Most businesses actually have separate solutions for their Web Content Management
(WCM) and commerce solution, making it nearly impossible to get a clear picture of individual customer interaction across all your channels. That said, to be really relevant in follow-up interactions a marketer should know what specific item was bought to offer additional items specifically related to that purchase.
Even worse: after carefully planning and creating a campaign to promote a specific item you receive feedback from customers that bought that item days before the campaign launch. Truly integrating your commerce and content in one platform is the way to prevent this from happening.
This Sitecore e-book will give you insights on how to integrate your content with your commerce.