The Watson Weekly - Your Essential eCommerce Digest Watson Weekly: Navigating the Digital Commerce Maze with Bryan House
Apr 3, 2025
Bryan House, President of Elastic Path and a veteran in commerce, shares insights on modern digital commerce challenges. He discusses why many companies still struggle despite having strategies, pointing to knowledge gaps and outdated mindsets. The conversation dives into the evolving roles of CFOs and CMOs, the impact of AI, and the importance of composable commerce. House also explores the changing dynamics of customer loyalty and the need for innovative subscription models to tackle high acquisition costs, all while navigating the complexities of re-platforming and user experience.
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Hidden Replatforming Demand
- Despite a perceived slowdown in e-commerce software purchases, 93% of surveyed companies struggle with their current platforms' limitations.
- This suggests a large latent demand for replatforming, driven by user experience and integration challenges.
Lowe's Loyalty Program Evolution
- Bryan House recalls being a loyal Lowe's customer for years without any perceived benefit.
- Now, Lowe's is investing heavily in loyalty programs, highlighting a shift in their strategy.
Unplatforming for Incremental Growth
- Offer individual services as independent products ('unplatforming') to allow clients to address specific pain points.
- This lowers the barrier to entry and allows vendors to earn more business over time.