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How can businesses benefit from a CDP vs. a CRM?

Think about all the different ways and places you’re interacting with your customers today. They’re visiting your website, interacting with your social channels, seeing your ads, engaging with your sales people, receiving emails from you, participating in loyalty programs, the list goes on. It takes a diverse lineup of tools and platforms to make all those interactions happen, each leveraging different data sets to drive and inform their operations and each creating and collecting data as those interactions happen. 

Data is the lifeblood of modern digital marketing ecosystems. But with the ever-growing data deluge, managing and leveraging it effectively can feel like you’re dealing with a data tsunami. Enter two essential tools: Customer Relationship Management (CRM) platforms and Customer Data Platforms (CDPs). While CRMs have been a mainstay for sales teams for years, CDPs can be game-changers for marketers. Let’s break down their distinct roles and how they can work together to supercharge your marketing efforts.

CRMs: The building blocks for customer relationships

Not only is it true that not all CRMs are created equal, they aren’t all designed to fulfill the exact same roles. In fact, there are 3 main types of CRMs, all of which are designed to enable businesses in different ways:

  • Collaborative CRMs: These are designed to combine and integrate marketing, sales, and customer service data to support a more effectively orchestrated customer journey. They’re used for interaction and channel management to illuminate the customer journey from initial touchpoint to conversion.
  • Analytical CRMs: These are designed to gather and analyze customer data to uncover customer insights. They’re used for data warehousing, mining, and online analytical processing (OLAP) tools to deliver actionable customer insights.
  • Operational CRMs: These are designed to simplify and streamline sales and marketing processes to enable and accelerate the path to conversion. They’re used for automation of marketing and sales activity, CX improvement, and driving to and tracking high-value actions.

More often than not, our clients are using operational CRMs to help sales and marketing teams manage customer interactions and relationships and track, assign, and manage action on leads, opportunities, and accounts. They enable sales teams to nurture and maintain long-term client relationships and maintain a clear view of the sales pipeline. However, it’s important to understand the limitations of CRMs when it comes to marketing:

  • Data silos: CRM data often exists in isolation, offering a snapshot of sales interactions but lacking the broader picture of customer behavior across different channels.
  • Limited personalization: While CRMs might support basic segmentation based on demographics or purchase history, they generally lack the sophisticated data analysis capabilities needed for truly personalized marketing campaigns.
  • Limited activation capabilities: While CRMs can be effective for enabling activation against customer data in channels like email and social, they often don’t offer sufficient capabilities to activate on all the channels marketing campaigns need to enter to meet customers where they are.

CDPs: Helping solve the customer journey Rubik’s Cube for digital marketing success

Remember all those channels and touchpoints where your customers could be engaging with you and all the data being leveraged and created through those interactions? That data is hard to take advantage of when pieces of it live in different places. A CRM might address some of them, but the complete picture, encompassing the full spectrum of customer behavior, remains elusive. This is where a CDP shines. 

For marketing teams, a customer data platform provides a solution for achieving a persistent, unified customer database. CDPs ingest vast amounts of online and offline data from many sources then match and merge this information into a single customer view. This includes:

  • Online and offline channels: Website interactions, purchase history, email clicks, social media engagement, CDPs gather it all, painting a holistic picture of customer activity across digital touchpoints.
  • Transactional data: Purchases, product preferences, abandoned carts, no detail escapes the CDP’s watchful eye, providing insights into customer buying habits and preferences.
  • Behavioral data: Website behavior, content consumption, search queries, CDPs unveil a detailed portrait of customer actions and interests, revealing how they engage with your brand.

This provides businesses with much greater insight into who their customers are and what they’re doing throughout their journeys. But the real value of a CDP is making that multi-source data actionable for marketing teams, giving them the insights they need to reach the right audiences at the right time, with the right message, across multiple channels, empowering them to:

  • Craft laser-focused campaigns: Analyze customer behavior, preferences, and interactions across all touchpoints to deliver personalized messages that resonate deeply. Imagine sending birthday discount codes to loyal customers or recommending products based on their past purchases.
  • Align with buyer needs: Understanding the buyer’s journey is essential for effective marketing. CDPs enable businesses to align their marketing efforts with buyer needs and cycles, ensuring that messaging is timely, relevant, and impactful. For example, if you ran an ecomm puzzle business and found that customers purchasing large, complex puzzles were also consuming blog content puzzle tips and strategies, this insight would allow you to proactively serve up content on advanced puzzle-solving techniques and special offers on puzzle glue designed for large projects.
  • Optimize marketing spend: A CDP can help you track which marketing channels are most effective at reaching your target audience and driving conversions so you can allocate resources efficiently. For example, you might see that your social media ads are generating more sales than your email campaigns and then adjust your budget to allocate more resources to social media advertising. This data-driven approach ensures you get the most bang for your marketing buck.
  • Measure campaign effectiveness: CDPs allow you to track the effectiveness of marketing campaigns across all channels to more effectively analyze impact and identify areas for improvement. For example, being able to track how many purchase conversions came from traffic that was generated from specific channels and campaigns allows you to measure ROI and optimization performance across multiple channels.

 A real-life example of a CDP solution

Now that we have outlined some of the business benefits of a CDP, let’s take a look at some concrete examples of how a niche cable provider uses their CDP to improve their business:

CDPs streamline sales and lead management

The company uses a CDP to track and manage sales opportunities across multiple channels, including online inquiries, inbound calls, and retail store visits. The CDP integrates data from various sources, such as website interactions, lead forms, and customer inquiries, to create a unified view of sales prospects within a single system. With all this data in a single system, when a customer submits an online inquiry about cable services, the CDP captures the lead information and assigns it to the appropriate sales representative based on predefined criteria, such as geographic location or service area. The sales representative receives a real-time notification and can follow up with the prospect promptly, updating the lead status and progress within the CDP.

CDPs foster deeper relationships and personalized experiences

They also use their CDP to enhance customer relationships by personalizing interactions and delivering tailored communications based on individual preferences and behaviors. The CDP aggregates data from customer interactions across various touchpoints, including website visits, support calls, and billing inquiries. If a customer contacts the customer service department to inquire about upgrading their service plan, the CDP retrieves the customer’s historical data, including past purchases, service requests, and usage patterns, to provide the representative with a complete view of the customer’s account. Armed with this information, the representative can offer personalized recommendations tailored to the customer’s needs and preferences, such as suggesting a bundled package with additional channels or faster internet speeds.

CDPs can maximize growth

With the CDP, they are able to easily analyze customer data and identify opportunities for upselling and cross-selling additional products and services. The CDP leverages built-in predictive analytics and machine learning algorithms to identify customers who are most likely to respond positively to targeted offers and promotions.

For example, when they launched a promotional campaign to encourage existing customers to upgrade to a premium cable package with exclusive sports channels, they used the CDP to identify customers who frequently watch sports-related content and have expressed interest in premium channel packages in the past. The CDP generates personalized offers tailored to each customer’s viewing preferences and history, such as discounted upgrade packages or free trial periods. By targeting the right customers with the right offers at the right time on the right communication channel, the cable provider can drive revenue growth and increase customer satisfaction.

Integrating CDPs and CRMs for enhanced insights

While CDPs and CRMs offer distinct functionalities, integrating these platforms can unlock powerful insights and synergies:

  • Deeper data integration: Seamlessly integrating CDP and CRM systems allows businesses to leverage customer data effectively across the entire organization. By breaking down data silos and enabling cross-functional collaboration, integration enhances visibility, efficiency, and decision-making.
  • Supercharged segmentation and targeting: Rich customer data from CDPs and CRMs enables businesses to create targeted segments based on demographic, behavioral, and psychographic attributes. By tailoring messaging and offers to specific audience segments, marketers can increase relevance and engagement, driving higher conversion rates and ROI. Especially when it comes to targeting, utilizing your existing first-party customer data is likely to yield a much more accurate view of lookalike audiences for example versus purchasing these audiences from a third party.
  • Powered-up personalization: Personalization is no longer a nice-to-have; it’s a must-have for modern marketers. CDPs and CRMs empower businesses to deliver personalized experiences at scale by leveraging AI and machine learning algorithms to analyze customer data, predict preferences, and automate content delivery across multiple channels.
  • Leveled-up lifecycle marketing: Customer journeys are complex and nonlinear, spanning multiple touchpoints and channels. CDPs and CRMs enable businesses to orchestrate personalized, omnichannel marketing campaigns that guide customers through the entire lifecycle, from awareness to advocacy.

Navigating ethical considerations and data privacy

CDPs are central to the ongoing and real-time collection, storage, and utilization of customer data for marketing purposes. As such, they play a crucial role in the age of data privacy regulations and heightened consumer awareness. It is critical to ensure ethical considerations and data privacy practices are upheld within marketing strategies according to the following:

  • Transparency and consent: CDPs aggregate data from various sources, including customer interactions, transactions, and engagements. Marketers leverage this comprehensive view of customer data to personalize marketing campaigns and improve customer experiences. However, to do so ethically, businesses must ensure that customers are fully informed about how their data is collected, used, and protected within the CDP. This transparency fosters trust between businesses and customers, enhancing the legitimacy of data-driven marketing efforts facilitated by the CDP.
  • Data security and compliance: Protecting customer data is not only a legal requirement but also a moral imperative. Businesses must implement robust security measures and comply with data protection regulations to safeguard customer information from unauthorized access, breaches, and misuse.
  • Fairness and bias mitigation: AI and machine learning algorithms have the potential to perpetuate biases and discrimination if not carefully monitored and mitigated. Businesses must ensure fairness and equity in algorithmic decision-making by regularly auditing models, testing for bias, and implementing corrective measures.

