15 | How to Keep Your Brand Relevant with Matthew Gratze
In this episode, David is joined by Matthew Gratze, Director of Customer at Signet Jewellers.
Matthew shares his perspective on the importance of being relevant to each customer's unique shopping journey and how to deliver personalised, contextual experiences.
Matthew holds experience across several sectors from baby & child to jewellery. His leadership in driving major business transformations and digital strategies for brands like Halfords, Ann Summers, and Mothercare has earned him a spot on The Retail Week Etail Power List 2016 top 50.
Topics Covered:
- The lessons Matthew learned about customer-centricity during his time at Apple
- Balancing the pressures of new customer acquisition versus retention strategies
- Making experiences relevant and appropriate to each unique customer journey and mission
- Why relevance trumps one-size-fits-all marketing
Key Quotes:
- "If you can design a journey or a product or a mission perfectly with the customer in mind, it's very difficult to go wrong from that stance."
- "How do you become more relevant for each of those shopping journeys or shopping missions? That's where retailers could really win."
- "Being relevant is about how we become more relevant for that shopping experience there and then based on signals, browsing intents, etc.”
- "We get stuck with short-term views and try to fix very small things rather than looking at the bigger picture."
Episode Chapters
00:00 Introduction
01:16 Guest Introduction: Matthew Gratze
03:21 Matthew's Lessons In Selling
13:18 Balancing Acquisition vs. Retention
17:38 Matthew's Statement: Be Relevant
23:12 Matthew's Last Words
23:46 Outro
01:16 Guest Introduction: Matthew Gratze
03:21 Matthew's Lessons In Selling
13:18 Balancing Acquisition vs. Retention
17:38 Matthew's Statement: Be Relevant
23:12 Matthew's Last Words
23:46 Outro
Social Media
- Matthew’s LinkedIn → https://www.linkedin.com/in/matthewgratze/
- Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
- YouTube → www.youtube.com/@madewithintent
Creators and Guests
Host
David Mannheim
David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs, is the author of The Person in Personalisation, and now the host of Statements of Intent. His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent.
Guest
Matthew Gratze
Director of Customer at Signet Jewellers. Matthew holds experience across several sectors from baby & child to jewellery. His leadership in driving major business transformations and digital strategies for brands like Halfords, Ann Summers, and Mothercare has earned him a spot on The Retail Week Etail Power List 2016 top 50.
