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Connected Commerce for Modern Times

Have you ever wondered how many ways you could actually buy a bag of potato chips? Or how many potential ways those chips could be delivered to you?  Probably not. You innately know that you can get them pretty quickly in any number of ways: the local supermarket, the vending machine in your office and yes, on Amazon via their Prime Now offering.



For the moment, pretend that you work at the snack company responsible for this network of marketing and distribution touchpoints. Imagine you’re part of the team responsible for making sure the content related to your chips is appropriate for each touchpoint.

Now pretend you’re on the team tasked with synthesizing customer data from each of these touchpoints to help optimize the company’s content, pricing, product configurations, promotions and media across this ecosystem. Put yourself in the shoes of the marketing team attempting to anticipate the fickle needs of consumers in this environment. Yikes! Right?


These aforementioned challenges are real, and they’re driving smart organizations, regardless of category, to unify their commerce strategies and align their teams and systems to support a converging ecosystem where customer expectations for immediacy continue to reset. It’s why these smart companies are breaking down silos between their marketing, media and commerce teams. That’s why they are leveraging data across their organizations to better understand and anticipate their customer’s needs and wants. That’s why they are leveraging flexible commerce platforms to enable new channels to be turned on and off – with speed.

Yes, you can call these efforts business transformation, but it’s also just commerce for modern times. And modern commerce requires an orchestrated effort of teams, data and smart tools to make it all hum.

How connected is your commerce ecosystem?

Author: Brett Leary, SVP, Commerce Innovation Lead, Digitas North America

The original article was published on Digitas Insights.