The Retail Spotlight
One of the key things we frequently observe is the speed with which the retail space is evolving and how many people are finding it challenging to keep up. That’s exactly why we started this podcast - to provide experts a stage to share what they have been working on, bring new ideas to the forefront, create more awareness, and explore cutting-edge technologies.
In a world where customer experiences can make or break a brand, “The Retail Spotlight” is a new podcast series where executives from leading retailers and brands share their stories, innovations, and strategies that puts the customer at the center of every experience.
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The Retail Spotlight
Gianfranco Cuzziol, CRM and Personalisation Advisor | 🎙️ From Car Boots to CRM: The Art of Purposeful Personalisation #8
In this episode, we're joined by Gianfranco Cuzziol, CRM and personalisation expert whose journey spans from astrophysics, to second-hand card salesman, to global CRM leader, including roles as Global Head of CRM at AESOP. Gianfranco shares profound insights on the art of meaningful personalization in retail, introducing his concept of "thick" versus "thin" data.
He explains why personalisation without purpose is pointless and how over-personalisation can actually harm customer engagement, illustrated through real-world examples from his experience. We explore the delicate balance of data collection in physical retail, the importance of store-specific communications, and how brands can build trust through progressive profiling. The conversation touches upon correlations he's discovered in customer behaviour. For example, how buying birdseed could signal an upcoming major DIY project, demonstrating the power of understanding customer context beyond pure transaction data.
Through compelling stories and practical examples, Gianfranco shows us why successful retail personalisation isn't about collecting more data, but about understanding the 'why' behind customer behaviour and earning the right to ask for information by delivering genuine value in return.
Timestamps
0:00 Intro
01:46 Gianfranco Cuzziol
07:58 Number and data in CRM
09:23 Personalisation with purpose is pointless
15:30 Understanding thick and thin data in personalisation
19:30 First, understand your customers
24:30 Customer segments & customer journey
28:34 Store-First Approach @Aesop
31:10 Providing helpful information for customers
36:34 Minimum viable data
47:20 Rapid fire round 👾