Implementing CRMs and CDPs with a dedicated partner 

CDPs and CRMs are complementary and indispensable tools and can be a powerful duo in a business’s digital marketing toolbox. While CRMs excel at managing customer interactions and sales activities and providing a record of individual customer journeys, CDPs illuminate customer behaviors across all touchpoints, drive more nuanced customer segmentation, and activate marketing efforts against customer data across all channels at scale. When used together, they offer a holistic view of the customer, enabling marketers to craft highly targeted campaigns, personalize content and offers, and optimize marketing spend.

However, it’s crucial to choose CDPs that integrate seamlessly with existing CRMs and to invest in the data discovery—requirements gathering, data architecture, and data classification and mapping—and data retrieval and harmonization efforts required to ensure smooth data flow, avoid creating data silos, and set your implementation up for success. It’s also important to adopt a responsible approach to data management that prioritizes transparency, security, and fairness to uphold ethical standards and foster customer trust. An experienced partner can help you unlock the combined data-driven power of a CDP and CRM to fuel higher performing digital marketing strategies while applying responsible practices for data privacy. ready to build out your business use cases for implementing a CRM or a CDP, or integrating the two, let’s talk.

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Small wins, big results: How Marginal Gains Theory supports significant growth

The pressure to deliver outstanding results can feel immense in today’s digital business landscape. Marketers strive for significant campaign performance boosts and consistent growth. But what if the key to achieving these goals lies not in sweeping changes, but in a series of small, strategic improvements?

This is the philosophy behind Marginal Gains Theory. Popularized by British cycling’s dramatic performance improvement under coach Sir Dave Brailsford, it suggests that by focusing on a multitude of minor optimizations, you can unlock a surprising level of overall success. Imagine shaving off a few seconds here or optimizing a specific keyword phrase there—these seemingly insignificant tweaks, when combined, can lead to a substantial competitive edge and transformative improvement.

What can a strategy focused on marginal gains mean for marketers?

The pursuit of continuous, incremental improvement is a cornerstone of business success. While major breakthroughs are exciting, it’s often the seemingly insignificant adjustments that unlock significant progress. Marginal Gains Theory embodies this philosophy.

At Tallwave, we embrace this philosophy. We meticulously analyze and refine every step of the business journey, from initial brand awareness to user experience optimization, SEO strategies, and post-purchase communication. We believe in the power of “sweating the small stuff” to achieve significant results.

Here’s how marketers and other business leaders can apply Marginal Gains Theory to achieve incremental gains that add up to major impact:

Focus on measurable improvements

By tracking key metrics and focusing on areas with the most significant impact, you can ensure your incremental optimization efforts are targeted and effective.

Prioritize efficiency

Small tweaks don’t require massive investments of time or resources. Putting focus on those allows you to experiment more frequently, identify winning strategies faster, and optimize your marketing efforts with greater efficiency.

Build sustainable growth

The beauty of implementing tactics that encourage marginal gains lies in their cumulative effect. By consistently making small improvements across various marketing channels, you can create a sustainable growth trajectory for your brand and marketing efforts.

Foster a culture of experimentation

A strategy focused on marginal gains and small wins encourages a culture of experimentation and continuous learning within your marketing team. This fosters creativity, data-driven decision-making, and a willingness to test and iterate for optimal results.

Reduce risk

Large-scale marketing changes can be risky and expensive. By focusing on smaller, more manageable optimizations, you minimize potential downsides while maximizing the potential for positive outcomes.

Establish a long-term competitive advantage

In today’s dynamic marketing landscape, the ability to adapt and improve is crucial. By embracing a strategy focused on marginal gains, you develop a strategic advantage by constantly refining your approach and staying ahead of the curve.

Prioritizing incremental and iterative improvements empowers marketers to achieve significant results through a series of small, data-driven enhancements. It’s a marathon, not a sprint, but the consistent pursuit of continuous optimization can create marketing strategies that deliver exceptional results over the long term.

How can we apply Marginal Gains Theory in digital experience optimization?

Through our digital experience optimization (DXO) work with a diverse client base, we’ve found many opportunities to implement small changes that have a significant impact on improving conversion rates, lead generation, and full-funnel strategy growth.

Here are a few areas where we can turn the concept of marginal gains into tangible tactics:

Technical touch points and website health

When it comes to your website, every millisecond counts. Here are some tactics that can continually improve how users (and search engines) might interact with your site:

  • Implement caching mechanisms: This allows your server to store frequently accessed data, reducing the load time for returning visitors.
  • Optimize image sizes: Large, uncompressed images can significantly slow down your website. Use tools to compress images without sacrificing quality.
  • Minify code: This involves removing unnecessary characters and spaces from your website’s code, resulting in a smaller file size that loads faster.
  • Leverage a content delivery network (CDN): A CDN stores copies of your website’s content across geographically distributed servers. This ensures faster loading times for users around the world.

A/B testing and understanding what words work

Don’t underestimate the power of tweaking your website’s headlines and calls to action (CTAs).  Here are some tactics that can produce marginal gains through A/B tests:

  • Test small variations in wording: Focus on specific elements within your headline or CTA, like changing a verb or adding a power word.
  • Track user engagement: Use heatmaps and analytics tools to see where users are focusing their attention and how they respond to different headlines and CTAs.
  • Embrace data-driven decisions: A/B testing allows you to experiment and identify the most effective messaging for your audience. Even a minor improvement in click-through rate can translate to a significant increase in leads over time.

Friction-fighting forms

Analyze your website forms and eliminate unnecessary fields. Here are some tactics to achieve small wins:

  • Identify essential information: Only ask for the information absolutely necessary to qualify a lead. Every additional field creates friction and discourages users from completing the form.
  • Pre-populate fields when possible: Use cookies or autofill features to pre-populate fields with information users have already provided. This reduces the amount of typing required and streamlines the process.
  • Offer clear value propositions: Explain why users should provide their information. Highlight the benefits they’ll receive in exchange for completing the form.
  • Simplify form design: Use clear labels, intuitive layouts, and avoid CAPTCHAs whenever possible. A user-friendly form experience encourages completion.

Data-driven SEO and content optimization

Leverage website analytics and data strategy to identify high-performing content and low-performing pages. Earn marginal gains through:

  • Topic cluster optimization: Identify high-performing content and create supporting content that dives deeper into specific aspects of the topic.
  • Content refresh: Update existing content with fresh information, keywords, statistics, and visuals to maintain user engagement.
  • Internal linking: Link relevant content pieces together to improve website navigation and user experience. This also helps distribute link juice and improve search engine ranking.
  • Optimize for user intent: Analyze user search queries and optimize your content to address their specific needs and pain points.

Laser-focused landing pages 

Make sure your landing pages are laser-focused on a single conversion goal.

  • Clear CTAs: Each landing page should have a clear and prominent CTA that tells users exactly what action you want them to take.
  • Targeted messaging: Craft compelling and targeted messaging that aligns with the offer or lead magnet on your landing page.
  • Clutter-free design: Avoid distractions and maintain a clean, user-friendly layout that guides visitors toward the desired conversion action.
  • Mobile responsiveness: Ensure your landing pages are optimized for mobile devices as a significant portion of website traffic now comes from smartphones and tablets.

Unleash the power of experimentation and iteration with marginal gains

The beauty of Marginal Gains Theory lies in its continuous improvement mindset. By consistently monitoring data, identifying areas for optimization, and implementing small changes, you create a culture of iterative improvement that can significantly impact your marketing results over time. 

Want to know more about how small wins add up to big improvements? See our case study about how we helped an e-commerce company double revenue in just three months.

Ready to play a long game of small wins?

Marketing success rarely happens overnight. It’s the result of a consistent effort, a commitment to data-driven decision making, and a relentless pursuit of improvement. By embracing the philosophy of marginal gains, you can transform your marketing strategy from a series of random acts to a well-oiled machine of continuous optimization.


At Tallwave, we believe in thoughtful rigor and sweating the small stuff, just like Sir Dave Brailsford did when he coined Marginal Gains Theory. Let’s talk about the big growth we can drive with small improvements.

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Organizational growth strategies: Aligning purpose and practice

Organizational growth isn’t just about increasing revenue or market share. It’s about building a sustainable and purpose-driven organization. 

Sure, every company aspires to quickly grow and see revenue rise. However, understanding the “why” behind that growth is critical for attracting and retaining talent, authentically engaging customers, and achieving long-term success. Simply put, understanding your “why” and aligning your purpose with your operational practices can unlock true organizational growth.

Understanding the ‘why’ in business growth

Many companies define growth in terms of financial metrics. While these are important, focusing solely on profit and EBITA is like having a destination in mind without plotting a route to get there, which can leave business strategies directionless. A truly purpose-driven business clearly understands its “why”—its core reason for existence beyond making money. This purpose serves as a guiding star, rallying like-minded employees, inspiring customer loyalty, and fostering a genuine connection between your organization and the market you serve. When companies are guided by purpose, they’re more likely to find their way to financial success.

Consider Patagonia, a company renowned for its commitment to environmental sustainability. Their purpose isn’t just selling outdoor apparel but protecting the planet for future generations. This purpose informs everything they do, from product design to marketing campaigns, and has earned them a fiercely loyal customer base for good reason. Consumers get to feel as if they are playing a part in the health of our environment by purchasing Patagonia goods while having great gear to enjoy the great outdoors. This is a great example of how threading purpose all the way through an organization drives positive business outcomes.

