Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.
In My Humble Opinion Episode 9: If your commerce is disconnected, your growth is too
Featuring Astrid Lloyd, Managing Director at Publicis Commerce UK and Natalie James, Head of eCommerce, Brown-Forman Europe. Following their panel discussion at a The Marketing Society's "Uncomfortable Conversations" event, Astrid and Natalie explore why organisational silos persist despite shoppers moving seamlessly between TikTok, Amazon, Google and physical stores.
Together, they tackle one of the most costly blind spots in commerce today – the disconnect between how consumers actually shop and how businesses are still organized to sell. They discuss why the digital shelf deserves the same attention as physical point-of-sale, the challenge of justifying investment in emerging platforms like TikTok, and the capability gaps that leave digital commerce feeling like an afterthought.
Most importantly, they reveal the leadership behaviors needed to drive transformation – and why "following the money" might be the key to breaking down barriers.
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