Creating A Seamless, Integrated Ecommerce Experience Across The Customer Journey

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Today’s customers expect a seamless experience when interacting with a retailer or brand. Delivering an integrated ecommerce experience can help build customer loyalty and increase customer satisfaction and convenience.

In our most recent webinar, “Creating A Seamless Ecommerce Experience Across The Customer Journey,” our experts discussed how they manage their ecommerce journey through tools and personalized experiences to create a cohesive ecommerce brand experience.

What we learned:

  • Pay attention to your most loyal customers
  • Personalize ecommerce experiences
  • Reduce friction at every step of the journey


  • Liesel Walsh, SVP Marketing & Customer Experience at Boston Proper
  • Joel Layton, Vice President, eCommerce, Marketing & Digital at Shinola
  • Nick Kaplan, Chief Growth & Innovation Officer at Saadia Group (New York & Company, Lord & Taylor, Le Tote, Fashion to Figure)
  • Ryan Bartley, Chief Strategy Officer and Co-Founder at fabric
  • Moderated by: Veronika Sonsev, Co-Founder at CommerceNext

Keep reading to learn the webinar’s key insights or watch the full recording below.


What Makes Up an Integrated Customer Experience

Your best customers interact with your company across various channels, so it’s important to create a cohesive brand and messaging to ensure seamless communication.

To create the best content management, fabric recommends looking at three core elements of the customer experience: Brand Experience, Loyalty Management and Order Management. Optimizing each step of the customer experience and reducing overall friction can help your brand build strong connections and encourage loyal customers.

Pay Attention to Loyal Customers

Modern customers expect a great brand experience from your company, especially repeat customers. Recent research conducted by fabric shows that companies with the best omnichannel strategies turn 89% of buyers into loyal customers. To drive actions beyond just purchases, fabric believes it’s important to double down on loyalty strategies with your best customers. Increasing the service levels you’re delivering to loyal buyers allows you to turn them into lifelong customers, and gives you the opportunity to build share-of-wallet opportunities.

Shinola focuses on frequent customers by designing marketing campaigns to move them across categories to cover all aspects of their business. Through email and catalog touchpoints, they are able to move customers from being just timepiece purchasers to connecting them with other sides of the business like leather goods.

Saadia Group also works to build a better site experience for their loyal customers (and others) using data to uncover what the customer wants instead of assuming they know the next step in their customer journey. They’ve used site data to determine where mobile users are traveling across their site and optimize the site experience according to these customers’ journeys. Investing in these customers helps optimize your brand’s touchpoints for every customer and encourages frequent interactions.

Personalize Integrated, Customer Experiences

Understanding individual customer journeys can also help improve the process for all customers. Customers can now buy or engage with your brand almost anywhere, so building a cohesive and personalized customer journey can help make this process seamless for every interaction and purchase.

Boston Proper personalizes website start pages to reflect where the customer is coming from, whether it’s email or SMS. Understanding what channel brings them to the site helps the team craft a personalized story, from the product catalog to the end purchase. Promotion spots also help along the customer journey to continue this story and assist the team in building a narrative for each customer journey.

To hear more about perfecting personalization strategies to drive brand loyalty check out the Spinning Up a Personalization Flywheel webinar recap.

Our experts also use a network of measurement tools to understand what gets the best response from customers, which can help your team understand personalized journeys. Additionally, using KPIs to measure statistics like revenue per visit, conversion rate or how much time people spend watching videos on a page can help drive future decisions based on what customers are engaging with.

To hear more about performance marketing measurements register for CommerceNext 2022 and check out the session “Seizing Growth with Full-Funnel Marketing and Measurement.” 

Reduce Friction at Every Step

In addition to these measurement tools, setting up workflows for multiple customer scenarios can help identify roadblocks at every point of contact with the customer. Our experts recommend analyzing every click, error message and route possible along the journey to enable your team to simplify the process while removing friction from error codes or dead ends.

One of the most essential elements of the customer journey is the checkout experience. Our speakers emphasize the importance of having your team replay experiences your customers are having to create a seamless ordering process. This also involves updating order management systems and ensuring communication with shippers to provide customers with as much information as possible on their orders.

Ultimately, crafting unique experiences for your customers and measuring their responses can help build customer loyalty and reduce the friction they experience along the way.


For more on the future of digital commerce and how to create more personalized ecommerce experiences register for CommerceNext 2022 and check out our research on the future of social commerce.