Marketing in the Madness
Marketing in the Madness brings you expert insight and ideas for marketing success and gives you the tactics you need to grow your brand, your business and your career. You’ll hear from the heads of major brands to top influencers and female powerhouse leaders. Once a month, host Katie Street also shares top tips and strategies (as well as a few secrets) she’s learned from clients, networking and attending events.
Marketing in the Madness
Trench Coats and Digital Transformation: The Future of Luxury Retail with Former Burberry Innovator
What happens when you mix an ex-Burberry tech mastermind, a shopaholic podcast host, and a bucketload of insights into the future of digital experiences? You get this week’s unmissable episode of Marketing in the Madness!
Katie Street sat down with retail innovation guru, Giles Smith. The person behind the scenes behind the digital and product strategies for Burberry, Selfridges, Unilever, John Lewis and 50+ other retail brands. So when we say he lives and breathes retail tech... we really mean it.
Here’s a sneak peek into what we got stuck into and why you should absolutely tune in:
The Burberry Effect - From launching the first luxury eCommerce site back in 2009 to experimenting with social commerce and digital gamification, Giles reveals how the brand has consistently taken brave leaps into the unknown.
From 10,000 Page RFPs to Rapid Innovation: At Burberry, Giles led a revolution of ripping up legacy procurement processes and embracing agile, fast decision-making, even choosing underdog platforms before MACH architecture was even a thing.
Tech That Actually Feels Fun: Imagine this - you pop into your favourite luxury store while on a trip to NYC and bam! - you’re handed NBA tickets just for being a loyal customer. No forms. No points. Just wow.
But why aren’t brands doing this yet? The technology already exists. The opportunity is right there. It just takes brands being brave enough to actually use it creatively.
Oh and yes, Katie and Giles even pitched a few ideas on how British Airways could spice up customer loyalty (golden ticket under the seat, anyone? 🤭)
One Message to Tech Leaders: It’s not always about chasing trends. It’s about creating environments where your teams can innovate, where creativity can thrive, and where customer experience becomes a true competitive advantage.
Loved this? Forward it to your network and let us know what you'd like to see us cover in future episodes of Marketing in the Madness. See you soon!
Giles Smith
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