Agile Commerce: Three Questions For John Federman, President And CEO, Searchandise Commerce

 

I recently had the chance to catch up with John Federman, president and CEO at Searchandise Commerce, to understand what impact the transition to agile commerce is having on Searchandise, its business strategy, and its organizational structure.

Searchandise is a retail search network with an interesting model combining pay-for-performance tactics of search marketing with in-store merchandising practices. Its product marketers leverage cost-per-click bids to enhance product position within search listings across a network of retail sites, similar to co-op marketing models -- like a wholesale brand purchasing premium shelf space in a brick-and-mortar retailer. Retailers monetize these search listings, generating an incremental revenue stream.

Forrester: John, thanks for taking some time out to talk to us about agile commerce. We have been talking to clients about the evolution of their business from channels to touchpoints that span mobile devices, social networks, advertising, marketing, traditional channels, and various places online. How are you looking at this, and what does it mean for your business?

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Agile Commerce In 2011

With a big splash, we recently launched a significant idea and theme for eBusiness & Channel Strategy professionals for 2011 and beyond called agile commerce. In the report "Welcome To The Era Of Agile Commerce," we highlight how customers no longer interact with companies from a "channel" perspective; instead, they interact through touchpoints. As a result, eBusiness & Channel Strategy professionals have to leave their channel-oriented ways behind them and enter the era of agile commerce -- optimizing their people, processes, and technology to serve today's empowered, ever-connected customers across touchpoints.

Since its launch, we've received some excellent feedback from clients and thought-leaders, validating agile commerce. We've also interviewed three executives in our ongoing series about how agile commerce is affecting their clients and how they are positioning themselves to support the transition to agile commerce. Please continue to visit our community and our blog to share with us your perspective on how agile commerce is affecting your business. Do you see the signs of this disruption in your business? Is your organization evolving to sell and service customers seamlessly across touchpoints? What organizational models and technology decisions are you making to optimize your commerce efforts across touchpoints?

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