Contextual Commerce Explained: How Retail “Runs on iOS”
Unified commerce is everywhere — but Pim Vijftigschild (Chief Commercial & Partner Officer at New Black) argues the next wave is bigger: contextual commerce. In this episode, we break down what “contextual” actually means in retail: capturing the interaction that leads to the transaction, rebuilding the “black book” level of customer understanding, and why most enterprise retail architectures (and RFPs) are stuck in the past. We also get into why modern retail transformation is 15% technology and 85% courage, how retailers get trapped in Frankenstacks and “best-of-breed” RFP thinking, and why…
The skinny
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