The Retailer Summer Edition 2022

SUMMER 202 2

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FROM SOCIAL SHOPPING TO ‘DISCOVERY COMMERCE’ Another key trend highlighted in David Josephs’ session was the shift in how consumers shop. He suggested that customers are moving away from traditional ‘intent-based’ shopping, and now it was more of an ‘always on’ experience. Whilst social commerce has grown exponentially over the pandemic, shoppers were shifting to ‘Discovery Commerce’ when browsing on their social channels; a recent ofcom report ‘online nation’ report shows globally each consumer spends 42 minutes every day on its platform, whilst 40% have bought something on social that they didn’t know they wanted or had been looking to buy when they went onto social media. This joy of discovery and a more spontaneous approach to shopping by customers is something retailers should bake into their social commerce strategies, as they look to evolve their offers to meet the news ways consumers now shop, he suggested.

TECHNOLOGY ORCHESTRATION WOULD BE A KEY DIFFERENTIATOR Forgerock’s Adam Preiss’ session looked at the role of tech orchestration in delivering competitive advantage, greater agility and more resilience for retailers as they look to adapt to retailing to the new consumer in the cost of living crisis. His recommendation in creating greater agility to allow retail businesses better adapt to market opportunities was to leverage automation to build in operational efficiencies whilst also allowing retailers to scale effectively. By adopting a Headless approach, or Composable Commerce strategy, retailers build the front- and back-end tech stacks through open API integrations, which allow new capabilities to be tested, trialled, and implemented in what he described as a continuous imple mentation and deployment cycle.

Chris Field info@fieldworksmarketing.co.uk

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