Reprise Commerce dives into the disruption and changes impacting digital commerce and how brands can adapt

The digital commerce landscape is constantly evolving as consumers’ sentiments and habits change, such as using new technology and channels to discover and purchase the products they need. That means brands have to be continuously adaptable and agile to reach their customers at scale while also communicating meaningful messages.

At CES, one of the most influential technology conferences in the world, Amazon Ads sat down with brand leaders and agency partners in our content studio to discuss ways they are connecting with audiences, staying top of mind, and inspiring brand love and loyalty. At the 2023 conference, we interviewed Glen Conybeare, global president at Reprise Commerce, a worldwide agency that is part of Interpublic Group, covering all aspects of commerce.

During the conversation, Conybeare shared how the commerce environment is transforming and how brands can better connect and engage with shoppers. Dive into his interview below for his insights on commerce trends and what marketers can learn.

The brands who’ve seen online business growth have continued to up their game. The brands who have stood still from an offering, capability, and execution point of view have likely gone backward. This is all linked to consumer expectations, of course, which have increased substantially.

Getting commerce right used to mean getting the sale. It still does, but to stay top of mind for consumers, brands need to think just as much about the discovery phase—and how they are showing up for audiences.

For example, I recently bought a robotic vacuum cleaner, and in the research phase, I visited pretty much every option you can think of. I was visiting online stores, searching social media, reading reviews. Once I’d decided what to buy, I then started working out where to buy, considering not just cost but added value, for example, free express delivery or manufacturer add-ons like extended warranty. So, when planning commerce strategies, I’d encourage brands to think about the wider process consumers go through, not just the product detail page.

Standing out from the crowd. To do so, you need to be agile and also understand your customers. Doing that can help your brand get discovered and stay top of mind.

Carve out marketing budget for testing. We’ve become way too return-on-ad-spend-obsessed, literally measuring every penny. The downside of doing that is it limits creativity, and we’ve become afraid to try new things. I encourage brands to carve out at least 10% of their budget for experimentation and testing: 8% may not work, but 2% might uncover a gold mine.

Focus as much on the conversion as you do on the traffic acquisition. We still see way too many brands obsessing about driving traffic to their chosen destination and then taking very little notice of what happens afterward.

A very small increase in conversion rate can turn a poor-performing campaign into a great one, so make sure your brand’s stores, product detail pages, etc., are truly best in class.

Just adding video alone can make a huge difference, for example. But then go further: What else could you sell to help maximize profit? Does a bundle or bulk discount make sense? These tactics can have a dramatic effect on campaign profitability.

Online commerce will become more mainstream. The challenge, of course, is to make sure it also impacts our environment less.

Higher expectations, less patience, and most likely less brand loyalty. In other words, the perfect mix for disruption. The train has already left the station.