Drive eCommerce results with promotions that work harder and cost less linktr.ee/revlifter
Joined November 2017
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May 15
RevLifter just won Retail Tech of the Year at the National Technology Awards. 🏆
Judged by ML engineers and AI researchers.
The platform that wins by knowing when NOT to show an offer.
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Jun 9
The weekly battle between Trading and Finance is an eCommerce growth killer.
Bridge the gap with true holdout testing. By measuring incrementality, you prove your offers drive genuine new value rather than just discounting existing sales.
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Jun 8
Margin leakage doesn’t pause for IT roadmaps. Act on intent signals now, not perfect data later.
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Jun 5
The most expensive empty box on your website might be sitting in your checkout.
That little “Enter promo code” field looks harmless.
It doesn’t just redeem discounts. It creates doubt at the worst possible moment.
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Jun 4
Too many eCommerce teams are still letting tech vendors grade their own homework.
By holding back a clean, consistent control group across channels, you can see which campaigns are genuinely incremental and which are just taking credit for demand that already existed.
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Jun 2
Another personalisation tool won’t fix a broken promotional strategy.
The problem isn’t a lack of technology. It’s a lack of discipline around who actually needs an incentive, when they need it, and what behaviour you want to change.
Fix the promotional logic first.
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Jun 1
The weekly friction between Digital Trading and Finance is a growth killer.
Trading pushes for volume and Finance protects the margin.
Stop blanket discounting just to hit targets. Use real-time intent to protect profit while securing the sale.
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May 31
Publicis acquiring LiveRamp isn't just another agency power move; it’s a clear signal that the "data-driven" era of commerce media is maturing.
As the ecosystem shifts, the challenge for commercial leaders is turning this data into incremental impact.
hubs.la/Q04jlgQW0
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May 30
Record-breaking Black Friday revenue looks great on a slide. But beneath the surface, your margin might be taking a hit.
Most retailers celebrate high coupon usage, falling straight into the cannibalisation trap.
You aren’t driving growth; you're subsidising it.
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May 29
The retail media gold rush is officially getting messy. Fragmentation is the word of the day.
Let’s stop chasing every new 'garden' and start focusing on the actual person in the shop:
hubs.la/Q04hLNS30
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May 28
Everlane’s sale to Shein is more than just a headline; it’s a reminder of the "growth at all costs" trap.
Read more on the Everlane shift here: hubs.la/Q04hLNjy0
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May 25
The "20% off everything" banner gets approved with a collective sigh.
Most teams know it erodes the brand and trains customers to wait for the next code. But they also know it works.
The interest in offers based on actual shopper intent is definitely there.
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May 22
When costs rise and disruption hits, the natural instinct for many commercial leaders is to hit the pause button.
When you can't rely on a massive IT overhaul to drive growth, you have to get smarter with the traffic you already have.
Read more: hubs.la/Q04hC44N0
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Apr 20
Retailers have this habit of handing out money to people who don't even need it.
Sian Wells from SportsShoes and I are speaking at Pulse eCommerce Summit about how we're helping them to fix this.
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Apr 16
In this final clip from our Browse Basket Buy episode, Matthew Holman shares a simple tactic for subscription brands.
Put a quick video of the founder right in the cancellation flow. A human reminder of why the brand exists can take save rates from 8% up to 16% or more.
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Apr 13
Catch Dan and Sian at Pulse. The Sportsshoes case study is a great example of how promotions can finally start working for the business.
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Apr 13
The boat race has one opponent. One finish line. One clear goal.
Most retailers are fighting on multiple fronts at once. Competitors. Discounts. Targets. Distractions.
Pick one opponent: the scattergun discount.
One race. One rival. One win.
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Apr 13
Oxford and Cambridge don't multitask on race day. They pick one event. They prepare relentlessly. They execute.
Retailers could learn from this.
Pick one opponent: the panic-button discount.
One focus. One test. One improvement at a time.
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Apr 10
Subtraction is a massive opportunity for brands right now.
Our latest blog explores the subtraction problem in retail. It looks at when to remove friction and when to add value at the checkout.
Read it here: hubs.ly/Q049PMzp0
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Apr 9
Most brands send subscription billing reminders that sound like a threat. This approach practically invites the shopper to cancel their subscription immediately.
Matthew Holman shares some great advice in this clip from our Browse Basket Buy episode.
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