The THOMcast

🧩 RESOURCES 👉 https://bit.ly/THOMcastE15

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This episode is brought to you by The House of Marketing.
Special thanks to Bert Van Eeckhoudt . Made by Jean-Marc Santolin, Emilie Krick, Tatum Lichtenstein & Pablo Troussard.

Jun 02, 202217:41

Digital Strategy: reach your targets thanks to your #digitalstrategy — THOMcast E15

In this episode, Inge Van Israël , Consulting Manager at The House of Marketing joins us to explain how to set up a digital strategy and why companies should keep that in mind. She also shares with us some best practices , do’s and don’ts.

🌶 TODAY’S MENU

What is a Digital strategy
Why is important to start with a strategy when going digital
How to start a Digital strategy

🚀 TIMESTAMPS

(1:30) Introduction of Inge
(2:02) What is Digital Strategy
(2:45) Digital Strategy doesn’t walk alone
(3:40) What are the company’s main questions concerning Digital Strategy
(5:18) How does a company start digitalisation
(6:52) KPI’s of Digital Strategy
(8:38) Test & see what works
(9:25) What about budget and time
(11:35) Difference between what’s tactical and what’s strategic
(14:25) Tips a Tricks

🙋‍♀️ CONTACT US

🧩 RESOURCES 👉 https://bit.ly/THOMcastE14

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This episode is brought to you by The House of Marketing.
Special thanks to Inge Van Israël. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Apr 21, 202221:39

Organizational Design : creating high performing teams with #organizationaldesign — THOMcast E14

Magalie Bonafoux joins us to explain what is organizational design and why companies should keep Org Design top of mind. She also shares with us some best practices and her passion on this topic.

🌶 TODAY’S MENU

What is Org Design
Why is Org Design important for any business
How to start an Org Design project

🚀 TIMESTAMPS

(1:23)Introduction of Magalie
(2:13)What is Org Design
(3:54) Why Org Design is exciting
(5:14) What is the starting point of an Org Project
(8:03) What is Agile
(10:38) When do companies need Org Design projects
(16:37) What are three KPI's of Org Design
(19:39) Org Design projects are long and short term
(20:44) Tips a Tricks

🙋‍♀️ CONTACT US

🧩 RESOURCES 👉 https://bit.ly/THOMcastE13

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This episode is brought to you by The House of Marketing.
Special thanks to Magalie Bonafoux. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Mar 04, 202224:59

Customer Experience: a sustainable way to grow your business #customerexperience — THOMcast E13

Alicia Bandinelli, joins us to explain what is customer experience, why it is important for any business and how to embed it within the organization.

🌶 TODAY’S MENU

What is customer experience
Why is customer experience important for any business
How to embed it within the organization

Summary of the episode
More detailed view on Customer Experience
Customer Experience Starterkit
Customer Experience Maturity scan

🚀 TIMESTAMPS

(1:47)Customer experience frictionless
(3:16)What is ‘the funnel’
(4:28) Customer experience personalisation
(6:28) Customer experience memorable
(7:19) Why should you care about customer experience?
(8:09) How can companies focus on customer experience?
(10:00) Shift in mindset
(11:08) Growth mindset and consumer experience
(15:52) Tips on adopting the customer experience mindset

🙋‍♀️ CONTACT US

🧩 RESOURCES 👉 https://bit.ly/THOMcastE12

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This episode is brought to you by The House of Marketing.
Special thanks to Alicia Bandinelli. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Jan 17, 202221:13

Digital Transformation to improve your customer experience #Digitaltransformation — THOMcast E12

In this episode, David Vansteenbrugge, Managing Director at addData joins us to explain how digital transformation helps companies adapting to customers’ needs and new behaviour by leveraging new technologies in order to improve customer experience.

