Holiday retail success: digital tips from Brian Walker

Insights Unlocked

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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The Human Insight Summit (THiS) PROMO Code

The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register.

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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.”

Episode Links:

• Substack: Cocktails and Commerce