Claude for Commerce: CRM & Retention Edition
A free monthly series for the people working in ecommerce and retail. Each edition takes one function of the business - operations, finance, marketing, trading, customer service - and gets into how Claude is actually being used there by people doing the job.
This is Edition 3: CRM & Retention
You've got Claude. Your CRM team is probably using it. The question is whether it's just speeding up the work you already do, or actually changing how the function runs.
Most teams stop at the chat window. They use Claude to draft campaign copy, summarise segment performance, brainstorm subject lines. That is useful, but it's not transformational.
The teams getting real retention value have gone further. They have connected Claude to the platforms their CRM runs on. They have started questioning whether the martech stack they have been stitching together for years is even necessary anymore, or whether AI can do the job of half of it. They have given their people direct access to the customer data and systems that used to require five different logins and a data team to interpret.
This session is about what that looks like in practice - inside a CRM & retention function, at a real consumer brand.
What this is
Part workshop, part podcast. Tim Richardson, CEO of ROIROI and host of Offcuts, and Lucy Davis, Chief Solutions Officer at ROIROI, open the session with a practical framework for where Claude sits inside a commerce business and how to think about moving beyond basic usage.
Then we bring in Matt Davis, who leads CRM and retention at Purdy & Figg, to share his knowledge and experience of using Claude inside the business.
What we'll cover
The difference between using Claude and using Claude well. Where most CRM teams are today, and what the next level actually looks like in practice.
Chat vs Cowork vs Claude Code. Three different tools, three different use cases. Most people default to chat - we break down when each one is the right call, and why it matters specifically for a CRM and retention function.
Skills. What they are, why they change what Claude can do for your business, and how Matt has applied them inside Purdy & Figg.
Replacing the martech stack. A direct look at which tools in a typical CRM stack can realistically be replaced by AI today, which can't, and how to think about the tradeoffs.
A live conversation with Matt. Real workflows, what's surprised him, what hasn't worked, and what he'd do differently if he started again.
Your questions, answered. When you register we ask you one question: what do you most want to understand about using Claude inside your business? Your answers shape the session.
Matt has spent his career in CRM and Loyalty, starting agency-side at McCann and Rapp before moving in-house, heading up CRM at Pinter. He now leads CRM and retention at Purdy & Figg, one of the UK's fastest-growing brands, where he owns customer lifetime value, subscription growth and the CRM programme behind every product launch.
Who this is for
Heads of CRM, Retention Managers, Loyalty Leads and founders working in ecommerce or retail brands who have started with Claude and want to go further.
Claude for Commerce runs monthly. Each edition covers a different function of the business. Future editions will cover finance, trading, customer service, and more. Register now and you will hear about each one as it launches.
Free to attend. Limited places.
Your hosts
Tim Richardson is CEO of ROIROI and host of Offcuts - a podcast and newsletter about AI and commerce with over 3,000 weekly readers and guests including Huel, Tala, and Cubitts.
Lucy Davis is Chief Solutions Officer at ROIROI. An engineer by background, she began her career at Nielsen working on OCR technology before holding a senior role at Bloomreach. She leads ROIROI's AI delivery across client engagements.
ROIROI is a technology and performance agency connecting engineering, design, growth marketing and AI into a single commercial operation for consumer brands and multi-brand groups.