Vivobarefoot summarise their membership with IMRG as more of a partnership, where we work together to understand Vivobarefoot and the market.
We asked Paul about how he benefits personally, how his team reap the rewards, and how his organisation use their membership to enhance Vivobarefoot’s ecommerce strategy.
What do you think IMRG does well as a membership community?
“IMRG offers a range of events to showcase and present data, from large scale exhibitions to intimate forums and everything in between.“
Can you tell us a bit about your job role and how IMRG fits into that?
“I am Chief Commercial Officer / Commercial Director for Vivobarefoot, overseeing trade across all channels and regions. We are predominantly a direct to consumer ecommerce business. The industry data and our ability to benchmark Vivobarefoot is a powerful barometer of our own performance.“
Our relationship with IMRG is a dynamic, 2-way conversation. Our ideas and inputs are welcome and heard. It’s not as straightforward as we provide the data, IMRG provides the insight; we work together to understand our business and the market.
Paul Walker, Chief Commercial Officer at Vivobarefoot
Which of IMRG’s benefits would you say your company benefits most from?
“The IMRG Capgemini Digital Dashboard and Directors’ in Focus events are where we benefit most from being an IMRG member.“
Can you give any specific examples of how your company has benefitted from being an IMRG member?
“Most recently we used insight presented around Christmas to our advantage. The insight was around a number of services present on desktop and mobile sites.
It was a very unexpected and leftfield approach to just using the predominantly tangible data points we provide, and is being used to help in our Product Detail Page (PDP) redesigns.“
Can you share an example of where IMRG insight has helped you deliver an improvement in online performance.? e.g improving a key metric.
“As above, we’re hoping to use the insight to optimise add to baskets and conversion rates.“
How do you benefit from attending IMRG’s events (virtual or non-virtual)?
“Macro and micro market knowledge, benchmarking from effective competition in vertical.“
If you were to sum up your experience as an IMRG member, what would you say?
“Our relationship with IMRG is a dynamic, 2-way conversation. Our ideas and inputs are welcome and heard. It’s not as straightforward as we provide the data, IMRG provides the insight; we work together to understand our business and the market.”
Is there anything else you would like to add which could help contribute to a case study for IMRG?
“The presentations, predominantly delivered by Andy Mulcahy and Matthew Walsh are always entertaining – light hearted but stimulating, presenting exactly the right amount of data and insight, from the data points presented on screen and their explanations.
All of the team at IMRG are easy to work with, making membership a partnership more than a binary relationship.”
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