The significance of authentic branding

Authentic branding is the outward expression of your company’s purpose. It’s about clearly communicating your values, mission, and the impact you strive to make. Customers today are savvy; they can sniff out inauthenticity a mile away. Remember when Kellogg’s CEO Gary Pilnick suggested on national television that American families consider “cereal for dinner” in response to rising food costs? Consumers certainly do, and an organized boycott is still underway.

When your branding authentically reflects your purpose, it fosters trust and creates a positive emotional connection with your audience. Here’s where crisp and consistent storytelling comes into your brand’s message and content strategy. Your company story should be woven into every facet of your marketing and sales efforts. This can include blog posts, social media content, website copy, and even customer case studies. By consistently telling your story, you reinforce your purpose and build brand loyalty.

Linking purpose with operational efficiency

Purpose is not just a feel-good slogan; it must be operationalized to fuel your company and ultimately growth. This means ensuring your business operations and processes are aligned with your purpose and your people are equipped to deliver on your promises, not just to customers but to one another. 

Here’s where data-driven accountability and data-centricity come into play. Leaders and decision-makers need access to the right metrics and data to assess operational efficiency. These metrics should measure progress toward company goals, client satisfaction, customer perception, retention, and growth. By holding leadership accountable for key performance indicators (KPIs) that connect to purpose-driven growth, you create a feedback loop that ensures alignment across all levels of the organization.

The critical role of sales and delivery synergy

Imagine a scenario where your sales team paints a rosy picture of your product or service to close a deal, but then the internal teams responsible for delivery lack the resources or capacity to fulfill those promises. This disconnect between sales and delivery creates a frustrating experience for customers and can damage your reputation (your brand). It’s important to remember that sales are just one step in the customer journey.

For true organizational growth, your sales and delivery need to be in lockstep. This requires clear communication between both teams, ensuring everyone understands the product or service capabilities and realistic timelines. Additionally, shared goals that prioritize customer satisfaction and advocacy are crucial. By aligning purpose with operational practices, you can foster strong collaboration between sales and delivery, ensuring a seamless and positive customer experience from initial contact to successful delivery.

When internal solutions fall short: Finding the right partner

Sometimes, organizations get stuck in their siloed workflows and struggle to create the internal alignment necessary for sustained growth. This is when partnering with a trusted external partner can be invaluable. Infusing fresh perspectives and outside expertise can help you refocus your strategies with your customer at the center and your purpose as the driver for greater resonance with your target audience and purpose-driven growth for your business.

Here’s why seeking external help can help bring purpose to your efforts:

  • Internal blind spots: Teams can be too close to the problem, losing perspective on the value your brand exists to create for your customers and missing potential solutions.
  • Leadership challenges: Leaders may lack the expertise or resources to implement necessary changes when purpose becomes disconnected from practice in their business operations and strategies.
  • Translation to execution: Even when the purpose is clear at the brand level, it’s not always easy to thread it through to execution at the hands of practitioners. From sales and marketing to product, IT, finance, operations, and every other business discipline, the subject matter experts across all these domains need to approach what they do from the context of why they do it, which stems from your purpose.

By partnering with an agency that aligns with your purpose, understands the digital landscape, and approaches marketing, product, and data strategies as tools to help you fulfill your brand’s purpose and create the kinds of experiences that your customers demand, you can overcome organizational inhibitors and achieve your growth goals.

At Tallwave, we’re passionate about helping businesses unlock their full growth potential by aligning purpose with practice. We believe that a well-defined purpose, operational efficiency, and authentic execution of the brand are the keys to sustainable growth in today’s competitive environment.

Ready to take your organization to the next level? Get in touch with us today to discuss how we can help you craft a purposeful and profitable growth strategy.

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Building a business-ready website: Beyond the surface of your website strategy

In the fast-evolving digital landscape, a website is more than a digital brand extension— it’s a dynamic tool that can either advance or inhibit business. Creating a high-performing website requires moving beyond surface-level aesthetics to consider the functionality required to meet business goals effectively.

A website is arguably the most persistent external expression of a brand and one of the hardest working tools in the digital marketing arsenal. It’s the digital front door of your business and a frequent destination for customers at multiple points in their journeys. And yet, website strategy is often only skin deep, focused heavily on how a website looks rather than on how it functions. And it’s often short-term, considering the roles your website plays for your customers and your business today and note how it will need to evolve to meet needs in the future. When it comes to creating high-performing websites built to go the distance for both brands and customers, three is the magic number. 

The magic triangle: Role, goals, and audience

A triangulated approach that considers roles, goals, and audience can help you plan for successful and sustainable websites. This interconnected approach ensures that the website is not only visually appealing but also aligned with the broader business objectives. Let’s break down the elements:

Role: The purpose of your website

Understanding the role your website plays in your business is the first consideration in this website strategy power trio. At a basic level, websites can play two roles: business-enabling and revenue-driving. 

Business-enabling websites can support your business in a number of ways, including:

  • Acting as a support system for external revenue channels: Business-enabling websites act as a powerful support system for your existing revenue channels, such as your sales force. They don’t directly generate revenue themselves, but they play a critical role in nurturing leads, building brand awareness, and ultimately driving conversions through those external channels.
  • Encouraging high-value microconversions: While not the final sale, business-enabling websites excel at capturing high-value microconversions. These actions represent significant steps forward in the customer journey, indicating a prospect’s growing interest in your brand. Examples include lead capture forms, content downloads (e.g., white papers, ebooks), and newsletter signups.
  • Fueling the customer journey: Business-enabling websites are instrumental in moving potential customers through the buyer’s journey and down the sales funnel. By providing valuable content, educational resources, and clear calls to action, these websites nurture leads, build trust, and position your brand as a leader in your industry.

On the other hand, revenue-driving websites support transactions and encourage conversion, directly contributing to a brand’s bottom line. Consider how revenue-driving websites can support your business:

  • Acting as a revenue generating powerhouse platform: Revenue-driving websites are the engines that directly power your business’s revenue generation. These websites are transactional in nature, facilitating online purchases and financial transactions. Examples include traditional e-commerce stores selling physical goods, food delivery platforms where customers can order meals, travel booking websites where users can reserve flights and accommodations, and service-oriented e-commerce sites.
  • Encouraging transactions: The primary function of revenue-driving websites is to facilitate secure and seamless online transactions. This includes features like shopping carts, secure payment gateways, and clear order fulfillment processes.
  • Suiting your needs: Revenue-driving websites encompass a wide range of e-commerce models. From traditional product sales through an online store to service-based transactions, these websites cater to a variety of industries and customer needs.

Clearly defining whether your website plays a business-enabling or revenue-driving role for your business sets the foundation for the subsequent decisions in your strategy, from critical KPIs to key features and functionality, necessary integrations, and more. It also sets the stage for the expectations users will have when visiting your website.

Goals: What you seek to accomplish with your website

Now that you understand the role your website plays in your business, it’s time to define your website goals. You might consider setting these objectives with SMART goals: specific, measurable, achievable, relevant, and time-bound.

Website goals will vary depending on your website’s role and your overall business objectives. 

Consider the following examples:

  • Business-enabling website goals:
    • Generate a set number of qualified leads per month
    • Increase brand awareness and website traffic
    • Drive event registrations or webinar signups
    • Improve content engagement through downloads or shares
  • Revenue-driving website goals:
    • Increase online sales by a specific percentage
    • Grow average order value
    • Reduce cart abandonment rates
    • Improve customer lifetime value

Establishing clear and measurable website goals can help you track progress, identify areas for improvement, and ensure that your website strategy aligns directly with your business objectives.

Audience: Who your website is speaking to

Your target audience plays a critical role in shaping your website’s design, content, information architecture, and functionality. Here’s why understanding your audience analysis is vital when thinking about website strategy:

  • Tailored user experience: By understanding your audience’s needs, preferences, and online behavior, you can create a user experience (UX) that resonates with them. This translates to a website that’s easy to navigate, informative, and facilitates desired actions, ultimately influencing conversion rates.
  • Content strategy alignment: Knowing your audience empowers you to develop a content strategy that truly connects. This means crafting content that addresses their pain points, interests them, and guides them through the buying journey.
  • Personalization potential: Audience insights can unlock personalization opportunities. This could involve tailoring website elements, product recommendations, or even entire landing pages to specific audience segments, leading to a more relevant and engaging experience.
  • Search engine visibility: Understanding your audience paves the way for essential SEO optimizations fueled by linguistic profiling and search journey analysis. Implementing data-driven optimizations based on these findings can improve search engine rankings and organic visibility for your business.

Learn more about SEO and other Integrated Digital Marketing Services from Tallwave.

Having a clear understanding of your target audience is the bridge that connects your website’s features and functionality with the user experience that drives results. Effective audience analysis involves:

  • Buyer persona development: Create detailed profiles of your ideal customers, including demographics, valuegraphics, needs, challenges, and preferred online behavior.
  • Website analytics review: Utilize website traffic data to understand visitor demographics, interests, and content consumption patterns.
  • Market research: Conduct market research to gain insights into broader industry trends and competitor audience strategies.

By combining these methods, you can create a comprehensive understanding of your target audience and leverage that knowledge to build a website that truly resonates with them.

Evaluating your website’s business readiness: Beyond the surface

While websites serve as prominent brand outposts, often acting as the initial point, their multifaceted nature can pose a challenge. Teams can get caught up in the aesthetics – visuals, interactive elements, and the like – neglecting to truly get under the hood and identify underlying strengths and opportunities.

