Forrester’s Michelle Beeson took to the stage at MagentoLive Europe on Wednesday to reveal the research company’s latest findings on digital transformation. Michelle’s research covers digital commerce and how technology impacts the way organizations engage with customers. Here are the five key takeaways from her keynote:
The pace of technological change and shifts in customer preferences can be dizzying for today’s senior-level executives—especially when it comes to keeping up with trends in digital. Meanwhile, the failure rate of digital transformations seems to hover around the 70% to 80% range. To further complicate matters, the potential for negative news to spread across social media, increased regulatory uncertainty, and the constant shifts in investor sentiment are enough to keep any executive awake at night.
While marketers have been discussing experience-driven commerce for several years, recent acquisitions of eCommerce platforms by the major marketing clouds have led to increased interest in the topic.
Brad Rencher, Executive Vice President at Adobe, even stated recently that experience-driven commerce is "the future of commerce".
But what is 'experience-driven commerce', and what does it mean to marketers?