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Social media key to multichannel plans

Personalisation and social media will drive multichannel strategies this year, according to experts at the Drapers Ecommerce Conference.

Speaking at this week’s event in London, Topman head of ecommerce Gracia Amico said recommendation technology was a strong conversion driver. She added: “Giving our customers editorial content related to their lifestyle makes the customer journey more human.”

But Shop Direct Group head of ecommerce James Balmain warned: “If you go too far, you become an editorial publication that doesn’t sell anything.”

Pinterest emerged as the most talked about social media platform. My-Wardrobe.com marketing director Rob Moss said: “It’s the biggest traffic driver outside paid-for and natural search.”

Members-only womenswear etailer Stylistpick chief executive Felix Leuschner said 40% of traffic to its site came via social media, while Reiss ecommerce director Dan Lumb said Tumblr worked well for premium retailers.

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