While e-commerce programmes have been successful at creating a technical and operational e-commerce capability, so far they have failed to generate the customer benefits and financial returns they are capable of achieving.
Done right, we believe there is a massive upside to be captured with e-commerce and more broadly in the digital reinvention of customer engagement. Our experience in both retail and distribution suggests that the most successful e-commerce programmes are grounded in a robust commercial strategy.
There are six ways to help e-commerce programmes start capturing the massive upside, which we explore in more detail in this report:
- Use e-commerce to start reinventing customer engagement.
- Identify and reduce sales channel conflicts.
- Actively manage every customer life stage.
- Commercialize customer insight.
- Be the best for your best customers.
- Build technology that is smart and nimble.
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