Before you put your website to work, it’s essential to get down to business and review your site under the following lenses:

  • Technical infrastructure: Is the website’s technical foundation robust enough to support your business goals seamlessly, both today and into the future? This includes aspects like website speed, mobile-friendliness, security measures, and content delivery efficiency.
  • Customer experience (CX): Does the customer journey feel intuitive and cater to your target audience’s needs? Assess whether the website is optimized for high-value conversions aligned with your business objectives.
  • Accessibility: Is your website accessible for users with disabilities? Ensure that your website’s design and content adhere to WCAG guidelines. This means implementing features like alt text for images, keyboard navigation options, and proper headings.
  • Navigation paths and flows: Does your website seamlessly guide visitors toward their next steps, building upon interactions with other digital touchpoints in your brand ecosystem? A well-structured website anticipates user intent and facilitates a smooth journey towards conversions.
  • Design: Does the website effectively reflect your brand identity? Validate your website against your brand guidelines to determine if the visual elements, as well as content, are applied consistently across all pages.
  • Marketing and sales strategy alignment: Is your website an active participant in driving your marketing and sales efforts? It is important to make sure your website integrates with your marketing automation tools, facilitates lead capture, and effectively supports your sales funnel. It’s also critical to ensure the content management system on which your website is built supports the frequency with which updates may need to be made and the level of technical skill of those who will be responsible for making them.

This multifaceted evaluation approach can help uncover hidden roadblocks and optimization opportunities that ensure your website is not just visually appealing but strategically positioned to support your business goals.

Ongoing optimizations: Sustainable website strategy

Your website is a living entity, not a static brochure. Don’t “set it and forget it.” To maintain your website’s strategic effectiveness, you must plan for ongoing and iterative optimizations. Here are some key practices to keep in mind post-launch:

  • A/B testing: Test different website elements, like headlines, call-to-action buttons, or page layouts, to see what resonates best with your audience and drives conversions.
  • Data-driven decision-making: Leverage website analytics and user behavior data to inform website improvements and prioritize resources effectively.
  • SEO optimizations and content enhancements: Regularly update your website content with fresh, keyword-rich, relevant information to maintain user engagement and improve search engine ranking.
  • Mobile-first approach: Even in B2B scenarios, first contact often happens in the palms of your customers’ hands. Ensure your website is responsive and optimized for mobile devices.
  • Security maintenance: Regularly update your website’s security measures to protect user data and website functionality, especially when relying on cloud-based tools and data storage.

A well-defined website strategy is no longer optional – it’s a necessity. By understanding the role your website plays in your business strategy, your target audience, and your desired goals, you can create a website that is not just visually appealing, but strategically designed to drive impactful results.

And you don’t have to go at it alone. Tallwave is eager to create website strategy solutions that align with your consumers and meet them where they are when they need you most. Let’s talk.

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Customer Engagement

Omnichannel vs. multichannel marketing: Four considerations to upgrade your strategy

In today’s complex and ever-evolving digital landscape, understanding the nuances and differences between omnichannel and multichannel marketing is essential to providing your customer with a great experience. It’s more than just a battle of the buzzwords; marketers need to understand that omnichannel marketing is the natural evolution of its predecessor, multichannel marketing. 

This isn’t about picking one over the other; it’s about embracing the journey toward a more sophisticated, integrated approach that better meets consumer expectations. We’re talking about a strategy that resonates deeply with today’s customers who crave not just interactions but meaningful, connected, personalized experiences across multiple touchpoints in the channels of their choice. It’s about painting a bigger picture, where every channel tells a part of your brand’s story, cohesively and compellingly.

You might think of multichannel marketing like a single-round sparring session. You make the best use you can of marketing strategies and techniques within a single round (or channel), learning and iterating on the fly without the benefit of insight into how a given sparring partner (consumer) has behaved in other rounds (channels). Omnichannel marketing is more like a multi-round professional prize fight where marketing heavyweights consider their opponents’ moves in each round so that, round to round (or channel to channel), their marketing strikes are strategically choreographed around their expanding knowledge of consumers’ preferences and prior actions.

By the book: Omnichannel vs multichannel marketing

“Omnichannel” and “multichannel” are often mentioned when discussing digital marketing strategies. But there’s not always a clear distinction between the two approaches. Let’s cut through the confusion and clarify what omnichannel marketing and multichannel marketing actually are. 

  • Multichannel marketing refers to using various channels — paid and organic search, social media, email, or even in-store experiences — to engage with customers. It’s about being present and visible in multiple places, but often, these channels operate in silos with strategies that consider the best practices for each individual channel, but don’t connect to touchpoints consumers have with the same brand in different channels at different stages of their journeys.
  • Omnichannel marketing takes a more holistic and customer-centric view. It’s not just about being present on multiple channels; it’s about creating a seamless, integrated experience across all touchpoints that reflects customer preferences and behaviors across channels. Omnichannel commerce ensures that whether a customer interacts with your brand online, through an app, or in a physical store, their experience is consistent and interconnected. An omnichannel marketing strategy ensures that customers receive an experience that’s brand-consistent no matter the channel but personalized to them based on real-time interaction across channels as their behavior evolves, aiding in their decision-making process, and encouraging high-value actions. 

With these definitions and differences in mind, you can put your marketing strategy on the path to omnichannel prizefighter status.

Four ways omnichannel marketing can give your strategy a fighting edge

Exploring the differences and nuances between omnichannel and multichannel marketing isn’t just academic or informative; it serves as a practical guide to aligning your marketing strategy with the evolving expectations of today’s consumers and taking an integrated approach.

There are several ways omnichannel methods can level up your marketing strategy, from focus to flexibility:

1. Focus: Product vs. Consumer

In multichannel marketing, the focus often leans toward the product, service, or brand. Each channel works independently to highlight the offering, sometimes leading to a disjointed customer experience. 

Omnichannel marketing shifts this focus to the customer. The focus is on crafting a narrative around the customer’s needs and preferences, ensuring a unified and engaging experience across all touchpoints. Tallwave embraced a similar holistic methodology in our recent engagement with the Arizona Governor’s Office and AZ OnTrack when we took a customer-centric approach to messaging and channel selection.

2. Integration: Connected vs. siloed

The hallmark of an effective omnichannel strategy is its integrated nature. Unlike multichannel strategies where each channel might operate in a vacuum, omnichannel marketing strives for connection. This integration means data and insights are shared across channels, ensuring that the customer journey is not just multichannel but truly interconnected. 

Consider this example: a customer visits an e-commerce apparel website and visits the product page for a particular top. They even add the top to their cart, but ultimately abandon it before completing the purchase. The abandoned cart and purchase history data is used to trigger retargeting and the consumer sees an ad for that same top later on Facebook. It also triggers an email reminding them of the item in their cart. A few days later, they receive an exclusive promo text with a discount that applies to the time in their cart. In this example, we have a consumer interacting with a brand on three different channels, website, social media, and text. With an omnichannel strategy, every one of these touchpoints reflects the consumer’s preferences (they’re interested in tops), behaviors (they showed interest in a particular top), and journey stage (adding the top to the cart suggests an intent to purchase). Data makes it possible.  

3. Personalization: Tailored vs. generalized

Personalization is the heartbeat of omnichannel marketing. While multichannel marketing can sometimes result in generic messaging across various platforms, omnichannel marketing leverages data from all touchpoints to create a tailored, personalized experience. It’s about understanding the customer’s journey and reflecting that in every interaction at every stage of the funnel

To understand what that looks like in practice, consider the previous example, but this time imagine that the reason the consumer visited the e-commerce apparel website in the first place was that they received a text message announcing the the arrival of a new spring collection triggered by the fact that multiple months had passed since the consumer’s last purchase. And imagine that when they landed on the home page, they were greeted by featured products personalized for them based on past site and purchase behavior. That’s omnichannel marketing at work to create a highly personalized experience powered by an integrated data strategy.

4. Flexibility: Controlled vs. Agile

Omnichannel marketing is inherently more flexible and agile compared to its multichannel counterpart. With the latter, strategies are often rigid, with each channel functioning within its predefined scope and data being collected and housed in channel-specific silos. Omnichannel marketing, however, thrives on adaptability, responding in real-time to changes in customer behavior. 

Consider this last example: a customer visits a software company’s website and reviews two related products on the website. Not finding quite enough information to decide between them, the customer clicks into the website’s chatbot to ask some questions about the two products. Because there’s some complexity to the answers, the chatbot escalates to a live sales rep. Rather than greeting the customer with a “How can I assist you today?” the rep greets the customer by saying they understand the customer has questions about two products, mentioning them by name. And in addition to answering the customer’s questions, the rep highlights the new integrations on one of the product offers with another that the customer purchased several months ago. That’s the power of omnichannel marketing to an exceptionally personalized, integrated, and customer-centric experience in real time.  

Embracing the right approach in your marketing strategy

Embracing omnichannel marketing means you’re not just using multiple channels; you’re masterfully blending them to create a narrative that speaks directly to your customers. It also means you’re reaping the benefits of an omnichannel approach to data and analytics that creates a 360-degree view of the customer, making omnichannel customer experience possible.  It’s a savvy move for any marketer aiming to make a real impact in this digital age. This holistic, customer-centric approach is not just the way forward; it’s the key to unlocking deeper connections and lasting loyalty with your audience. 

Giving your digital strategy a bright future

As we look ahead to the future of digital marketing, the trend is clearly skewing toward more integrated, personalized experiences. Brands that understand and implement omnichannel strategies are poised to build stronger connections with their customers, leading an optimized conversion journey and enhanced brand loyalty.

