A transactional customer buys once. A loyal customer buys multiple times. The most valuable customers - the brand advocates - encourage others to buy as well.
We’ve taken Maslow’s hierarchy of needs and mapped it to the online shopper, identifying the 5 tiers a retailer needs to nail, in order to reach the top of Maslow’s pyramid and motivate potential customers to become advocates.
Editor-in-Chief Ian Jindal, Klarna’s VP Marketing Laurel Wolfe and BigCommerce’s Director of Strategic Partnerships Deepak Anand share the top tips to allow retailers to better connect with customers, drive sales and create an army of advocates to help create future growth.
Laurel Wolfe, VP Marketing, Klarna
Laurel is VP marketing at Klarna, Europe’s most valuable privately-held fintech, where she fast-tracks growth in new markets. Prior to joining Klarna, she spent many years at payments technology provider Verifone, looking after their European marketing activity. Laurel has 15+ years international leadership experience across tech and financial services - producing award-winning campaigns, achieving commercial targets and building brands along the way. Laurel is a proud alumna of the University of Texas and their prestigious creative advertising programme.
Deepak Anand, BigCommerce
Deepak Anand is Director of Strategic Partnerships for BigCommerce in EMEA. Deepak is responsible for scaling partner relationships by bringing best-in-class enterprise partners into the BigCommerce ecosystem. Prior to BigCommerce, Deepak has had leadership roles at Magento, Shopware and PayPal. According to Deepak, digital transformation represents a massive opportunity for growth, and together with BigCommerce’s partners, we can provide merchants with the best-of-breed technologies and services necessary to bring their brand vision to reality in a more globalised way.