An ecommerce ecosystem is far more than a transaction

With the ongoing shift to digital, marketing, commerce and channel teams must focus on the specific types of content that inspire and move customers towards a transaction.

This content, when measured, optimized and aligned with transactions, is the source of deep insight that informs digital shelf strategy and can directly impact your bottom line. 

To succeed on the hyper-competitive digital shelf, successful brands balance technology and operational excellence to ensure the right visual content, product data and marketing copy is presented to customers.

For organizations seeking every competitive advantage, a digital shelf strategy improves speed to market, automates process and maximizes technology ROI.

As market dynamics and buying behaviours continue to evolve, brands that respond with agility and precision are rewarded with improved sales performance. Organizations that can withstand this change, manage constraints and optimize processes down to the brand level will yield better operating margins, shedding costs and inefficiencies along the way. 

Commerce and channel teams see an opportunity in the review and audit of the entire brand portfolio, establishing appropriate creative operations models and centralization strategies to support those brands. This rationalization, when successfully applied, results in a fit-for-purpose approach that improves creative production and reduces technology spend.

As commerce channels expand and evolve, the increase in data sources adds to the complexity of separating noise from actionable insights. For many global brands, defining criteria and ways to measure Ecommerce success is an imperative.

Brand owners must take the opportunity to align the organization around what data is the most useful, and how it should be used. Marketing and sales teams lead the effort to identify and prioritize the types of data from a consumer, as well as an internal KPI and auditing, perspective.

Regional variants, seasonal campaigns, local acquisitions, and cultural nuances all contribute to the complexities of local Ecommerce teams orchestrating global strategy. Brands and their global and regional teams must leverage technology & change management programs to find the right balance between global direction and local execution. 

Key to that success is the ability to address the challenging area of master data management, exception handling, and market resource and capability fluctuations. For those organizations that remain focused and disciplined, brand consistency across channels and bespoke, transcreated customer experiences make a significant impact.