Connected Commerce

from Wikipedia, the free encyclopedia

In marketing jargon, connected commerce refers to the seamless networking of all touchpoints that consumers encounter in the purchasing process - both online and in stationary retail . The aim of Connected Commerce is to offer customers an uninterrupted shopping experience (Seamless Customer Experience).

Definition of terms

With multi-, cross- and omnichannel there are already other terms that are used to describe cross-channel communication models. A distinction is made based on the extent to which the channels are integrated.

  • Multichannel : Companies use several channels to address customers; however, these do not interact with each other and are operated independently of each other. There is no cross-channel interaction, the buying process only takes place in one channel from start to finish.
  • Cross-channel : To address customers, a company uses several channels that correspond with one another. The buying process can take place across channels.
  • Omnichannel : Companies optimize the customer experience across the various channels and make the transitions as seamless as possible. In the course of the information or purchase process, customers can switch between the channels. The interaction with the customer is always recorded, evaluated and optimized. Sales figures, market development and customer feedback are included. Omnichannel is considered an extension of the multichannel and continuation of the cross-channel approach.

Connected Commerce goes one step further, in which the customer journey is not only accompanied, but also actively supported with suitable measures across all channels. This presents retailers with the challenge of how to seamlessly link the various online and offline touchpoints of their customers across all phases of the purchasing process and how to use suitable measures to create a connection between the online shop and stationary retail. As a result, the variety of channels and networking are increasingly finding their way into modern retail and require new concepts.

With connected commerce, users should be given the opportunity to always use the touchpoints and devices that suit them individually - exactly when it suits them and they are offered precisely the information and services they are looking for or want at that moment . In order to achieve this goal, technologies such as artificial intelligence or automation are also used in connected commerce .

It should be noted that connected commerce is a constantly changing process. Both the way of communication and the technologies used are changing more and more rapidly. That is why it is important in connected commerce to be able to react quickly to future developments and to incorporate new, innovative solutions. For this, interfaces always have to be developed and adapted so that all systems work with one another and data can be transmitted seamlessly - this is the only way customers can really experience an uninterrupted shopping experience.

history

The origin of the connected commerce concept goes back to the Bremen media company hmmh. The company developed the approach as a logical continuation of multichannel business, in which channels become touchpoints and the boundaries between online and offline disappear - always the right content at any time, in any place and across all devices. In the meantime, other agencies such as blackbit, bloomreach or DigitasLBi are also using this approach.

Individual evidence

  1. ↑ Connected Commerce - See online-offline integration as an opportunity. Retrieved October 8, 2019 .
  2. ↑ The store of the future: This is how connected commerce works. GKMB GmbH, accessed on October 8, 2019 .
  3. ↑ Multi-channel retail. In: cateno. January 1, 2016, accessed October 8, 2019 .
  4. ↑ a b c What are multi-, cross- and omni-channel? Retrieved October 8, 2019 .
  5. ↑ What is omnichannel marketing? Retrieved October 8, 2019 .
  6. ↑ Multi-channel retail. In: cateno. January 1, 2016, accessed October 8, 2019 .
  7. ↑ Prof. Dr. Gerald Oeser: Definition: omni-channel management. Retrieved October 8, 2019 .
  8. ↑ »Connected Commerce« - How the customer journey leads to more sales | Capita Europe. Retrieved October 8, 2019 .
  9. ↑ manage it | IT strategies and solutions. Retrieved October 8, 2019 .
  10. ↑ Connected Commerce - The 8 levels of Connected Commerce. (PDF) BVDW, accessed on October 8, 2019 .
  11. ↑ GKMB GmbH: The store of the future: This is how connected commerce works. Retrieved October 8, 2019 .
  12. ↑ Create an inspiring shopping experience with connected commerce. July 24, 2019, accessed October 8, 2019 .
  13. ↑ Connected Commerce - Where does digital marketing work today? Retrieved October 8, 2019 .
  14. ↑ Presentation of the agency - hmmh - Leading in Connected Commerce. Retrieved October 8, 2019 .
  15. ↑ Multi-channel is not a solution, but the problem. Retrieved October 8, 2019 .
  16. ↑ Leading in Connected Commerce. hmmh - Agency, accessed October 8, 2019 .