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Are experiences more important than transactions in the commerce journey?

Experience rules: why commerce is about customers, not just conversions

September 17, 2019 3:00 pm GMT

In today’s multi-touch, omnichannel world, commerce has never been easier – or more difficult. Because while consumers have an increasing array of options when it comes to how they shop, for brands and retailers, engaging with those customers in a crowded space is becoming trickier by the day.

And getting closer to your customers has never been more critical. Companies need to understand more about customer wants and needs, and understand the context in which they are shopping. Because successful commerce is about delivering a great experience. HBR research shows that customers who have good experiences spend 140% more than those with poor experiences, and return time and time again; experience influences future behaviour like nothing else, and the transaction itself is just one step in a rich, ongoing, two-way relationship.

What today’s customers crave is personalised experiences that extend across any channel they decide to use at any time. Those experiences should feel easy, natural and helpful. For retailers, it’s about predicting, with a high degree of accuracy, what the consumer might want to see next.

So what do brands need to do to make experience-driven commerce a reality? What are the strategies they will need to adapt to new realities, and which tools can help enable this transformation? Join us to find out, as we explore how to deliver on the promise of experience commerce.

Discussion Points

  • How much do you know about where your customers are in the purchase journey, and how to enhance their experience?
  • What are the challenges in delivering seamless, personalized experiences across multiple channels and touchpoints?
  • What tools and strategies are available to help overcome these challenges and create meaningful customer experiences?
Adam Burns
Moderator
Adam Burns
Editor-in-chief and Presenter at MeetTheBoss TV
Peter Fellows
Industry Expert
Peter Fellows
Director Sitecore Experience Commerce, EMEA