The 3 Pillars of Modern Commerce

Now that customer expectations have evolved, brands have to seamlessly connect everything from the first marketing touchpoint through the final sale. Here are three pillars of the modern commerce experience that build loyalty and drive greater lifetime value:

1. Personalization: Consumers want to be recognized as the same person no matter how or where they're shopping — be it browsing in the mall or making a quick purchase on their tablet. Personalization is more effective than marketing and merchandising to the masses. It's also less complicated than it seems if you have the right system for collecting and analyzing customer insights. Collect information throughout the customer journey to identify patterns and better understand your customers. Use the insights you gather throughout the end-to-end customer journey to better tailor your offers and interactions.