The panel discussion focused on how retailers can leverage both physical and digital experiences to engage customers. Leaders from CAMP, Dunkin' Brands, IBM, and Stanley Black & Decker discussed how collecting and analyzing customer data allows them to create personalized and convenient experiences that drive loyalty. They emphasized the importance of trust, speed, and using technology like artificial intelligence to gain insights from data to reinvent physical retail environments and transform into "beloved brands". The future of retail will rely on both human creativity and technology working together to maximize customer experiences through both the physical and digital world.
iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'Paul Adams
The document argues that businesses need to shift from designing products and features from the inside out to designing customer experiences from the outside in by understanding customers. It states that the way many businesses currently operate is broken because they focus internally rather than on customer needs and experiences across channels. To provide compelling experiences that drive loyalty, businesses must understand customers by observing them in their own environments to design experiences that are meaningful and valuable.
1) The document criticizes traditional mass marketing strategies and promotes more direct marketing approaches focused on connecting with niche groups or "tribes".
2) It discusses ideas from marketing experts like Seth Godin who argue that mass marketing leads to average, homogenized ideas while direct marketing allows targeting specific groups.
3) The key is finding true believers for your product or idea and connecting them as a tribe, which can then spread organically and drive real change rather than just sales. Numbers like clicks or impressions are less important than true influence.
The document summarizes key insights and connections from attending the SXSW festival. Some notable takeaways included Adobe's employee innovation program called Kickbox, the importance of treating people well as a leader, and new opportunities in mobile apps, personalized styling, and using data to enhance the customer experience. The attendees planned to follow up on partnerships with companies demonstrating technologies like visual content creation tools, conversational interfaces for collecting customer data, and bot blocking solutions.
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
In this report, Quid maps the news and social media for a specific category. By giving you the power to quickly understand massive amounts of information, Quid helps brands discover industry and brand insights.
Gramercy Park Consulting's 'Little Book of Social Business' is an educational ebook providing a brief overview of; 'The New Social Landscape', 'What is a Social Business', 'What is Social Business Strategy', 'What are the Benefits of Social Business' and 'What are The 7 Success Factors of Social Business Strategy’?
Enjoy the read and feel free to share :-)
Contact Gramercy Park Consulting (Simon te Brinke) via email stebrinke@gramercypark.com.au or on Twitter @gramercypark.
All quotes, text, trademarks, product names, company names and logos appearing in this booklet are the property of their respective owners.
This presentation was part of a workshop we conducted at the ClickZ Live conference in Bangkok.
Brands, if they really want to build relationships with consumers need to become more human, more warm and more empathetic. The focus needs to be on relationships and not transactions. Digital allows this relationship to be fostered and create genuine love between the producer & the consumer
iQ Content Bootcamp 2008 - Paul Adams - 'Designing Experiences, not Products'Paul Adams
The document argues that businesses need to shift from designing products and features from the inside out to designing customer experiences from the outside in by understanding customers. It states that the way many businesses currently operate is broken because they focus internally rather than on customer needs and experiences across channels. To provide compelling experiences that drive loyalty, businesses must understand customers by observing them in their own environments to design experiences that are meaningful and valuable.
1) The document criticizes traditional mass marketing strategies and promotes more direct marketing approaches focused on connecting with niche groups or "tribes".
2) It discusses ideas from marketing experts like Seth Godin who argue that mass marketing leads to average, homogenized ideas while direct marketing allows targeting specific groups.
3) The key is finding true believers for your product or idea and connecting them as a tribe, which can then spread organically and drive real change rather than just sales. Numbers like clicks or impressions are less important than true influence.
The document summarizes key insights and connections from attending the SXSW festival. Some notable takeaways included Adobe's employee innovation program called Kickbox, the importance of treating people well as a leader, and new opportunities in mobile apps, personalized styling, and using data to enhance the customer experience. The attendees planned to follow up on partnerships with companies demonstrating technologies like visual content creation tools, conversational interfaces for collecting customer data, and bot blocking solutions.
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
In this report, Quid maps the news and social media for a specific category. By giving you the power to quickly understand massive amounts of information, Quid helps brands discover industry and brand insights.
Gramercy Park Consulting's 'Little Book of Social Business' is an educational ebook providing a brief overview of; 'The New Social Landscape', 'What is a Social Business', 'What is Social Business Strategy', 'What are the Benefits of Social Business' and 'What are The 7 Success Factors of Social Business Strategy’?
