South Africa, Oct. 13 -- "I need a skincare gift for someone who likes a simple routine. My budget is R1,000. What would you suggest?"

That question says something important about discovery. The customer has described a person, a preference, a budget and a need. They have given the recommendation a brief.

For brands preparing for festive trading, this is the language we need to understand - and speak.

From product categories to customer needs

My experience in e-commerce has taught me that the way we organise products internally is not necessarily the way customers shop.

We think in ranges, formulations, product categories and campaign names. Customers arrive with concerns, desired outcomes and practical questions. They want to know w...