Online, Offline And Everywhere: Retailers Turn To Connected Commerce
In the ever-evolving landscape of retail, one thing is becoming increasingly clear: the lines between online and offline shopping are blurring. As technology continues to advance, retailers are finding new and innovative ways to connect with consumers through a strategy known as connected commerce.
Connected commerce is all about creating a seamless shopping experience for customers, whether they are online, in a physical store, or on a mobile device. It involves leveraging technology to bridge the gap between the digital and physical worlds, providing shoppers with a cohesive and integrated experience no matter where they choose to make a purchase.
One of the key strategies that retailers are using to achieve connected commerce is the use of retail media networks. These networks allow brands to place targeted ads in front of shoppers at the point of purchase, whether online or in-store. By leveraging data and analytics, retailers can deliver personalized ads that are more likely to resonate with consumers, ultimately driving sales and increasing ROI.
However, while retail media networks can be a powerful tool in the connected commerce arsenal, some retailers may be overrelying on them. In fact, these networks now account for 59.9% of all spend in this area, according to recent data. While they can be effective in driving sales, it’s important for retailers to remember that connected commerce is about more than just targeted advertising.
Successful connected commerce strategies also involve creating a seamless shopping experience across all channels, from online marketplaces to brick-and-mortar stores. This means ensuring that inventory levels are accurate and up to date, offering multiple fulfillment options such as buy online, pick up in-store, and providing top-notch customer service both online and offline.
One retailer that has successfully embraced connected commerce is Nike. The athletic apparel giant has invested heavily in technology to create a seamless shopping experience for its customers. For example, Nike’s app allows shoppers to reserve products online and try them on in-store, blurring the lines between online and offline shopping. By leveraging technology in this way, Nike has been able to drive sales and increase customer loyalty.
Another example of a retailer that is excelling in connected commerce is Sephora. The beauty chain has implemented a range of tech-driven solutions to enhance the shopping experience, such as augmented reality tools that allow customers to try on makeup virtually. By providing innovative and engaging shopping experiences both online and offline, Sephora has been able to attract and retain customers in a competitive market.
In conclusion, connected commerce is transforming the retail industry, allowing brands to create a seamless shopping experience for customers across all channels. While retail media networks can be a valuable tool in this strategy, retailers must remember that connected commerce is about more than just targeted advertising. By focusing on creating a cohesive and integrated shopping experience, brands can drive sales, increase customer loyalty, and stay ahead in a rapidly changing retail landscape.
online, offline, everywhere, connected commerce, retail marketing