Whether you choose omnichannel marketing, or want to innovate further with a convergent commerce approach, you should always focus on delivering value to your customers. By understanding the nuances of each approach and aligning them with your business goals and customer expectations, you can create a marketing strategy that not only meets the demands of today’s digital landscape but also sets the foundation for future growth and success. And with a mature data strategy that prioritizes a single source of truth for customer data, you can bring that strategy to life.

And you don’t have to go at it alone. From increasing visibility with future-proof SGE-informed search strategies to embracing data centricity, Tallwave is eager to implement digital marketing strategies that align with your consumers and meet them where they are when they need you most. Let’s talk.

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Customer Engagement Uncategorized

Tallwave year in review: Creating value, contributing knowledge, and pursuing growth in 2023

As we draw near the close of 2023, our sights are set on the year ahead and in true Tallwave fashion, we’re turning our focus to the challenges and possibilities of a new year. But before we run headlong into 2024, we’re taking a moment to reflect on all we accomplished this year. 

Our incredibly talented teams executed high-value work that made a real impact on our clients’ businesses. The brilliant thought leaders among our ranks contributed knowledge to the benefit of prospective clients, partners, and business leaders of all stripes. And Tallwavers at every level of the organization seized opportunities to learn, develop, and grow, demonstrating that our value of relentless pursuit isn’t just a series of words, but words we live by. In the spirit of honoring auld lang syne (times long past), here are the highlights the Tallwave team will be toasting as we ring in the new year.

Creating value for our clients

Looking back over our work in 2023, data enablement and modernizing the technology and strategies for delivering on customer needs stand out as themes in some of the most ambitious challenges we helped our clients tackle.  

Powering up a customer portal strategy

In 2022, we were engaged by a private, independent energy company with over 35 years of experience in the industry. They’d always been technology-forward thinkers, and their customer connect portal was already a differentiator that set them apart from competitors and contributed to their number one ranking in the industry for customer service. As a tech-forward company, they were planning for ongoing evolution of their portal into a best-in-class solution that continued to meet the needs of their customers. 

After evaluating their portal and making strategic recommendations in late 2022, the stage was set to translate strategy into action in 2023. Over the course of the year, we’ve worked with our client to design, test, and validate a new customer connect portal 3.0 solution, implement a measurement strategy to evaluate the performance of the new portal solution, and provide ongoing analytics maintenance, reporting, and strategic insights for a portal that’s always evolving, improving, and creating value for our client’s customers.

Enabling growth through an upleveled internal asset management strategy

One of our largest, most complex clients, a multinational financial services corporation, enlisted our help to establish the proper team and organizational structure, improve data quality to unlock insights that empower decision making, standardize global policies and procedures, and strengthen relationships that align into the broader enterprise with the right engagement models. These desired outcomes coincided with an increase in demand for internal technology assets, intensifying hardware budget management demands, and the increasingly complex logistics for supporting a global workforce’s technology needs.

They initially engaged us to help them create a playbook of standard operating procedures to drive predictability, agility, and efficiency in servicing employee tech needs. But as we helped them imagine the art of the possible, we set our sights higher, ultimately building a strategy for service automation and digital experiences that work in concert with SOPs and designing an MVP solution and a framework to continually build upon their internal product ecosystem to drive efficiency, scale, accuracy, and predictability. This, in turn, will help our client optimize their internal technology asset investments, reduce risk, and improve the quality of service to colleagues.

Enabling data-driven business processes by translating between business needs and infrastructure parameters

CP Skin Health Group, Inc., a division of Colgate-Palmolive focused on product and service innovation for dermatologists, estheticians, and other skin health professionals, found themselves in a position common among our clients. Rapid growth, including the merging and acquisition of well-established and high-performing brands, led to a fractured data ecosystem. They were leveraging multiple disparate data sources and systems across their business units and many of the processes required for their business relied on manual data entry, which negatively impacted their sales and marketing teams’ ability to operate effectively at scale and created a poor customer experience. They needed a partner to work alongside their Global IT team to create a more unified technology and data infrastructure to serve the needs of the business.

We brought business stakeholders together with their Global IT team to map their data environment, identify and document technical limitations and risks in their data inventory, and define problem statements. As a result of our work, the skin health division and the Global IT team were able to align on a shared data strategy and vision that would pave the way for better support for the skin health division’s business needs and lay the foundation for future data analytics capabilities. This allowed the skin health division’s marketing team to operate more effectively and efficiently and optimized sales processes to deliver better customer experiences and business outcomes.

Bringing a new mobile app to life at the speed of light

Working with one of our development partners, we embarked on a journey to redesign and develop a new mobile application for a national broadband communications provider. The new application required some complex features—like account registration and management, bill pay, service appointment scheduling, and more—that also played high-stakes roles for the customers who would ultimately use them. And the timeline for getting it done was tight. But that’s just the kind of ambitious challenge the Tallwave team thrives on.

We mobilized our wildly talented product design team to quickly develop a digital brand UI kit, UX/UI designs for 3 new complex user flows, front-end code acceleration training, and consultation on UX/UI execution, usability, and accessibility in the span of just a few weeks. The team’s work was a shining example of our ability to deliver great mobile app design at the speed of light without sacrificing our commitment to deliver a great CX for consumers.

A power-packed, end-of-year kickoff for a 2024 product strategy 

We partnered with a new client, an energy management services, procurement, and energy infrastructure development firm, in December to help them define and package their intellectual capital and expertise into an ongoing and scalable data-as-a-service (DaaS) product. Starting our engagement this late in the year, it would have been easy to assume we’d kick off in January. But with a client who shares our bias toward rapid action, we decided there’s no time like the present to get the ball rolling. 

This month, we mobilized our team to head out to the client’s offices in Texas to lead them through a full-day workshop with their senior leadership team to understand the energy ecosystem and value chain and begin to formulate ways to package their unique value to customers. Seizing the moment to begin our work now puts us in a strong position to advance our plans to design, develop, and test the product concept with prospective customers and develop a go-to-market plan that drives immediate adoption upon launch in the new year.

Contributing thought leadership to the industry

The work we did for our clients wasn’t the only way we created value in 2023. Tallwavers showed up as thought leaders, contributing their knowledge and perspectives on hot industry topics like data unification and enablement, conversion rate optimization, and more at industry events and a few of our own. Some standout moments include:

On the physical stage at Brand Innovators

At the Brand Innovators Sports Marketing Upfronts in Scottsdale, Arizona in February, Tallwave Partner, Robert Wallace, had the privilege of moderating a panel session with members of the marketing team from Riddell Sports Group, a leader in high-performance football gear.  

Tallwave Partner Robert Wallace speaks with marketers from Riddell Sports Group.

On the virtual stage at the GDS CX Innovation Summit

Our SVP of Marketing, Jessica Pumo, hit the big screen at the GDS CX Innovation Summit in May, presenting a Masterclass Keynote on bridging the data divide. The topic of overcoming fractured data ecosystems to harness the business power of data resonated so much, she gave a special live encore presentation at our invite-only dinner for current and prospective clients focused on data unification and enablement in August. 

Tallwave's SVP of Marketing, Jessica Pumo, have a keynote presentation at the GDS CX Innovation Summit in May

Spreading the word on the value of CRO

Conversion rate optimization can be an extremely effective strategy for improving conversion rates and maximizing return on investment in traffic-driving marketing. But it requires a highly integrated approach to execute, making it difficult for clients and many other digital agencies to capitalize on. Our Integrated Marketing team brought their knowledge, experience, and expertise to conversion-conscious brands of all kinds in a CRO webinar in May. 

Pursuing personal and professional growth

Our ability to do great work for clients and contribute thought leadership to our industry is fueled by our relentless pursuit of growth. In 2023, Tallwavers fed their brains, expanded their knowledge, and refined their perspectives on a wide range of topics through conferences, events, and other personal and professional development opportunities. Here are two that really blew us away:

Making quality connections at KPMG /Michigan Ross QuantumShift

Tallwave CEO, Jeff Pruitt, had the rare opportunity to attend QuantumShift, an exclusive four-day peer-to-peer learning experience for the top decision-makers of fast-growing private companies. This experience took Jeff out of his day-to-day business environment to share with, learn from, and collaborate with leading CEOs from around the country as well as top professors from the University of Michigan’s world-renowned Stephen M. Ross School of Business. It was a highly impactful experience that allowed him to live our value of thoughtful rigor in a whole new way while embracing the power of human connection.

Having flurries of fun at the Snowflake Data Cloud World Tour

Senior Data Strategist, Brooke Weidenbaker, and Engagement Manager, Rikki Ebenal attended the Snowflake Data Cloud World Tour event in Austin, Texas where they plowed through presentations, demos, and customer breakout sessions celebrating data centricity and came away with new ideas and examples to share with clients as we help them navigate the data maturity curve.

Raising a glass to the past and focusing on the future

Reflecting on all we’ve done, everywhere we’ve been, and everything we’ve accomplished, we’re proud of the year we’ve had. And we’ll be raising a glass in gratitude for the opportunities it’s brought us to learn, grow, and evolve and to help others do the same. It’s been a year worthy of celebration. But when the clock strikes midnight on December 31, our gaze will be squarely focused on the future and all the opportunities that lie ahead to help our clients dream bigger about the growth possible for their brands, discover a path to achieve it, and not just do what it takes to get there, but to constantly strive to do better together.

