Predictive Commerce, the Future for Consumer Brands
Marketers, Get Used To Disappointment.
At age 25, ecommerce is adulting. Like rising stars climbing corporate ladders, brands today confront a relentless workload, steep learning curve, and the exacting standards that consumers expect and competitors embody. How is it that the pace of reinvention is accelerating, and the bar for success is rising so fast?
Innovative brands are applying predictive algorithms to transform customer experience, from pre-sale to doorstep delivery. Here we look at the underlying data capability that enables these use cases, and we review three specific examples currently live in the wild.
Cutting Through the Noise as a D2C First Mover
For marketers and data analysts already working to bridge the gap between first-party customer data and third-party anonymous audiences (for profile enrichment and lookalike prospecting), machine learning represents a new and exciting power tool. But as with any new approach, hype drives a disconnect between expectations and reality. And capitalizing on ML means rethinking the nature of customer identity and experience
Can Wholesale Consumer Brands Successfully Pivot to D2C?
Simply being first to market as a D2C brand is not enough.
“You’re bearing the cost of reinventing the wheel,” said Eric Best, CEO and founder of brand advisory firm SoundCommerce. “The value is acquiring the target customer and having a white space for brand development, and you establish a reputation as an innovator that you can build on.”
Here’s the playbook that has proven effective for original players in the direct-to-consumer market.
Fortive Keynote Presentation: Growth Starts with Knowing the Customer
"The lines between the manufacturer brand and retailer will continue to blur -- and businesses seeking sustainable growth will inevitably focus on direct to consumer channels," says SoundCommerce CEO Eric Best.
For retailers looking to accelerate GMV growth, and for brands looking to augment the wholesale channel with direct consumer engagement, SoundCommerce provides strategic guidance and validation on approach, goals, budget, infrastructure investment, and unit economic goals.
Last week Eric Best was honored to be the keynote speaker kicking off this year’s Digital Marketing Summit at Fortive (NYSE:FTV). The three-day summit (designed and led by industry colleague Glen Hamilton) brought together digital commerce and marketing experts from industry with global company leadership from Fortive’s major operating businesses including Fluke, Tektronix, Setra, Matco Tools, Teletrac Navman, and Kollmorgen. Eric's theme for the day: delivering on new and great customer experiences starts with three strategic imperatives...