Gartner for Marketers Research

Insight Report July 25, 2018

Department Stores: Content and Commerce

With Amazon continuing to gain share in apparel sales and traditional department stores closing locations, retailers need to leverage category expertise in the form of content and guided selling tools. As leading retailers continue to expand tailored content production, all retailers must look to integrate resources and assets into the path to purchase. Amazon and other multicategory retailers are investing strategically to connect content to commerce, but social media content and guided selling tools from veteran department stores frequently remain siloed.

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