Gartner Research

Take Three Steps to Connect Physical and Digital Commerce

Published: 12 June 2017

ID: G00332690

Analyst(s): Jennifer Polk

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
  • Key Challenges

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

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