Changes in customer shopping behaviours are creating an opportunity for brands to redesign their approach to customer communications. Across multiple categories e-commerce is the main driver growth and all brand functions now need to consider the impact of commerce on their bottom line.

Marketers have access to more data than ever before to optimize their media and have access to a range of new communications channels. Sales teams are facing similar opportunities as commercial agreements become more digitized and as the digital components of joint trade deals become the main factor driving growth.

We are now seeing the convergence of marketing and sales, and Zenith has identified five imperatives that brands need to focus on order to deliver commerce growth. We have identified these imperatives following detailed analysis of consumer and platform data from five partners: GlobalWebIndex, Jumpshot, Criteo, dunhumby and ChannelSight.

 

Our Five Commerce Imperatives for Marketers are:

  • Break down silos – No customer journey is the same, and this requires brands to rethink their organisations
  • Leverage the Retail Experience – To build a joint growth plan with a retailer, bransd need to evaluate their e-commerce experience in line with customer preference
  • Identify Sources of Growth – With Amazon continuing to put commercial pressure on brands to ‘sell-through’, brands need to find other areas of growth
  • Exploit Retailer Media – Within each e-retailer environment there are multiple ways for brands to improve media investments
  • Enhance your Partnerships – Data and tech advancements provide an opportunity for seamless integrations between brands and retailers
VIEW PDF VIEW EBOOK SIGN UP FOR ZENITH INSIGHTS
Articles from this publication
Insight

Break down silos

No customer journey is the same, and this requires brands to rethink their organisations. Influencing a customer’s decision to buy your product is not...

  
Insight

Leverage the retail experience

To build a joint growth plan with a retailer, you need to evaluate their e-commerce experience in line with customer preference. Customers now expect...

  
Insight

Identify sources of growth

With Amazon continuing to put commercial pressure on brands to ‘sell-through’, marketers need to find other areas of growth and develop profitable relationships with retailers....

  
Insight

Exploit retailer media

Within each e-retailer environment there are many ways to improve your media investments, whether directly or through self-serve marketing solutions. With the launch of self-serve marketing solutions...

  
Insight

Enhance your partnerships

Data and tech advancements provide an opportunity for seamless integrations between brands and retailers. As a result of GDPR, most companies cleaned up...

  
Related Insights Posts