Vision Report

The Total Commerce Experience

Creativity Is The Red Thread That Pulls Shoppers Through Commerce

May 23rd, 2023
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Ted Schadler, VP, Principal Analyst
Ted Schadler VP, Principal Analyst
With contributors:
Keith Johnston , Emily Pfeiffer , Joe Cicman , Joe Stanhope , Tina Moffett , Lexie Lawhon , Christine Turley

Summary

Commerce has become commoditized, overly focused on optimization, and cut off from the full customer experience (CX). Yet customers’ expectations to purchase anywhere, expanding digital ecosystems, and maturing marketing technology (martech) allow brands to focus on a total commerce experience. This engagement strategy enables brand leaders to provide their customers with simplicity and their companies with more profitable and delighted customers. This report shows B2C marketing executives and their tech, operations, and CX colleagues how to leverage an aligned, holistic, and creative approach to producing commerce experiences.

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