In today’s world—where consumers trust the recommendations of retailers significantly less than they do those of other consumers—retailers must foster brand advocates who will promote their brand to other consumers for them. Such advocates are created by deepening the relationship the consumer has with the retailer through increased trust and a differentiating brand experience. At the same time, recent economic times have taught retailers to keep a weather eye on business performance to control costs and protect fragile profitability. We call this path forward for retailers Smarter Commerce…focusing on the consumer’s brand experience (to deepen the brand relationship and create brand advocates) while improving operational efficiency (to grow the business profitably).
The smarter commerce opportunity
Smarter Commerce recognises that the sale is just one aspect of the experience. As with traditional commerce, the customer is at the centre of all operations. Smarter commerce turns customer insight into action, enabling new business processes that help companies buy, market, sell and service their products and services.
Five Technology Trends That Will Drive Retail Innovation
Link to the IBM Smarter Commerce blog: asmarterplanet.com/smarter-commerce/category/uk
Smarter Commerce Success stories:
Contact(s) for the Press kit
Valentine's Day 2013 Benchmark
IBM Digital Analytics Benchmark reports - UK