The Commerce Marketer Podcast: Mapping the Modern-Day Consumer’s Path to Purchase

Greg Zakowicz, Senior Commerce Marketing Analyst

Greg Zakowicz, Senior Commerce Marketing Analyst

Author Bio

Greg Zakowicz is a senior commerce marketing analyst at Oracle + Bronto. With more than 10 years of experience in email, mobile and social media marketing, Zakowicz knows the retail industry and its challenges, staying on top of the latest trends by leveraging deep insight into the marketing spectrum. His subject matter expertise stems from his experience in providing commerce marketers — including numerous Internet Retailer Top 1000 clients — with in-depth analysis of their marketing programs, recommendations for improvement, best practice support and implementation guidance and execution.

Zakowicz is a frequent webinar speaker and presenter at ecommerce events, such as Fashion Digital New York, SIA Snow Show and ROI Revolution Summit. He has been published by top retail and marketing publications, including Power Retail and Inside Retail, and is a regular contributor to Bronto’s Commerce Marketing blog. You can follow him on Twitter at @WhatsGregDoing.

Host: Greg Zakowicz, Senior Commerce Marketing Analyst, Oracle Bronto
Guest: John Andrews, Co-founder and CEO, Prevailing Path
Topic: Mapping the Modern-Day Consumer’s Path to Purchase

If you search online for a pair of boots, those boots will follow you around the internet for weeks. But is this really what compels consumers to buy? The way people seek out and receive information has changed, which has drastically shifted the consumer’s path to purchase. And no one knows this better than today’s guest: John Andrews, CEO and co-founder at Prevailing Path.

As the founder of Walmart’s ElevenMom’s program, John noticed the early changes in how consumers receive and digest information, and recognized the power that influencer marketing wields. I spoke with John about the customer journey in today’s retail environment, the effects of Amazon on legacy brick-and-mortars, discounting strategies, and if there is anything John would never buy online.

In this episode of The Commerce Marketer Podcast, we discuss:

  • How the consumer journey has changed.
  • Why retailers are so reluctant to move away from deep discounting.
  • How simplicity and customer service can create brand advocates.
  • Voice-assisted commerce and how it challenges brands.
  • Amazon, legacy brick-and-mortars, and how retailers can survive.
  • The channels consumers engage with the most.
  • Amazon vs. Walmart: Where’s it heading?

For more information on Prevailing Path, contact John or visit them online:
johnandrews@prevailingpath.com | www.PrevailingPath.com | @Katadhin

We welcome your feedback and invite you to share any topics you’d like to hear about.
Greg.Zakowicz@Bronto.com | @WhatsGregDoing

And stay tuned for the next installment of The Commerce Marketer Podcast. In the meantime, you can subscribe to our series via Apple Podcasts or Google Play.

  • Thanks for having me on your show Greg!

    • Greg Zakowicz

      Nope, thank you John! It was my pleasure. I thoroughly enjoyed the conversation.