Ahead of CustomerX, the Cross-Sector Commerce Summit, we preview a discussion in the Changemaker Theatre that offers insights from those at the cutting edge of serving customers with a hyper-limited attention span

We’ve all been there. We’re on the sofa watching a live sports event. Or live coverage of Glastonbury. Or the Celebrity Traitors final. Our attention is elsewhere. And yet, paradoxically, we still find time to glance down at our phones to check social media. 

How is any brand supposed to reach us when we’re so distracted? That’s the wrong question to ask because we’ve entered a world where it’s better to think of there being multiple opportunities to reach us. A much better question to ask is how do brands reach customers who offer up a series of time-sensitive opportunities for engagement as we switch screens or get hungry or remember something we meant to do. To put that another way, how do brands reach distractible customers?

At CustomerX on 15 October, in Capturing Impulsive Action in the Multi-Screen Economy, Amanda Vlietstra, Managing Editor of Internet Retailing, talks with two experts well versed in reaching such customers:

It’s a conversation based around the idea that the traditional path-to-purchase is dead. What’s replaced it is a high-frequency, split-second decision loop where the challenge is to reach customers without them thinking their attention is being unnecessarily diverted. The conversation will explore how brands operating in live entertainment, sports betting and what’s been dubbed super-app commerce have learnt to connect even when customers’ cognitive load is at its highest.

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