🌶 TODAY’S MENU

What is and is not digital transformation
Digital transformation to improve customer experience
Upskilling your employees is part of the digital transformation

Summary of the episode
More detailed view on Digital Transformation

🚀 TIMESTAMPS

(03:30) What is digital transformation?
(06:11) What is not digital transformation?
(09:00) Example: Machine learning - How and why leverage a new technology?
(11:30) Why starting a digital transformation program? And how to implement it?
(12:30) How can a company “fail” its transformation?
(14:03) Example of upskilling employees in a digital strategy plan
(17:00) Why Digital transformation is helping businesses these days and in the future?

🙋‍♀️ CONTACT US

All links, resources and infos: https://thom.be/blog/podcast-marketing-automation

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This episode is brought to you by The House of Marketing.
Special thanks to David Vansteenbrugge. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Jan 13, 202221:23

Marketing Automation, a win win strategy for businesses and customers #MarketingAutomation — THOMcast E11

Today, we would like to focus on Marketing Automation. Our in house experts, Alexandra & Dirk will explain what is Marketing Automation and how it can help answer some specific business challenges and needs on one hand but also how it can add value to the end customer in a B2C and B2B environment.

Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thanks to Dirk Blondeel & Alexandra Maesen. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Jul 26, 202115:38

Value Management, how ID Marketing can help to fight churn in the most efficient way #IDMarketing — THOMcast E10

In our E01, our CEO Lies Taerwe joined to explain how "ID Marketing" (Integrated Data Marketing) is becoming a game changer in marketing. Today, we would like to come back on the topic and explain how ID Marketing is used in Value Management and can help to fight churn in the most efficient way. Some theoretical and practical information on this topic is shared with you by Frank Cornelis Data Science lead from Upthrust, a sister company of The House of Marketing and a member of the Customer Collective.

🌶 TODAY’S MENU

The importance of Value Management
Pitfalls and mistakes when it comes to loyalty or churn
Concrete examples

🧩 RESOURCES 👉

All links, resources, and info: https://thom.be/blog/podcast-value-management

🚀 TIMESTAMPS

(02:22) Can you explain to us what is Value management and why it matters so much?
(03:13) Is there a link between Value Management, Churn, and Loyalty?
(03:50) What are some mistakes that you see happening at clients when it comes to loyalty or churn campaigns?
(06:41) Can you tell us a bit more about what is the content of the client?
(07:33) Can you explain what it means in terms of process?
(08:31) Can you explain more concretely what is happening there?

🙋‍♀️ CONTACT US

All links and resources, including the E-commerce Barometer: https://thom.be/podcast-id-marketing-luminus

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Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thanks to Frank Cornelis. Made by Jean-Marc Santolin, Emilie Krick & Pablo Troussard.

Jun 15, 202119:25

The concrete impact of ID Marketing. A Luminus case #IDMarketing — THOMcast E09

In our E01, our CEO Lies Taerwe joined to explain how "ID Marketing" (Integrated Data Marketing) is becoming a game-changer in marketing.

That was theory though. Today, we would like to come back on the topic with a real-life case developed at Luminus. This case is explained to you by Marnix Van Vrecken from Luminus and Stijn Sommerijns from Upthrust, a sister company of The House of Marketing and member of the Customer Collective.

🌶 TODAY’S MENU

ID marketing in the energy sector
The digital media offer at Luminus
Key takeaways for Luminus

🧩 RESOURCES 👉

🚀 TIMESTAMPS

(04:25) What is the digital meter?
(05:20) Does it reduce climate change?
(06:26) What was the exact question they want us to solve?
(07:15) Why ID Marketing, why was is it the best solution for this challenge?
(08:46) Why digital media offer was the most attractive for Luminus customers. How do you tackle this question very concretely?
(10:25) How did you experience working with the new ID Marketing method?
(12:32) What were the things you've learned?
(13:14) Any key takeaways?

