Retailers have always had a mission to create great shopping experiences. But Amazon has taken the old adage that "the customer is always right" and pushed for what amounts to an extreme algorithm-driven.
Amazon (and now other retailers) continually adjusts just about everything regarding the buying experience based on customer behavior and conversions. So, what has changed? The optimization towards greatness is done at a faster pace. The year 2018 will likely be a year where the expertise of branded marketers will foster a more equitable relationship with retailers.
Brands are under increasing pressure from retailers to deliver the muscle that drives shopping experiences. Detailed copy, lots of photos, videos, experiential content, product specifications and more – and this list keeps getting longer. As part of my job, we recently conducted a survey of 200 brands that found four trends to expect from brands and retailers in 2018, as they collaborate to satisfy digital buyers.
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