Ahead of CustomerX, the Cross-Sector Commerce Summit, we preview a discussion in the Changemaker Theatre that offers insights from those at the cutting edge of serving customers with a hyper-limited attention span
We’ve all been there. We’re on the sofa watching a live sports event. Or live coverage of Glastonbury. Or the Celebrity Traitors final. Our attention is elsewhere. And yet, paradoxically, we still find time to glance down at our phones to check social media.
How is any brand supposed to reach us when we’re so distracted? That’s the wrong question to ask because we’ve entered a world where it’s better to think of there being multiple opportunities to reach us. A much better question to ask is how do brands reach customers who offer up a series of time-sensitive opportunities for engagement as we switch screens or get hungry or remember something we meant to do. To put that another way, how do brands reach distractible customers?
At CustomerX on 15 October, in Capturing Impulsive Action in the Multi-Screen Economy, Amanda Vlietstra, Managing Editor of Internet Retailing, talks with two experts well versed in reaching such customers:
- Sam Eads, Head of Sales, Trainline Media, Trainline
- Patrick Boyce-Apps, Head of Marketing, Entain (Ladbrokes & Coral)
It’s a conversation based around the idea that the traditional path-to-purchase is dead. What’s replaced it is a high-frequency, split-second decision loop where the challenge is to reach customers without them thinking their attention is being unnecessarily diverted. The conversation will explore how brands operating in live entertainment, sports betting and what’s been dubbed super-app commerce have learnt to connect even when customers’ cognitive load is at its highest.
The conversation will take in the hidden mechanics of invisible wallet infrastructure, how real-time data triggers drive impulse behaviourvand what happens when cross-industry partnerships unite to monetise the modern night-in.
Key questions will include:
- How do you strip away friction to convert live entertainment adrenaline into immediate transactional revenue?
- Where do automated payments, loyalty data loops and subscription models sit when cross-screening happens simultaneously?
- How can brands leverage instant data (live game events, delivery countdowns) to hit the consumer at the optimum ‘moment of choice’?
- What does a successful partnership look like when apps, platforms, and entertainment ecosystems share the same digital real estate?
- How do you ensure customers are willing to share the kind of data that makes all this work without becoming too intrusive?
Learn more about how your business can succeed in a new era of connected commerce by registering for CustomerX, the Cross-Sector Commerce Summit.
