Connected Commerce

Connected Commerce is…

Connected Commerce is the integration of online and in-store shopping experiences all the way along the purchase pipeline, from product discovery to delivery post-purchase, giving customers total flexibility to shop in whichever way is most convenient for them.

Why would I need this?

Connected Commerce can be beneficial to marketers by allowing their businesses to create consistency across all sales channels. It’s also a great way to keep customers happy, by ensuring everything is personalised for them and the entire process is conducted on their terms.

How does it work?

Retailers must ensure their products are offered on as many marketplaces and across as many channels as possible, from brick-and-mortar stores to digital e-commerce platforms.To succeed, sellers must think of connected commerce in reverse in terms of how they can get each of their products seen by as many potential customers as possible, along different stages of the purchase pipeline.

Connected commerce doesn’t have any hard and fast rules or specific tools to ensure success, retailers need to tailor the concept to their specific range of products or offerings and make sure no stone is left unturned in terms of avenues for reaching their audience.

Real world examples

“Everything has become performance”: Skai’s Michelle Urwin on the retail media revolution

“Media efficiency will be a greater topic of conversation”: 50 marketers’ IPA reactions on first-party forward, optimising and the move to ‘brandformance’

Stagwell powers up e-commerce tools for advertisers with BNG acquisition