Reinventing the Digital Shopping Experience: ChannelAdvisor Launches Shoppable Media

The new offering from ChannelAdvisor will help brands and retailers simplify the customer journey

ChannelAdvisor yesterday launched Shoppable Media, a comprehensive suite of multi-channel solutions designed to help businesses reach purchase-ready consumers more efficiently.

The new offering will help marketers deliver a seamless shopping experience for consumers while leveraging actionable analytics to help inform business decisions for stronger online performance.

“ChannelAdvisor continues to support brands and retailers with digital transformation in an increasingly volatile ecommerce environment,” said Steve Frechette, vice president, product management at ChannelAdvisor speaking exclusively to Toolbox Marketing. “Shoppable Media can help brands connect their customers with purchase options, whether on the brand’s website or from within digital media.”

Also read: How to Boost Customer Experience With Omnichannel Decisioning

The company has also added support for new retail dropship connections and third-party marketplaces and made it easier to monitor the health of channel integrations, manage ongoing deals, and maximize efficiency in the order pipeline. New updates include:

Ecommerce Solutions for Expanded Audience Reach

• Shoppable Media: From inspiration to conversion, brands can simplify the path to purchase directly from their websites and across various marketing and advertising channels with ChannelAdvisor’s Shoppable Media, a product offering that comprises Where to Buy Online, Where to Buy Local, Dynamic Shopping Links, and Buy Now Interstitial, a new dynamic linking feature.
  • Where to Buy Online and Where to Buy Local: Designed to provide a better online shopping experience by connecting well-informed, ready-to-buy consumers directly to products on authorized retail websites and/or by directing them to local stores.
  • Dynamic Shopping Links: Transforms digital marketing campaigns into shoppable experiences while eliminating wasted spend through the use of backup retailers and products to help ensure the products being promoted can be purchased.
  • Buy Now Interstitial (new with this release): Aims to provide a complementary experience to Dynamic Shopping Links. Instead of automatic routing, Buy Now Interstitial allows consumers to select a preferred retailer from within an on-brand interstitial experience that is displayed following interaction with the digital campaign.
  • Shoppable Media Analytics Console: The newly designed Shoppable Media Analytics Console can provide users with insightful data in a simplified format for easier reporting.
• Saved Views for Amazon Advertising Console: Advertisers can access ChannelAdvisor’s Saved Views for Amazon Ad Console to closely monitor performance and identify areas of improvement, including opportunities for automation and accelerated growth. Saved views can be tailored to fit unique business needs and advertising strategies.
• Search Terms Generator for Amazon:  Seller Central merchants advertising and selling on Amazon through ChannelAdvisor can save time and resources with the Search Terms Generator. This new feature automatically generates Search Terms and provides updates based on advertising performance to improve organic listings.

Support for New Marketplace and Dropship Integrations

• New Marketplace Integrations: ChannelAdvisor is committed to helping brands and retailers reach new global audiences through the support of Bunnings Marketlink (AU), Grupo Exito (US CBT to CO), Kroger (US), Love the Sales (UK), Onceit (NZ), and Stockd (US), adding to the global total of more than 100 marketplace integrations.
• New First-Party Retail Dropship Connections: ChannelAdvisor added support for first-party integrations with Bluestem (US), JClub (US), OTTO VAL (DE), and Walgreens (US).

Also read: Inbound Vs Outbound Marketing Channels

Enhanced Client Experience to Improve Operational Agility

• New Order Pipeline Dashboard: With this new analytics tool, ChannelAdvisor continues to help brands and retailers minimize costly order processing delays, especially during peak volume periods with powerful visualization and monitoring of where those delays may be occurring in the processing pipeline.
• New Channel Health Console: Allows ChannelAdvisor Marketplace users to understand and gauge operational health across all channel integrations, enabling prioritization and focus on the most important areas of their business.
• Deal Planner: Introduces a new way to manage short-term promotions in dozens of marketplaces. Brands and retailers can create deals for a specified period and then adjust the price for the deal’s duration. When the time window expires, the listing returns to the original price.

The company has announced that it will be unveiling mire features in a webinar slated to take place later this month.

Also read: What is an Omnichannel Customer Experience? Definition, Journeys and Examples

The Digital Shopping Experience: Why Should Marketers Care?

The consumer trend of ecommerce as a preferred purchasing method along with increased demand means that customer experience is at the forefront of CMOs agenda. The new ChannelAdvisor Shoppable Media is a welcome introduction for brands looking to simplify the customer journey. By providing marketers deeper insights into daily channel operations, Shoppable Media helps brands and retailers achieve better operational agility by making it easier to find critical performance data and take action.