Episode 3 | "It's All About Context" - Matthew Lawson | Statements of Intent Podcast

Statements of Intent

Host David Mannheim chats with Guest Matthew Lawson, Chief Digital Officer at Ribble Cycles. With over 20 years in eCommerce, Matthew shares his insights on the industry's evolution from capability to efficiency, the tension between short-term and long-term goals, and why the context of wider business objectives and market conditions should inform how brands treat their customers.

Topics Covered:

• The evolution of eCommerce from innovation to efficiency
• Balancing business KPIs like marketing costs, sessions, and conversion rates
• Adapting strategies and tactics based on wider business goals and market conditions
• The tension between short-term and long-term objectives
• Treating customers appropriately throughout their purchase journey

Key Quotes:

• "Conversion rate is a barometer of what you're willing to, or what you can afford in regards to driving sessions and marketing."
• "It's harder for someone to say let's go for the long term investment."
• "Don't chase the sale, build the brand."

Episode Chapters:

00:00 Introduction

01:14 Guest Introduction: Matthew Lawson

08:14 Matthew's Statement: It's All About Context

13:28 The Impact of Short-termism

19:22 Customer Treatment in Long Purchase Cycle

21:34 Understanding Customer's Intent

24:17 Outro

Social Media:

Matthew’s LinkedIn → https://www.linkedin.com/in/mjlawson/

LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true

YouTube → https://www.youtube.com/channel/UCtRDNcawXH8j35CyZc5M4Sg