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ABOUT THIS EPISODE:

In this podcast, James Gurd and Alice Brown delve into the intricacies of creating a coherent content strategy that resonates with audiences.

They explore Alice's journey from surf coaching to becoming a messaging strategist, emphasising the importance of understanding audience psychology and conducting thorough customer research.

The discussion highlights the balance between brand voice and customer insights, the role of AI in copywriting, and the evolving landscape of personalised content. They also touch on the significance of emotional connection in copy and the future of content strategies in 2025.

Key takeaways

• Alice transitioned from surf coaching to marketing by helping others overcome obstacles.
• Understanding messaging is crucial for all businesses.
• Effective messaging requires a blend of emotional resonance and data-driven strategy.
• Brands often struggle to align their voice with customer expectations.
• Customer research should involve direct conversations, not just surveys.
• One-to-one interviews yield deeper insights than focus groups.
• Balancing brand values with customer insights is essential for effective messaging.
• Personal content

James Gurd and Paul Rogers discuss the challenges of product data quality in ecommerce with Vidar Trojenborg, co-founder of Emfas.

Vidar has a lot of experience building ecommerce tech stacks to improve and manage product data, having previously held the role of Head of Data & Technology at ASKET.

In the po dcast, we explore how AI can automate product data management, improve catalog quality, and bridge the gap between product and ecommerce teams.

Vidar shares insights on the importance of context-aware AI, the role of guidelines in maintaining brand integrity, and the future of ecommerce technology. The conversation also touches on translation challenges and the integration of Emfas with existing ecommerce platforms.

Key takeaways:

• Data quality issues are a common challenge in ecommerce.

• Bridging the gap between product and ecommerce teams is crucial.
• Emfas uses AI to maintain content authenticity and tone of voice.
• The platform automates the auditing of product data.
• Guidelines can be set for AI-generated content.
• Emfas can handle large catalogues efficiently with rules.
• Context-aware AI ensures accurate product descriptions.
• Translation rules can be customised for different languages.
• The future of ecommerce will heavily involve AI technology.

LISTEN:

Apple Podcasts: https://podcasts.apple.com/gb/podcast/re-platform-replatforming-podcast/id1488091548

Spotify: https://open.spotify.com/show/25sR2mHAFdsVmrZoHMibzZ

Amazon: https://music.amazon.co.uk/podcasts/6b90a9bb-1554-4d79-849f-066f6139346b/re-platform---ecommerce-cx-and-technology-podcast

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ABOUT THIS EPISODE:

In this episode of the Inside Commerce podcast, Paul Rogers speaks with David Franks, co-founder of Zelph, a SaaS platform designed to help brands and retailers expand their product catalogues without holding inventory.

Zelph's tech is proven at scale, having been built originally to power Kick Game's ecommerce marketplace, processing £50m+ GMV annually.

David shares insights into the challenges faced while scaling Kick Game, the demand for inventory solutions, and the technical complexities involved in building Zelph. The conversation also explores market trends, misconceptions about drop shipping, and the seamless integration of Zelph with Shopify, emphasising the importance of inventory management and strategic pricing for profitability.

Paul and David also discuss the current ecommerce landscape, focusing on the integration capabilities of Zelph with platforms beyond Shopify, the dominance of Shopify in the market, the potential of circular marketplaces, and the future vision for Zelph, including AI-driven innovations and market strategies.

Key takeaways:

• Inventory risk is a significant concern for many retailers.
• Standardising supplier data is a complex challenge.
• Marketplaces are evolving into ecosystem builders.
• Margins can be profitable with strategic pricing and negotiation.
• Inventory management is automated to ensure accuracy.
• Zelph will extend to other platform integrations, with Magento a focus
• Circular marketplaces are gaining traction, but brands need to offer incentives.
• The resale market is growing, especially among younger consumers.
• Brands must be intentional in their approach to resale to avoid low volume.
• Zelph aims to redefine how brands and retailers scale their offerings.
• AI will play a crucial role in supplier matching and catalogue management.