🙋‍♀️ CONTACT US

All links and resources, including the E-commerce Barometer: www.thehouseofmarketing.be/blog/podcast-veepee

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Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thanks to Marnix Van Vrecken and Stijn Sommerijns. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

May 17, 202115:05

Veepee: "Free shipping? There is no such thing as a free lunch" #Ecommerce — THOMcast E08

With Tobias Tousseyn, Country Manager Benelux at Veepee, and Stephanie Tang, Senior Consultant at The House of Marketing.

🌶 TODAY’S MENU

How did Veepee respond to the pandemic?
Personalization in e-commerce
Technologies in e-commerce

🧩 RESOURCES 👉

🚀 TIMESTAMPS

(06:08) Can you briefly explain the impact of covid-19 on your business and how Veepee has responded to it ?
(08:07) Did customer expectations change since the last year and is it lasting?
(08:53) How are you answering these consumption habits, are there initiatives that you've launched?
(11:09) Can you tell me how you maintain a positive customer experience throughout the journey?
(12:38) Do you have learnings on how to improve the conversion rate?
(14:33) What does personalization mean for your business?
(15:44) Are there KPI's that are important to you?
(18:11) Are there other data that you share with addData?
(19:01) Are you considering using technologies like AI, Voice technology, chatbots?
(21:44) Have you found the magic solution to reduce or return yet?
(23:05) Can you explain your delivery policy, regarding returns and logistics?

🙋‍♀️ CONTACT US

All links and resources, including the E-commerce Barometer: www.thehouseofmarketing.be/blog/podcast-too-good-to-go

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Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thanks to Franco Prontera, Kenny Defrijn and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 22, 202131:36

Too Good To Go, making social impact through a marketplace model #Ecommerce — THOMcast E07

With Franco Prontera - Country Manager Too Good To Go, Kenny Defrijn – Head of Marketing Too Good To Go and Stephanie Tang, Senior Consultant at The House of Marketing.

🌶 TODAY’S MENU

The impact of the pandemic on Too Good To Go
Conversion tips and tricks
The loyalty strategy of Too Good To Go

🧩 RESOURCES 👉

🚀 TIMESTAMPS

(06:30) Has the pandemic impacted your way of doing business, where there any threats?
(09:20) How do you maintain a positive experience throughout the whole journey?
(12:02) Are there other KPI's that you follow to measure the performance?
(14:30) Do you have some tips and tricks to boost conversion?
(19:35) Referring to the non-commercial messages Too Good To Go publishes about food waste: Is this also reflected in your engagement and loyalty strategy?
(23:32) How is Too Good To Go organized in Belgium and how big is the organization?
(28:06) Is the business model "subscription" something you thought about and can it boost loyalty further at Too Good To Go?
(29:44) Can you share a scoop with our listeners?

🙋‍♀️ CONTACT US

Want to support us? Give us a review on Apple Podcast!

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Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thanks to Franco Prontera, Kenny Defrijn and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 15, 202142:01

How Overstock built a great omnichannel experience through "co-co": collaborate and coordinate #Ecommerce — THOMcast E06

With Thomas Vaarten, Marketing & Digital Director at Overstock Home, Overstock Garden and Exterioo, and Stephanie Tang, Senior Consultant at The House of Marketing. Overstock Home, Overstock Garden, and Exterioo, the 3 retail brands of Overstock, focus on a broad and modular furniture assortment, offering contemporary design at a great value for money proposition.

🌶 TODAY’S MENU

How did Overstock enter the e-commerce market?
The importance of Black Friday
An omnichannel strategy that streamlines the e-commerce experience

🧩 RESOURCES 👉

All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-overstock

🚀 TIMESTAMPS

(07:17) How did Overstock respond to the pandemic?

(08:57) When did Overstock start thinking about an e-commerce expansion?

(11:01) What was important in the change to e-commerce?

(12:58) The importance of Black Friday

(14:23) The Omnichannel strategy

(16:37) Change management: going online

(18:26) What technologies streamline the e-commerce experience?

(19:36) How to boost repeat purchases in the furniture industry?

