How Very Connects Instagram Inspiration to the Payment Page | LBBOnline

​Speaking to an audience of marketing and agency leaders at MAD//North, The Very Group’s chief customer officer Jessica Myers opened with an uncomfortable truth for the industry. “Somebody in your category knows your customer better than you do,” she warned. “They know when they’re going to buy. They know when they’re going to churn. They know before they release a piece of content, what’s going to convert before it even lands. And they are bidding against you.” To survive in this landscape, she explained, brands must do more than simply react to data – they must operate on it. Crucially, that doesn’t just mean turning up the volume. “This is not just about having the biggest budget, the loudest voice, the most amount of creative content, or yet another dashboard,” she said. For Very, which evolved from the nostalgic Littlewoods catalogue into a flagship e-commerce brand with over 4.5  million customers and 1.2 million daily site visits, that means connecting every single stage of the shopping journey. The brand’s target customer is highly specific. She is around 40 years old, married, working full-time, and looking after her household. Crucially, as Jessica noted, she is the “ultimate budgeting queen”. But she
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