Senior E-Commerce Manager & Digital Strategist
Supporting customers in multiple languages is not a translation problem. It's an operations problem. The naive version, translate your help articles and bolt machine translation onto the live chat, looks complete and breaks in ways that stay invisible right up until a frustrated customer is…
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Most support metrics measure speed and cost: response time, average handle time, tickets closed per hour, SLA hit-rate, cost per contact. They're popular because they're easy to count and they roll up into tidy dashboards. The problem is that they reward the wrong behaviour. They…
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A complaint, handled well, can leave a customer more loyal than if nothing had gone wrong at all. That's the most counterintuitive and most useful fact in customer service: the moment something breaks is the moment you have the customer's full attention and your biggest…
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Self-service should handle the questions that don't need a human, so that humans are free for the ones that do. That's the whole rule, and almost every mistake in this area comes from breaking it in one of two directions: putting a human on work…
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Most companies treat customer support as a cost centre to be minimised: deflect the tickets, cut the handle time, shrink the team, get the cost-per-contact down. That framing is the central mistake in how businesses think about support. Support is a retention channel. It's where…
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Retail media is advertising placed on a retailer's own digital shelf, right where people are already shopping and ready to buy. Its strength is obvious: you reach shoppers at the moment of purchase, with the retailer's real purchase data behind both the targeting and the…
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In Google Ads today, you no longer set the bids or hand-pick the audiences in most campaigns. The machine does. What you still control, and what now decides whether your campaigns work, is the quality of what you feed it: clean conversion data, a good…
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As platforms automate more of targeting and bidding, the creative is the biggest lever you still control, and increasingly where the difference between a winning and losing campaign actually comes from. But performance creative isn't about looking good. It's about being instantly clear, hooking attention…
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The most important paid-media decision isn't made inside a campaign. It's how you split the budget across channels. And the question that should drive it isn't "which channel has the best ROAS," it's "what does the next euro return, and would that sale have happened…
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SMS and push notifications are the most intimate channels you own, which makes them the most powerful and the easiest to ruin. The rule for both is the same: the more personal the channel, the higher the bar for sending. Use them for the genuinely…
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Segmentation isn't about slicing your list into clever demographic buckets. It's about sending less email to more relevant people, the discipline of not sending a message to everyone just because you can. Done right, it's the opposite of the megaphone, and sending less to the…
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Cross-border logistics, tax, and duties are the part of going international that turns a clean plan into a real operation, and the place where "we'll figure it out" quietly becomes "we lose money on every order." It's the least exciting dimension of expanding abroad and…
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The same store, identically built and perfectly translated, will convert at different rates in different markets, and the gap usually isn't the product or the price. It's culture: what signals trust, how people expect to shop, pay, and be spoken to, and what feels normal…
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Multilingual SEO is not translating your existing rankings into another language. It's earning new rankings, in a new market, where people search with different words, different intent, and different competitors. Translate your pages and you'll often end up ranking for the literal translation of your…
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Going international is not a translation project. It's the decision to run a different business in every market you enter, one that happens to share your products. The stores that treat it as "translate the site, switch the currency, hit launch" are the ones that…
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