14 July, 2020

R/GA Launches Adaptive Ecommerce Solution in Australia

By B&T Magazine

R/GA is pleased to announce the launch of its Adaptive Ecommerce solution in Australia. The offering is built on learnings from R/GA’s global network, having delivered some of the world’s most innovative ecommerce experiences such as A/R Jordan and SONIC.

The solution will help brands create a unique ecommerce approach by capitalizing on the changing technology behaviors of consumers. This will ensure brands attract and convert customers not just to their product but throughout the shopping experience they have with the brand, ultimately increasing brand advocacy and loyalty.

“Previously the in-store shopping experience was the epitome of a brand, delivering customer value beyond the product. Whether that was the feeling of exclusivity and luxury of a Gucci store, the progressive demonstrations within a Nike store or the convenience of a 7/11. However, as people’s purchase behaviors rapidly evolve it has become much more complicated for brands as there is no longer just one shopping touchpoint that they need to focus on,” said Michael Titshall, VP and Managing Director, R/GA Australia.

The Adaptive Ecommerce solution is a lean, modular approach to ecommerce that focuses efforts on immediate opportunities with the flexibility to adapt to new technologies and behaviors as they arise. This is critical for the future success of brands as a digital purchase journey is distributed well beyond brands’ owned platforms with the likes of social media and marketplaces constantly evolving and playing such a significant part of the online shopping journey.

“Brands know that creating unique purchase experiences can provide value beyond the product, drive preference, sales and loyalty. It’s why they have invested so much into physical stores over the last few decades. Our Adaptive Ecommerce solution takes that principle but applies it in context of how people now discover, search, review, purchase and share products online,” added Titshall.

Adaptive Ecommerce employs principles of microservice architecture by building applications through use of decoupled and distributed services, allowing focus on critical features such as customer touchpoints or personalization. This will deliver quicker ROI, whilst still allowing for expansion when needed. This approach provides brands the opportunity to capitalize on cutting edge technology in areas such as machine learning and Generative Adversarial Networks (GANs).

Ciaran Park, Executive Technology Director, R/GA Australia, said, “The current climate has taught us many things, one of which is the importance in understanding, at speed, how to succeed in a new economy. Existing transaction models are becoming unfit for purpose and brand experience is being diluted by third party platform limitations and roadmaps. With consumers becoming ever more demanding with how they discover, engage and purchase, brands not only need to be sure the right partners and platforms are utilized, but are also looking to create inferred – as much as declared – data to continually iterate providing more relevant and valuable shopping experiences for their customers.”

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