4 ways retailer-brand relationships will change in 2018

Andrew Waber on
  • Categories: A-From MTT, Channel: Martech: Commerce, Martech Column
  • Retailers have always been in the business of creating great shopping experiences. But Amazon has taken the old adage of “the customer is always right” and pushed it to what amounts to an algorithmically driven extreme.

    Amazon (and now other retailers) are continuously adjusting just about everything regarding the shopping experience based on customer behavior and conversions. So, what’s changed? Optimizing towards greatness is done at a more rapid pace. The year 2018 is likely going to be a year when brand marketer savviness drives a more equitable relationship with retailers.

    Brands are inherently put under increasing pressure by retailers to deliver the muscle that powers shopping experiences. Detailed copy, lots of photos, videos, experiential content, product specifications and more — and this is a list that continues to grow larger. As part of my job, we recently conducted a survey of 200 brands that found four trends to expect from brands and retailers in 2018 as they collaborate to satisfy digital shoppers.

    [Read the full article on MarTech Today.]

    About The Author

    Andrew Waber
    Andrew Waber is the Manager of Data Insights and Media Relations at product experience management (PXM) platform provider Salsify. In his current role, Andrew manages the analysis, editorial direction, and strategy for Salsify's public facing reporting on the online retail marketplace. Prior to his time at Salsify, Andrew served as the Manager of Market Insights and Media Relations for advertising automation software provider Nanigans, and as the Market Analyst and lead author of reports for Chitika Insights, the research arm of the Chitika online ad network. Andrew's commentary on online trends has been quoted by the New York Times, Re/Code, and The Guardian, among other outlets.