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Now that 2012 is over and the New Year has begun I have put together some notes on what I think will be significant in Digital Commerce this year. Communities are a fantastic way to cultivate 'superfans' because they allow brands to reward the full range of socially beneficial behaviours, they motivate with progressively difficult levels of achievement, confer meaningful privileges to top contributors and offer multiple paths for brand success.Posted by Maria Morais
Innovation in e-commerce is a series of articles that will help retailers gain competitive advantage. This is the second part of a two-part series where we are going to discuss the loyalty and brand advocacy through the customer journey. Every brand needs a good story, that is how a strong brand personality is created and with it a value perception among customers. We buy perceived ideals not products, so customers need to be entertained with stories that draw their attention and allow them to continue the conversation with your brand.Posted by Maria Morais
Innovation in e-commerce is a series of articles that will help retailers gain competitive advantage. In this article I am focusing on the need for customers' demands and expectations to drive brand commerce strategy. Customers as the ultimate source of revenue have always been important for brands, however customers have been considered only as the final link in a very complex supply chain. The opportunity for multichannel commerce strategy is to make customers part of the brand journey, rather than the end of the line.Posted by Maria Morais
Online merchandising is a subject we discuss frequently. Our latest findings reveal that presently, as many retailers struggle to get back into profit, it's important to build strong foundations because consumers don't distinguish between channels. All they see are multiple contact points and they expect brand consistency, which means that retailers need to provide customer-centric strategies consistently, including across partners.Posted by Maria Morais
Innovation in today's e-commerce landscape through multichannel e-commerce has been a catalyst for the evolution of online retail, leading retailers to jump ahead of other vertical markets. Despite this, there are key differences between the retailers who really provide a successful and integrated multichannel experience and the ones who don't. This article looks at the characteristics of retailers who are succeeding through an integrated multichannel approach. These retailers have three main characteristics that differentiate them from their peers: They know who their customers are, they integrate all channels and all technologies into one consistent user experience and they know how to measure their own success.Posted by Maria Morais