We've discussed consumer expectations for a convenient, seamless, and personal buying experience across the customer journey. For those on the other side of the transaction, a digital-first economy elevates the need for businesses to connect and improve the entire journey. In 2022, building a more connected digital commerce ecosystem will help produce better business outcomes.

Commerce has evolved swiftly as consumers have embraced the advantages of the digital-first economy. As a result, businesses are thinking about commerce more holistically as a means to keep customers engaged throughout their lifecycle–from awareness to consideration to purchase to repeat purchase and lifetime loyalty.

Connecting commerce solutions like loyalty programs, online appointments, online check-in, automated communications, marketing, and more can help businesses improve the overall customer experience. A connected experience will help businesses attract new customers, create additional customer value, grow their brands, and determine the next best upsell or cross-sell offer to drive additional revenue.

"Businesses should look closely at those that remained resilient during the pandemic to see the value of connected commerce. Those businesses that came out in a better place were the ones that created a digital-first ecosystem," We found that during the pandemic, businesses that had one of our customer engagement offerings such as email marketing or gift and loyalty programs were more resilient during the shelter-in-place period and performed better than their peers post shelter-in-place.

Why? Connectivity with their customers. "They had a lifeline to their customers with email marketing and online ordering. They had gift cards that people could purchase and fund during the shelter-in-place period that kept them afloat,".