VML's 2025 Commerce Solutions Vision

Jeff Geheb

To kick things off, let’s talk about the breadth of VML's commerce solutions and how they connect to the digital economy we navigate today. When we say commerce, we’re not just talking about selling things online—it's infinitely more complex, and honestly, more rewarding when done right.

Jeff Geheb

One of the key pillars of our approach is CRM for eCommerce. Think about it as the engine behind really effective customer engagement strategies. Whether it’s reengaging a shopper who left something in their cart, or building loyalty through better communication, this is about consistency—consistent touchpoints, consistent value, and frankly, consistent results.

Jeff Geheb

Now, underpinning all of this is our customer experience strategy. We take what I’d call a holistic view of our clients’ goals—how they wanna grow, where their customers are in their life cycle, and what’s gonna help drive conversions. It’s not just about giving customers what they need now, but really planning how to keep them engaged for years down the road.

Jeff Geheb

Performance marketing? That’s another critical part. We work with brands to make their media spending as efficient as possible—no wasted clicks. We look not only at acquisition but also at conversion rates. This, combined with optimization techniques, makes the entire funnel, well, smarter.

Jeff Geheb

And let’s not forget mobile commerce. With over three hundred million smartphones in the U.S., optimizing mobile experiences is a major focus. The way we see it, mobile is no longer the future; it's the now. Everything from mobile UX to speed is critical—it can make or break how your audience engages with your brand.

Jeff Geheb

Finally, we can't ignore the rise of marketplace strategies. We help brands navigate the gray areas between first-party and third-party marketplaces. What’s the benefit of integrating your product listings directly onto your site? And how does opening up to third-party platforms like Amazon or Walmart help maximize your reach? It’s a balancing act, one where the strategy depends entirely on the specific business goals of our clients.

Jeff Geheb

Now, let’s shift gears a bit and talk about analytics—specifically, how it ties into optimizing eCommerce. To put it simply, it’s the backbone of everything we do. Without data, we’re just guessing, and in this field, guessing isn’t an option.

Jeff Geheb

Take product listing conversions, for instance. Every click, every linger, every bounce—it all tells a story. But the challenge is being able to read that story accurately and, more importantly, act on it. That’s where our analytics approach shines. We take all that raw data and translate it into real actions that improve performance, whether it’s tweaking a product detail page or reworking an entire UX flow.

Jeff Geheb

Let me give you an example. We’ve worked with Coca-Cola to build an eCommerce toolkit that’s fully grounded in their data. Every recommendation, every campaign—it's all informed by analytics. And the results? They’ve been able to drive measurable improvements in not only their conversions but also their long-term customer engagement. It’s not magic; it’s just good use of data.

Jeff Geheb

Another great case is Colgate. With them, we’ve leveraged SEO analytics to refine their content strategy. By understanding what their audience is searching for, we’ve helped them craft messaging that connects better and actually drives traffic that converts—traffic with intent, not just volume.

Jeff Geheb

And then there’s the bigger picture, what we’re building toward with our Center of Excellence for 2025. This isn’t just a buzzword—it’s a global hub for innovation, best practices, and collaboration. Our teams across EMEA, APAC, and the Americas will be working together to refine analytics processes and share insights. With a resource like this, the potential impact on our clients is enormous. It’s about creating a unified approach, one that’s scalable and adaptable to market-specific needs.

Jeff Geheb

The bottom line is, whether it’s using analytics to fine-tune a single page or launching a global initiative, the goal is always the same—turning insights into action and action into results.

Jeff Geheb

So, here we are—the roadmap for 2025, and I’ve gotta say, it’s not just about growth; it’s about intentional, purpose-driven growth. Because if there’s one thing we’ve learned, it’s that just reacting to market changes isn’t enough—you need a strategy that makes you a step ahead, you know?

Jeff Geheb

Our strategic timeline is built around offering something I’d describe as more aligned, more agile solutions. Take, for example, the formal routing and resourcing strategy we’re putting in place—this isn’t just a process improvement, it’s about setting a foundation that scales, that evolves with our clients’ needs. This gives us room to not only address challenges directly but start asking the better questions—questions that unlock new opportunities in things like omnichannel commerce and platform technologies.

Jeff Geheb

I mean, just think about the industries we’re touching next. Automotive, technology, food and beverage—these markets are so diverse, and yet the needs boil down to one thing: delivering a tailored eCommerce strategy. Whether it’s Honda refining customer journeys or Intel optimizing their B2B platforms, our job is to meet them exactly where they are and push the limits of what’s possible. It’s less about a one-size-fits-all and more about crafting genuinely differentiated experiences.

Jeff Geheb

And let me give you a real-world example to tie this together. Ford Motor Company has been an absolute standout in how collaborative innovation can deliver tangible outcomes. We’ve worked closely with them on redefining how their online presence doesn’t just serve as a browsing tool but becomes a deep, integrated part of their business model. We’re exploring stuff like connected commerce—where the user’s digital journey seamlessly informs their dealership experience. It’s exciting, it’s forward-thinking, and it gets results, both qualitative and quantitative.

Jeff Geheb

At its core, everything we’re doing is about being ready—not just for what’s next but for what comes after that, you know? Defining a vision, building capabilities that stick, and staying flexible enough to adapt when needed. And that's probably what sets us apart—not just doing what needs to be done, but anticipating what comes next and getting ahead of it.

Jeff Geheb

And that’s all for today. It’s been a pleasure walking you through the vision and strategies that we’re shaping at VML. The work we’re doing here—well, it’s more than exciting, it’s transformative. I’m Jeff Geheb, and until next time, let’s keep building toward a more connected future.