Enjoy the read and feel free to share :-)
Contact Gramercy Park Consulting (Simon te Brinke) via email stebrinke@gramercypark.com.au or on Twitter @gramercypark.
All quotes, text, trademarks, product names, company names and logos appearing in this booklet are the property of their respective owners.
This presentation was part of a workshop we conducted at the ClickZ Live conference in Bangkok.
Brands, if they really want to build relationships with consumers need to become more human, more warm and more empathetic. The focus needs to be on relationships and not transactions. Digital allows this relationship to be fostered and create genuine love between the producer & the consumer
Get Scrappy A (Small) Business Owners Guide To Marketing On Lessmfitzgerald0705
Get Scrappy is a pared down, practical guide about how to incorporate marketing into the heart of a business plan. In a three-step process, Get Scrappy breaks down how to create meaningful, brief marketing plans, outlines the tools and resources available to getting it done and describes how to leverage Marketing to learn more about your business.
Packed with expertise from Fortune 500 marketers and SMB consultants, Get Scrappy provides real-life examples on how organizations, even those on less time and money, can make seemingly tactical objectives become strategic initiatives that generate results.
Do more on less. GET SCRAPPY.
*Contributing authors includes individuals from ExactTarget, Hubspot, iLoop Mobile, Swanberg Associates, Communicate Value and the David Marketing Group.
The document introduces a book about how the B2B marketing landscape has changed dramatically. It argues that B2B marketers have woken up in a strange new world where the rules no longer apply. The tour of this new landscape begins with a call to action for B2B marketers to be more ambitious and explores what has really changed in B2B marketing and the new barriers and opportunities that exist.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
The document provides guidelines for small business owners on planning their advertising budgets, recommending budgets of 1-5% of gross sales and noting budgets can be based on cash on hand and projected revenue if sales data is not available. It stresses the importance of budgeting for advertising to stay competitive but warns not to overspend operating cash. The goal is to optimize spending through careful media planning and placement.
This document summarizes key findings from a study on the state of social media:
- 60 million Americans now frequently use social media multiple times per day. Usage has surged significantly in recent years.
- Facebook has nearly 50% of the social media market share in the US. YouTube and Twitter are also very popular.
- People now spend about 25% of their total online time on social networks like Facebook and Twitter.
- Older age groups, those over 45, now represent almost half of Facebook users and are adopting social media rapidly. Their purchasing habits are increasingly influenced by social platforms.
How we think about marketing at Drift. From focusing on words more than design, making it simple, writing like a human, and focusing on our customers above all else.
Social Media Today: The Rise of the Planned Opportunists Sobcon
The state of Social Media today is characterized by the rise of what I call "planned opportunists" - content creators who understand the brand's mission & values, can write 140 characters and 1000 words equally as well, can make immediate connections with the trend line, the storyline (based on the Hero's Journey) and the customer, can integrate sound & visual seamlessly, is a HUMAN, and thinks like Yoda (yes, Yoda).
The planned opportunist is a jazz player that knows how to use a productive key to improvise, around the virtual watercooler that is social media.
The document summarizes key insights from the FutureM 2015 conference. It discusses three main topics:
1) The rise of the "marketing technologist" who understands creative, data, and technology.
2) Companies need to take a mobile-first approach to digital products to engage consumers.
3) Companies that put design first in their culture and products, like Apple and Tesla, will be successful.
The Future Shape of Digital | Chartered Institute of MarketingiStrategy
There is an assumption that the internet opens up possibilities for customers, but in reality people tend to stick to a small number of sites they know and trust, forming online "villages". Within these villages, marketers are taking the role of recommending products and services to customers based on their online behavior, similar to a village shopkeeper. Effective digital marketing requires creating an ongoing dialogue with customers by listening first and marketing second in a way that blurs the line between advertising and desired content. Maintaining trust is also vital, which can be done by distinguishing between impersonal data and personal customer information and being transparent about data usage. As more information is produced daily than people can process, customers want computers and personalized technology to do more of
iStart feature: All you need is love: A modern marketers's tech guideHayden McCall
The arrival of new technologies has opened opportunities for marketing, but taking advantage of them requires a significant shift in modus operandi. In today's 'age of the customer' where consumers have easy access to a multitude of research tools, marketing is all about leveraging technology to gauge customer sentiment and build reputation based on honesty, openness and authenticity. Clare Coulson asked industry thought leaders how businesses should behave and where technology fits....
