Emily Rose Cole

The online retail landscape has transformed astronomically in the last half-decade. Just as customer behaviour and engagement methods have shifted, so too have the targets that define online retail success. If retail brands continue to chase ROAS, impressions, and siloed-channel metrics, they’ll suffer a gradual, painful demise.

One retail brand that’s embracing these changes and redefining commerce is Harman, a house of audio brands. By leveraging content, agile planning and platform-first thinking, Harman is building meaningful customer experiences for its brands, including JBL, that delivers long-term business value in this fragmented, fast-moving retail world.

• Reassess customer touchpoints so they cover multi-platform interactions that create a seamless experience
• Devise authentic content that’s informed and brought to life through real human experiences
• Deliver emotive storytelling and meaningful messages to connect with the humans behind the clicks
• Embrace diversification and testing to become educated on what resonates most strongly with customers
• Analyse the true business metrics that matter to unlock limitless performance.