This week, we're joined by Peter Ballard and Dicken Doe from Foolproof, which is a global experience design company. Both Peter and Dicken bring a ton of experience to the show and bring a very unique topic to the show. Peter is the co-founder of Foolproof and VP Head of Marketing at Zensar and Dicken is an Experience Design Director at Foolproof and specliasies in data, analytics, and application of AI. So, they have a great combination of experience and knowledge. 

The focus of this episode covers a very unique and cool topic. We discuss how retailers and B2C sites can drive acquisition through digital gifting. Foolproof lots of interesting research over the Christmas period which suggests that consumers aren't fully satisfied with the gifting experience that retailers offer. Many consumers order gifts to their own homes and then resend the gift to the recipient due to a lack of confidence to do this directly. So, we asked Peter & Dicken several questions on how retailers can improve the digital gifting experience and discussed some of their research findings.

Digital Gifting research - https://www.foolproof.co.uk/journal/43-of-uk-shoppers-forced-to-expend-unnecessary-effort-this-christmas/

Journal - https://www.foolproof.co.uk/journal/