Holiday retail success: digital tips from Brian Walker

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In this Insights Unlocked episode, Brian Walker shares expert insights on how retailers can master digital commerce this holiday season. From optimizing e-commerce fundamentals to navigating the complexities of retail media and omnichannel strategies, Brian shares invaluable tips to help you stay ahead in a competitive market. Whether you're a retail veteran or new to the game, you won't want to miss this episode!.

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Key Topics Discussed:

The Importance of Fundamentals:
Brian emphasizes the need for retailers to focus on the basics, such as site speed, product discovery, and a seamless checkout process, to ensure a frictionless shopping experience during the holiday rush.
Pull Quote: “It’s going to be important to really focus in on the fundamentals and the basics.”
Common Digital Obstacles:
Even large retailers face challenges like irrelevant search results and non-intuitive filtering options. Brian discusses the importance of seeing these issues through the customer's eyes and leveraging tools like UserTesting to identify and fix pain points.
Pull Quote: “It really comes down to seeing it through the customer's eyes.”
The Role of Retail Media:
Brian highlights the rapid growth of retail media and the potential risks it poses to the user experience. He advises retailers to strike a balance between monetizing their platforms and maintaining a positive customer experience.
Pull Quote: “The proliferation of retail media is going to have a pretty significant impact overall.”
Omnichannel Challenges:
The discussion also covers the complexities of providing a seamless omnichannel experience, where many retailers still struggle with siloed systems and inconsistent customer journeys.
Pull Quote: “The customer doesn’t perceive it that way at all and hasn’t for a while.”
Future Priorities for Retailers:
Looking ahead to 2024, Brian advises retailers to invest in order management solutions, personalization strategies, and the integration of marketing with digital experiences to stay competitive.
Pull Quote: “Personalization has been a key topic for 25 years... where marketers and merchants will start to pay closer attention is the intersection between their marketing and the digital experiences they’re delivering.”

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Substack: Cocktails and Commerce

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