Digital cmo summit_four_seasons
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Four Seasons developed strategies to engage customers on social media platforms. They created branded content to share across channels in a consistent voice. This included user-generated content and experiences on and offline. The goal was to meet customers where they are online, manage content in one place, leverage user content, and link engaging experiences both online and offline, all while maintaining their brand point of view. This allowed Four Seasons to build more engaged online communities.
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- 35% of respondents indicated they would rather be tech savvy, while 65% said they would rather be people savvy.
- The results are broken down by factors like gender, age, income level, employment status and country to show variations in preferences across different groups.
Outlook 2012 ecommerce-2
Holiday ecommerce sales in 2011 saw a 15% increase over 2010, showing strong consumer spending online. Merchants have adapted by embracing mobile commerce, with more having mobile-optimized sites and apps. Social media usage is also growing, with Pinterest seeing a rise in merchant activity. Merchants are also leveraging marketplaces more for prospecting and promotions, though some worry about losing control of customers. Overall, merchants are adapting well to changing consumer behaviors across channels.
2012 shopper study
The document summarizes key findings from the 2012 RIS/Cognizant Shopper Experience Study, which surveyed over 2,100 shoppers. It finds that while most purchases still occur in physical stores, shoppers want personalized in-store experiences. Retailers need to focus on the basics like competitive pricing and knowledgeable employees, while differentiating themselves through loyalty programs and cross-channel personalization. Shopper expectations vary between consumable and specialty products. Overall, retailers must reshape their strategies and stores to provide personalized solutions in order to keep shoppers from showrooming or buying elsewhere.
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Digital cmo summit_four_seasons
- 1. Once Upon a Time… How Four Seasons Became a Storyteller @FourSeasons @epizzinato
- 2. “I know that half my advertising dollars are wasted. The problem is I don’t know which half.” Innovation: New Platforms in 2012 2
- 5. 140
- 8. Luxury Today. Branding Luxury Is Moves to Back the Social Sphere The Rise E-Commerce Is King of the iPad
- 9. The Affluent “LIKE” Social Media.
- 10. What does that mean for a high-touch brand like Four Seasons? Innovation: New Platforms in 2012 10
- 11. Our Brand promise. Locally relevant Differentiating Customised and culturally and and personal authentic memorable ….It’s also our brand engagement promise
- 12. Four Seasons as Storyteller. Manage Leverage content in one more UGC place Meet them where they already are Link engaging experiences Have a POV both on and offline
- 13. Content Strategy. Develop and disseminate branded content across all consumer channels and Hotel platforms Create brand “voice” and personality Corporate Adapt and create content to be locally relevant, authentic and Hotel Hotel compelling Convey personality of hotel
- 14. Meet them where they already are.
- 15. Manage content in one place.
- 16. Manage content in one place. FS MAGAZINE FS mag online
- 19. Link engaging experiences on and offline. Virtual Wine Tasting held via Twitter and “hosted” by Sommeliers at five properties Concurrent tweet- ups at 14 participating properties
- 20. Have a POV: Beyond the Category.
- 21. Have a POV: Culturally Relevant.
- 22. Platform expansion and innovation. Innovation: New Platforms in 2012 22
- 25. Show me how it works. Weddings at Four Seasons. Innovation: New Platforms in 2012 25
- 26. Here Comes the Bride.
- 32. Brands as Storytellers. Link Manage Meet them engaging Leverage content in where they experiences Have a POV more UGC one place already are both on and offline More Engaged Communities
- 33. Thank You! Questions? @FourSeasons @epizzinato