MarTech Interview with Charles Guimont, CEO & Co-Founder of O2 Commerce

In this insightful interview Charles, the founder of O2 Commerce, shares his insight about the evolution of e-commerce, the rise of hyper-personalization, and the future of customer experience. From the impact of giants like Amazon and Walmart to the role of AI in scaling personalization, Charles provides actionable strategies and advice for businesses looking to stay ahead in the ever-evolving digital landscape.

Welcome to Martech Charles. You founded O2 Commerce back in 2006 while still in university, and now you lead a team of nearly 150 experts. What inspired you to start the O2 Commerce?
It started with a simple but big idea: bridging the gap between technology and marketing. Back then, I noticed agencies struggled with the technical side—programming websites, integrating systems, and making the magic happen behind the scenes. So, we stepped in to fill that gap, providing the technical expertise they desperately needed.

Fast forward to today, and that same mission still drives us at O2 Commerce. Sure, we’ve evolved into a 360-degree agency, offering everything from strategic consulting to UX/UI design to cutting-edge data capabilities. But at our core, technology remains our superpower.

The difference? We don’t just talk the tech talk—we walk it. While plenty of agencies claim tech expertise, not many can truly deliver. At O2, we’re proud to say we have the know-how and the track record to prove it.

How have you seen customer expectations around personalization evolve over the years, especially with giants like Amazon and Walmart leading the way?
Great question! Customer expectations have skyrocketed, and it’s no surprise that with Amazon and Walmart constantly raising the bar, there’s no room for mediocrity. Today’s consumers don’t have the patience to dig around a website, especially on mobile. Attention span? They’re in a race with page load speeds to see which is shorter.

With endless notifications, social media pings, and multitasking, brands are vying for slices of an ever-shrinking attention pie. Thanks to the treasure trove of data on search habits and past purchases, brands now know their customers better than ever. Customers expect brands to use that data to create hyper-personalized, spot-on experiences.

Amazon, of course, has nailed this. Their ability to recommend products you didn’t even know you wanted is practically clairvoyant. But it’s not just about personalization—it’s about delivering a seamless end-to-end experience. They’ve redefined the eCommerce playbook, from page load speeds to lightning-fast delivery and hassle-free returns. And let’s not forget: reducing page load times by just one second can boost conversion rates by up to 1%. Amazon has turned that into an art form, setting benchmarks the rest of us must hit to stay competitive.

The takeaway? Personalization is table stakes. But it’s not enough—you must also deliver amazing customer experience, speed, ease, and relevance at every touchpoint. No pressure, right?

In your experience, what are the three key pillars for delivering a truly personalized commerce experience?
The first pillar is achieving a unified customer vision. Think of it as connecting the dots—whether the data comes from a CDP, CRM, or other MarTech tools, it must work seamlessly together. This unified view ensures you capture every interaction, online and offline, giving you the full picture of your customers and their needs.

The second is segmentation for personalized experiences. Not all customers are created equal (and they wouldn’t want to be treated that way). By understanding your various customer personas and segmenting your audience effectively, you can create marketing strategies that feel tailor-made—because they are.

The final pillar is leveraging artificial intelligence to scale personalization. AI has become the powerhouse behind hyper-personalized commerce, generating custom content and imagery and crafting messaging that feels like it was written just for your customer. It can suggest the perfect product for Elisabeth, recommend promotions she can’t resist, or speak her language so well that she feels like your brand just gets her.

When these three pillars—unified data, smart segmentation, and AI-driven personalization—come together, you’re not just meeting customer expectations. You’re exceeding them, making every interaction feel like home.

How have modern technologies enabled businesses to deliver personalized experiences more effectively today and what tools or platforms do you recommend for businesses looking to simplify their tech stack?
Personalization today is all about leveraging the right tech stack to meet customers where they are—literally and figuratively. It starts with visibility. You’ve won the first battle if your products appear when someone searches on Google. But it doesn’t stop there. Personalization is about staying top-of-mind, especially when consumers aren’t ready to buy immediately. Maybe they just got hit with an unexpected expense, or they’re having one of those days. Enter remarketing—the art of delivering the right message at the right time, reminding them why your product is the one.