Categories
Customer Engagement News Product Design Uncategorized UX Design

It’s never the end: Continuously evolving product improvement

About this series: Great products are built using good problem-solving, and the best way to solve problems is to define needs and then meet them in every user interaction. Alignment across teams and channels ensures that expectations are set correctly and delivered on effectively at every stage of the user journey. Great design starts way back at defining the problem and extends through the entire product lifecycle, continuing long after launch and into the ongoing iterations of product development. Great design is a cornerstone for great products, driving great business, and creating opportunity. Read on to learn how ongoing iteration and innovation in the product design process makes great product design and the business value it creates sustainable. If you missed the first two installments, be sure to check out the other blogs in our series: 

The design journey continues post-launch

Embarking on a successful product launch is a journey that requires planning, strategic collaboration, and continuous improvement. Crafting an effective launch strategy is the foundation, involving comprehensive market research, targeted messaging, and utilizing diverse marketing channels to build awareness and demand. Integrating a motivated and informed team becomes paramount as the launch unfolds, fostering a collaborative environment where each member contributes to the product’s success. Post-launch, the journey doesn’t end; it transforms into a dynamic cycle of continuous improvement. User feedback emerges as a guiding force, steering the development team toward iterative enhancements that align with evolving user needs. The importance of great design in this phase cannot be overstated, as design systems, seamless handoffs, and branding alignment contribute to a visually cohesive and engaging user experience. 

Crafting effective launch strategies for product success

Launching a new product is challenging and the foundation for success is laid in the earliest stages of product development with a well-thought-out strategy centered around a clear and strong problem statement. That problem statement should provide connective tissue through the product development process and into planning for the product launch, including product positioning and go-to-marketing messaging. Ensuring that your product strategy as a whole is driven by a clear problem statement will help ensure consistency and alignment at every stage of the product journey. Additionally, you must leverage the right mix of marketing channels based on your target audience’s preferences and behaviors, such as social media, email, and influencers. This ensures a broad reach and sustained interest leading up to the launch. This comprehensive approach creates excitement and establishes a strong foundation for the product’s success in the market.

An effective internal launch paves the way for a successful external launch. Creating buzz and anticipation across your cross-functional team is a crucial aspect of a successful product launch. A cohesive team that is well-informed and motivated can significantly impact the outcome. Communication is key; share the vision, goals, and milestones with your team to foster a sense of unity and purpose. This will ensure that a single vision will be promoted across the team and translate seamlessly into the customer experience. When every person on the team knows how the pitch will go, they can all use their collective resources to lean into launch.

Allowing team members to contribute their unique perspectives by encouraging open dialogue and idea-sharing is also important as you consider external launch. By involving everyone in the process, from marketing and sales to product development, you harness the collective energy and expertise of your team. This collaborative approach not only generates creative ideas, but also ensures that everyone is aligned and committed to the launch’s success. Crafting an effective internal and external launch strategy is a dynamic process that requires adaptability and ongoing assessment to ensure the success of your product in the ever-evolving market.

Learn more about Tallwave’s Digital Experience Design Services.

Driving iteration with user feedback in the continuous improvement process

As a new product is launched to the market, it’s easy to assume that’s where the product team’s job ends and the marketing team’s job begins. But in truth, product launch is a phase that should bring these teams even closer together to bring the product to market while closing the feedback loop to drive continuous product improvement. Following launch, monitoring the performance of the product and features is paramount. This holistic approach to performance evaluation provides valuable insights into customer preferences and behavior. Utilize analytics tools to track key metrics, such as user engagement, conversion rates, and customer feedback. By analyzing the broader landscape, you can adapt your strategies and address any issues that may arise swiftly. 

Continuous improvement is a cornerstone of long-term success, and by keeping a close eye on performance metrics, you can make data-driven decisions to refine your product and marketing strategies for sustained growth. Regular updates and releases based on user insights not only demonstrate responsiveness to customer needs but also foster a sense of trust and loyalty. This iterative approach transforms the product development process into a dynamic, user-centric journey, where each iteration builds upon the last, leading to a more refined and valuable end product.

The role of design in continuous improvement strategies

Great design plays a critical role in driving iteration and responding to user feedback effectively. Design systems provide a framework for consistency, enabling seamless integration of new features while maintaining a cohesive user experience. Additionally, well-managed handoffs between design and development teams streamline the implementation of design changes, reducing friction and accelerating the iteration process. Aligning branding elements across marketing channels and into the product will ensure user expectations are met at every turn. During iterations, a holistic approach to design, design systems, handoffs, and branding alignment ensures that the process is not only efficient but also results in a cohesive and engaging user experience.

Product success factors and the pursuit of excellence

In the ongoing journey of product development, launch is never the end; it’s the beginning and it launches the team into a cycle of perpetual refinement. Our products can exceed audiences’ expectations by embracing user feedback and integrating it into the continuous improvement process. The collaborative spirit within teams and the strategic planning behind launches form the basis of success. Throughout this dynamic journey, it’s important to celebrate the milestones achieved, learn from the challenges faced, and remain committed to the pursuit of innovation. The combination of effective launch strategies, user needs-driven iteration, and thoughtful design ensures that  products stay relevant and evolve into solutions that resonate deeply with users. Here’s to the continuous pursuit of excellence in product development and the exciting possibilities that lie ahead on this ever-evolving path of innovation.

Are you ready to pursue product design excellence with a team that understands cross-functional teams and embraces continuous innovation? We are. Let’s talk.

Categories
UX Design

Unlocking success: The impact of collaborative product development

About this series: Great products are not just about great functionality, pretty graphics, or even revenue. Great products are about solving problems for the people who use them so well that they return again and again. It’s easy to miss the needs those humans have when focusing on the individual components from a specific (and inherently limited) perspective. Each department in your business sees a different part of the story and a different way that customers engage with products. As we continue to explore the business value of great design, remember that only the BEST problem statements deliver the best designs. And when it comes to delivering the best problem statements, cross-functional teams have the advantage. Let’s unlock the potential of great design as the ultimate path to great business and how cross functionality advances it.

See the first installment of our three-part series here: Define the problem, not the solution.

What happens when teams align?

Design excellence requires more than individual brilliance; it demands diverse talents and perspectives. Digital products today are so easy to build that great digital products must shine brighter than most, which means solutions must be sourced from across the business landscape and not just from one person or team. Collaboration is pivotal for exceptional design and each player has a vital role toward innovation in product development and customer experience. 

There is power that arises when different disciplines converge, contributing their unique insights to sculpt a solution and then align on building that experience together. Let’s look at the magic that happens when teams align for collaborative product development.

Introduction to cross-functional teamwork

The concept of cross-functional teamwork is easy to grasp; when more perspectives are available, there should be fewer gaps during design and build. Executing well on a cross-functional team, however, can be incredibly challenging and depends on many factors, including leadership, organizational structure, time and talent available, and individual personalities. Much of the challenge of effective teamwork in general is alignment. It can be difficult for a company to work toward a single strategic goal if one team is doing something radically different. Cross-functional teams have a distinct advantage in this situation as they can draw on team members’ experiences from various disciplines to move toward a singular goal. Collaborative product development enhances efficiency and becomes a cornerstone for cultivating a culture of creativity and adaptability within an organization.

When companies organize by customer experience or mission rather than by feature or technology stack, there is a lot of opportunity to build cross-functional teams with shared goals. This strategic approach allows a customer outcome to be analyzed and improved from various perspectives, unlocking gaps or opportunities that might have otherwise been missed. Think about a customer that is signing up for a new software product. In that single customer experience, they will likely encounter the general marketing of the company and the product itself, as well as welcome emails, onboarding tutorials, and probably a community of users, not to mention new targeted social media ads. In a cross-functional team, there are a lot fewer gaps than if different team members handle each of those customer touch points. 

Building cross-functional teams

At the heart of building effective cross-functional teams lies the intentional structure of diverse skill sets to propel creative problem-solving. That doesn’t mean that all skill sets are required all the time. Building a cross-functional team is as much about communication and timing around when and how skill sets are brought together. Understanding how and when to bring team members in and out of the conversation (with the right amount of context and background) is a skill that each organization must build and refine. 

As we shared in the first part of this series, great design starts with a strong problem statement. But problem statement development can also be the starting point for effective cross-functional collaboration.  Sharing qualitative and quantitative UX research results across a diverse team to build a great problem statement will ensure that the right team members are being consulted for the cross-functional team to create the best customer experience to solve that problem. It’s useful to bring various stakeholders together during a solutioning conversation, essentially beginning with the ‘entire’ team to get perspectives on the customer experience and potential solutions. It might seem like a design or marketing team is all that’s needed in this ideation stage, but it’s incredibly valuable to bring varying perspectives in at this point. After that, it’s more useful to think of all of those participants as stakeholders who need to be ‘informed,’ but the responsibility will shift from department to department as the development progresses. 

As in the example above, there are various customer touchpoints that different teams might own, but all of the stakeholders involved need to be informed each step of the way in order to ensure a cohesive customer experience. For example, when the marketing website for a new product is being launched, the product design team needs to ensure that the expectations set on the marketing website reflect the realities of the final product. Similarly, the customer success team needs to ensure they aren’t asking customers for information they’ve already provided via the marketing website or other pre-sales activity. By keeping these cross-functional team members informed, they can hold each other accountable for gaps, missed opportunities or missed expectations throughout the customer experience.

We know a thing or two about communication across teams. Learn more about how Tallwave builds bridges between business and technology.

