The Commerce Evolution: Importance of Leveraging Data, Content and Brand Identity
Commerce is competitive—that’s nothing new. But the competition in today’s digital commerce landscape is unlike anything we’ve seen before. The top initiative for retail business influencers and decision makers is to improve the experience of their customers.
Rich and engaging content is a necessity as a major deciding factor for online shoppers. Within this, personalization is slowly evolving to individualization. Engaging customers as a "segment of one," in real time, is going to be the new norm. Retailers must listen, capture, measure, assess and act on customers’ intent across every enterprise touchpoint.
In this session, Neal Prescott, Chief Technology Officer for MRM//McCann and Optaros’ Chief Executive Officer, and Libby Morgan, Chief Client Officer for Optaors will discuss the strategy behind how to leverage content to successfully individualize the customer experience by:
- Creating trust with customers through valuable content; trust is key in standing out from the crowd and attracting repeat customers.
- Integrating transactional and marketing content technologies to provide a seamless customer experience and avoid content and commerce separation.
- Understanding that content is such a large part of today’s eCommerce experience and today’s customers expect a one-stop-shop when they visit an eCommerce site.
- Providing relevant and sharable content; being able to understand if it doesn’t create a feeling or change in behavior for a customer it is not the correct content for them.