Best Practice Report

Unleash A Story-Oriented Commerce Experience Using Technology Creatively

Don’t Let Your Brand Story Be Caged Inside A Templated Page

December 12th, 2023
Chuck Gahun, Principal Analyst
Chuck Gahun Principal Analyst
Joe Cicman, Principal Analyst
Joe Cicman Principal Analyst
With contributors:
Linda Ivy-Rosser , Keith Johnston , Jay Pattisall , Ted Schadler , Kelsey Chickering , Hannah Murphy

Summary

Humans are hard-wired to bond with great stories, but brand and marketing leaders grapple with using today’s tech solutions to deliver immersive story-oriented experiences. Creative commerce experiences blend storytelling with a creative use of existing technologies to deliver endless cocreated journeys through prequels and sequels that organically drive engagement and brand loyalty. We interviewed executives and their full-service agencies to shed light on how several businesses are using technology creatively to drive business impact. Read this report to understand how to pivot from funnel-oriented approaches to story-oriented, cocreated experiences that deliver increased business value.

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