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commerce

Selling the Story: The Content and Commerce Combination

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The impact of commerce on modern business is undeniable. From changing the retail experience to the introduction of pure pricing transparency, online shopping is now the primary way that brands interact with loyal and prospective customers.

In this ebook, we’ll look at the trends sweeping over the commerce landscape and show you how you can take advantage of the content and commerce combination to sell your story.

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I Came for a Purple Jacket, but All I Got Was Pretty Pictures

I needed a fall jacket. Something lightweight and colorful. My online search led me to Paul Smith’s autumn/winter collection. I clicked through some of the beautiful pictures and came across a purple jacket (center right) - totally my style!

paul smith - winter/autumn

Luxury Interactive: de kern van het merk zit in het verhaal

Less than two weeks after the close of shop.org I found myself on a train down to NYC for Luxury Interactive. The big takeaway from shop.org was Content is Critical to Brand Differentiation, and I expected to hear a similar theme at Luxury Interactive. After the first day of sessions I wasn’t disappointed.

Luxury Interactive: A Brand's Biggest Asset Is Its Story

Less than two weeks after the close of shop.org I found myself on a train down to NYC for Luxury Interactive. The big takeaway from shop.org was Content is Critical to Brand Differentiation, and I expected to hear a similar theme at Luxury Interactive. After the first day of sessions I wasn’t disappointed.

“Content is Critical to Brand Differentiation” said everybody at shop.org.

If I had to choose one theme of this year’s shop.org annual summit, it would be ‘Content, Content, Content’. The summit started with REI CEO Jerry Stritzke where he described REI as a Storytelling Company. Starting with the brand’s origins as a community of climbers, he described the passion for the brand held by consumers and employees alike, with the passion fitting of the brand he described.

Forrester Research: Bridge the Commerce/Content Divide

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The Issue: The Content and Commerce Divide
Commerce and digital marketing teams tell a familiar story. The commerce team launches an online store on a commerce platform. Commerce and IT focus on the platform and evolve it as the online business grows—focusing
on basics such as PCI compliance and product information and expanding to more complex integrations. Now they want to add content, such asreviews and engaging media, that will inform and guide shoppers.

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Why we’re dropping the “e” in eCommerce. And why you should too.

The rise of m-commerce, the struggles with social-commerce, the growing maturity of e-commerce, the integration of technology into physical commerce… it can be, no it is, overwhelming. As marketers, we feel the need to distinguish between the different types of platforms consumers use to research and purchase products. We have mobile teams responsible for developing shopping apps, and optimizing the mobile experience.

Retail and Non-Profits Have More In Common Than You Would Think

One of the main reasons I got into marketing, and specifically marketing for commerce, is because people fascinate me. How does a consumer make a purchase decision? Why then? Why that product? Why is Target ‘Le Target’ while Wal-Mart is ‘Wally World’? I’ve spent my whole career digging through those questions, only to come up with more.

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