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Content and Commerce for the Millennial Consumer

As the tech-savvy millennial generation matures, the group now dictates how brands interact with their customers. To stay competitive, brands need to cater to this demographic and engage with consumers across all digital touchpoints. This shift is pushing companies to undergo a massive shift in eCommerce strategy.

Millennials look for authenticity. They value relationships with brands that you can’t get with big-box retailers or eCommerce giants. But the way we interact with brands has fundamentally changed over the past few years. These relationships now begin online, rather than in stores, and companies have to adapt to avoid being left behind.

Building the Brand-Consumer Connection

In a session at Acquia Engage 2016, Peter Sheldon, VP of Strategy at Magento, and Kelly O'Neill, Senior Director, Commerce Product Strategy at Acquia, explored how both companies are helping brands strengthen relationships with customers and make consumer interactions on the web as seamless and intuitive as they would be in a store.

Fostering an authentic brand-consumer connection involves more than creating strategic brand messaging or a targeted email campaign. Brands need to engage with consumers across digital touchpoints, and meet standards for ease and efficiency along the way.

When it comes to the retail industry, consumers are looking for personalized content and intuitive design. People now expect that a website will be as simple as Google, as easy to use as Facebook, and as efficient as Amazon. Companies need to show users what they want, when they want it, and fulfill orders in a timely fashion. This is where Acquia and Magento come in.

Content: Personalized and Intuitive

Seventy-one percent of prospective online buyers rely on product information and content to make their purchase decision. This demonstrates the impact of quality content creation. It’s one thing to offer informative content, and another to ensure that it’s relevant to the consumer and easy to navigate. Acquia Lift addresses these challenges by offering an intuitive platform for designing consumer-friendly websites that are easy to use for both developers and content teams. Lift will also pull in customer data from the web to help digital marketers segment their audiences, and create personalized content for each consumer.

Commerce: Integrated and Efficient

In the retail space, intuitive content is only half the battle. If you want a boost in sales, you need to efficiently move consumers through the customer journey. A lot of companies get stuck when their content and commerce solutions aren't compatible. This causes “two-site syndrome,” which sends users to a separate website when they want to purchase an item. This process is clunky and inefficient, but it’s very common when content and commerce teams work in silos. When neither team is willing to give up its favorite platform to meet in the middle, they settle for incompatible solutions that make the user experience incredibly disjointed.

The best way to fix “two-site syndrome” is to find a solution that works well for everyone involved. Thanks to Acquia's recent partnership with Magento, companies can merge their content and commerce solutions, and streamline the path to purchase. By offering these two solutions hand-in-hand, brands will be able to create a seamless customer experience that starts with brand discovery and ends with efficient order fulfillment.

Watch the full presentation, Monetizing Your Drupal Content Investments with Contextual Commerce Experiences, below:

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