The neglected 90%: unlocking growth in the customers you forget with Eric Fergusson

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​The neglected 90%: unlocking growth in the customers you forget with Eric Fergusson

​Join us for an insightful session with Eric Fergusson on understanding the 90% of your customer base who aren't superfans. Brands are biased, focussing on their lovers and chief advocates, meaning the majority of customers - who shop once or twice - are not considered or understood. These customers can be your best customers in the future, but they are also by definition those most at risk to competitors. If you don't understand these customers and serve them, you're putting your business at risk.

​About Eric Fergusson
Eric is an experienced MD, CDO and Marketing Director, with a passion for data and customers. He led 10x online growth at Liberty, he ran the digital business of The Whisky Exchange and was MD at the Piper backed phone case accessories Mous. Prior to this, he spent over a decade in consulting, advising brands and retailers on all things digital.
He's passionate about wine and whisky and an active angel investor in exciting disruptor brands including Freja, Laylo and Dr.Vegan.
Above all, he's a big believer in the importance of a plan, insight backed of course(!), and uniting teams to work together on change.