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Experts predict that the popularity of social commerce is set to explode in the future, signaling a shift in the way retailers attract customers. Vice President Chris Ventry was featured in this Retail TouchPoints Special Report forecasting what the intersection of social media and retail will look like in the coming years.
Chris describes how social commerce has changed, “As commerce becomes a bigger part of these platforms, there’s much more ability to have information flow both ways.”
He continues on to explain how targeting consumers in a personalized, digital age has become more complex stating, “Digitally native brands like Glossier, Eloquii, ModCloth and Bonobos have a true understanding of data. They know who to target and how frequently to interact, whether that’s daily, every few days or weekly. These are the companies that have done much better with their utilization of UGC [user-generated content]. It’s no longer just about showing a product image; it’s showing that it was worn by someone, doing a particular activity, in a particular place and potentially with their friends. That’s how content on a social platform can be part of a larger conversation.”
Read the full article and all of Chris’ insights here.
Chris Ventry serves as a Vice President in the Retail & Consumer Packaged Goods practice at SSA & Company