Zenith CEO, Nickie Scriven (left in main photo), yesterday hosted a panel discussion in Sydney exploring what brands can do to make the most out of every commerce opportunity from in-store to online, and emerging opportunities in social, voice, subscription and programmatic commerce.

Scriven was joined by panellists Milena Cavicchioli (middle) VP of marketing at Luxottica; Adrian Farouk (left), CEO of marketing and technology agency, Digitas; and Ivan Davies(far right in photo), executive creative director of shopper marketing agency, Arc.

The panellists also discussed the retail trends in mature Amazon markets, what successful traditional retail brands have done to adapt and thrive in the digital world, the Gen Z swing away from Amazon and marketplaces in favour of experience-rich brand interactions, and how innovative brands are turning the transactional purchasing phase into loyalty driving ‘purchasing experiences’.

Scriven said: “With the convergence of marketing and sales, brand growth acceleration will come from understanding the shopper journey and driving commerce across a brand’s entire ecosystem, including voice, online, mobile, and in-store.

“At Zenith, we’ve identified five commerce imperatives* that brands need to focus on in order to deliver growth: break down silos within your organisation, and utilise sales and marketing specialists to inform your strategies; leverage the e-commerce experience with your retail partners; identify sources of growth; exploit retailer media to improve your media investments; and enhance your partnerships through data and technology.”