Episode 3 | "It's All About Context" - Matthew Lawson | Statements of Intent Podcast
Host David Mannheim chats with Guest Matthew Lawson, Chief Digital Officer at Ribble Cycles. With over 20 years in eCommerce, Matthew shares his insights on the industry's evolution from capability to efficiency, the tension between short-term and long-term goals, and why the context of wider business objectives and market conditions should inform how brands treat their customers.
Topics Covered:
- The evolution of eCommerce from innovation to efficiency
- Balancing business KPIs like marketing costs, sessions, and conversion rates
- Adapting strategies and tactics based on wider business goals and market conditions
- The tension between short-term and long-term objectives
- Treating customers appropriately throughout their purchase journey
Key Quotes:
- "Conversion rate is a barometer of what you're willing to, or what you can afford in regards to driving sessions and marketing."
- "It's harder for someone to say let's go for the long term investment."
- "Don't chase the sale, build the brand."
Episode Chapters:
00:00 Introduction
01:14 Guest Introduction: Matthew Lawson
08:14 Matthew's Statement: It's All About Context
13:28 The Impact of Short-termism
19:22 Customer Treatment in Long Purchase Cycle
21:34 Understanding Customer's Intent
24:17 Outro
Social Media:
Matthew’s LinkedIn → https://www.linkedin.com/in/mjlawson/
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.