The idea of building empathy in business is very fundamental. This presentation talks about the how brands that demonstrate empathy for their stakeholders (their customers, employees and community) actually do better business.
Speak Sooner Client Presentation / Pitch Chris Zubryd
Speak Sooner Dot Org is a courageous Non-Profit helping both Doctors and Patients to encourage humanity, caring and resources for Cancer Patients in the US.
The document discusses how marketing and business goals have remained largely the same over time, with the goal being to generate profit through sales. While technology has changed, human behavior and motivations have not. The document outlines how the web allows businesses to amplify advantages in areas like price, location, service quality, and business intelligence to attract customers and maximize profits.
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
This document discusses how customer-centricity and new technologies can drive profits for retailers. It explores trends like omni-channel retailing, the Internet of Things, big data, digital merchandising and social media. These trends allow retailers to better understand customer needs and provide more personalized shopping experiences. The document argues that prioritizing customers and leveraging new technologies can help retailers build long-term relationships with customers and increase loyalty and profits.
This document summarizes issue number 4 of the CIO Straight Talk magazine. It announces that the magazine won a Diamond Award for Thought Leadership from the ITSMA Marketing Excellence Awards. The cover article discusses 7 things CIOs are doing to get ahead in the digital economy. It also previews several articles from inside the issue, including interviews with CIOs from various companies discussing topics like IT-marketing collaboration, innovation, outsourcing, and bringing efficiency and flexibility to their organizations.
This document summarizes a webinar about optimizing websites for maximum lead generation. It discusses how marketing is shifting from outbound tactics like TV ads to inbound strategies like content marketing and search engine optimization. It emphasizes building online assets like blogs, social media followings, and email lists rather than relying on paid advertising. Specific tips include identifying buyer personas to inform content creation and focusing content around 1-2 well-defined persona profiles rather than broad audiences.
This document summarizes a webinar about optimizing websites for maximum lead generation. Mike Volpe of HubSpot discusses the changing landscape of marketing and emphasizes building online assets like blogs, social media followings, and email lists rather than relying on advertising. He recommends identifying buyer personas to inform content creation and publishing content in various forms rather than advertising. Specific tips include using keywords in blog post titles, including images, offering email and RSS subscriptions, and leveraging calls to action. The webinar also discusses making search engines happy by focusing on relevant context and authority.
Remodista RetailSource Paper - A New Chapter in Customer EngagementRemodista
Imagine a brand as a story told through the many channels that we, as marketing leaders, weave together to make a marketing strategy. Just like a novel from a best-selling author, your story needs to be cohesive. The arc needs to span the chapters, and the characters need to be fully fleshed out. Many marketers attempt to be captivating, relatable storytellers, but it too often feels as if they skipped something important from print to screen, or from store to tablet.
Today’s consumers, no matter where, when, or how they connect with your product, expect stories to be personalized and consistent. Strategizing a marketing approach can be as simple as reconsidering the journey of your main character—the consumer.
In this issue of WIN World Insights, we bring you the basics of the latest technological trends. Because, when you begin to understand them, you realize how they will hugely
impact our businesses, our lives and our future.
Get Scrappy A (Small) Business Owners Guide To Marketing On Lessmfitzgerald0705
Get Scrappy is a pared down, practical guide about how to incorporate marketing into the heart of a business plan. In a three-step process, Get Scrappy breaks down how to create meaningful, brief marketing plans, outlines the tools and resources available to getting it done and describes how to leverage Marketing to learn more about your business.
Packed with expertise from Fortune 500 marketers and SMB consultants, Get Scrappy provides real-life examples on how organizations, even those on less time and money, can make seemingly tactical objectives become strategic initiatives that generate results.
Do more on less. GET SCRAPPY.
*Contributing authors includes individuals from ExactTarget, Hubspot, iLoop Mobile, Swanberg Associates, Communicate Value and the David Marketing Group.
The document introduces a book about how the B2B marketing landscape has changed dramatically. It argues that B2B marketers have woken up in a strange new world where the rules no longer apply. The tour of this new landscape begins with a call to action for B2B marketers to be more ambitious and explores what has really changed in B2B marketing and the new barriers and opportunities that exist.
What If PR Stood for People and Relationships By Brian SolisCision
In partnership with Vocus and Cision, Brian Solis released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Gapingvoid.
