AMENIA, N.Y. — KINESSO has launched a global partnership with shoppable tech provider Vudoo to help close the loop on post-click shopping behaviors and boost its commerce offering.
The deal is designed to simplify and streamline KINESSO’s existing work with multiple regional partners by consolidating it into “a one-stop shop.”
Amie Owen, Global Chief Growth Officer, KINESSO Commerce, describes her company’s new product, Shop Now, in this interview with Julian Zilberbrand on behalf of Beet.TV at the Beet Retreat Berkshires 2024.
Shoppable Everywhere
KINESSO Commerce, a branch of KINESSO, offers data-driven marketing solutions integrating creative, media, and technology. It provides tools and services for analytics, audience insights, and cross-channel optimization.
“When we started looking at a shoppable tech partner, we wanted to make sure that it matched a few of our criteria that we had set up already with our offering,” Owen says.
“We always say … ‘make everything shoppable everywhere all the time’. And so that is commerce as a strategy.”
KINESSO had already been working with various regional partners on shoppable technology. But Owen wanted to find a global partner that could help KINESSO understand not just whether a user clicks through to a shopping cart, but also whether they abandon a purchase, buy a product or even buy more of it.
Finding Partners
To find such partners, Owen asked KINESSO executives in local markets, like Australia’s Hope Williams, to scout the market.
“The first thing that I was asking is, ‘Do we have any sort of pulse on what is new in your market?’,” Owen says.
“She brought me a few ideas in the other regions. I brought us a few ideas and we created actually a process to vet what is going to help us strengthen our commerce practice.”
Valuable Retail Media
That practice sits within the rapidly growing area of retail media, which, although decades old, is gaining new importance. “The reason why it’s valuable today is that it’s now the merger of data and tech,” Owen adds.
“It really does enable us to understand what the audience is doing from a media consumption standpoint and a behavior standpoint, and then understand where they’re going to make a sale. So then we could start enabling an option to buy. We couldn’t do that in the past and technology didn’t allow us to do that.”
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