welcome to... digital marketing status report what the retailing industry has learned so far
TRANSCRIPT
WELCOME TO...
DIGITAL MARKETING STATUS REPORTWhat the retailing industry has learned so far.
Moderating
Al McClainCEORetailWire
Al McClain is a co-founder of RetailWire.com, the online community for the retailing and CPG industries. He has spent 30+ years in the retail, tech, and CPG spaces. Al's career highlights include sales and management stints with Luzianne-Blue Plate Foods, Bestfoods, Red Rose Tea, and Progressive Grocer (Trade Dimensions and Retail Insights divisions).
Al has also spoken extensively at industry events for the National Grocers Association, the Institute for International Research, the Magazine Publishers Association, and the Category Management Association. He has written for publications such as Nielsen Wire, Loyalty Management, and Forbes.com. He is a member of the Luxury Marketing Council and lives in Florida.
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Panelist
Edward ChenardStrategy Manager for Digital ExperiencesBest Buy
Edward Chenard has a 15 year background in global marketing and technology. He has worked around the world on global marketing and technology projects. His focus is on bridging the digital divides to create a seamless customer experience across all.
He currently works on products related to mobile, tablet, apps, social, big data, platform theory and emerging technologies, and develops them for Best Buy to help bring a new customer experience to all channels.
Panelist
David A. SlavickVice President, Retail Consulting and Business DevelopmentCustomer Communications Group
David is a passionate to win, collaborative, creative and analytical senior management CRM and Loyalty executive who has personally lead some of the most innovative and complex 1:1 consumer marketing initiatives in the U.S. and Canada. His stamp has been felt on programs such as the ShopYourWayRewards loyalty program at Sears Holdings Corporation that encompasses not only Sears, but Kmart, Lands’ End and Off Mall locations. Also, at American Eagle Outfitters All Access Pass/AE Awards and many others that leverage both white label non-credit rewards as well as those that do link rewards/loyalty to credit card portfolio.
Panelist
Larry BurnsPresident & CEOStartSampling, Inc.
Larry Burns leads StartSampling, a digital marketing services force that regularly connects brands with millions of interested and engaged consumers daily across the StartSampling network.
Larry brings more than thirty years of marketing research and packaged goods experience to his role at StartSampling. He was previously Executive Vice President of Product Management at Information Resources, Inc., a Chicago-based information services firm. Before IRI, Larry worked as a marketing research professional for several major consumer product companies, including Heinz USA, Cadbury Beverages, Pepperidge Farm and General Foods
Show of hands...Mobile Websites or Mobile Apps?
1. I prefer using a retailer’s mobile app vs. a mobile-enabled website.
2. I prefer not to bother with a mobile app.
Audience poll
According to a recent Google study...
72 percent of consumers think it’s important for brands to have a mobile-friendly site.
96 percent have encountered a site that wasn’t mobile-friendly.
Panel Discussion: Digital Marketing
QUESTION #1: Mobile FriendlinessHow far behind the mobile curve are retailers vis-à-vis consumers? Are brands more advanced in their mobile readiness than retailers? How do you see the debate between mobile websites vs. mobile apps playing out?
Al McClain Edward Chenard David Slavick Larry Burns
Panel Discussion: Digital Marketing
Show of hands...Is Social Media for Brands and Retailers?
1. I believe almost all brands and retailers need to use social media to engage with their customers.
2. I am skeptical on the benefits of brands and retailers using social media.
Audience poll
A Twitter campaign by Waitrose, the U.K. supermarket chain, aimed at fans of the chain wound up attracting herds of detractors and jokesters.
Waitrose asked people to retweet the words, "I shop at Waitrose because ________."
A few complimentary responses were overwhelmed by largely negative ones, such as...
"I shop at Waitrose because I think food must automatically be better if it costs three times as much."
Panel Discussion: Digital Marketing
QUESTION #2: Embracing Social MediaGiven the risks illustrated in the example, should brands and retailers even try to conduct social media campaigns? Is social better left to consumers?
Al McClain Edward Chenard David Slavick Larry Burns
Panel Discussion: Digital Marketing
Show of hands...Is Showrooming for Real?
1. I think showrooming is a major problem for a good many physical store operators.
2. I think the whole showrooming thing is overblown (and will blow over).
Audience poll
Following a similar move by Target in the spring, Walmart revealed recently that it will stop selling Amazon's Kindle tablet line.
Among the reasons given for the decision was the threat of showrooming that Kindle’s present and the “Trojan Horse” theory...
“When Wal-Mart sells a Kindle, they're effectively putting in their customers' laps a cash register for competitors.” - Scott Tilghman, an analyst at Caris & Co.
Panel Discussion: Digital Marketing
QUESTION #3: The Showrooming ScareMany in the industry are poo-pooing the threat of showrooming to physical store operators and yet Walmart seems concerned. Is the showrooming issue peaking or just beginning?
Al McClain Edward Chenard David Slavick Larry Burns
Panel Discussion: Digital Marketing
Show of hands...Will Mobile Revolutionize the In-Store Experience?
1. I see mobile devices for associates creating a big shift in the way marketing, customer service and POS will be handled at retail.
2. I don’t see in-store mobile changing things fundamentally at retail.
Audience poll
During a recent web conference for analysts, Urban Outfitters announced that the chain will switch from cash registers to Apple products for POS and other tasks. Sales people will use iPod touches and registers are being phased out in favor of iPads on a swivel.
Panel Discussion: Digital Marketing
QUESTION #4: Mobilized AssociatesHow do you see the rapid adoption of mobile devices for retail associates affecting retail and brand marketing during the in-store experience?
Al McClain Edward Chenard David Slavick Larry Burns
Panel Discussion: Digital Marketing
YOUR QUESTIONS FOR THE PANEL...
Al McClain Edward Chenard David Slavick Larry Burns
Panel Discussion: Digital Marketing
