Take Three Steps to Connect Physical and Digital Commerce


Published: 12 June 2017 ID: G00332690

Analyst(s):

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Summary

Physical and digital commerce must converge to meet customer expectations. Brands delivering integrated experiences earn greater revenue and LTV; those that don't, face irrelevance. Marketing leaders can strengthen commerce connections through cross-channel consistency and mobile techniques.

Table of Contents

  • Introduction
  • Analysis
    • Use Analytics and Intelligence to Identify and Prioritize Connected Commerce Opportunities
      • Identify Customer Experience Exemplars
      • Prioritize Your Customers' Unmet Needs
    • Use a Consistent Pricing, Promotions and Product Strategy to Reduce Connected Commerce Friction
    • Use Mobile Technology Tactics to Personalize Interactions Between Physical and Digital Channels
      • Use Mobile Tools to Customize Content and Help Customers Evaluate Options
      • Use Customer Mobile Devices to Personalize the On-premises Customer Experience
      • Use Associate Devices, On-premises Mobile Technology and the IoT to Connect Digital and Physical Customer Engagements
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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