Critical information for critical stakeholders

Cross-functional teamwork is vital to the success of a good product but that doesn’t mean that each stakeholder must be present for each conversation. Being efficient when sharing critical information can really elevate the communication across team members. Documentation and communication needs to go beyond live, collaborative communication to consider how to effectively institutionalize critical information in a way that contextualizes it for different stakeholders while driving alignment to an overarching vision and topline business goals. These versatile communications become more than just documents or “updates;” they evolve into powerful tools that communicate a unified vision, fostering cohesion and alignment among teams and organizations. A well-built roadmap is an excellent example of a flexible communication strategy that can share the most critical information to a variety of stakeholders. When presenting to leadership, the roadmap can be collapsed to only show the highest level strategy and initiatives. As conversation is required and/or different stakeholders are included, the roadmap can be expanded to show various tasks and strategies that will come together to deliver the initiatives. Leveraging communication tools that can adapt to the intended audience is a valuable way to keep communication up to date across team members.

Summing it up: Embrace a collaborative process

Creating and fostering a strong cross-functional and collaborative culture may not be the most obvious enabler to exceptional product design. But the impact of driving diverse perspectives into the product design process is key to unlocking its full business value. It can be difficult to create a highly collaborative environment, particularly when time is tight, the strategic importance of collaboration isn’t clear, and organizational silos get in the way. Enlisting the help of a neutral third party can be an effective way to broker buy-in on the value of strong cross-functional collaboration, align priorities across different teams and departments, and challenge historical organizational silos. Beyond the product design strategy and execution support we provide to our clients, we often find that the role we play in uniting cross-functional teams behind a common goal and achieving a shared point of view is equally valuable. 

Are you ready to embrace a cross-functional and collaborative design process led by a strategic partner? Tallwave is ready to get to work and help your organization excel. Let’s talk.

Categories
Customer Engagement Strategy Uncategorized

Data-centricity: Takeaways from the Snowflake Data Cloud World Tour 

We recently had the privilege of attending the Snowflake Data Cloud World Tour event in Austin, Texas. It was a full day of presentations, demos, and customer breakout sessions dedicated to discussing the technical and cultural challenges that organizations face as they strive to become more data-driven. Industry leaders who have harnessed the power of Snowflake’s data processing technologies and platform experts convened to shed light on the evolving landscape of data utilization and the critical need for businesses to adapt.

In today’s business environment, where access to data has reached unprecedented levels, success hinges not on the sheer volume of data you have access to but on how effectively you can leverage it to make informed decisions on an ongoing basis. In fact, research by Mckinsey & Company found that insight-driven companies report above-market growth and EBITDA (earnings before interest, taxes, depreciation, and amortization) increases of up to 25%.

Our most significant takeaway from the event was the pervasive sense of urgency, coupled with encouragement, that resonated throughout the sessions we attended. In the fast-paced world of business, staying ahead of the curve is imperative. The lifeblood of modern organizations is data, and if your company hasn’t already placed your first-party data at the forefront of your decision-making process, you risk falling behind. While it’s one thing for decision-makers to prioritize data, it’s another to instill a data-centric culture throughout your entire organization.

During the event, we heard from business leaders who recounted their early efforts to get their data houses in order. Some of these efforts date back to 2017 and 2018 when these visionaries recognized the transformative power of data and embarked on a strategic journey. Fast forward, as 2024 approaches, data isn’t merely a choice—it’s a necessity. If your organization hasn’t embraced a data-centric approach yet, the time to dive in is now.

Right after returning from the event, we received a timely report from Experian Research, focusing on the “Data Quality Revolution.” The message was crystal clear: if your business isn’t placing a strong emphasis on access to high-quality data, you should be, and the time to act is now. Continue reading as we explore the key takeaways from both the Snowflake event and the complementary Experian report.

The shift towards data-centricity: Where we stand

In the realm of data-driven decision-making, businesses are no longer tentatively testing the waters; they’re taking a deep dive. As highlighted in the Experian research report, “Over a third of business leaders say that better and faster decisions using data is a top priority to respond to market pressures. A continuous influx of accurate data enables team members—technical or not—to act with confidence. This is a claim that we see year after year and is vital in a market that is moving faster than ever.” 

This sentiment echoes the progressive strides made by forward-thinking companies showcased at the Snowflake event. For instance, the Senior Director of Data Architecture, Engineering, and Platforms at a Fortune 500 athletic retailer shared insights into their innovative use of real-time data. By monitoring inventory levels and analyzing optimal pricing strategies in real-time, they’ve effectively maximized space utilization and ensured optimal profitability without compromising margins. This sophisticated approach underscores how organizations at advanced stages of data maturity leverage their data reservoirs to tackle genuine business challenges. Experian defines data maturity as “the extent to which your business can collect valuable data, derive meaning from it, and leverage this information in the decision-making process.” 

Successful companies are often able to point to a mature data strategy that is disseminated throughout the organization that lends them a competitive edge. Consider Netflix or Amazon, for example. Both companies utilize their data to personalize content and provide product recommendations that increase customer satisfaction and ultimately drive greater customer engagement, retention, and overall revenue. 

However, this level of sophistication isn’t universal. For numerous organizations, the journey along the data maturity curve is just beginning. Bridging the gap between recognizing the potential of data-centricity and effectively implementing it remains a common challenge encountered across various industries.

A graph going the data maturity curve

The challenges: Technical and cultural hurdles

One of the key challenges emphasized at the event was the demand for tools that can expedite the transition to data-centricity without subjecting organizations to extended development timelines. In today’s fast-paced business landscape, waiting months for development to design and implement complex systems is simply not feasible and leads to frustration throughout the organization. 

What businesses need are solutions that are agile, efficient, and user-friendly. Experian “[s]urveyed businesses are looking at their technology to plan for scaling, expanding, and innovating data quality initiatives including easy-to-use tools for business users (50%).”  The emphasis on user-friendly tools highlights a critical aspect of overcoming technical hurdles—providing accessible platforms that empower business users, regardless of their technical backgrounds, to harness the full potential of data, ensuring that the journey towards data-centricity is smooth and collaborative.

Learn more about building bridges between business and technology.

Embracing the potential, feeling the pain

Many organizations now find themselves at a crossroads—they’re acutely aware of the immense potential that a data-centric approach offers, but they are equally familiar with the growing pains that accompany this transformative journey. The heightened awareness of the benefits is juxtaposed with the acknowledgment of the challenges. This duality can be both motivating and overwhelming. The Experian research report echoes this sentiment, revealing a profound truth: “Year after year, we find that data investment equates to business growth. Our study shows that 95% of super performers—these high-achieving and data-mature leaders—believe that data quality is fundamental to business operations going forward.”

This statistic underscores the critical importance of data quality in the contemporary business landscape. It’s not merely a matter of investing in data; it’s about investing in high-quality, accurate data that can fuel informed decision-making and drive business growth. The realization that data quality is intrinsically linked to future success is a powerful motivator for organizations navigating the complexities of the data-centric journey. It signifies a shift in mindset from viewing data as a mere asset to recognizing it as a cornerstone upon which robust business operations are built.

While the challenges are palpable, so are the rewards. Embracing the potential of a data-driven approach means not only understanding the significance of data quality, but also taking proactive steps to address it. As organizations grapple with the intricacies of data utilization, this awareness becomes a guiding light, illuminating the path toward transformative change. By investing in data quality, businesses not only mitigate risks but also position themselves for sustained growth and innovation.

In this landscape of shifting paradigms, Tallwave stands as a strategic partner, ready to navigate the complexities of the data revolution alongside your organization. We offer tailored solutions designed to guide you and your teams to think through what data matters to your organization and build a culture that ensures your business is not just prepared for the future but actively shaping it. Let’s embark on this transformative journey together—where challenges become opportunities and data becomes the cornerstone of your success.

Tallwave: Your partner in the data journey

If your organization is ready to embark on the journey of embracing data-centricity but you’re uncertain about where to start, Tallwave is here to provide expert guidance. We know the intricacies of this transformation, offering expertise in both technical solutions and cultural adaptations across various teams in your organization. Our approach is tailored to your specific needs, ensuring a seamless integration of data-centric practices into your existing framework.

Ready to make the shift?

Don’t wait until you’re left further behind—take action now. Discover the business benefits, navigate the challenges, and transform your data potential into tangible results. Your journey toward a data-centric future starts today. We’re ready to lead the way.

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Customer Engagement Reaching New Customers Strategy

Convergent commerce: Going beyond omnichannel retail this shopping season

The holiday season is just around the corner, and that means Black Friday, Cyber Monday, and the annual avalanche of gifts, deals, and shopping sprees is practically upon us. It’s that time of year when consumers embark on an epic quest to find the perfect presents and snag the best bargains. But for frenzied holiday shoppers, a poor shopping experience goes over about as well as coal in the stocking. 

While overall holiday spending is expected to stay relatively flat with last year, shoppers are expected to purchase fewer gifts to balance the effects of inflation. That means retailers are likely competing for fewer total purchases. At a time when cost consciousness is high and consumer loyalty is low, brands that can offer consumers a friction-free, customer-centric experience all tied up with a bow will be the winners this holiday shopping season. 

Let’s delve into the latest shopping trends, highlight some common shopping experience pitfalls, and provide valuable recommendations to ensure a seamless and enjoyable holiday shopping experience for your customers that puts your brand on the nice list.

Macro Trend: What is convergent commerce?

Shopping has become an increasingly multi-channel experience, blurring the lines between digital and physical shopping experiences. While data suggested that preference for online retail was waning heading into 2023, e-commerce is expected to be a major channel for holiday spending with over 60% of consumers planning to do at least 40% of their shopping in that channel. But with channels evolving and new channels emerging, channel preferences get increasingly difficult to predict. It also makes the notion of omni-channel retail where a seamless shopping experience across several channels a less desirable goal. 

