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BizReport : Blogs & Content archives : October 31, 2016

Expert: What merchants need to know about contextual commerce

Contextual commerce is not new to the digital space, but it is becoming more important as consumers increasingly look to social media to find or research new products. Here's how brands can do more with contextual commerce.

by Kristina Knight

Kristina: Why is contextual commerce so important for B2B brands?

Ray Grady, EVP, CloudCraze: Contextual commerce reaches customers where they are, in the exact moment they are thinking about making a purchase. It gives buyers the immediate ability to purchase alongside content when a product or service is top of mind.

Not only that, it inspires intent to buy as the customers are researching, engaging with community forums, viewing content, and chatting with a sales rep because the purchase feature is integrated directly within the content. This streamlined process can help lower the number of abandoned shopping carts and increase customer engagement.

Kristina: How can B2B brands better integrate contextual commerce?

Ray: Contextual commerce, specifically in B2B, offers a unique opportunity to insert more personal interactions into the digital sales process. Offline purchases, third party data, community forums, company websites, and company blogs are perfect places to integrate commerce in context. Locations like these house the opportunity for dialogue between customers and the company to occur, including for answering customer questions in real time to move along the buying process and help customers feel confident in purchasing decisions.

Kristina: Do you see marketers using CC now?

Ray: There are several examples of companies using contextual commerce to simplify the purchase process and increase conversions. Avid, the world's leading provider of audio and video technology for media organizations and independent professionals, uses in-context commerce with CloudCraze to enable customers to make purchases within their Avid community hosted on on Salesforce Community Cloud. This enables stronger engagement and gives customers the ability to purchase as they're researching and conversing with other members of the Avid and media community.

Additionally, more marketers are using analytics to recommend brand products based on current behavior, purchase history, geography, and/or industry trends. These insights can be used to inform contextual commerce offerings and allow marketers to make tailored recommendations based on real-time discussions and CRM data.

Tags: branded content, CloudCraze, contextual commerce, ecommerce

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