ROMANOW: Technology is an impor-tant part of marketing today, particularly given the rise of the connected consumer, social media and mobile devices. How does the CMO work with IT to bring new programs to life? How does the need to deliver digital experiences to always con-nected consumers bring these groups to-gether? What are some best practices you have seen within your customer base?

CHERRY: Today’s consumers are digitally connected, socially networked and knowl-edgeable. Their decision-making journey is now informed by a myriad of information sources and media. The average consumer is bombarded by thousands of marketing mes-sages a day. CMOs must find ways to simplify their brand messaging, to “stand out from the clutter”, untangle organization complexity, and cross pollenate digital and e-commerce competencies. Successful companies have found ways to be “where and when” their consumers are for successful conversions and improved loyalty.

ROMANOW: How should consumer goods brand owners define “omnichan-nel”? How has this concept changed over

the last few years? What are the critical elements for consumer engagement?

CHERRY: Omnichannel means delivering contextual, consistent and relevant experienc-es regardless of channel or device throughout the consumer journey, in real time. Consumers want an experience that is fast, personalized and smart. This could take the form of real-time adaptation to variable data, like weather and traffic patterns or trending. Or it could mean combining insights from structured and unstructured data to provide predictive solu-tions to customer needs and occasions.

ROMANOW: We’ve been hearing about direct-to-consumer selling for years. What is different about the concept this time? Has technology or the connected consum-er changed the dynamic? Are consumer goods manufacturers still concerned about the impact on their retail customers?

CHERRY: In the past we talked about mass marketing, then personalized marketing and then 1:1 marketing. We looked across linear stages of the demand chain and talked about ways to deliver a better consumer experience. But, both technology and the consumer con-

tinue to change. Now, the consumer interacts with your brand in a very non-linear way, and they craft their journey and experience in a way that is unique to them. Rather than thinking about a linear demand chain, mar-keters are now starting to think about the consumer at the center of a broad business ecosystem. Rich insights about new occasions and customer value can come from combin-ing and reconfiguring information and offers from this ecosystem. We now see CG manu-facturers and retailers combining big data with shopper data to offer greater value to the consumer, the manufacturer and the retailer.

ROMANOW: The CIO/CMO share group will be reuniting to talk about the “Om-nichannel Mandate: Adaptive Consum-er Engagement and Commerce” at the upcoming Consumer Goods Business & Technology Leadership Conference. Why do you think this is such a critical initiative for the industry?

CHERRY: Consumers say they would be willing to pay more than standard price in order to receive a better experience. And companies that are consumer experience leaders outper-form laggards in the average five-year stock performance. Companies, like Nespresso, Sam-sung, Bridgestone, Nikon, Levi’s, and 3M, are engaging their consumers like never before. The time has never been better to offer the right in-sight at the right time, across every touch-point and channel, integrated with the enterprise, for an experience that drives results.

THE OMNICHANNEL IMPERATIVEA S N E A K P E E K I N S I D E C G T ’ S E X C L U S I V E C I O / C M O K N O W L E D G E S H A R E G R O U P

SPECIAL REPORT

ROUNDTABLE PARTICIPANTS:

KARA ROMANOW Executive Editor CGT

KEVIN CHERRY Director of B2B2C Commerce SAP hybris

the 2014 Consumer Goods Business & Technology Leadership Conference (see next page for details)

he convergence of IT and Marketing in consumer goods is now in full swing, making strategic alli-ances between the CIO and CMO more crucial than ever within competitive consumer goods com-

panies. CGT’s Executive Editor Kara Romanow interviews Kevin Cherry, director of B2B2C Solutions at SAP hybris, to discuss the challenges and opportunities that lay ahead for forward-thinking Marketing and IT executives, starting with one trend that seems to pop up in every conversation: Omnichannel.

Today’s highly connected consumers demand experiences that adapt to their mode of purchasing and shopping. This opens the door for a new omnichannel customer-centric approach over

channel-specific processes. Success now depends on real-time views of

customers, inventory, and data to build an intimate understanding of their

commerce behavior. Taking place during the 2014 Consumer Goods Business

& Technology Leadership Conference, this highly interactive workshop will

feature an expert panel to help participants navigate through the opportuni-

ties and challenges in the new omnichannel world.. This share group will

discuss key topics from how to make the case for omnichannel to how to

build capabilities across touch-points to how to deliver a branded, seamless

experience for consumers and shoppers and how this impacts both brand

value and brand loyalty. Our panelists will also share their insights (and tips)

on how they drove successful brand outcomes through integrating online

shopper insights.

October 22, 20143:30pm – 5:30pmORLANDO, FL

THE CIO/CMO SHARE GROUP MEETING

THE NEW OMNICHANNEL MANDATE:A D A P T I V E C O N S U M E R E N G A G E M E N T A N D C O M M E R C E

Register Today!Register online to attend the 2014 Consumer Goods Business & Technology Leadership Conference at http://consumergoods.edgl. com/2014 -business-technology -leadership-conference.

Use Promo Code CVIP (includes complimentary hotel and registration)

Contact Albert Guffanti (aguffanti@edgellmail.com) to reserve your seat at the private CIO/CMO Share Group meeting.

*For Consumer Goods Executives Only

PRODUCED BY: