13 | How eCommerce Neglects 40% of Society with Janis Thomas

In this episode, host David Mannheim sits down with Janis Thomas, Managing Director of Look Fabulous Forever.Janis has 25 years experience in delivering multi-million pound marketing and eCommerce projects in high-growth businesses. She has grown diverse brands from The Times Educational Supplement to Playboy.Janis discusses how eCommerce often neglects a significant portion of society—those over 50 years old, who make up 40% of the population. Janis shares her perspective on the importance of truly understanding and catering to customers, regardless of their age or demographic.Topics Covered:Janis' diverse career journey, from marketing at Playboy to building eCommerce brandsHer statement: eCommerce neglects 40% of society.The need for diversity in organisations to better represent and understand customersWhy we shouldn’t assume customer preferences and behavioursLook Fabulous Forever's approach to building long-term relationships and trust with customersKey Quotes:"If we concentrate our organisations with people in that 25 to 39 age group, how can we possibly ever hope to understand and fully represent the remaining 80% of the population?""We can't just put a picture of our blusher on Google search. You are never gonna buy our product. You need to understand about it and why we exist."“Over time, we'll build a relationship, we'll build trust.”Episode Chapters00:00 Introduction01:02 Guest Introduction: Janis Thomas05:18 Janis' Statement: eCommerce Neglects 40% of Society12:00 Get to Know Your Customers18:19 The Long Journey to Purchase: Building Trust and Engagement21:47 Janis' Final Advice22:22 OutroSocial MediaJanis' LinkedIn → https://www.linkedin.com/in/janisthomas/Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=trueYouTube → www.youtube.com/@madewithintent