The Digital Directives: A Commerce Technology Manifesto

Consumer behavior has fundamentally changed. Ubiquitous broadband, active social networks, and multiple connected mobile devices now give consumers influence, control, and a raft of escalating expectations of retailers and brands. This radical shift toward consumer control signifies a tipping point that threatens to leave brands and retailers behind.

To stay ahead of consumers and growing competition, brands and retailers must approach operations from a channel-agnostic perspective and deliver harmonized brand engagement during each consumer interaction. This is often discussed, yet rarely achieved. Why? Because operational success is predicated on technology and technology providers have not shouldered enough of the burden. Retailers and brands want growth, innovation, and differentiation in the world of digital commerce and in response technology vendors have traditionally sold code and promises. This must change.

On September 28, 2011, Demandware facilitated an exclusive session with industry leaders to establish a mandate -- the first of its kind in the industry -- to commerce technology providers to help retailers exceed expectations of the new and empowered digital consumer.

But this will not happen simply because we say it should. We must make it happen. Join us in an open dialogue about consumer realities and digital directives, which we introduce in this manifesto.