The growth of eCommerce is changing brand strategies in several ways. Consumer expectations are evolving as people now research products online and read reviews from other consumers before purchasing. Brands must be present across online and offline channels to understand the entire customer journey. An eCommerce strategy should go beyond just online sales and consider how the brand engages with customers at all touchpoints. To achieve growth objectives, brands need to continuously innovate, enhance their online content and experiences, and invest in new technologies.

1. The growth of eCommerce: does it impact brand strategy?

12. 1 eCommerce : The paradox of growth

17. 2 The Internet has changed behaviours and expectations

20. Community and Awareness: 2 fundamental levers in the decision-making process

21. The importance of searching for peer comments varies from sector to sector Source Etude Fleishmann-Hillard Harris Interactive 2008 sur l’influence d’internet

22. POLL QUESTION

23. Every contact point is important Source Etude Fleishmann-Hillard Harris Interactive 2008 sur l’influence d’internet

27. 3 Innovation and content quality quickly generate consumer expectations

28. Customization is no longer just for luxury brands

31. Half of US marketers for online retail sites plan to enhance the customer experience

33. 4 Client paths and the evolution of brand engagement are getting more and more complex

34. The Web allows the consumer to have a vision and understanding of the brand that may vary significantly from a marketer’s intention

37. Devising an ecommerce strategy must begin by taking an inventory and then understanding the interactive ecosystems, both online and offline, where the brand is currently evolving

41. Product info, point of sale advertising (POS) and coupon access via mobile are part of the upcoming revolution. Is that ecommerce? POLL QUESTION

42. 6 Conclusion : Ecommerce strategy objectives go well beyond those of the online sale channel…

44. Where is my brand present? With what intensity? What are the paths that are leading to my fact sheet?

46. In this constantly evolving field, there is only one certainty: choose a well-considered and analytic approach and give yourself the opportunity to test and constantly challenge your ecosystem… Measure Analyze Test Change

49. Find the best ways

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