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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About the author
Andrew Waber is the director of Data Insights and Media Relations at Salsify, a provider of Product Experience Management (PXM) platforms. In his current role, Andrew manages the analysis, editorial direction and strategy of Salsify's public reporting in the online retail market. Prior to joining Salsify, Andrew held the position of Director of Market Research and Media Relations for the Nanigans Advertising Automation Software Vendor and as a Market Analyst and Lead Reporting Author for Chitika Insights, the industry leader. of the online advertising network Chitika. Andrew's comments on online trends have been cited by the New York Times, Re / Code and The Guardian among others.