise.

Yes, there is a better way to develop your business! A strategy that gets your commercial people coming in every day, fired up and ready to grow the business.  Just as it was for those here who have either started their own business from scratch or worked for a start-up.  When I tell people that the business I am with has no sales or revenue targets, no time-wasting meetings where results are pulled to pieces, explained or defended, most are aghast. Yet, it really does work, the numbers speak for themselves.

In today’s highly competitive and connected world, there is a great deal of unlawful Intellectual Property (IP) infringement taking place which potentially places your business at risk. IP can often feel complex, but ACID and Legal Affiliates Howard Kennedy LLP are here to help explain the need-to-know basics, and how you can develop a proactive IP strategy to protect your brand and products from copycats.

Understanding how to develop a unique point of view for your business allows you to niche down and get much more specific about your offering. This will then attract loyal ‘super-customers’ who cannot find your proposition anywhere else. In an increasingly crowded market, it is possible to design, develop and own your new category, and take the majority of market share. Thomas will provide intriguing insight.

The US market offers remarkable opportunities on a scale that is both compelling and unnerving. British brands have always been respected by discerning US consumers, but in such a vast and diverse market, how best can a brand team fact-find and evaluate the scale of the opportunity for their products? In this insightful session, our panel will help you set out on the right track.

In reviewing examples of customer journeys that lead up to recruitment, it is possible to take a cohort view of longer-term customer value. This comes from maintaining a cradle-to-grave view of customer data. With case studies showing how longer-term value varies between recruitment channels, and factoring longer-term value into recruitment ROMI, Jo will also explain other key factors which influence longer-term customer value to help you generate and evaluate your results.

Operations focus

100% successful direct-to-customer order fulfilment is the goal we would all love to deliver, but the reality can be somewhat different. Out-of-our-control supply chain issues do arise, product quality may be below par, delivery partners can let us down, we may even run into staffing issues ourselves & lack a contingency plan to outsource. Are our marketers guilty of over-promising? Is there sufficient communication between marketing, buying, merchandising and operations teams? How can we pull together to ensure that customers can be well informed of any likely issues? And how can we work collaboratively to ‘contain’ the volume of customer returns whilst also responding to the need to operate as sustainably as possible.

This all-important focused stream will include contributions from the following expert speakers on vital themes as we strive for our customer experience delivery to be the best it can.

An Introduction to Fibre Based Recyclable Packaging –Jon Clark, General Manager, BPIF Cartons

We are now all conscious of the need to address our business’ sustainability. The packaging we use is one of the most visible customer-facing opportunities we have to show how much our business cares. With unboxing content attracting vast audiences on social media channels, customers are in control when it comes to naming, praising, or shaming brands’ packaging choices.  Jon will explain what fibre based recyclable packaging is and why it is proving to be a great solution for consumers, brands, and the planet.

The Future of The Contact Centre – Serge Milbank, CEO, Confer With

Serge will provide insight as well as practical examples of how contact centres are evolving from the current day to how they’ll look in 7 years’ time. Naturally including the impact that AI and Metaverse are having and how we can tap into these developments whilst delivering first class customer service.

Scaling eCommerce logistics – from bedroom to automated warehouse, how and when to take these steps-Gavin Parnell, The Supply Chain Consulting Group

Let’s explore how businesses can scale fulfilment processes to support growth. From early days startups to established enterprises, we’ll examine the challenges faced when scaling eCommerce operations. We will discuss the various strategies that can be employed to increase capacity efficiently and how these strategies evolve as businesses grow and scale their operations.

Preparing for peak is a demanding process which always raises a lot of questions and conversations within the marketing department. Here are some of the questions we’ll answer in our talk on peak SEO.

• Will investing in SEO during peak drive more sales?
• What parts of SEO should I focus on for peak?
• When should I start planning SEO for peak?
• What other channels should I focus on in peak?
• Do all eCommerce businesses need a plan for peak?

Stop leaving money on the table! In this session, Dan will guide you through the treacherous landscape of Conversion Rate Optimization, transforming your eCommerce business by turning missed opportunities into revenue-generating machines.

Key Takeaways:

• Unmask Hidden Pitfalls: Discover the most common CRO mistakes that are silently sabotaging your online sales.
• Data-Driven Mindset: Learn how to leverage data to make informed decisions that drive conversions, not guesswork.
• The CRO Periodic Table: Unlock the secrets of AWA’s proven framework for CRO success, covering research, testing, and execution.
• Elevate User Experience: Understand the crucial role of UX in boosting conversions and discover how to create a seamless customer journey.
• Actionable Insights: Walk away with practical strategies you can implement immediately to start seeing real results.
• Whether you’re new to CRO or looking to refine your existing strategies, this talk will equip you with the knowledge and tools to turn your e-commerce website into a sales powerhouse.

No black tie required! Join your colleagues and peers for this unstuffy celebration of the businesses judged to have been the best in their respective categories for this year’s Direct Commerce Awards.