From Fragrance to Football: Scaling Digital Commerce Across Industries

Podcast Episode Summary

In this episode of The eCommerce Practitioners Podcast, Vikram Saxena sits down with Mark Kelly, Managing Director of Sports Breaks, to delve into the intricacies of customer experience, digital marketing, and technology adoption across diverse industries—from the emotionally charged fashion sector to the high-stakes sports travel landscape.

Mark brings a unique perspective shaped by years of experience managing digital transformation projects across retail verticals. He unpacks actionable insights on managing development teams with emotional intelligence, the ROI of A/B testing, and the importance of aligning digital marketing with evolving customer expectations.

Whether you're a digital strategist, a CX leader, or an eCommerce executive, this episode is packed with practical takeaways on navigating digital transformation without getting bogged down in perfectionism.

Key Highlights:

• Customer Behavior Across Industries: Mark shares how understanding customer expectations can be a game-changer across verticals like fashion retail and sports travel.
• Managing Dev Teams: Practical tips on reducing friction, aligning expectations, and delivering under pressure.
• ROI of A/B Testing: When conversion tools actually work—and when they don’t.
• Digital Transformation: Why MVP thinking beats perfectionism every time.
• Loyalty as an Outcome: It’s not a program—it’s a result of consistent, valuable interactions.
• AI in Digital Commerce: Focus on revenue-generating use cases, not buzzwords.

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