EGN Podcast #36: Lucas Bergström, VP ISV Partnerships at SAP Emarsys, on how technology is changing consumer behavior

Welcome to the E-commerce Germany News Podcast powered by the E-commerce Berlin Expo. In this episode of the EGN Podcast, our host, Efe von Thenen, dives into the evolving landscape of consumer behavior with special guest Lucas Backstrom, VP ISV Partnerships at SAP Emarsys. Join us as we explore how modern technology, especially AI, is reshaping how brands connect with their audiences across digital and physical channels. Lucas shares insights on the impact of the pandemic on consumer expectations and the rise of new commerce trends, such as discovery-driven shopping and live-stream retail. We discuss the rapid technological advancements that enable brands to deliver hyper-personalized customer experiences, and how companies are rethinking their strategies in the face of fierce competition from global players. Explore how AI-driven technology can transform customer journeys, making interactions more personalized and efficient. We discuss the integration of digital and physical retail experiences, highlighting how brands are bridging the gap between online and offline channels to meet consumer expectations. The conversation delves into the critical role of data in navigating modern consumer demands and improving decision-making. We also share insights on emerging trends, such as TikTok Shop and WhatsApp commerce, which are reshaping the way people discover and shop for products. Lastly, Lucas offers practical tips for brands looking to adapt to these new consumer behaviors and stay ahead in a rapidly evolving market. 🟠 Interested in being a guest on our podcast? Reach out to us at pr@ecommerceberlin.com

Timestamps:

(00:00:00) Introduction

(00:02:01) Guest Introduction

(00:03:06) Impact of the Pandemic on the Markets

(00:05:11) The Shift in Team Structures 

(00:07:52) New Challenges on the Markets

(00:09:33) Case Study: FC Bayern’s Fan Experience 

(00:12:26) Personal Live Shopping Experience 

(00:13:34) The Importance of Omnichannel Strategies 

(00:15:02) Challenges of Technology in Retailing

(00:16:53) Change in Customer Interactions and Expectations 

(00:19:19) Case Study: Gibson Guitars’ Direct-to-Consumer Approach 

(00:22:46) The Role of Conversational Commerce 

(00:24:32) Future of Messaging Apps with RCS and Apple’s Entry 

(00:27:39) In-Store Experiences and the Return of Physical Retail 

(00:29:56) The Challenge of Data and Technology Integration

(00:32:04) How Smaller Brands Can Compete with Data-Driven Strategies

(00:34:18) Competing with Global Players Like Temu and Shein 

(00:37:45) Leveraging AI for Data-Driven Marketing Decisions 

(00:39:20) The Future of Conversational Commerce 

(00:41:45) Finding the Right Channels for Consumer Engagement 

(00:47:33) Challenges in Connectivity

(00:49:54) Top Tips for Brands Navigating Consumer Expectations 

(00:52:50) Closing Remarks

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