How brands can use creative commerce to generate DTC engagement
As tracking consumer movements online is becoming more challenging, creative commerce could be the secret to customer engagement.
The pandemic pushed consumers to turn to DTC shopping, and brands had to lean into technology to make the retail platform work. But as consumers are able to go back into stores, relying on traditional brick-and-mortar retail strategies may not work anymore.
Emily Fontana, head of digital marketing at One Rockwell, said the broad concept of creative commerce can help brands effectively communicate with consumers at multiple touchpoints.
“It really isn't enough to just ‘build it and they will come’ anymore,” Fontana said. “It is about getting creative and speaking with authority, authenticity and trust at every touch point in creative ways that are specific to that customer in that time, in that place, at that moment.”