Beyond HumanBig PictureCatalystsConnected WorldExchangeMarketing MixNew MoneyNew SchoolPeople SciencePulse

SilkFred CEO: We use social media as our shop floor – you should too

Emma Watkinson

Emma Watkinson is determined her online retail brand, SilkFred, shouldn't become another "faceless" business. Armed with big data, she sets out her strategies for engagement.

Understanding what technology can do for the customer is key in e-commerce, says Emma Watkinson, CEO and co-founder of SilkFred. In her interview with Hot Topics, Watkinson highlights macro data as a key element in her customer-orientated strategies, allowing the online retailer to monitor its site for user experience and engage with shoppers while reacting to their feedback accordingly. In the example Watkinson reveals, this mindset was particularly helpful for one customer in Dublin.

This interview is part of Hot Topics’ Retargeting Retail series, powered by Criteo.