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eTail West Highlights the Conflicted World of Commerce

I’m a big fan of Dr. Seuss, and so when Eric Feinberg of Foresee referred to potential customer segments as Thing 1 and Thing 2 at the recent eTail conference, I had to smile. As I thought more about the current state of commerce, though, I decided that a Dr. Dolittle shout-out to Pushmi-Pullyu is more apt.Pushmi-pullyu

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,

You’re Already In The Content Game

Whether the size of your content team is 50 people or zero, you’re already in the content game. If you’re not publishing content, the chances are good that your customers are creating it on your behalf.

The Content Around Us

Best practices for creating and driving social commerce experiences

As the increasingly social nature of the internet continues to alter the world of commerce, the most recent changes have seen the consumer take a more active role—a partnership role—in producing and consuming a brand’s content or services.

My most recent blog looked at how social commerce has defined the purchase process into three phases. In this blog, I’ll look at how social commerce is impacting the creation and consumption of products and services.

All Commerce is Social: The 3 Phases of Purchase

Way back in 1999 -- a thousand years ago in internet years -- writer and designer named Darcy DiNucci coined the phrase Web 2.0. This marked the beginning of the web as a social experience, eventually altering commerce so that today customers can be brand advocates who play a crucial role in building your business.

eTail West 2014

Join Acquia at eTail West, the leading eCommerce and multi-channel retail event dedicated to supporting the growth of the retail industry. eTail brings together senior-level eCommerce and marketing professionals for 3+ days of interactivity, focused networking, and sessions that offer tangible takeaways.

So schließen Sie die Lücke zwischen Content und Commerce: 5 Strategien

Es ist kein Geheimnis mehr: Hochwertiger Content ist der Schlüssel zu erfolgreichem E-Commerce.

5 Strategies to Close the Content, Commerce Gap

The secret is out: Great content drives commerce engagement.

However, creating an easy handoff between the content experience and the purchase experience remains a mystery for most. To fully integrate these two experiences, retailers and brands will need to look at technology and far beyond. I recently published an eBook that provides a path forward: 5 Strategies for Closing the Content and Commerce Gap.

Here’s a quick recap of the 5 Strategies:

5 Experiences Commerce Websites Should Replicate from the Apple Store [Dec. 6, 2013]

Submitted on
lundi, le 30 decembre 2013h
,
The Next Web

By Tom Wentworth, Acquia CMO

Whether you’re an Android or iOS user, we’ve all probably made our way into an Apple store at some point. After pushing past the suspiciously friendly blue-shirted door greeters, the in-store experience is actually quite pleasant. It’s a far cry from what you’d expect from a massive consumer goods retailer; people actually seem to be enjoying themselves in the stores and are eager to come back.

Unlike big-box retailers who couldn’t care less about which products you buy (as long as you buy something), Apple controls its brand message and experience within its stores. The result is a unique brand engagement that’s a win for both the Apple name and the consumer. This is exactly the experience Apple intends.

Apple has largely been successful in creating an in-store shopping experience that’s as simple, dynamic, and stress-free as a visit to its online store. While brick-and-mortar retailers are seemingly shutting their doors left and right, Apple stores seem to keep popping up around the world.

That got us thinking: what tactics did Apple implement in some of its physical stores that every retailer and brand can adopt? Here’s a list of five

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Forrester Report Tackles the Great Content and Commerce Divide

Imagine this: You walk into a local department store and browse until you find just what you’re looking for, but then you discover there’s no cash register in the building… you have to walk several blocks to get to the place where you can checkout.

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