In episode 44 I had a fantastic chat with the MD of Trufit EMEA, Sarah Curran all about how brands can go much deeper with personalisation to create amazing customer experiences.

Personalisation is key to improving the customer experience, but we’re not just talking about first names, or loose category suggestions. You need to be doing this on a one to one basis, but on scale.

You need to be making use of your data, really understanding what your customers like, and use that data to improve your customers experience.

It’s not good enough to note that a person buys shirts, and so suggest more shirts. You need to understand that they only buy black shirts of a certain size. This will then allow you to really provide suggestions that make sense to them.

Sarah Curran-Usher joined True Fit in March 2020 as a retail adviser, having worked at various financial advisory firms and was appointed to MD EMEA in July last year. She continues her role at French Connection, where she has been a non-executive director since 2017.

Prior to joining True Fit, she was non-executive director at Pimkie between March 2019 and January this year.

A former sub-editor at The Times, Curran co-founded her own affordable luxury ecommerce site, My-Wardrobe, in 2006, but departed in 2013. That same year she received an MBE for her services to fashion.