Video Transcript: Spotlight on Dennis Peek
My name is Dennis Peek, and I work for VML, a WPP company, and I'm a strategy director, specifically for the digital shelf and product experience management — and the reason why I love this domain is because of how important it is for our clients.
Because if you look at ecommerce as a category, brand manufacturers specifically, 95% of the money that they make in this category is all channeled through the digital shelf. So that's why I think it's important because it matters most to our customers.
WPP and Salsify, they come together in a great strategy. And the strategy is that we want to help our clients to win on the digital shelf.
And I think we both see that PXM, product experience management, is like a key enabler. So it's a great place to get your data together, is to have a place where you can store all of your retailer requirements, your consumer requirements, and make compelling content experiences.
I think to do that from one platform is fundamentally important for our customers. I think one of the major, key major trends that we're seeing is that brands are starting to create multidisciplinary teams within their organization to be better at digital shelf.
So, traditionally, I think a lot of digital shelf experience was in local markets. And now big enterprises are starting to formulate global teams supportive of those local markets, in order to have a better customer experience and a better consumer experience.
What we also see is that a lot of data coming out of local markets, sales data, performance data, retail media data, can be used at the center to create better content experiences, and I think all of the technology investments that we've seen our customers make are very supportive of that initiative — and I I think that's great to see.
So VML and WPP conduct an annual research we call the “Future Shopper Report,” and in the “Future Shopper Report,” we interview annually more than 30,000 consumers across all global markets about their shopping habits and their shopping needs.
So what Salsify and VML and WPP have done is to be able to translate those shopper needs into tangible capabilities that our clients exactly need to deliver experience at scale.
And Salsify is being a fundamentally important technology because on top of this technology, we've been able to provide meaningful services to clients that made them independently able to own their complete customer journey.
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