A principal analyst at Altimeter Group, Solis is an award-winning author, prominent blogger and frequent keynote speaker. In the free e-book, he challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.
Check out the e-book to learn:
• A vision for the PR industry in the digital era
• A PR-centric approach to adapting new technologies
• The means to avoid “shiny object” syndrome
The document provides guidelines for small business owners on planning their advertising budgets, recommending budgets of 1-5% of gross sales and noting budgets can be based on cash on hand and projected revenue if sales data is not available. It stresses the importance of budgeting for advertising to stay competitive but warns not to overspend operating cash. The goal is to optimize spending through careful media planning and placement.
This document summarizes key findings from a study on the state of social media:
- 60 million Americans now frequently use social media multiple times per day. Usage has surged significantly in recent years.
- Facebook has nearly 50% of the social media market share in the US. YouTube and Twitter are also very popular.
- People now spend about 25% of their total online time on social networks like Facebook and Twitter.
- Older age groups, those over 45, now represent almost half of Facebook users and are adopting social media rapidly. Their purchasing habits are increasingly influenced by social platforms.
How we think about marketing at Drift. From focusing on words more than design, making it simple, writing like a human, and focusing on our customers above all else.
Social Media Today: The Rise of the Planned Opportunists Sobcon
The state of Social Media today is characterized by the rise of what I call "planned opportunists" - content creators who understand the brand's mission & values, can write 140 characters and 1000 words equally as well, can make immediate connections with the trend line, the storyline (based on the Hero's Journey) and the customer, can integrate sound & visual seamlessly, is a HUMAN, and thinks like Yoda (yes, Yoda).
The planned opportunist is a jazz player that knows how to use a productive key to improvise, around the virtual watercooler that is social media.
The document summarizes key insights from the FutureM 2015 conference. It discusses three main topics:
1) The rise of the "marketing technologist" who understands creative, data, and technology.
2) Companies need to take a mobile-first approach to digital products to engage consumers.
3) Companies that put design first in their culture and products, like Apple and Tesla, will be successful.
The Future Shape of Digital | Chartered Institute of MarketingiStrategy
There is an assumption that the internet opens up possibilities for customers, but in reality people tend to stick to a small number of sites they know and trust, forming online "villages". Within these villages, marketers are taking the role of recommending products and services to customers based on their online behavior, similar to a village shopkeeper. Effective digital marketing requires creating an ongoing dialogue with customers by listening first and marketing second in a way that blurs the line between advertising and desired content. Maintaining trust is also vital, which can be done by distinguishing between impersonal data and personal customer information and being transparent about data usage. As more information is produced daily than people can process, customers want computers and personalized technology to do more of
iStart feature: All you need is love: A modern marketers's tech guideHayden McCall
The arrival of new technologies has opened opportunities for marketing, but taking advantage of them requires a significant shift in modus operandi. In today's 'age of the customer' where consumers have easy access to a multitude of research tools, marketing is all about leveraging technology to gauge customer sentiment and build reputation based on honesty, openness and authenticity. Clare Coulson asked industry thought leaders how businesses should behave and where technology fits....
The idea of building empathy in business is very fundamental. This presentation talks about the how brands that demonstrate empathy for their stakeholders (their customers, employees and community) actually do better business.
Speak Sooner Client Presentation / Pitch Chris Zubryd
Speak Sooner Dot Org is a courageous Non-Profit helping both Doctors and Patients to encourage humanity, caring and resources for Cancer Patients in the US.
The document discusses how marketing and business goals have remained largely the same over time, with the goal being to generate profit through sales. While technology has changed, human behavior and motivations have not. The document outlines how the web allows businesses to amplify advantages in areas like price, location, service quality, and business intelligence to attract customers and maximize profits.
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
This document discusses how customer-centricity and new technologies can drive profits for retailers. It explores trends like omni-channel retailing, the Internet of Things, big data, digital merchandising and social media. These trends allow retailers to better understand customer needs and provide more personalized shopping experiences. The document argues that prioritizing customers and leveraging new technologies can help retailers build long-term relationships with customers and increase loyalty and profits.