(23:03) The key partnerships of Overstock

(26:30) When did you go over and beyond for a customer?

(28:28) How do you stay up to date with e-commerce trends?

(30:00) What e-commerce players inspire you?

(32:16) What is your best online experience as a customer?

🙋‍♀️ CONTACT US

All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-ecommerce-chef-basket

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This episode is brought to you by The House of Marketing. Special thanks to Thomas Vaarten and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 08, 202134:43

How Chef Basket built an e-shop in 30 days from idea to the first order #Ecommerce — THOMcast E05

Chef Basket is one the 20.000 e-shops created in 2020. Pierre Degreef saw the impact of the horeca shutdown on food suppliers and decided to bring professional grade produce to consumers. From the initial idea to the first order, only thirty days went by.

🌶 TODAY’S MENU

How did Chef basket build its consumer base?
The success formula explained
A valuable retention strategy in e-commerce

🧩 RESOURCES 👉

🚀 TIMESTAMPS

(00:31) Introduction of Jean-Marc and Eva
(01:10) Introduction of Stephanie and the E-commerce Barometer
(03:00) Introduction of Pierre + Chef Basket
(07:00) The success formula explained
(07:45) Did a lot of e-commerce shops start during the pandemic?
(08:50) Do online consumers have different expectations than they have in a mortar and brick store?
(10:13) How did Chef Basket build its consumer base?
(11:14) Some notes on the retention strategy
(12:32) How does the average basket value evolves from a customer?
(13:40) What are the next steps for Chef Basket?
(14:33) What might be hurdles in the road to future growth?
(15:36) Chef Basket Promocode
(16:00) When did you go over and beyond for a customer?
(16:54) How do you stay up to date about e-commerce?
(17:28) What e-commerce companies inspire you?
(18:08) What is your best online experience as a consumer?
(19:20) Wrap-up

🙋‍♀️ CONTACT US

All links and resources, including the E-commerce Barometer: https://www.thehouseofmarketing.be/blog/podcast-ecommerce-kazidomi

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Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thank to Pierre Degreef and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 01, 202120:37

How Kazidomi almost tripled their revenues during a pandemic #Ecommerce — THOMcast E04

Kazidomi is an online personalized food market with a focus on healthy and organic products. Kazidomi's revenues almost tripled in 2020. In this podcast, Marine Rozet tells me the reasons of this exceptional growth : the surge of new customer segments, a higher purchase frequency and a greater awareness and interest for healthier products.

🌶 TODAY’S MENU

How Kazidomi tackled the increase of online buyers
How to boost repeat purchases
The challenges and opportunities for going cross border

🧩 RESOURCES 👉

🚀 TIMESTAMPS

(00:34) Introduction of Jean-marc and Eva
(00:57) Introduction of Stephanie and the E-commerce Barometer
(02:20) Introduction of Kazidomi
(03:02) Start of the interview with Marin
(07:52) The logistics versus sustainability
(09:04) How do the lockdowns have impacted the business
(10:34) Do you notice changes in the way people are consuming?
(11:00) The increase of online buyers
(11:45) The difference in Basket value
(13:30) Comparison with the E-commerce Barometer
(14:57) marketing Automation practices at Kazidomi
(17:14) The measurement of the NPS score
(18:19) How does Kazidomi grows its consumer base?
(21:15) How do you boost repeat purchases?
(22:30) How to push consumers to finalize their transaction?
(26:40) Do online consumers have different expectations than they have in a mortar and brick store?
(29:32) What are the difficulties going cross-border?
(32:00) Would Kazidomi ever consider a physical store?
(33:10) When did you go over and beyond for a customer?
(34:28) How do you stay up to date about e-commerce?
(35:49) What e-commerce companies inspire you?
(36:40) What is your best online experience as a consumer?
(37:35) Wrap-up

🙋‍♀️ CONTACT US

Want to support us? Give us a review on Apple Podcast!

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Want to support us? Give us a review on Apple Podcast!

