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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.

An eCommerce Retrospective: Ten Summoner's Tales, Twenty Years Later

20 years ago the world changed. On August 11, 1994 Phil Brandenberger paid $12.48 plus shipping for Sting’s “Ten Summoner’s Tales” and made history as the very first online shopper. One year later Amazon.com and AuctionWeb (later to become eBay) both embarked on a historic journey to become the power-houses they are today.

How Blake Lively Almost Got Content for Commerce Right. Almost.

When I first heard Blake Lively was launching a lifestyle/ content/ commerce website, I’ll be honest, I was excited. I was a pretty big Gossip Girl fan back in the day, and I’ve always admired her cool, eclectic sense of style. According to Vogue, the site is “part digital monthly magazine, part e-commerce venture, part video blog, the site will seek out and celebrate people all over America who are making things—food, clothes, pillows, dishes, dining-room tables—with their hands.”

Drupal for Digital Commerce – Bojan Živanović

Bojan and I chatted at Drupal Dev Days 2014 about one of the newest and most important weapons available in Drupal's eCommerce arsenal: recurring billing for digital commerce in Drupal Commerce.

The ecommerce media experience: new triggers and signals

The sudden shift away from desktop browser experiences to the mobile web has been both a huge challenge and opportunity for ecommerce user experience management. While having a mobile version of the store was a priority in the five years, the new user expectation is that the site will respond to their circumstances intuitively down to an awareness of whether or not they are in a moving vehicle or inside the brand’s actual store.

Selling the Story: From Store Operations to Experience Management

As the ecommerce channel becomes the key channel for many consumer driven brands, ownership of its P&L is moving to the marketing organization as that channel becomes the primary digital face of the brand. As marketing itself moves from a rigid “funnel” model aligned to a marketing calendar (Dads-and-Grads, Back-to-School, Black Friday) and the classic Four P’s of product-price-promotion-and place to a more fluid experience customized to the individual, the need for the marketing communications model to adapt becomes imperative.

The New Customer Decision Journey Needs Content

Demand generation for consumer ecommerce sites used to be as subtle as a brick to the face, generally consisted of pushed spam with “Buy Now!” subject lines hoping to drive customers to landing pages with annoying homepage hero offers.

Selling the Story: The Commerce-Content Connection

The Mad Men era of the 1960s introduced the concept of storytelling to Madison Avenue and the brands they were pitching. Now storytelling is being integrated into the science of selling online, turning the classic catalogue-cart-checkout model into something closer to a magazine but with the added capabilities of personalization, segmentation and recommendation engines.

Today’s Brand Must Think Like a Publisher

Content is king. But as the line between publishers and brands are blurring, all brands find themselves in both the content and the commerce games.

As brands, we are sometimes wary of pushing content on our customers. In my experience, however, customers are much less worried about the blurred lines, and much more interested in getting that they want when and where they want it. As Alexis Maybank, founder of Gilt Groupe described it,

Integrated Shopping Solution from Acquia [Sept. 10, 2013]

Submitted on
Tuesday, September 10, 2013
,
KMWorld

Acquia has released Commerce Cloud, which is said to be the first digital experience platform designed to bring content to commerce. Acquia says its new offering enables creation of content-rich, socially enabled, integrated shopping experiences.

Further, Acquia reports, Commerce Cloud allows brands to build and deliver content-rich, engaging shopping experiences with the flexibility, scalability and security required. Commerce Cloud is available as a service, and delivered on the most secure, scalable and reliable cloud environment available for Drupal, says Acquia.

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