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Channels to Sell
Mike Clem, SVP Ecommerce, Sweetwater
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Agenda
• Today’s Customer Journey
• Marketplaces
• Mobile and Social
• Content
• Subscriptions & Memberships
• In-Store / Experiential
• Takeaways
Retail Transformation
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Today’s Customer Journey▪ More complicated than ever
▪ Customers today care about seamless and
consistent experience across all touchpoints
Marketplaces
▪ Marketplaces make up 1/3 of total ecom sales in the US
▪ In 2017, 97% of online shoppers shop on marketplaces
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Just a sampling of US Marketplaces…
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The Connected Consumer: Mobile▪ Mobile in-store
▪ To app or not to app
▪ Context and location matter
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ContextThe smartphone can provide the context
needed in a purchase decision (e.g.,
accessing more product info).
UtilityThe native capabilities of the
smartphone allow for greater utility,
such as geolocation services.
ImmediacyThe smartphone is always with us.
Understand how your customer leverages mobile
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Let’s Get Social
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Ways to leverage social
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Conversational Commercethe next evolution of social and messaging
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Since you can send money directly within Facebook Messenger,
that payment vehicle can in turn be used to pay bots for products.
Conversational Commercethe next evolution of social and messaging
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Domino’s has a true conversational commerce
chatbot, Amazon Alexa skills, and more ways to order
via various channels and devices.
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Content Reinvented
▪How it influences the
shopping decision
▪Make it personal
▪Make it sharable
▪Make it shopable
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Content strategy
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Customization & Personalization
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Customization & Personalization
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Subscriptions & Memberships
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In-Store Selling
Experiential Commerce
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Helping Her Learn More
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Digitized Inventory
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