We’ve all done it. You prob­a­bly have their app on your phone now. I’ll admit it, I have it. I’ve walked into one of my favorite house­hold goods retail­ers, enjoyed a lit­tle cook­ing show, eaten their treats, drooled over some Le Creuset pan I don’t need, and then pur­chased a brand new, beau­ti­ful slow-cooking recipe book…from Amazon…on my phone…while in their store.

Why did I do this? Because, it was easy, less expen­sive, and will be at my door before I need it next.

Now, as retail­ers and con­sumer brand man­u­fac­tur­ers, you can try to mit­i­gate this by min­i­miz­ing what prod­ucts you sell through online e-tailers and some­times dif­fer­en­ti­ate the prod­uct by retailer just enough so that con­sumers can’t eas­ily do price com­par­i­son. But, the real­ity is that with a few clicks to one’s favorite search engine, a shop­per knows which model num­ber matches the other one from another retailer and can still price shop.

So, how do we change the focus?

We make the shop­ping expe­ri­ence more com­pelling. We become a trusted advi­sor in the lat­est fash­ion trends if we’re an apparel com­pany, or the expert in pho­tog­ra­phy if we’re sell­ing dig­i­tal cam­eras. We don’t lead with sim­ple online e-commerce expe­ri­ences that posi­tion our brand and our prod­ucts in bor­ing rows and columns on a prod­uct cat­e­gory page. We sell the lifestyle and per­son­al­ize the shop­ping expe­ri­ence so that cus­tomers want to buy from us.

Inter­ested in hear­ing more?

Join me at Adobe Sum­mit from March 4th-8th, in Salt Lake City, Utah, and learn how to shift gears to experience-driven com­merce. In my ses­sion, “Experience-driven com­merce: Turn­ing pas­sion into pur­chase,” I’ll share insights on how you can change the cus­tomer jour­ney across social, adver­tis­ing cam­paigns, in-store expe­ri­ences and, of course, your Web expe­ri­ence on every device. The goal: Inspire the cus­tomer to buy from you rather than focus on price. Also in this ses­sion, Robert Mor­ris from SitOnIt Seat­ing will share his jour­ney cre­at­ing an experience-focused, omni-channel com­merce strat­egy for their direct and retail business.

That’s not all…There are 13 more ses­sions ded­i­cated toWeb Expe­ri­ence Man­age­ment, includ­ing a pre­sen­ta­tion led by our Adobe Expe­ri­ence Man­ager prod­uct man­age­ment lead, Gerd Handke and Saman­tha Starmer (@samanthastarmer), VP of Cus­tomer Expe­ri­ence, Com­merce at Razor­fish, where these two indus­try will dive into tips and tricks on how to tran­si­tion to a cus­tomer expe­ri­ence focus within your own orga­ni­za­tion, includ­ing insights on e-commerce plat­form changes and how to bring together stake­hold­ers that may own dif­fer­ent touch­points of the cus­tomer journey.

These are just two of the attrac­tions – there are many more fun activ­i­ties and thought pro­vok­ing con­tent to dis­cover at Sum­mit. Learn more about this year’s high­lights and see why this is an event you won’t want to miss. Reg­is­ter now to be part of the largest dig­i­tal mar­ket­ing and Web Expe­ri­ence Man­age­ment event of the year! Remem­ber to use promo code ASM2013 and save $200.