2016 is our year of The Customer

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Why a year of The Customer?

Because everything I learnt about eCommerce in 2015 pointed to one critical success factor. You have to put the customer at the centre of your business.

That’s a very easy sentence to utter, it’s a much harder thing to do in practice.

Which is why I’ve decided we’re going to dedicate 2016 to helping you work out how to put the customer at the centre of your businesses.

We’ve split the year into 4 quarters (details of our topics for each quarter are below). In the first 3 quarters of the year we’re going to focus on the 3 key customer types each eCommerce business needs to appeal to:

  1. The unknown potential customer – you don’t have their details, they’ve never bought from you, they might not even know you exist. We need to attract their attention and start a conversation with them that will build the trust necessary to get them to buy from you.
  2. The known potential customer – either they’re on your website RIGHT NOW, or you know enough about them to market to them. We need to get them to take that big step and checkout for the first time.
  3. The known customer – they’ve bought from us once, but they’re not worth a lot to us until we get them to buy for a second time! We need to drive repeat purchases from our first time buyers.

In the final quarter of the year we’ll be pulling everything together and focusing on Christmas – so expect lots of advice on ways to quickly increase your sales.

Q1: 25th Jan to 31st MarQ2: 1st Apr to 30th JunQ3: 1st Jul to 30th SeptQ4: 1st Oct to 18th Dec
How to Attract their Attention
Conversations that Build Trust
Get that First Purchase
Turn Enquirers and Visitors into Buyers
How to get the Repeat Purchase
Turn Buyers into Regular Buyers
Get focused for Christmas
Pop ups
Welcome sequences
Getting more visitors
Content marketing

& more
The power of P&P
More Welcome Sequences
& more
Branding and ‘wow’
Customer service
Community building
& more
Lots of tactical advice for Christmas 2016!

What does that all mean?

The above are the topic areas we’ll be focusing on, the benefit for you will be all the content, tips and advice we’ll be providing. That’s going to include:

And lots more yet to be revealed!

We’re also putting our money where our mouth is and we’re going to listen extra hard to what you (our customers) want and do our best to provide the inspiration, insights, and guidance that will help you to make the right decisions to grow your business – so please do drop us a line and let me know what you think!

What help is available?

Below are details of what’s live right now for you, and some of the elements that are on the way. If you want to be first in line to hear about it all then make sure you’re signed up to our emails.

Q1: Attracting the Unknown Potential Customer“The Customer” Theory





And much more on the way very soon!

Research that’s inspired The Customer plan, and content that helps explain the concept:


My new book Customer Manipulation: How to Influence your Customers to Buy More and why an Ethical Approach will Always Win Find out more and get Chapter 1 for free here.