This document summarizes issue number 4 of the CIO Straight Talk magazine. It announces that the magazine won a Diamond Award for Thought Leadership from the ITSMA Marketing Excellence Awards. The cover article discusses 7 things CIOs are doing to get ahead in the digital economy. It also previews several articles from inside the issue, including interviews with CIOs from various companies discussing topics like IT-marketing collaboration, innovation, outsourcing, and bringing efficiency and flexibility to their organizations.
This document summarizes a webinar about optimizing websites for maximum lead generation. It discusses how marketing is shifting from outbound tactics like TV ads to inbound strategies like content marketing and search engine optimization. It emphasizes building online assets like blogs, social media followings, and email lists rather than relying on paid advertising. Specific tips include identifying buyer personas to inform content creation and focusing content around 1-2 well-defined persona profiles rather than broad audiences.
This document summarizes a webinar about optimizing websites for maximum lead generation. Mike Volpe of HubSpot discusses the changing landscape of marketing and emphasizes building online assets like blogs, social media followings, and email lists rather than relying on advertising. He recommends identifying buyer personas to inform content creation and publishing content in various forms rather than advertising. Specific tips include using keywords in blog post titles, including images, offering email and RSS subscriptions, and leveraging calls to action. The webinar also discusses making search engines happy by focusing on relevant context and authority.
Remodista RetailSource Paper - A New Chapter in Customer EngagementRemodista
Imagine a brand as a story told through the many channels that we, as marketing leaders, weave together to make a marketing strategy. Just like a novel from a best-selling author, your story needs to be cohesive. The arc needs to span the chapters, and the characters need to be fully fleshed out. Many marketers attempt to be captivating, relatable storytellers, but it too often feels as if they skipped something important from print to screen, or from store to tablet.
Today’s consumers, no matter where, when, or how they connect with your product, expect stories to be personalized and consistent. Strategizing a marketing approach can be as simple as reconsidering the journey of your main character—the consumer.
In this issue of WIN World Insights, we bring you the basics of the latest technological trends. Because, when you begin to understand them, you realize how they will hugely
impact our businesses, our lives and our future.
Event_FST Sydney RT_Transcript FINAL_Q4 14Scott Leader
The document summarizes a discussion between heads of innovation, digital, technology and customer experience from various banking and insurance companies on strategies for transforming to survive and thrive in a digital world.
David Hackshall from Wesfarmers Insurance discusses how technology has led to changes in social behavior and customer expectations, and the need for organizations to focus on customer experience, leverage data to personalize interactions, and build loyalty programs.
Representatives from Commonwealth Bank of Australia, Westpac, TAL, ING Direct and AMP discuss their approaches to driving innovation through initiatives like innovation labs, prototyping, testing ideas quickly, and collaborating both internally and externally.
Get Scrappy: A (Small) Business Owner's Guide to Marketing on LessMichelle Fitzgerald
Get Scrappy is a pared down, practical guide about how to incorporate marketing into the heart of any business plan.
Packed with expertise from Fortune 500 marketers and SMB consultants, Get Scrappy provides real-life examples on how organizations, even those on less time and money, can make seemingly tactical objectives become strategic initiatives that generate results.
Do more on less. GET SCRAPPY.
Win in the Digital Customer Experience EconomyPlatinum Seed
Late one night in Shanghai, China, the document discusses the changing retail landscape and priorities for winning customers. It notes technologies like drone delivery and augmented reality trials are shaping new retail ecosystems. The key to understanding customers and winning with experience is trust, which enables personalization. Data and insight can then be used to create better experiences for different groups like Millennials, who expect easier shopping. The document emphasizes a unichannel approach driven by customers and building trust to succeed.
The document discusses how established brands can market themselves to younger audiences through their digital presence while overcoming perceptions of conservatism. Key recommendations include asking the target audience what they want from the brand, defining the website's objectives through a job description, and ensuring the right tone and signposting to reflect those objectives. It also cautions against distracting technology gimmicks and advises authentic engagement in social media conversations.
Digital Marketing Analytics - Book Review by Kendall MatthewsKendall Matthews
Read Kendall Matthews review of Digital Marketing Analytics.
Authors Chuck Hemann and Ken Burbary breakdown consumer data into bite-size chunks and help you create actionable processes that deliver fast results.
To view more great resources, visit http://www.KendallMatthews.com
This document provides an overview of what a marketing agency called Starshot does. It summarizes that Starshot provides demand generation, digital marketing, event marketing and other services. It works with clients in a strategic role to help their marketing be more cost-effective and provide consistency. Starshot prides itself on being un-agency like through its entrepreneurial and passionate approach to telling stories and spreading clients' words through various channels.
