At the Possible conference, Amy Lanzi, CEO of Digitas North America, discussed the emergence of CRM 3.0, marking a significant shift in commerce marketing. Lanzi emphasized that customer loyalty is evolving from mere transactions to deeper, more meaningful relationships through hyper-personalized experiences. She noted the rapid growth of retail media, driven by companies like Amazon and others expanding into this space. Furthermore, she clarified the distinction between retail media and commerce media, underlining their different yet interconnected roles in marketing strategies today.
"It's not just about points and loyalty cards any more. It's about using information to deliver better experiences that make you faster, stronger, which leads to real loyalty. We're moving from 'like' to 'love' to true loyalty."
"I don't think I thought it would escalate as quickly as it has. Amazon came in as such an interesting unicorn - a retailer and a tech platform. And now, seeing everyone else pile in - not just the Walmarts of the world, but even United Airlines launching their own retail media network - it's been remarkable."
"Retail media is where a retailer uses its first-party data to target you, both on its site and off it. Commerce media is broader - it's when you're scrolling Instagram and can instantly buy something shoppable. They're different but connected."
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