COMMERCENEXT BLOG


How does offline customer experience impact retail in the digital age? At CommerceNext 2019, Rachel Shechtman gave us a glimpse into the inception and growth of STORY, from its founding in 2011 to the recent permanent installation at 36 Macy’s stores. Combining small business products, storytelling and exclusive collaborations with big-name brands, STORY is the one-stop destination for things you didn’t know you needed in your life.

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Patagonia puts their mission first and is a leading example of a purpose-driven company. Their dedication to environmental preservation is reflected in every facet of the company, from the causes they support to the products they sell. Corley Kenna, Director of Global Communications and Public Relations, and Lisa Pike Sheehy, Vice President of Environmental Activism at Patagonia sat down with CommerceNext Co-Founder Veronika Sonsev to talk about how they found their north star, the company’s dedication to its mission and their strategy in keeping these values present through every facet of the company.

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With Facebook and Google maintaining their seemingly permanent residency as the cornerstones of the digital marketers’ playbook, and Amazon a persistent and credible threat, the desperate search for scaled subsidies that enable revenue to grow faster than expenses and the operating leverage this dynamic yields has reached a palpable level of urgency. For some has become a matter of survival.   So where are retail marketers finding the answers?

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This year, the Digital Commerce 360 projected an estimated 3.8% increase in sales over last year. In anticipation of this busy holiday period, traditional retailers and direct to consumer brands turn to their marketing teams to focus on customer experience and customer acquisition to elevate their holiday sales. To understand how these holiday trends correlate with marketing investments for 2019, we partnered with Oracle to survey 100 top marketing decision-makers at leading brands to get their perspective on how they plan to invest in holiday marketing this year.

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Support requests increase from customers by 65% during Black Friday/Cyber Monday. And 74.5% of large merchants are 'concerned' or 'very concerned' about customer service during the holidays. It was their number two concern overall. 20 retailers told us how they handled the Black Friday / Cyber Monday and sharing 4 tips that you can use with your support team for the holiday season.

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Improvements in data and tracking for ecommerce-based brands has created a competitive marketplace for catching the hearts and attention of lifetime customers. Getting a new customer into the customer acquisition funnel can feel like half the battle. Joe Yakuel, Founder and CEO of Agency Within, teamed up with CEO of Trade Coffee Mike Lackman at CommerceNext 2019 to talk about the value of personalization as a full-funnel strategy for customer acquisition, from awareness to all the way down to purchase. 

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In the digital age, the foundations of search, social and video lay the groundwork for much of how consumers interact with the brands they love and discover daily. This year’s CommerceNext included a panel with executives from startups, subscription services, DTC brands and solution providers to compare how these leaders achieved the new and noteworthy in their efforts to grow commerce.

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Denise Incandela, Head of Fashion for Walmart.com sat down with Wall Street Journal (WSJ) reporter Sarah Nassauer to talk about her team’s efforts to expand beyond the realm of basics and establish Walmart as a fashion destination as well as a catch-all for your day to day needs. By overhauling their digital channels to create a more editorial and explorative customer experience, the team at Walmart develops a customer acquisition strategy fueled by testing new brands and partners.

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New York Hilton Midtown
1335 6th Ave
New York, NY 10019

ABOUT US | 2019 EVENT