But here’s the rub: personalization can’t live in a silo. It must extend across Google, Facebook, email, mobile apps, and beyond. The problem? These platforms often don’t play nicely together. That’s where tools like CDPs (Customer Data Platforms) or advanced MarTech solutions come in. They stitch together all those fragmented touchpoints to create a consistent customer experience.

Tools like Klaviyo (for email marketing) and Algolia (for product search and recommendations) are solid starts for businesses exploring personalization. Bloomreach is another game-changer, combining CDP capabilities with search and discovery features. The industry is moving toward integrated, one-stop-shop platforms, and the writing’s on the wall: unification is the future, and Adobe understands that by offering its Real-Time CDP.

The takeaway? Invest in tools that align with where the market is heading. While no platform has cracked the ultimate all-in-one solution yet, choosing tech supporting this evolution will keep you ahead of the curve—and your customers returning for more. After all, in a world where everyone’s fighting for attention, seamless personalization isn’t just nice to have—it’s the secret weapon.

Why is it important for businesses to consolidate their technologies into a unified system?
In today’s multichannel world, consistency is king. Whether your customers are scrolling on TikTok, browsing your website, or checking your mobile app, they expect the same seamless, tailored experience. If your messaging, promotions, or branding don’t align across platforms, it’s like showing up to a black-tie event in flip-flops—jarring and forgettable.

That’s where a unified system comes in. Centralizing your data and interactions ensures that every touchpoint feels cohesive and professional. This is the difference between a brand that looks like it has its act together and feels all over the place.

Beyond appearances, a unified system is a data powerhouse. With all your channels pulling from a single source of truth, you get richer insights into customer behavior. And richer data means sharper personalization and smarter AI performance. It’s like upgrading from a blurry snapshot to a crystal-clear portrait of your customer’s wants, needs, and habits.

Ultimately, consolidation isn’t just about tidying up your tech stack but building trust. Customers who experience a seamless, consistent journey across platforms don’t just stick around—they return for more.

How do you approach unifying customer and product data to optimize the user experience?
The secret sauce lies in tackling a common problem: customer data systems (like CDPs and CRMs) and product information management (PIM) systems rarely speak the same language. You need clean, standardized, and unified data to bridge this gap. Without that solid foundation, even the flashiest AI or cutting-edge platform will struggle to deliver a smooth customer experience. As the saying goes, garbage in, garbage out.

Clean and detailed data is the linchpin. The more you know about your customers—preferences, purchase history, behaviors—and the more specific your product attributes are (beyond “red shirt” to “lightweight, moisture-wicking, athletic-fit red shirt”), the better your AI can connect the dots. This means recognizing patterns, identifying fashion-forward women who gravitate toward bold, sustainable styles, and matching them with the perfect products.

Modern databases add another layer of magic by allowing you to pre-train AI models. This ensures your system doesn’t start off suggesting fish-themed products to dog lovers—an all-too-common pitfall when your AI isn’t working with meaningful insights.

You can also cross-pollinate your data. For example, segmenting customer data into “busy, active women” groups and enriching your PIM with attributes that resonate with that segment empowers your marketing automation tools. Suddenly, you’re running campaigns that feel hyper-targeted, pulling products tailored precisely to each group.

Ultimately, unifying customer and product data is about alignment. When you connect the right preferences to the right products, you unlock smarter segmentation, richer personalization, and an optimized experience that feels bespoke for every customer. And in a world where personalization is no longer a luxury, that’s a game-changer.

Looking ahead, how do you see hyper-personalization shaping the future of e-commerce over the next five years?
Thanks to rapid advancements in AI, hyper-personalization is about to go into overdrive. Over the next five years, we’ll likely see a clear split between content and interface, allowing brands to personalize both. Imagine logging onto a website and seeing your name on the homepage, personalized images tailored to your preferences, and loyalty rewards that feel rewarding. This isn’t just personalization—it’s the digital equivalent of rolling out the red carpet.

