The Shop.org annual Summit just wrapped up here in Seattle. It was held from Sep 29 – Oct 1 and was well attended by brands, retailers and vendors.
There was a lot of talk about limitless commerce, and delivering a frictionless commerce experience to your customers in a boundary-less retail world across all of your delivery channels.
HSN emphasized that great stories and storytelling skills through the use of imagery is key to selling products. Businesses should use big data and insights to create relevance and personalized interactions with customers across delivery channels. Businesses now have to redefine their experiences around content, community and engagement to match consumer expectations and deliver a consistent experience across all their channels.
Gartner emphasized that there has been a sea change in the world of commerce with pervasive access, contextual information, collaboration and real time connectivity which is enabling extreme customer behavior requiring instant gratification all within a nexus of social, mobile, cloud and information on the enterprise side.
Nordstorm mentioned that they are seeing strong growth in online sales and are investing heavily in mobile commerce because the company’s mobile site/app is often the first point of interaction with a customer. Nordstrom is also investing heavily in social media. “Instalog”, a catalog full of photos from influential users was a hit!
REI shared that their 1440 project has been very successful in social media. Fans constantly upload their pictures wearing REI gear.
Kit Yarrow, PhD consumer psychologist at Golden Gate University explained that today’s consumers especially millennials don’t differentiate the online world from the offline one. Hence, retailers need to offer consistent experience across different channels because inconsistency compounds the lack of trust.
Here are some great tweets from the event:
We are looking forward to the next Shop.org summit. It’s always sunny in Philadelphia!