We’re on the fast-track to an omnicommerce world. Opportunities for brands to get into consumers’ minds and shopping carts are increasing by the minute. Is your brand ready to succeed in this new world? Join Catalyst for a webinar as we share four critical ways that brands can pivot their strategies and approaches to more effectively reach omnichannel shoppers in 2022 and beyond. You’ll discover how and why to: - Embrace a hybrid model: Consumers are hooked on ecommerce, but in-store shopping is not dead. Learn why seamless digital and physical experiences are more important than ever. - Think beyond conversions: Are you recognizing the full potential of ecommerce? Discover how you can evolve your ecommerce program to pursue important upper funnel goals like brand health and awareness. - Avoid the ROAS trap: Overreliance on ROAS can limit opportunities and long-term growth. Learn why it may be time to rethink your measurement strategy. - Strategically leverage automation: AI and automation are important tools for success in an omnicommerce world, but they must be used with rigor and human oversight. Hear why you can’t just set it and forget it.

1. THE FUTURE IS
OMNICOMMERCE
1
4 Ways Brands Can Succeed in a World Where Ecommerce is an Expectation

2. 2
This presentation originally aired as a webinar.
The recording is available here:
https://events.bizzabo.com/368754

3. Webinar Q&A
3
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4. Introductions
4
More Impact. Better Acquisitions. Higher Growth.
CatalystDigital.com
SPEAKER
Tarik Mughisuddin
Managing Partner, Managing Director
EMCEE
Meghan Lavin
Partner, Director of Marketing

5. Original Research
The State of Ecommerce 2021:
Navigating the New World of
Omnichannel Commerce & Retail Media
CATALYST & KANTAR ORIGINAL RESEARCH CATALYST & XAXIS ORIGINAL RESEARCH
Closing the Gap:
Adopting Omnichannel Strategies
for Stronger Brand-Consumer Connections
5
www.catalystdigital.com/research/the-state-of-ecommerce-2021/ www.catalystdigital.com/research/closing-the-gap-omnichannel-research/

6. 6
We’re on the fast-track to
OMNICOMMERCE

7. 7
ECOMMERCE
Ever present
More than the
final purchase
Consumer
expectation
Part of the
integrated
strategy
Beyond Amazon
or
brand.com

8. 8
START
STOP
CONTINUE
Approaching ecommerce, retail media, biddable media, omni
media as MEDIA….and work holistically together to support
awareness and commerce simultaneously.
Looking at ecommerce as a separate discipline or team. It
should all be integrated within one team and a single
approach. That’s how you reach an omnicommerce state.
Investing and testing in the commerce landscape. Continue
to develop seamless / convenient offerings for consumers.
Commerce is part of the media mix, not separate

9. 9
Awareness Commerce
Win through integration
Growth through integration

10. Consumers are already omnicommerce
10 Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
72%
Search sites 71%
Social media
56%
Traditional TV
52%
Subscription TV
47%
On-demand
TV/Online video
45%
Video & mobile
games
44%
Music streaming
39%
Messaging apps
37%
Traditional radio
34%
Ecommerce sites
27%
Print media
25%
DOOH advertising
19%
Podcasts
Daily US Consumer
Engagement With
Key Channels

11. Omnicommerce consumers need omnicommerce
brands
11
Omnicommerce solutions empower brands to reach and engage
with their customers across multiple touch points (search,
social, display/discovery, ecommerce; traditional platforms or
emerging platforms), providing a way to create a seamless and
integrated customer experience across the full-funnel that
is tied directly to, and optimized towards, brand’s business
outcomes.

12. Many brands aren’t there yet…
12
42%
of advertisers strongly
agree that their search,
social, & programmatic are
integrated
32%
of advertisers strongly agree
that they set aside
budget for emerging
marketing channels
37%
of advertisers strongly agree
that creative is seamlessly
integrated across traditional
& digital channels
Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

13. Four ways to get there
13
1.
Embrace a
hybrid model
Think beyond
conversions
Avoid the
ROAS trap
Strategically
leverage
automation
2. 3. 4.

