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 brands
• Her statement: eCommerce neglects 40% of society.
• The need for diversity in organisations to better represent and understand customers
• Why we shouldn’t assume customer preferences and behaviours
• Look Fabulous Forever's approach to building long-term relationships and trust with customers

Key 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 Chapters

00:00 Introduction
01:02 Guest Introduction: Janis Thomas
05:18 Janis' Statement: eCommerce Neglects 40% of Society
12:00 Get to Know Your Customers
18:19 The Long Journey to Purchase: Building Trust and Engagement
21:47 Janis' Final Advice
22:22 Outro

Social Media

• Janis' LinkedIn → https://www.linkedin.com/in/janisthomas/
• Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
• YouTube → www.youtube.com/@madewithintent