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Q&A: Carter Lassy, Maropost Chief Product Officer

Reading Time: 4 mins
By Published On: May 9, 20240 Comments

Carter Lassy, Chief Product Officer at Maropost talks about the state of the ANZ retail market and how retailers can get ahead.

Maropost commerce software is changing the way global retail and ecommerce brands operate. With a robust suite designed to empower merchants to launch, grow, and scale their operations confidently, Maropost is committed to driving innovation and efficiency across its international markets, including significant investments in Australia and New Zealand (ANZ).

At the helm of Maropost’s Product Development is Carter Lassy, Chief Product Officer. Carter is known for innovation-centric leadership and a proven track record in pioneering data solutions that create new revenue streams and significantly impact the market. 

With over $1 billion USD in SaaS revenue generated under his guidance, Carter has successfully led teams at Maropost and previously at Cheetah Digital and Verizon FiOS through groundbreaking product developments. His strategic vision continues to drive Maropost’s technology forward, making it indispensable for retailers looking to thrive in a dynamic digital landscape.

We asked Carter about how the market is changing.

Let’s talk about the state of the market in 2024. What are the biggest challenges retailers are facing right now?

In 2024, the ANZ retail market is still dealing with some economic instability. Retailers are facing big challenges like maintaining consumer confidence despite ongoing inflation and rising labor costs. On top of that, inflation has led to a resurgence of discount-seeking consumers, which can eat into margins even as it drives sales volume. So, commerce brands need to strike a balance between saving costs and investing in growth opportunities and innovation, all while keeping the customer experience as their top priority.

How can retailers adapt to evolving consumer expectations as a result of these pressures?

To adapt, retailers should prioritize delivering value and personalized experiences. That means using first-party data to gain deeper insights into customer preferences and using advanced tech for tailored product recommendations and dynamic pricing.

Plus, Google reported that ANZ shoppers aren’t just open to omnichannel experiences — they’re actively seeking them out. We’re seeing the same trend in our own business. So, strengthening omnichannel strategies is key for retailers to meet consumer expectations and provide the seamless shopping experiences shoppers now expect, whether they’re buying online or in-store.

 

The 2024 Australia & New Zealand Commerce Playbook clearly outlines that ANZ is miles behind much of the globe in ecommerce sophistication. How did we fall behind?

The gap in ecommerce sophistication in ANZ is largely due to slower adoption of advanced digital infrastructure and a cautious approach to new tech investments. Historically, regional retailers have been hesitant to overhaul traditional operations, which has led to a lag in embracing ecommerce innovations that integrate seamlessly across various consumer touchpoints.

There are signs that this trend my change. According to Gartner, more than half the world’s retailers are planning to spend more on technology this year, with marketing and retail management software as the top two categories.

The 2024 Australia & New Zealand Commerce Playbook outlines the challenges retailers are facing in the market, but where are the opportunities for growth? How do they make these challenges into opportunities?

The secret to fostering growth is turning these challenges into strategic advantages. For example, economic pressures can actually drive the adoption of more efficient, technology-driven operations that reduce costs and improve customer service.

Also, focusing on sustainable and ethical practices can help retailers navigate regulatory and environmental challenges while also appealing to the growing segment of environmentally conscious consumers. In Australia, 80% of shoppers consider sustainability when deciding what products to buy.

You said that in order to stay ahead in a competitive and dynamic market landscape, ANZ retailers must position themselves for sustained growth. The best way to do this is by embracing innovation and addressing challenges head-on. How can Maropost help?

Maropost solutions directly address these critical needs, helping fast-growing ANZ retailers scale and thrive. Our software, including Neto and Retail Express, streamlines commerce management and enhances customer engagement through data-driven insights and automation. For customers, Findify search and merchandising software acts like an AI-powered personal shopper. And our Marketing Cloud delivers personalized experiences that exceed shopper expectations, fostering loyalty and driving growth.

Ultimately, by partnering with Maropost, ANZ retailers can confidently navigate the challenges of the evolving market landscape and seize opportunities for sustained growth and success. Our comprehensive suite of tools empowers businesses to innovate, adapt, and deliver exceptional customer experiences that set them apart in an increasingly competitive industry.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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