This post was created in partnership with SmartCommerce
Key takeaways
- The role of brands is changing as media becomes more easily shoppable.
- Brands and retailers should work together to understand and target consumers.
- AI can help brands and retailers transition consumers from consuming media to making purchases.
When consumers see products they want across various media platforms, they often want to just click and purchase, not comparison shop or make a special trip to a brick-and-mortar store. Brands that ignore this immediate shopping option are leaving money on the table, while adding friction to their customer service experience.
The convergence of commerce and media was the focus of an ADWEEK House CES Group Chat co-hosted with SmartCommerce, where industry leaders explored the changing funnel and brand’s new role.
The shifting brand role
Jennifer Silverberg, CEO of SmartCommerce, kicked off the discussion, sharing how the company helps brands create and interpret shoppable media. Over the past few years, she has seen changes in how consumers respond to media and move from consuming to purchasing.
“It’s the role of the brand that shifted,” she said. “It used to be that the brand advertised outside the store, and then people went to the store and they bought a thing. What we’re seeing is brands taking responsibility for more of that funnel.
Retailers as partners
Retailers—especially brick-and-mortar—still have a role, but they need to think more about partnerships. “From the CVS perspective, it’s all about the audience and the personalization,” said Paul Lentz, executive director, head of strategic development of CVS Media Exchange.