The 'paradox of choice' - why relevance is the new growth strategy

"Nearly 80% of consumers feel excited about a well-timed and relevant offer. That's really the key to that moment of a transaction."

"The way we decide where we invest... is underpinned by econometric insights and making sure that we're making data-led decisions on the most profitable channels over the long term."

"Just because one thing doesn't work the first time around doesn't mean you have to stick to it. Fail fast [so] you know how to grow from there."

"The linear path to conversion doesn't exist anymore... being brave enough to invest in new channels is one of the new things that we need to do more of."

Consumers face a paradox of choice that creates friction, disengagement and wasted marketing spend. Precision and relevance in the moments of transaction significantly increase engagement, with nearly 80% of consumers responding positively to well-timed offers. Sustainable growth requires long-term, value-focused strategies underpinned by econometric insights and data-led channel investment, combined with measuring customer lifetime value over years rather than weeks. Continuous experimentation and a fail-fast approach enable messaging refinement and substantial conversion uplifts. The traditional linear conversion path has broken, necessitating courageous investment in new channels and prioritizing relevance over sheer scale.

Read at The Drum