Bridging the Gap: Connecting Retail and Commerce Data

Data & Insights
Strategy & Trends
  • Jared Koll
  • February 23, 2023

Bridging the data gap between retail and commerce teams remains one of the most challenging aspects of eCommerce in 2023, and it’s crucial for achieving profitability and growth.

The pace of technological advancement has accelerated, leading to an unprecedented volume of available data, which can be overwhelming. In many cases, sales and marketing teams work with separate sources of data and have different goals, making it difficult to align efforts and achieve a common objective.

To help address this challenge, we were joined by Reprise Commerce in a recent webinar.

Led by Heather Dawson, Senior Vice President of Global Solutions at Reprise Commerce, and Senior Account Directors, Ettore Boni and Zachery Zaerr of Pacvue, the webinar discussed key strategies to align teams across enterprise data to drive short-term revenue growth and long-term brand growth.

Key takeaways included the importance of a shared “source of truth” for data, smart goal setting, and focusing on a long-term strategy for both retail and advertising. By leveraging the right tools, insights, and agency support, brands can overcome the challenges of today’s eCommerce landscape.

The panel highlighted four tips during the webinar:

  1. Use a centralized toolset and consolidate tools to break down data silos between retail and commerce teams. Establish clear communication cadences and processes to ensure that everyone is on the same page.
  2. Experiment and iterate with unified data to gain a first-mover advantage in your industry. Collaborate with partners and proactively seek opportunities to innovate with data.
  3. Shift your KPI structure towards shared goals that are aligned with specific metrics. This will help to better understand consumers and drive results that benefit both retail and commerce teams.
  4. Keep in mind that commitment windows and timelines may vary depending on the industry. Stay flexible and be open to adjusting your approach to best meet the needs of your team and your customers.

If you are looking to accelerate sales on Marketplaces, eRetailers and Direct to Consumer (DTC) sites with best-in-class advertising, operations and brand building be sure to visit Reprise Commerce.

And connect with Pacvue for more information on improving commerce operations between sales and marketing teams.


Author
Jared Koll

Awards & Recognitions