14. 14
EMBRACE
A HYBRID MODEL
1

15. Consumers are hooked on ecommerce
15
Proportion of consumers more likely
to buy products & services online in
the long run as a result of Covid-19
Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

16. But, in-store shopping isn’t dead. It’s evolving.
16 Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
25%
25%
35%
26%
19%
7%
49%
56%
58%
I'll be shopping in-store less than I
did before
I'll be shopping in-store even more
than I did before
I'll be shopping in-store as much as
I did before
18-34 35-54 55+
Do you think in the long run your level of in-store shopping will revert to how it was before the pandemic?

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Delivers on consumers’ desire for convenience
Provides personal & safe connections through
in-store experiences
Blends digital & physical experiences to create a consistent
omnicommerce experience that maximizes LTV
Embrace a hybrid model that:

18. 18
LOOK BEYOND THE
CONVERSION
2

19. Don’t miss out on full-funnel opportunities
19
62%
of online shoppers search
for inspiration on
Instagram*
63%
of online shoppers
do initial product
research on Amazon*
63%
of online shoppers do
product & price
comparison on Walmart*
50%
of online shoppers discover
new brands & products on
Google*
Source: Catalyst & Kantar Original Research – State of Ecommerce 2021: Navigating the New World of Omnichannel Commerce & Retail Media
*Among those who visited these specific sites

20. 20
Invest in your commerce presence
Optimize the page/retailer experience, continuing to share your brand story
and accounting for platform nuances (it’s not one size fits all).
Prioritize and optimize PDPs (product description pages) to provide helpful
and meaningful content for shoppers.
Leverage digital store or shop opportunities (Amazon, Instagram) and
enhanced content options to create even more positive and user-friendly
experiences for shoppers.

21. 21
Sustaining brand health
Communicating & reinforcing your brand promise
Connecting with consumers wherever they are in the funnel
Use ecommerce as a tool for:

22. 22
BEWARE THE
ROAS TRAP
3

23. Brands recognize the risks of overreliance on ROAS
23
If companies aren’t careful, they are going to
ROAS themselves into a corner.
Kristina Smith, Vice President, Digital Marketing, The Riveter
ROAS is a very crude and very incomplete
data point. We look at it, we measure it, we
monitor it because it is an easy number to
calculate, but it can be highly
misleading.
Steve Kinsey, Director of Commerce Marketing, GSK
Source: Catalyst & Kantar Original Research – State of Ecommerce 2021: Navigating the New World of Omnichannel Commerce & Retail Media
“
”
“
”

24. 24
A more robust and valuable understanding of performance
Pursuit of upper funnel goals and brand health
A long-term growth mindset
Look at a combination of metrics to enable:

25. 25
STRATEGICALLY
LEVERAGE
AUTOMATION
4

26. 26
Brands want customization, agility, & efficiency
81%
of marketers agree that they
are focused on customized
and personalized
advertising across all
channels
82%
of marketers agree that
budgeting is becoming more
dynamic and real-time
based on evolving customer
behavior
AI & automation help deliver on these needs, but not alone.
Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections

27. 27
Be purposeful. Don’t just use AI or automation for the sake of it.
Explore the in’s and out’s. Don’t take it at face-value.
Leverage expert human resources to constantly check-in & assess.
Don’t set it and forget it.
Approach AI & automation with strategy & rigor

28. 28
Additional considerations
Continue investing in tried-and-true platforms, slowly expand and test new
offerings from established platforms.
Be open but cautious with new platforms -- ensure they meet brand safety
standards and fit your target audience.
Don’t forget CREATIVE. Have a creative testing framework. New platforms
will require new creative approaches, yet integrated.

29. How to succeed in an omnicommerce future
29
1.
Embrace a
hybrid model
Think beyond
conversions
Avoid the
ROAS trap
Strategically
leverage
automation
2. 3. 4.

30. Tarik Mughisuddin
Managing Partner, Managing Director
Tarik.Mughisuddin@GroupM.com
Catalyst
Info@CatalystDigital.com
CatalystDigital.com
Catalyst & Kantar State of Ecommerce 2021 Research
Catalystdigital.com/research/the-state-of-ecommerce-2021/
Catalyst & Xaxis Omnichannel Research
Catalystdigital.com/research/closing-the-gap-omnichannel-
research/
THANK YOU
30

31. 31
Both research reports are available on our site:
https://www.catalystdigital.com/research/the-state-of-ecommerce-2021/
https://www.catalystdigital.com/research/closing-the-gap-omnichannel-research/
THANK YOU FOR ATTENDING
QUESTIONS? Email us at info@catalystdigital.com