Beringer Tame Blog

The Ecommerce Weekly - 6 December 2021

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Recently we found ourselves disagreeing with Augie Ray, VP of Customer Experience at Gartner following comments made about the role of a CCO. 

“CCOs aren’t responsible for touchpoints — they don’t have a product team or digital team reporting to them.... ultimately it’s a role of great power, but it’s a power that has to be used to influence leaders and front line employees across the organization to become more customer centric in their day-to-day operations.”

(Augie Ray, VP Customer Experience, Gartner)

Whilst we think that this may be true in the case of larger, hierarchical organisations (hence Ray's point of view), we don't believe it's accurate of the wider position (and having placed 4 CCO's this year, we think we know a thing or two about the subject in question).

For our clients, this is not just an influential role.  The whole point is that the business has rearranged itself around a customer centric organisational principle.  

The CCO clearly sits at the intersection of marketing and digital product (with these two business areas reporting into them) and they are directly involved with monitoring, crafting and understanding customer touchpoints (from performance marketing, through lifecycle and fulfilment, all the way through to returns).

We feel that if a CCO does not hold any real power then that is probably a symptom of boardroom box ticking and a wishful thinking mentality that is paying lip service to the changing world.. whilst not actually being interested in any kind of adaptability in the face of ever changing dynamics of doing business in 2021 and beyond. 

What do you think? 


Tesco has a major new media offering.
(The Drum)

Moonpig launches AR Christmas experience.
(Charged Retail)

Wickes profits set to beat expectations.
(365 Retail)

Cloud banking fintech Thought Machine enters unicorn club.
(UK Tech News)

Frasers Group secures almost £1bn in funding.
(Retail Gazette)

Gear4music acquires AV Online business.
(Retail Gazette)

Cellular Goods launch first product range and ecommerce platform.
(Proactive Investors)



Volkswagen embeds AR driving experience on Amazon boxes.
(Marketing Dive)

Macy's reliance on stores for e-commerce weighs on mulled split.
(UK Investing)

Balenciaga has created a metaverse division.
(Charged Retail)

Carrefour Occasion launches digital platform.

Pret A Manger trials long awaited ‘Pret Perks’ loyalty programme.
(Retail Gazette)

Lidl Denmark To Sell Non-Food Products Online From 2023.

L’Occitane reports record half-year beauty profits for 2021.
(Cosmetics Business)



Facebook Adds New Trend Insights in Creator Studio.
(Social Media Today)

Instagram's will focus on video to win back young users.
(Social Media Today)

LinkedIn launches TikTok campaign to support young people starting careers.

Facebook could be forced to sell-off Giphy after UK regulatory ruling.
(Social Media Today)

eBay fee hike going into effect for international selling.
(Ecommerce Bytes)



Hydro Flask owner to acquire backpack brand Osprey for $414M.
(Retail Dive)

Jokr becomes a unicorn after $260 million Series B round.
(Morning Brew)

Republic acquires the UK’s Seedrs in $100M deal to push into Europe.
(Tech Crunch)

Schick maker acquires Billie for $310M.
(Retail Dive)

Convious Raises $12M To Grow Its AI-Driven Ecommerce Platform.
(AIThority), has received $16 million in new working capital.
(Digital Commerce 360)

Frontegg raises $25m to accelerate product-led growth adoption for SaaS applications.
(Business Leader)

Prestashop acquired by MBE.
(Ecommerce News)

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