Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

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. 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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.