Personalisation has become one of marketing's most talked-about strategies but are brands moving too quickly into tactics without truly understanding the customer behind the click?

In this session, Janis Thomas, CMO at Clothes Doctor, explores why the foundations of successful personalisation are built long before a customer lands on your website or enters a store. Drawing on practical ecommerce experience, Janis will share how to uncover the different experiences customers want to feel, how to gather and connect insight beyond simple behavioural data, and how to design personalisation strategies that feel human rather than invasive which are grounded in strong strategic foundations. 

The session will also examine how businesses can move beyond surface-level tactics to build the internal structures, culture, and operational processes required to deliver truly customer-centric experiences at scale. 

Key Discussion Points Include: 

• Moving beyond behavioural tracking to collect meaningful customer insight that enables effective personalisation 
• Breaking down internal silos and operationalising customer personas across internal teams and channels 
• Using tools such as heatmaps, journey analysis, and customer research to better understand intent and friction points  

Creating personalisation that feels valuable rather than invasive by recognising that the customer journey begins before the website experience