Creating online experiences that are content-rich as well as easy to transact have become a holy grail for marketers and merchandisers alike. "Retailers want the beautiful experience but they actually want it to be shoppable,” said Darin Archer, a strategist at Intel Corp. and former head of product strategy at Adobe. "They don’t want it to look like a used car lot but they want the add-to-cart functionality to be there when the shopper hits that inflection point." While the technology foundations behind this “commerce plus content” strategy are mature, most retailers only go halfway, and miss huge conversion opportunities by failing to integrate them in one consistent, immersive digital experience. The reality is that e-commerce storefronts are frequently isolated from the content-driven brand stories that are being told through non-shoppable sites, lookbooks, email campaigns, social marketing, mobile marketing and in-store experiences.
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