Connecting The Consumer Dots: How Connected Commerce Helps Illuminate The Consumer Journey

More than a third (39.3%) of marketers say their organization lacks a “consistent understanding” of the consumer journey as it relates across retailers, according to a recent Winterberry Group report on a concept that’s “a reimagination of how brands and retailers work to create unified shopping experiences.”

“By integrating digital and physical channels, connected commerce delivers on consumer expectations for seamless, personalized journeys while unlocking new opportunities for marketers to engage, convert and retain customers,” says The Evolution of Connected Commerce report.

(Source: Winterberry Group)

And though the report found that brands are expected to spend more than $112 billion on connected commerce investments this year, it says the reliance on retail media networks (which accounts for nearly 60% of the spend) as well as RMN fragmentation and inconsistent metrics and objectives create “key hurdles.”

“To address these challenges, the market must shift toward greater integration, standardization and alignment across all stakeholders,” the report says, offering the following actions:

• Unified measurement standards. “Developing cross-platform metrics and AI-driven analytics enables brands to gain a holistic view of performance and optimize connected commerce investments.”
• Breaking organizational silos to ensure “a cohesive customer experience.”
• Integrated data and AI-powered technology to “drive efficiency, enhance targeting and create frictionless shopping journeys.”

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