We’re moving toward replicating the personal touch you’d get in a physical store. Imagine walking into a shop, showing a stylist a photo, and getting outfit recommendations. AI is close to pulling this off.

AI will also turbocharge features like real-time chats or video calls with customer service. Instead of getting generic advice, these AI-powered assistants will dynamically analyze your needs. Picture this: instead of recommending “wood, nails, and a hammer” for your treehouse project, the AI suggests a full, tailored list of tools and materials while suggesting plans you should follow—even the ones you didn’t know you needed.

Hyper-personalization will also tackle major pain points like product returns, especially in fashion and footwear. By analyzing past purchases—sizes, brands, even specific fits—AI will confidently recommend the right size for new items, reducing those dreaded “this doesn’t fit” moments.

In short, hyper-personalization is poised to revolutionize how we shop, turning e-commerce into a seamless, intuitive experience that feels custom-built for each customer. For retailers, this is about boosting satisfaction, improving margins, reducing friction, and winning in a hyper-competitive market.

What strategies should businesses adopt to prioritize customer experience in the rapidly evolving digital landscape, particularly as expectations continue to rise?
It all starts with data—your most valuable currency in the digital age. Even the flashiest AI won’t perform magic without a rock-solid data foundation. Step one? Capture, organize, and leverage customer data effectively while ensuring it stays relevant over time. Building strong in-house data science capabilities is like hiring the ultimate sous chef: they’ll help you turn raw ingredients into a five-star experience.

Step two: Keep your data squeaky clean. The cleaner the data, the sharper your AI’s recommendations will be. Conversely, dirty data can tank even the best tools faster than a soggy soufflé.

Next, invest in the right platforms. Think of them as the bedrock of your operation—without a solid foundation, everything you build risks collapsing. The right tech stack enables you to unlock the full potential of your data, scale seamlessly, and avoid those telltale “cracks” when you grow.

Finally, foster a culture of experimentation. Perfection is a myth, so stop waiting for the “ideal” strategy. Instead, dive in with A/B testing, explore different segments, tweak campaigns, and analyze what sticks. Success isn’t about finding a one-size-fits-all formula—crafting your unique recipe for delighting customers.

When you combine clean data, the right tools, and a willingness to experiment, you’ll meet rising expectations and exceed them, setting your e-commerce game apart from the competition.

What advice would you give to smaller companies looking to get started with hyper-personalization and also to build a more differentiated and experience-driven e-commerce strategy?
Start by bringing in the experts. Sure, you can DIY with online resources, but why reinvent the wheel when specialists can help you hit the ground running? They’ll keep you from falling into common pitfalls and ensure you reach your goals faster and more efficiently.

Next, embrace agility. Waiting for the “perfect” strategy is like waiting for a unicorn—it’s not happening. Set a clear vision of your goals, then iterate through trial and error to achieve them. Remember, there’s no one-size-fits-all formula; success comes from figuring out what works for your business.

Invest in the right tools; don’t let sticker shock hold you back. Sure, budgets are tight but focus on ROI. The right platform can transform your business and deliver returns far beyond the initial cost. It’s not about spending more—it’s about enabling more.

Finally, start simple with the data you already have. Identify your VIP customers and determine their habits—what they buy, how often, and which categories they love most. Use those insights to offer tailored promotions or sneak peeks at new products. You don’t need a data science degree to run small, focused experiments. Test, refine, and scale what works.

Even modest, data-driven efforts can deliver big results. By taking these steps, you’ll level up your personalization game and create a customer experience that keeps people returning for more.

Personalization isn’t just ‘nice to have’; it is your competitive edge! Leveraging product and customer data will make the difference between being just another e-commerce business and being the brand your customers repeatedly choose.