Mobile still dominated discussion at the recent Barcelona Global Ecommerce Summit, but there were two other trends that gained traction. The first is the growing importance of B2B commerce and ways that its challenges can be overcome, and the increasing recognition that effective omnichannel is not just about data, or personalisation, but actually being personal. Whether that’s customer knowledge, brand, mission or one2one contact, the conversation appears to be moving further than simply big data.
It’s a truism that the future of retail is mobile, that its multichannel and that consumers (and their needs and wants) are the key criteria for success. But what does that really mean to the average business?
It’s incredible to think that the year 2015 is coming to its conclusion. The past twelve months have flown past, with developments that are likely to dictate the direction of the advertising industry for the next several years, from the rise of ad blockers to the rebirth of paid social as a platform that offers advertisers a new channel for acquisition.
Every time you turned around in 2015 somebody somewhere was discussing the growing importance of mobile as a sales channel, with some sites seeing 50 per cent of their traffic from mobile. But just because everyone talks about it doesn’t mean everyone’s doing it. Could 2016 be the year that mcommerce becomes a central part of retail strategy?
Europe is busy putting its ‘Single Digital Market’ programme together, and it is set to change how customers and businesses in Europe use the internet to sell online, segment markets by nationality, use the cloud, deliver goods and use the ‘big data’ that’s been promised on the horizon for some time.