Consumers are less interested in retailers creating curated multi-channel experiences and more interested in climbing into the driver’s seat themselves. Consumers want an anytime, anywhere commerce experience where they call the shots and execute their shopping activities—from browsing products on live streams to comparing prices across brand apps and AI-powered search, checking items in person for quality, ordering online to ship directly to gift recipients and everything between—wherever they want, whenever they want based on their changing preferences. That’s convergent commerce. It’s a shift from an experience that offers optionality (online vs. in-store) with parity, to frictionless fluidity. 

If that sounds like a tall order, that’s because it is. Shifting from either/or considerations for the retail channels you engage in to activating across multiple channels at once in an integrated and seamless way requires considerable thoughtfulness. Convergent commerce relies on a data-informed (and frequently validated) understanding of what your customers value and their shopping preferences, strong data quality management, and a commitment to breaking down silos across teams, technology stacks, decision-making processes, virtually every facet of your business.

But it’s also a tremendous opportunity to create a consumer experience that’s truly differentiated. Consumers aren’t looking for more of the same; they want experiences that are uniquely tailored to them. And for brands that embrace the concept of convergent commerce, a powerfully divergent experience that sets them apart from competitors can be the reward. 

Micro Trends: Delivering a better customer experience now

According to the National Retail Federation, this holiday shopping season is already underway with over 40% of consumers reporting they planned to begin their holiday shopping in October or earlier. That means today’s consumers can’t wait for your brand’s future convergent commerce strategies to take shape. And brands can’t let perfect be the enemy of progress when it comes to making this year’s shopping experience the best it can be. So what can brands do to better meet the needs of holiday shoppers right now? Reflecting on my own shopping experience, there may be more opportunities for quick wins than many retailers realize.

As both a holiday gift giver and receiver, my shopping considerations are the same as a lot of other holiday shoppers this season. Even though I regularly start my shopping before November, I’m always short on time. So convenience is key for me and online shopping is a great fit. I want to give gifts that feel personal and thoughtful, but with family all over the country, I’m concerned about the costs and potential delays of shipping. So like 55% of Americans who will buy at least one gift card this holiday season, experiential gifts in the form of gift cards, passes, tickets, etc. are high on my list. In what will be the dominant shopping channel (online) focusing on items that are subject to fewer inventory, stocking, and supply chain disruptions than a lot of other gift categories (gift cards), my shopping experiences have included a surprising amount of friction. So my gift to you is three ways you can ensure the holiday shopping experiences you’re serving up don’t leave consumers with a “bah humbug” feeling:

Consider the End-to-End Experience Gifting Experience

The actual purchase is only half the journey, but the gifting experience begins and ends outside the shopping cart. From the ability to effectively manage an influx of traffic from holiday browsers to ensuring gifts can easily be returned or exchanged, brands must consider the end-to-end experience to eliminate friction for both gift buyers and recipients. 

There have definitely been times in my own shopping experiences where a slow, laggy, friction-filled experience has driven me to abandon ship. In fact, this year I’ve begun using the app released by one of my favorite body care retailers. I’m a bargain hunter, but I’m not great about remembering to use my coupons before they expire. I was drawn into the app by the wallet and loyalty points features that keep track of both and give me anytime, anywhere access to them right from my phone. I could shop from the app, but I like to be able to “smell before I buy” when it comes to body products and using the “pick up in store” feature allows me to browse only the inventory I can actually test in the store. Unfortunately, the popup for selecting a store by zip code or my current location just spins. This has been the case up to the time of writing this post despite multiple app updates. So I’ve got two choices when faced with this friction: I can abandon the app and move to the website in hopes of a better experience or I can say “Scrooge it” and move onto something else. 

If you want to avoid turning gift givers and recipients into Grinches here are some tips for ensuring your delivering a gifting experience that sleighs from the first mile to the last:

  • Get your website traffic-ready: There’s nothing more frustrating than a website that takes forever to load. Consumers have zero patience during the holiday rush. A slow website will send them searching for alternatives so your website should be a well-oiled machine. Test its loading speed, ensure mobile-friendliness, and fix any broken links or errors. A smooth online journey will make customers stay and shop. 
  • Take deals directly to customers: Utilize customer data to provide personalized recommendations and offers. Making your customers feel special by proactively showing them that you understand their needs and preferences will help bring them to you.
  • Offer clear and flexible pickup and returns: With consumers moving between physical and digital channels across the customer journey, offering clarity around return policies and flexible pickup and return options will better allow you to meet customers in their channels of choice. Offer the option for customers to order online and pick up items in-store or return online purchases at your physical location for maximum convenience.
  • Have strong support standing by: The holiday season means long hours for your customer support team. Failing to respond promptly to inquiries or complaints can lead to disgruntled customers who won’t hesitate to share their grievances on social media. Implement chatbots, and set up a system for addressing inquiries and complaints promptly. Social media monitoring can help you spot and address issues early.

Make conversion dead simple

Optimizing high-value actions like purchases to the fullest extent means thinking beyond the point-of-purchase mechanics of your e-commerce platform to other experiential elements. Using language within the purchase experience that makes sense to consumers, providing the information consumers need to solidify buying decisions, making relevant payment options easy to use, and ensuring parity of experience across device types can make or break the buying experience. 

I was recently on the website for my favorite purveyor of chocolates with the goal of building a custom box of chocolates and I found myself getting tripped up at key points in the experience. After selecting the size and type of box I wanted to fill, it was time to select my candies. I specifically wanted dark chocolate and was surprised that there didn’t appear to be any search filters on the page; there was just a typical-looking search bar with “Search for flavors” as the hint text and a magnifying glass at the right edge of the box. I scrolled around the site to make sure the filters weren’t just oddly placed and after finding none, I begrudgingly opted to use the search. As I clicked into the box to search the word, “dark,” I discovered that what was designed to look like a typical search bar was actually a drop-down set of filters, which included a filter for dark chocolate. I proceeded to fill my box and initiated the checkout process and got all the way to the payment screen—the final conversion point—before realizing there was no option to select a store for pickup. At no point in the process did I have an option to choose a fulfillment option other than shipping (which also had a cost). Ultimately, I abandoned my cart after the experience left me with a bad taste in my mouth. 

Here are a few tips for ensuring your conversion experience is as sweet as a box of chocolates:

  • Simplify checkout processes: Your customers are looking for a seamless shopping experience, not a labyrinth of forms and confusing steps during checkout. So your checkout process should be as easy. Offer guest checkout options that prioritize speed and simplicity, enable auto-fill features, and provide multiple payment options. Simplify the process, and you’ll see a boost in completed purchases.
  • Avoid hidden fees and charges: Shoppers hate surprises, especially when it involves extra costs at checkout. Display all costs clearly and be upfront about shipping fees, taxes, and any other charges. A transparent pricing strategy builds trust and encourages purchases.
  • Reduce the pain of out-of-stock items: Nothing’s worse than finding the perfect gift only to discover it’s out of stock, so it’s critical to stay on top of your inventory. Ensure your inventory management software is equipped to prevent overselling, notify customers promptly if a product is out of stock, and suggest similar items to keep them engaged.

Consider people and process

Successful convergent commerce experiences require a seamless transition from one channel to the next. That means that the people and processes underpinning the in-store experience need to be equipped with the tools, training, policies, etc. needed to support customers who began their shopping journey in a digital channel (and vice versa). 

I was gifted a digital gift card to one of my favorite restaurants. Because I have three kids, I tend to opt for take-out and delivery more than in-restaurant dining, and I was looking forward to redeeming my gift card for dinner after a particularly hectic day. However, I discovered I wasn’t able to redeem the gift card on my favorite food delivery app or the restaurant’s website. I had to call in and have them run the gift card over the phone. And because the restaurant offers delivery through its app partners only, I was forced to place an order for pickup rather than delivery. The restaurant is in a very busy area, and having to drive, park, and go into the restaurant completely undercut the reason why I decided to order instead of cook. To make matters worse, the staff working seemed to be confused and inexperienced with the restaurant’s pick-up processes. As a result, I spent 20 minutes sitting at the bar waiting for them to sort it out before I could pick up the dinner I’d originally intended to have delivered. I really love their food, so the experience won’t keep me away entirely. But I can tell you their gift cards won’t appear on my wish list until they offer the ability to redeem them for delivery.

Here are a couple of tips for keeping customers from going from joyed to annoyed as they transition between digital and physical experiences:  

  • Drive brand consistency across touchpoints: Your online and in-store experiences should feel like two sides of the same joyful holiday coin. That means these experiences should feel connected in every way. Avoid creating functional silos between in-store and online experiences when it comes to ease of purchase; redemption of gift cards, coupons, and promotions; and returns and ensure where differences do exist—like offering a broader range of product options online or running online and in-store exclusive promotions—they feel purposed and beneficial to your customers. 
  • Prepare your in-store team: Train your in-store staff to be knowledgeable about your online offerings and promotions. They should be ready to assist customers in placing online orders, redeeming digital gift cards, and answering product-related queries.

In the world of holiday gifting, experience is everything. Shoppers are looking for convenience, transparency, and joy during their quest for the perfect gifts. And gift recipients are looking for ease and flexibility when it comes to redeeming, exchanging, returning, and using gifts. By staying ahead of the latest trends, addressing common pitfalls, and implementing our recommendations, your business can ensure a memorable holiday shopping experience for your customers. Even if achieving truly convergent commerce is still a future destination on your roadmap, implementing these strategies will help you deliver a cohesive shopping experience that supports customers as they transition between online and in-store shopping. This flexibility not only meets the evolving demands of today’s consumers, but also positions your brand as one that truly values creating a differentiated experience that puts customers at the center. No matter where your brand is in your convergent commerce journey, we can help you ensure each step along the way creates value for your customers and your business.  

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