Speakers at MagentoLive also addressed what goes into a winning experience, which, according to Robson, can take many forms. He noted how Ikea realized that consumers whose hands were busy assembling the furniture would benefit from a voice-assisted tool, so Ikea’s partner, Deloitte Digital, created a voice-driven instruction manual. In this case, voice technology had the potential to transform the customer experience, he said.
Omnichannel innovation “is an area where we’ve seen incredible adoption,” Woosley agreed. “We’ve been talking about it not being optional for a long time. (And now) it is truly ingrained in what it means to be e-commerce today.”
Woosley noted that when Adobe began measuring rates of buy online/pick up (BOPIS) in store purchases in 2018, it saw rates “through the roof.” By year-end, the top 25% of retailers had seen over 250% increases in use of in-store pickup, he said.
“Shoppers are expressing a strong preference for flexible delivery, instant fulfillment, and we’re here to make sure retailers are ready for this new reality,” he said.
The digital transformation required to prepare retailers requires arming teams with tools and embracing agile management, Zadig & Voltaire’s Ribas said. “You need to support your team growth,” he said, encouraging marketers to embrace automation and prioritize tasks “because you can’t do everything. It’s real life.”
Zadig & Voltaire’s effort required building a new technology architecture that included a maintainable and adaptable platform that could adjust over time while keeping data secure. “We need to be scalable and resilient also," Ribas said. "It’s very important to our business.”
With mobile commerce taking up a larger share of online sales and BOPIS continuing to grow, tracking users across their journey becomes ever more important, speakers agreed. The ability to work across channels and devices, using whatever tools are necessary for that moment in the consumer journey, will be key to success.
“We all know that digital is changing the way that we work … but as business owners it puts pressure on all of us,” Robson said. “Ultimately what we want to do is work out how to put the right thing, or right product, or right device in front of the right person at the right time—and do that at speed and scale.”