Today’s that day. That day in time when hover cars were to ferry us from here to there effortlessly. Despite Elon Musk’s protestations to the contrary, we’re not quite there yet, though that day is clearly coming. While it’s not as interesting as hover cars (but infinitely more practical), mobility has ushered in a “forward to the past” aesthetic for today’s brands-- particularly retailers.
I recently spoke at a forum in San Francisco in which the conversation was heavily focused on mobile payments and marketing. Attendees included folks from digital media, social media, mobile advertising, mobile payment providers and technology providers, yet it struck me that with the diversity of attendees at the event, there was not one retailer present.
Misconception: The Physical Retailer is Obsolete
There are plenty of reasons why retail is still a valid business. To start, brands are still invested in the retailer, and despite the buzz about eCommerce and mCommerce, brick and mortar locations continue to drive the majority of retail sales. Brands demonstrate their commitment to the retail channel by continuing to invest in steady and robust trade promotion budgets, and even online retailing veterans like Amazon have announced plans to open brick and mortar stores. The retail business tends to follow customer preferences and consumers still prefer the in-store experience when making purchase decisions.
Because most transactions are completed in-store, retailers own the vital data that is critical to understanding consumer behavior and the impact of almost any marketing or merchandising initiative, including digital marketing. As CPG and retail brands increase their digital and mobile advertising budgets, retailers can play... Read more
Electronic commerce, commonly known as E-commerce or eCommerce, is trading in products or services conducted via computer networks such as the Internet. (From Wikipedia, the free encyclopedia). As we know, the environment today for business is no longer limited to in-store or online - it is Everywhere.
Perhaps then, as the industry, consumer behavior and indeed "the internet"has evolved we are better served if we re-define Ecommerce as Everywhere Commerce.
And maybe we just shorten it to Commerce. Commerce is the whole system of an economy that constitutes an environment for business. (From Wikipedia, the free encyclopedia) Whether you are Walmart.com, Valspar, Alex and Ani, Land's End, Kellogg or Wayfair - we are all Commerce Marketers. It is about activating shopping and buying behavior to drive commerce - everywhere and anywhere.
The focus on Commerce Marketing, clears us to elevate our legacy practices, craft innovative collaborations and create productive means to engage with our customers and continue to grow our businesses.
The senior marketing leadership community at the recent iMedia Commerce Summit elevated and further activated this discussion. Refreshing, candid and insightful sharing of experiences and challenges cut through the clutter. Folks were actively forging new relationships and partnerships crossing... Read more
For the past handful of years, technology and innovation have been changing the way in which people shop.
According to Olga Patel from Mattel during a session at the iMedia Commerce Summit, changes that we have already been seeing impact shopping in the areas of Experience and Convenience.
When it comes to the experience, innovation doesn’t necessarily need to mean technology advancements. For example, anyone who has a young daughter has been exposed to the experience driven brand, American Girl. When visiting the stores, girls are encouraged to bring their American Girl dolls for dining at the Café, where the dolls are given their own high chair at the table. Additional experiences such as girls taking their dolls to the American Girl hair salon and numerous special events truly draw in young girls to the overall experience and draw big dollars right out of the wallets of parents.
Additionally, technology innovations that have been positively impacting both the experience and convenience of shopping are on the brink of taking us to the world many of us never imaged while watching the Jetsons growing up.
Already, we have seen technology advancements encroaching on science fiction being used by companies like Lowe’s with their Holoroom, giving... Read more
I'm still reeling from a great few days at SXSW, where I experienced some compelling brand activations from Oreo's Trending Vending Lounge, MasterCard and Mashable (#PricelessSurprises), and more private networking parties and inspirational pop-up discussions than hours in the day would allow.
I had the privilege of joining one such intimate discussion hosted by Expion, which turned into a passionate, all-out, no-BS discussion on the future of all things connected, including a featured panel on the future of packaging. The lively panel included Bonin Bough of Mondelez (@boughb), Gary Vaynerchuk (@garyvee), David Shing of AOL (@shingy), and Katharine Bell of HBR (@katharineabell).
As a business leader and curator of community and content in the marketing industry, I was most inspired not so much by the "what" or the "who" of the conversation, but more the "how." Specifically, I was inspired by Vaynerchuk's recognition of the "sheer will" behind the recent innovative successes behind legacy brands, with a nod to CPG marketers such as Mondelez and PepsiCo. Indeed, sheer will is the most powerful driver of innovation.
To give context, Bough shared his sentiment that all CPGs in the grocery store will be connected to the internet by 2020. There was no refuting that... Read more