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Join Callum Campbell, CEO Linnworks, as he explores Total Commerce and how connecting with the customer where they spend their time is changing the retail landscape. Callum will look at industry data, trends disrupting eCommerce and how Linnworks will be the technology driving this shift into 2021.
In this session you will hear:
In a year that has seen unprecedented change brands and retailers need to work out how they can adapt and move forward to a bright future, with the idea of Total Commerce central to that, according to Callum Campbell, CEO of Linnworks.
Sense of urgency for brands to adapt to the new retail landscape.
Opening Linn Academy 2020 with a powerful keynote Campbell said that now was the time to be strong and move forward with confidence. “Some of us may be riding the wave of our life,” he said. “The pandemic may have set in and accelerated everything. For others this may have been the toughest year yet and we feel like we have lost a limb and need to be on life support just to make it through. Wherever we are approaching Linn Academy from this year we are all being challenged to look inwardly and ask the questions of ourselves ‘can we adapt?’”
He cited the quote: ‘The secret of change is to focus all of your energy, not on fighting the old, but on building the new.’ This summed up how retailers should be reacting, he said. “The pandemic has turned the world upside down. It’s creating a heightened sense of urgency for brands and retailers to adapt, change and figure out how they are going to move forward and build the new.”
Three key forces driving Total Commerce.
Campbell outlined three key macro-forces that he said have been driving the commerce market forward and which prompt the need for a Total Commerce strategy. They include the shift to direct to consumer commerce; a strengthening of marketplaces and the rise of the effortless economy – the latter the idea that commerce is moving closer to consumers wherever they are spending they time.
The need to react to those forces, with central control that enables agility and change, has become even more urgent as a result of the pandemic, he said. He referenced three different case studies from the likes of Nike and Ford to illustrate companies have successfully reacted to such changes.
By putting Total Commerce control at the centre of their businesses Campbell said businesses have a greater opportunity to grow, stay connected to their customers and adapt quickly. “Brands and retailers need to build Total Commerce capability,” he said.
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