This episode is brought to you by The House of Marketing. Special thank to Marine Rozet and Stephanie Tang. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Mar 01, 202139:20

How ID Marketing will disrupt the innovation process and boost your performance #BusinessDesignThinking — THOMcast E03

In this episode we dig a little deeper into the concept of ID marketing by looking at how it can be applied to the innovation process. Eline Khancheh Zar, Senior Consultant at The House of Marketing, explains what Business Design Thinking (BDT) is and how ID marketing will revolutionize the way we innovate.

🌶 TODAY’S MENU

The concept of Business Design Thinking
Why we needed to change the framework and what we changed
And finally how this will result in more successful innovations

🧩RESOURCES 👉

If you want more information about our new Business Design Thinking framework, have a look at www.thom.eu/bdt

🚀TIMESTAMPS

(00:45) Introduction of Jean Marc and Eva
(01:40) Introduction of expert Eline
(03:02) Explanation of the Business Design Thinking Approach
(04:36) The steps of Business Design Thinking
(08:25) The introduction of behavioral data
(10:26) The second diamond
(11:20) How to validate your value proposition?
(12:28) The importance of iteration
(13:35) How ID marketing increases the succes rate of your business design thinking process.
(15:31) What to keep in mind about Business Design Thinking

🙋‍♀️ CONTACT US

🧩 RESOURCES 👉 https://bit.ly/THOMcastE02

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This episode is brought to you by The House of Marketing.
Special thank to Eline Khancheh Zar. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Feb 01, 202117:13

Your company structure defines your impact #OrganizationalDesign — THOMcast E02

Today, Oliver McAllister and Sophie Van Orden join us to tell us all about organizational design, how important it is for a company that wants to cope with change and how marketers can impact it.

🌶 TODAY’S MENU

How to structure your company in order to achieve your goals efficiently
What are the main pitfalls of organizational design we see way too often
How any marketers can positively impact org. design even if they are not decision makers

Summary of the episode
Full guide on becoming an agile organization
Culture Design Canvas: assessing and strengthening your company culture

🚀 TIMESTAMPS

(01:22) Introduction of our experts: Oliver and Sophie
(03:22) What are some big Organizational Design trends we see during the pandemic?
(04:54) Do you see typical mistakes people make in their process?
(07:32) How can marketeers and our peers better deal with change?
(11:20) What are some of the typical questions you get from managers struggling with change in their organization?
(13:50) Could you give us some examples how to tackle these questions?
(16:24) How do you convince marketers that the proposed change solution will also work for them?
(19:00) How does this all apply to me? How can I weigh in on these big topics?
(21:15) Wrapping up with Sophie and Oliver

🙋‍♀️ CONTACT US

🧩 RESOURCES 👉 https://bit.ly/THOMcastE01

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This episode is brought to you by The House of Marketing.
Special thanks to Oliver McAllister and Sophie Van Orden. Made by Jean-Marc Santolin, Eva Balemans & Pablo Troussard.

Jan 08, 202123:13

Don’t fail your product launch #IDmarketing — THOMcast E01

In this episode, Lies Taerwe, Managing Director at The House of Marketing, explains how Integrated Data Marketing can revolutionize today and tomorrow's way of doing marketing.

🌶 TODAY’S MENU

Why 80% of new products launched are unsuccesful
Why businesses fail at understanding their customers' needs
How ID marketing solves this, and how you can start applying it today

Summary of the episode
More detailed view on ID Marketing, including case
The ID Marketing Starter's Guide

🚀 TIMESTAMPS

(01:48) What is "ID Marketing" and why should you care?
(03:42) Is there really a gap between what consumers say and do?
(07:55) What should we do with traditional marketing?
(10:12) How does ID Marketing change the way to define personas?
(13:25) How to you concretely start implementing ID Marketing?
(15:46) Neuromarketing... isn't it too heavy/expensive/complex?

🙋‍♀️ CONTACT US