What makes shoppers loyal to an online brand?
22 Jun 2020
What makes shoppers loyal to an online brand?

The widespread closure of brick-and-mortar stores due to COVID-19 has underlined the need for businesses to have effective e-commerce and social media strategies. But how do people want brands to behave in digital spaces? And why are privacy and community so important to online shoppers?

Ian Hargreaves

Ian Hargreaves CBE is a professor of digital economy at Cardiff University and a non-executive director of the BBC. He previously worked as the director of strategic communications for the Foreign and Commonwealth Office and is a founding non-executive board member of UK communications regulator Ofcom. He has also been the editor of New Statesman, editor of The Independent, deputy editor of The Financial Times, and director of BBC News and Current Affairs.

Victoria Stoyanova

Victoria Stoyanova is the founder of The Institute of Belonging, a studio exploring the generative power of networks, communities, and ecosystems and how they shape our sense of belonging. Combining systems thinking and community strategy, Stoyanova has launched products, designed spaces, and built programmes for clients such as Meta, IKEA, EY, Virgin, EDF, and Adidas. Some of her other projects include The Work We Do, an award-winning podcast on the future of work, and Poetika, an immersive poetry event. She’s an On Being and Zinc fellow and a visiting lecturer at UAL and Parsons.

Fran Cassidy

Fran Cassidy is a consultant for the UK’s Institute for Practitioners in Advertising. She is the owner of Cassidy Media Partnership, a London-based consultancy working with brands such as Facebook on strategic planning. She has over 25 years of experience in marketing and the media sector, working in agencies, as a client, and as a media owner.

Jenny Cusack

Jenny is a Gold award-winning writer, trend forecaster and strategist specialising in brand storytelling. Her services include brand discovery, formation and strategy, content auditing, content strategy, copywriting, and top-line insights for C-suite level decision makers.

She has worked for media companies globally ideating the future of trusted journalism and story formats, such as the NY Times and FT, and in development project backed by Nike Inc, where she worked with Fuseproject to pivot business supply and value chains to benefit women and girls.

Jenny is also a published poet and journalist, with works featuring in Dazed & Confused, BBC Futures, and Flaunt magazine in LA.