SAN JUAN, PR – As brands navigate an increasingly competitive commerce landscape, the integration of customer relationship management (CRM) and commerce is emerging as a key strategy. Speaking at the Beet Retreat San Juan, Amy Lanzi, chief executive at Publicis Groupe’s Digitas North America, emphasized the importance of fostering long-term consumer loyalty through content and cross-channel investment.
“I love the question about the convergence of CRM and commerce. Simply put, that’s how we move consumers from ‘like’ to ‘love’ to ‘loyalty.’ It’s very expensive to continuously recruit consumers, so bringing them into your ecosystem makes it more affordable and drives lifetime customer value,” Lanzi said in an interview with Beet.TV.
One key strategy brands are leveraging is connected content, which allows businesses to build authentic relationships with consumers.
“We talk a lot about connected content—recruiting consumers with an authentic story, then reinforcing that relationship with relevant content,” Lanzi said. “This blurs the line between commerce and CRM, making a brand part of a consumer’s world.”
Cross-channel seamlessness
The path from discovery to purchase now spans multiple channels.
“You might find someone on social, through a creator they trust, and that discovery could lead to a purchase on TikTok, Amazon, Walmart+, or directly on the brand’s website,” Lanzi said. “It’s about investing across channels to create seamless consumer journeys.”
Amid the rise of AI-generated content, Lanzi stressed authenticity as a defining factor for brands.
“Brand truth is the counter to AI. Consumers connect with brands that have a clear, authentic voice,” she said. Rather than relying solely on search engine optimization, Lanzi advocated for “answer optimization,” where brands position themselves as solutions to consumer needs.
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