Two packed days at eTail London 2025 gave me a clear view of what’s next in ecommerce and customer engagement. As CRO at Talkable, I focused on what really matters now: building long-term customer value. Here’s what stood out…
Post-Purchase Is the New Starting Line
The most consistent theme: post-purchase is no longer the end of the journey. It’s where loyalty begins. Brands are investing in moments that follow the sale. That includes surprise perks in packages, personalized how-to content, and check-ins that feel thoughtful rather than automated.
Smart automation helps, but only when it supports a human-centered strategy. Whether it’s shipping updates or product feedback prompts, the brands doing it well are intentional and clear in how they engage.
Referral prompts, review requests, and loyalty nudges are also moving closer to the unboxing moment. The best teams are embedding these invitations into peak experience points instead of relying on cold follow-ups days later.
Loyalty Is Evolving Fast
Forget points for discounts. Loyalty programs are becoming ecosystems. At eTail, I saw brands linking loyalty to exclusive access, brand partnerships, and daily engagement through apps and wallet passes.
Leading programs reward advocacy and emotional connection instead of just transactions. Some retailers are opening loyalty tiers that offer early access to product drops or private shopping perks. Others are turning loyalty audiences into media channels and treating them as revenue opportunities.
Customers Are Your Best Channel
Referral marketing is maturing. It is no longer a static give-and-get program. Today’s efforts are behavior-based, context-aware, and focused on capturing the right moment. At Talkable, we see how important it is to make sharing easy and timely.
A standout talk from PerfectTed showed how community-driven growth continues to outperform paid acquisition. Their matcha brand scaled through customer-led buzz on TikTok. That kind of brand advocacy is still the most trusted marketing in the game.
Omnichannel Is Operational Now
Omnichannel used to be a goal. Now it is a baseline expectation. Shoppers move from TikTok to mobile to stores without thinking about it. Brands have to keep up with consistent experiences.
We heard a lot about orchestrating messages across SMS, email, and apps. Not spamming each channel, but using them in coordination. Teams are investing in real-time inventory, cross-channel support, and owned platforms like loyalty lists and SMS subscribers.
Social commerce is rising quickly. TikTok Shop is now one of the top beauty retailers in the UK. If your brand is not building native purchase flows inside social platforms, you are already behind.
Retention Over Acquisition
Acquisition costs are rising. Retention is now the growth strategy. The brands scaling profitably are watching lifetime value and repeat rates, not just acquisition volume. They are building teams and incentives around keeping customers instead of chasing the next click.
The biggest insight: retention does not rely on discounts. It relies on connection. Brands that respond quickly, personalize smartly, and create consistent value are the ones building lasting loyalty.
Final Takeaway
The message at eTail London was clear. Relationships drive revenue. Loyalty, referral, post-purchase, and omnichannel strategies all work best when they work together.
I am taking these insights straight into our next planning cycle. The brands that act on customer trust, personalization, and owned relationships now will be the ones leading through the rest of 2025.
About the Author:
Alex Tucker is the CRO at Talkable. Alex is recognized as an expert in content management, e-commerce, digital marketing and social media.Having delivered high growth for brands like The Hut Group, one of the UK’s leading global online retailers and brand owners, Alex has also delivered keynotes for commercial and public sector audiences, globally.
