Jonathan Wall, group ecommerce director, Shop Direct

People Tell Richard Stuff

There aren’t many business tales as long or storied as Shop Direct’s. And one man who has played a huge part in the narrative is today’s podcast guest, Jonathan Wall.

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The Shop Direct group, and in particular its main brands Very and Littlewoods, has gone through an incredible transformation in the last few years.

Its famous mail order system has been ripped out, and in its place is a slick ecommerce operation. Jonathan Wall is the man behind that operation so I was very excited to get him on the show.

We talked about:
• Shop Direct’s journey since Jonathan joined in 2010, particularly its fashion brand Very;
• Why it was a blessing in disguise to be late to digital;
• Introducing a ‘fail fast’ culture to a catalogue business;
• App vs mobile web, and the one main difference that came up in user testing;
• What’s the right level of personalisation? And how Shop Direct achieves it;
• How AI and machine learning will change customer service;
• Very’s buyer persona, ‘Miss Very’, and how it permeates the culture of the company;
• The HIPPO dilemma;
• Cultivating an atmosphere of innovation in a large company;
• And the three things that really excite Jonathan about the future.

People Tell Richard Stuff: Episode 36
Jonathan Wall, Group eCommerce Director, Shop Direct

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