Historically, site investments by retailers have bifurcated into two camps: (a) optimizing commerce by providing a streamlined push-to-cart and checkout experience; or (b) organizing rich content to enhance engagement and build brand equity. While these objectives are not mutually exclusive, brands skew towards one extreme versus balancing the two. As marketers expand the scope of e-commerce operations, it is imperative to understand what content resonates, and ensure assets are consistently employed across direct-to-consumer channels. L2’s Intelligence Report: Content & Commerce, in partnership with Demandware, benchmarks the current state of content investments and commerce integration across 80 global brands.
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