Daniel Gaugler

For all retailers, transitioning to an omnichannel strategy comes with great challenges. In particular, most of us rely on legacy ecommerce platforms, and have difficulty adapting to the speed of the consumer, because those systems weren’t built to do so. This panel casts its eye on the technology needed to truly deploy omnichannel, outlining selections, successes and failures so far:

•Evolving your cross-channel capabilities to become fully omni-channel

•Infusing technology throughout the shopping funnel to support customer acquisition and retention: research, purchase and support

•Putting deployable and flexible technology in place to enable cross-channel shopping

•Utilizing stores for product awareness, research and purchase

The truth is, there is no direct path to purchase. There are many different touchpoints and you need to test and learn which platforms bring the customer to a point of an informed buying decisions. With different content offering different interactions, building a seamless message is a challenge but not impossible. The executives on this panel share how they build a holistic approach to the customer journey via cross platform story-telling content:

• Utilizing content to market across various channels

• Quickly creating valuable content that can be used across channels

• Deciding which channel is best to begin marketing the content: starting with one channel and filtering through or releasing content all at once?

• Determining the best KPIs—to measure the effectiveness of your content

• Centrally managing content to increase marketing productivity and improve customer experiences