Digital commerce provides an entirely independent experience for customers while encompassing all the touchpoints and processes throughout the entire consumer buying journey. This means that all the tools and marketing activities that support these transactions, including people, processes and technologies are critical to the digital channels.
As the impact of digitalization continues to change the landscape with remarkable speed, modern companies are seeing extreme changes in customer behaviors and expectations. From the research phase of their journey through to consideration, purchase and brand advocacy, all touchpoints need to be performing and presented at their best. Any kind of inconsistency in their journey will make it difficult for customers to remain engaged throughout their purchase lifecycle, ultimately affecting the outcoming of your efforts.
The main challenge in digital commerce is to empower organisations to interlink all channels to create superior consumer experiences across them all without creating too much business process complexity.
Keeping up with the rush of new digital devices used by consumers is a challenge in itself. The focus for the business today should not only be on conversations or conversion technologies, but more on the influence their digital assets and how they impact overall sales both online and offline.
With longer purchase journeys, more stakeholders and drag factors from legacy systems, B2B customer experiences have some way to go when compared to B2C, who have always led the way in digital commerce.
But implementing superior B2B customer experiences not just about emulating B2C strategies. Instead, business leaders and marketers need to build on them through an omnichannel approach, and a more personalized, human touch.
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