They shared how they’ve redefined their approaches to meet evolving consumer demands and expectations in an ever-changing landscape. Here’s a peek into the conversation.
The New Essentials
David set the stage by reflecting on the profound shifts in consumer behaviour over the past few years. For him, the pandemic acted as a turning point—one that altered the very fabric of how we shop.
"When COVID hit, online shopping exploded. What started as a necessity quickly became ingrained in daily life," he shared. But as the world began to reopen, another seismic shift took place: inflation.
"As prices rose, consumers became more discerning. Value-driven choices, flash sales, and time-sensitive promotions became the new standard."
Rather than pushing premium products, they honed in on strategic discounts and bundled offers. "It wasn’t just about attracting people to the store. It was about showing them that they could still indulge while being mindful of their spending."
Roberta, whose expertise lies in food and grocery delivery, shared her perspective on how the pandemic reshaped her industry in unexpected ways.
"Before COVID, food delivery was a treat, something to look forward to on the weekend. But during the pandemic, it became essential. With restaurants closed and people confined to their homes, delivery was the only way to get food," she explained.
As restrictions eased, however, the demand didn’t just fade—it grew. Food delivery quickly became woven into the fabric of everyday life.
This shift, Roberta noted, required a significant pivot in how campaigns were framed. What was once about surviving lockdowns transformed into a celebration of convenience and togetherness. "Instead of running errands, people could order in and enjoy that time with family, or simply unwind," she said.
What Metrics Matter Most?
The conversation then took an interesting turn as Marc-Antoine introduced the concept of "risk ratio"—a metric that evaluates how consumer actions, like clicking on a product, translate to conversions.
"Clicks don’t tell the whole story," Marc-Antoine explained. "What really matters is understanding the probability that these clicks will turn into actual purchases." This allows marketers to develop predictive models that help guide strategy.
When the discussion shifted to key metrics, Marc-Antoine stressed the importance of revenue. "If your campaign isn’t driving conversions, you’re missing the point," he remarked, echoing Roberta’s emphasis on data-driven strategies.
But it’s not just about conversions; Marc-Antoine pointed out that successful campaigns must account for every stage of the customer journey—acquisition, retention, and conversion. "You need to understand where your audience is in the funnel, and tailor your metrics accordingly."
David also added another layer to the conversation, highlighting the significance of pricing and margin improvements. He explained that, while traditional metrics are vital, subtle details like refund rates and customer feedback play a major role in shaping the bigger picture.
"For example, after large-scale events like Singles Day, refund rates tend to rise. It’s crucial to monitor that to ensure the campaign remains profitable," he noted.
Customer reviews, he added, are just as essential, offering invaluable insights that influence brand trust and drive long-term sales.
Looking to the Future: A Blend of Data and Creativity
As the conversation drew to a close, one thing was abundantly clear: the future of marketing lies in data-driven creativity. Roberta shared her perspective:
“At the end of the day, we still need to find ways to measure: what did that campaign bring back to the business?”
Marc-Antoine added to the conversation:
“The best campaigns must cater to different targets and goals, depending on the audience you’re engaging with.”
And David reminded us of two key metrics that can’t be overlooked:
“Net sales are crucial—And just as important is the margin.”
Today’s marketers must do more than simply measure a campaign's immediate success—they must also consider how it influences customer perceptions, loyalty, and long-term engagement.
