Join us for Adobe Summit 2023
Expand your skillset, spark inspiration, and build connections that empower you to make the digital economy personal.
Connected commerce — the integration of various technologies and platforms to create a seamless and personalized shopping experience — is revolutionizing the way brands interact with their customers. When brands can deliver hyper-personalized experiences to customers, they are better equipped to capture customer attention, build ongoing relationships, and grow their market share.
As marketers rush to master this expertise, it’s become evident that their ability to personalize depends on how willing customers are to provide the information needed to inform more targeted interactions. In an increasingly shoppable world, enhancing customer journeys in commerce to provide some form of value exchange is the key for brands seeking this type of access. This strategy is crucial for companies striving to become experts at connected commerce — and its scope extends beyond just retail to encompass direct-to-consumer brands across various industries, including B2B and consumer packaged goods.
While companies that lead with customer-first experiences are winning, not every platform or point solution is created equal when it comes to meeting consumers in the context of their shopping journey. And few organizations are structured to take advantage of the strengths of their technology investments. Critical roadblocks to success include a siloed approach to commerce, where experiences are not integrated with broader brand experiences, as well as complacency toward customer experience management (CXM) best practices.
Lack of clarity about who your most loyal customers are and what they need, siloed systems, and disjointed experiences delivered are just a few of the obstacles that keep companies from delivering next-generation commerce experiences. The result? Disconnected shopping journeys and bad customer experiences that lead to attrition and a poor brand image.
For example, if you run a B2B industrial supply business with thousands of SKUs, but your online inventory doesn’t provide best-in-class search tools, account-based pricing, or guided shopping journeys, customers will quickly go to a competitor with an easier search process to find the parts they need.
Offering something of value to customers in exchange for their data is critical to power more personalized interactions that your audience care about and, ultimately, to create loyal brand advocates.
At its core, designing shoppable customer journeys involves five requirements:
In short, connected commerce is revolutionizing the way brands interact with customers, empowering them to deliver hyper-personalized experiences that capture attention. In combination with Adobe Experience Cloud, follow these five pillars to deliver commerce experiences that drive next-generation brand advocates.
Dentsu and Merkle, a dentsu company, are proud to be diamond sponsors at Adobe Summit 2023. Learn more here how to connect with us at the event.
Join us for Adobe Summit 2023
Expand your skillset, spark inspiration, and build connections that empower you to make the digital economy personal.
Tara brings over 20 years of experience in sales and delivery, including nearly 8 years as a senior Adobe sales leader. With deep vertical and industry expertise, she is excited to set and guide the vision for Merkle’s Adobe practice to accelerate business growth. Tara is passionate about leading with an emphasis on transparency, passion, and commitment to excellence.
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