With a vast experience of working in e-commerce with global brands across Europe & Africa, there is no one better to discuss the relationship of brands in e-commerce than Dean McElwee. Dean speaks of his learnings of working in different marketplaces, and the different expectations of consumers, with the increasing demand for a personalised shopper experience. He concludes by citing the pandemic as a revealing moment for businesses that a data-driven, customer-centric approach to decision making is required now, more than ever.
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