The Rise of Creative Commerce: How to Win in the Age of Experience
The e-commerce landscape has exploded, with global sales reaching nearly $6 trillion last year and projected to surge another 10% this year. Consumers now expect a phenomenal experience every time they shop, and their demands rise with each positive encounter.
Forget the traditional approach of commerce as a mere transaction following brand building. Today, commerce is often the single most crucial touchpoint between brands and consumers. Creativity and commerce must be inseparable. The pandemic lockdowns accelerated this shift, ushering in an era where speed, value, and seamless convenience reign supreme. Brands that invested heavily in loyalty programs now see those efforts potentially wasted if the buying experience falls flat.
We’ve transcended the era of tired tactics like “add to cart” buttons. Modern creative commerce is about more than just getting a purchase; it’s about inspiring brand loyalty before the sale. Here’s how leading companies are doing it:
Shopping Without Realizing It
Durex’s “Down to Duck” campaign, a witty response to Apple’s autocorrect change, exemplifies the new reality: people are always shopping, even if they don’t perceive it that way. Scrolling social media that leads to an impulse buy, watching a TikTok cooking video that ends with a grocery delivery order – these are all examples of creative commerce blurring the lines between browsing and buying, fostering long-term brand relationships.
Data-Driven Deliciousness
The online grocery sector has boomed in recent years. Voilá, a Canadian grocery delivery challenger, targeted millennials on their turf – social media. When trends like Dalgona Coffee and Kit Kat Cheesecake exploded on TikTok, Voilá capitalized by keeping those ingredients in stock. By anticipating viral food trends and partnering with content creators, Voilá’s “Trending 2 Table” initiative secured new customers, boosted digital sales for parent company Sobeys, and leveraged a custom Trend Index to stay ahead of the curve.
Creative Commerce Intercepts
LATAM Airlines’ “Fly over Cyber Monday” campaign showcased the power of commerce interception. Understanding the cultural trend of buying electronics overseas due to lower costs, LATAM offered enticing flight deals to Cyber Monday shoppers. This clever approach led to $30 million in sales, social media buzz, and recognition in Forrester’s Best Practice Report.
The Future is Adaptive
The future of commerce is frictionless, secure, and human-centric, all powered by cutting-edge technology. At CES, Walmart showcased its “adaptive retail” approach, a seamless, unified experience across all customer touchpoints. Their AI-powered “occasion” search, where users can type “football watch party” instead of listing individual items, exemplifies this focus. Walmart prioritizes customer experience, offering everything you need for your party while subtly suggesting that giant TV you’ve been eyeing.
In today’s digital world, relationships can vanish with a single click. Brands can no longer afford to neglect the customer journey. Discounts and sales tactics are no longer enough. Creative commerce is a strategic imperative, a multiplier that fosters enduring, profitable relationships between brands and consumers. To truly thrive, make commerce the heart of your creative strategy, not its endpoint.