Customer Talk

This event took place on Thursday 13th February 2025

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E-commerce, marketing and CRM leaders came together for a discussion on effective customer communication.

This session featured Q&As with Karen Crowhurst and Shannon Hartley from Clarins, CRM expert Sarah Brereton (Gymshark, Adanola, Epetōme) and Jack Green from Paper Run (Pangaia, Lestrange, Essence Vault).

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Photos

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Discussion points:

- The role of clear product advice in influencing purchasing decisions.

- Using direct mail to reach customers who don't engage with emails.

- Email content ideas tailored to different customer segments.

- Equipping brand representatives with knowledge to convey product benefits.

- Building trust and confidence with careful language.

- Unlocking untapped revenue from your customer database.

- Aligning email campaigns with social channels and direct messaging.

- Expected returns and ROI from direct mail campaigns.

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The Experts

KAREN CROWHURST

Beauty Coach Expert Manager, Clarins

SHANNON HARTLEY

Virtual Boutique Team Leader, Clarins

• Established in 1954, Clarins has cemented its position as a pioneering skincare and makeup brand, recognised as the top choice for prestige skincare across Europe.

  At the heart of its success lies a commitment to exceptional customer engagement. For Clarins, communication is more than an exchange of information; it's an art that connects consumers with products in a way that fosters trust, confidence and satisfaction.

  Karen Crowhurst and Shannon Hartley drew on their experience communicating with customers, both at the beauty counter and through virtual consultations.

  They revealed how the right tone and language not only guides consumers to make informed choices, but also builds brand loyalty and boosts sales.

SARAH BRERETON

CRM Expert, Level Fifty Three

• Sarah Brereton, formerly Head of CRM at Gymshark, was instrumental in shaping the brand’s customer relationship strategy during its extraordinary growth from £15 million to £450 million in sales. A recognised expert in CRM, she has since worked with brands such as Adanola, Represent and Epetōme.

  Sarah helps brands scale their e-commerce businesses by unlocking the potential of their customer databases and designing email journeys that drive repeat purchases.

  A strong communication strategy is essential for generating more sales from existing customers. Sarah offered practical advice on crafting effective email content plans, focusing on how to engage different customer segments at the right time, to maximise sales.

  Her insights demonstrated how brands can identify and recover revenue that might otherwise be lost, thereby reducing reliance on costly customer acquisition.

JACK GREEN

Co-Founder, Paper Run

• Paper Run helps e-commerce brands connect with customers who fail to engage with marketing emails. Clients using their direct mail solution include Pangaia, Essence Vault, Papier, Lestrange and Coat Paints.

  The platform transforms physical mail into a powerful marketing channel, seamlessly integrating with Shopify and Klaviyo to automate direct mail campaigns targeted at customers who fail to respond to email communication.

  Brands can use the system to win back lost customers and reengage shoppers who abandoned their baskets, driving both retention and revenue. Jack Green broke down the economics of direct mail and share the messaging strategies proven to reengage lapsed customers effectively.