15 | How to Keep Your Brand Relevant with Matthew Gratze

Statements of Intent

In this episode, David is joined by Matthew Gratze, Director of Customer at Signet Jewellers.

Matthew shares his perspective on the importance of being relevant to each customer's unique shopping journey and how to deliver personalised, contextual experiences.

Matthew holds experience across several sectors from baby & child to jewellery. His leadership in driving major business transformations and digital strategies for brands like Halfords, Ann Summers, and Mothercare has earned him a spot on The Retail Week Etail Power List 2016 top 50.

Topics Covered:

• The lessons Matthew learned about customer-centricity during his time at Apple
• Balancing the pressures of new customer acquisition versus retention strategies
• Making experiences relevant and appropriate to each unique customer journey and mission
• Why relevance trumps one-size-fits-all marketing

Key Quotes:

• "If you can design a journey or a product or a mission perfectly with the customer in mind, it's very difficult to go wrong from that stance."
• "How do you become more relevant for each of those shopping journeys or shopping missions? That's where retailers could really win."
• "Being relevant is about how we become more relevant for that shopping experience there and then based on signals, browsing intents, etc.”
• "We get stuck with short-term views and try to fix very small things rather than looking at the bigger picture."

Episode Chapters

00:00 Introduction
01:16 Guest Introduction: Matthew Gratze
03:21 Matthew's Lessons In Selling
13:18 Balancing Acquisition vs. Retention
17:38 Matthew's Statement: Be Relevant
23:12 Matthew's Last Words
23:46 Outro

Social Media

• Matthew’s LinkedIn → https://www.linkedin.com/in/matthewgratze/
• Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
• YouTube → www.youtube.com/@madewithintent