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IBM Smarter Commerce Helps Chief Marketing Officers Engage the Individual on Mobile and Social Media Channels

MADRID May 22, 2012 IBM

$200 billion

Building on this digital explosion, IBM is accelerating its Smarter Commerce initiative with new software and services that help marketers gain immediate intelligence on consumer shopping trends and quickly act on that information based on customer preference through marketing and promotion activities. 

For example, while one consumer may browse for merchandise from their mobile device that same consumer may tend to make more purchases from their tablet.  Gaining the ability to act on this information will allow marketers to be more competitive while improving the customer experience.

Today, more than 2,500 customers worldwide, including 21 of the top 27 retailers are moving toward Smarter Commerce.  IBM Smarter Commerce initiative delivers software and services that help companies, such as TalkTalk, Blue Chip Holiday and Roca Group, transform their business processes to meet the unique demands of each individual customer in today’s digital marketplace. 

With the mobile devices expected to exceed desktop internet usage by 2014, IBM is introducing new software that gives businesses the ability to capture a customer’s device type and analyze how they are responding to campaigns on each.  For example, a marketer may learn that a customer ignores messages on their smartphone but clicks through on campaigns when using their tablet. With this insight, marketers can develop, market and execute personalized digital campaigns that cater to a specific customer’s mobile and tablet experience.

The importance of personalizing the customer experience across channels was recently addressed by Kiddicare, the largest online nursery and baby supplier in the UK. Kiddicare was looking to deliver more relevant, interactive dialogues across digital, social, mobile and traditional marketing channels in order better serve its loyal customers.

Simon Harrow

For companies looking to capitalize on the business potential of mobile devices, IBM Global Business Services is introducing a new Mobile Strategy Accelerator to help companies adopt and build a roadmap to build stronger customer relationships through mobile devices.  Companies can also leverage IBM WebSphere Commerce tools to quickly launch a mobile storefront that can be easily customized to their company. Once their storefront is live, these businesses can deliver customers a personalized site experience across smartphones and tablets.

Craig Hayman

CEO study

Through new features announced today, product marketers can balance current customer information with data from their public social media profile, such as their location and product interests. With this added insight, the team can create highly relevant promotions and deals and then post these on the recipient’s Facebook wall or forward directly through Twitter.

To join the conversation, follow hashtags #smartercommerce and #IBMSCGS

Media Contacts:
Mike Azzi

[email protected]

Doug Fraim

[email protected]

February 27, 2012


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