Heightened customer expectations, declining loyalty, compressed margins and an explosion of consumer choice have created a viciously competitive digital commerce environment for retailers and marketers. As a strategic technology partner to over 15,000 retail and travel clients, Criteo understands the digital commerce challenges they face.
“Customer journey analytics might start with tracking users and optimizing customer experience across devices,” said Dirk Henke, Managing Director Eastern Europe & MEA, Criteo. “However, the big challenge for marketers and retailers is connecting what’s happening in-store with what’s happening online to create a unified, seamless experience”.
Criteo’s latest research on the ‘State of Cross Device Commerce’ found that more than half (52%) of online retail transactions in GCC now involve two or more devices. Therefore, retailers and marketers that are not equipped to follow their customers as they switch from desktop to smartphone and tablet only get a one-dimensional view of the customer journey.
Enhancing the insights retailers and marketers have of their customers demands a user-focused approach to emerging technologies. Technologies that enable brands to seamlessly recognize and personalize the engagement of each consumer across all their devices, apps and favorite websites will continue to define the frontiers of advancing holistic customer experience.
“The risks retailers and marketers face from operating in closed ecosystems and having only a fragmented view of their customers shopping journey goes far beyond not being able to optimize online campaigns – they also risk present competitiveness and future profitability,” Dirk Henke continued.
Gartner predicts that by 2020 smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.
The ‘What’s Hot in Digital Commerce in 2017’ report draws from the cutting-edge technologies and best practices that are disrupting the entire landscape of digital commerce and customer experience, fueling growth potential and effective omnichannel capability.
· Digital commerce implementations are dependent on a complex ecosystem of technologies, data, teams, and vendors
· Many application leaders responsible for digital commerce are seeking more lightweight, agile solutions to improve the customer experience, while lowering the total cost of ownership (TCO).
· Hot technologies and strategies, based on client interest, technology providers’ marketing and market “buzz” are as follows: personalization, payments, B2B/B2C convergence, customer journey analytics, API-based commerce platforms, subscription management, conversational commerce, marketplace integration and management, thing commerce and augmented commerce.
To download the ‘Preparing for Digital Commerce Success’ report, please access http://www.criteo.com/resources/gartner-report-preparing-for-digital-commerce-success/
 Gartner, What’s Hot in Digital Commerce in 2017, ID G00313832, Jan 2017. Analysts: Jason Daigler | Sandy Shen | Chris Fletcher | Penny Gillespie | Mike Lowndes | Mark David Lewis
© Press Release 2017