Total Retail Tech Insights
Total Retail Tech Insights was created as a resource for executives in the retail industry who seek information and solutions for their technology wants and needs. Through brief but in-depth interviews with subject matter experts and industry thought leaders, listeners take away actionable information and practical advice to help drive their technology road maps. From idea to implementation, Total Retail Tech Insights is the content retail executives need to optimize their use of technology throughout their organizations.

In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Mariam Asmar, vice president of strategic consulting at Braze, a leading comprehensive customer engagement platform that powers interactions between consumers and brands they love. Asmar discusses her professional background and the Braze business (1:00), her take on the state of the e-commerce industry today (2:50), and the role that Braze plays in the social commerce ecosystem (5:10). She details how retail marketers are grappling with the shift in consumer behavior across online and offline channels (7:16), as well as the importance of creative effectiveness in marketing campaign performance (9:01).

Furthermore, Asmar discusses why brand and performance are now intertwined within marketing strategy and should no longer be siloed (10:32), and how brands can create create meaningful moments that inspire loyalty (13:50). She addresses the challenge of engaging anonymous users on brand sites (15:34), why marketers need to look holistically at the full acquisition funnel (18:28), and the need for real-time customer identification and engagement (20:08). Lastly, Asmar cites Braze's recent whitepaper with WARC looking at the role technology plays in driving more effective marketing creative (21:40).

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