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Environment, experience, and data: leaders discuss the future of retail
1. 250 views | Jun 28, 2019, 08:28am
Environment, Experience, And
Data: Leaders Discuss The Future Of
Retail
Leadership Strategy
Robert Reiss Contributor
Ever since the dot-com era, it has become clear that the future of business, and
perhaps the economy as a whole, runs through the Internet. So, in the age of
Amazon, what can a toy shop teach us about the business models of the future? A
stop at CAMP, an experiential toy store in New York City, brings to life the
delightful consumer experiences that can emerge by integrating the physical
world with digital insights. Their “instruction manual” includes a vision anchored
in immersive consumer experiences, a business designed to leverage data, and
the scale that comes from rapid prototyping, testing and continuous learning.
This made CAMP an ideal environment to discuss the technology strategies that
will drive retail’s future with transformative executives from some of the world’s
largest companies. The panel:
Charles Kwalwasser, CCO, CAMP
Nigel Travis, Recent CEO, Dunkin’ Brands
Paulo Carvao, General Manager, US Distribution Market, IBM
Mike Simpson, CMO, Stanley Black & Decker
Environment, Experience, And Data: Leaders Discuss The Future Of Retail https://www.forbes.com/sites/robertreiss/2019/06/28/environment-experience...
1 of 4 6/29/19, 7:35 AM
2. The discussion took place as the opening panel for IBM’s ‘Your clouds can’ event
on June 5, 2019:
Robert Reiss: “CAMP is a very different place than any I've been to in retail…
so, I want to talk about the physical environment… why don't you kick us off,
Charlie?”
Charles Kwalwasser: “CAMP is definitely not your typical retail
environment… best way to describe it is a playground and a store mashed
together. We try to drive people into the store instead of giving them reasons to
go buy on the Web. And that's all focused on giving them an experience that they
want to be here for. We feel like if they spend more time in the store, they'll
eventually buy things, and that's proven to be the case.”
Nigel Travis: “The environment obviously for Dunkin’ may be different from
retail… I think we evolved. I mean, Starbucks brought out the third place where
you could go, you could work… but these days people are time pressured. And one
of the great things with Dunkin' is I think we've uncovered the trick to getting
people in and out very quickly… So, the big theme, Robert, is convenience and
speed, because the biggest thing in retail right now is ordering online and picking
up in store. We trust the customer. And I think that's a big innovation, because
most retailers don't trust the customer.”
Reiss: “Trusting your customer is a big innovation.”
Travis: “I’m also excited about people having the opportunity to explore… the
next generation, the Gen Z’ers… are going to save the shopping mall… they love
shopping. They love exploring.”
Reiss: “So, Mike, you’re a different part of retail because Stanley Black &
Decker… you do not have retail. But you have this consumer good. What do you
do? What are your thoughts on connecting with the world?”
Mike Simpson: “I love what Nigel just said… and I think he’s absolutely right.
You’re talking about speed and efficiency. That seamless experience is critical
certainly in our business because whether you're a consumer looking to make an
informed decision around a DIY tool... Or if you're a professional needing a tool,
that experience touching the product, interacting with it, it's absolutely critical.
For me, a tool is not just doing a DIY chore, it generally is creating memories and
doing something for people I care about that's going to make them feel happy.
And that's... as I think about DIY and tools and creating experience... that's what
gets me passionate.”
TYLER GORDON
June 5, 2019, Your Clouds Can Event: Nigel Travis Dunkin’ Brands, Paulo Carvao IBM, Robert Reiss The CEO
Forum Group, Mike Simpson Stanley Black & Decker, Charles Kwalwasser CAMP
Environment, Experience, And Data: Leaders Discuss The Future Of Retail https://www.forbes.com/sites/robertreiss/2019/06/28/environment-experience...
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3. Reiss: Passion is everything. So, Paulo, you have a different perspective, because
you're not dealing with one company... at IBM you're general manager for a lot of
different industries... So, what do you see is really at the core? If you were to cut
down, find the systemic core of the environment?”
Paulo Carvao: “All of these industries, they have one thing in common, which is
the consumer on the other side, [the consumer] is changing everything. So, in this
journey, from goods to services to brands, to experiences and purpose, that's
what we're immersed in the middle of. Traditional retail is transforming from
goods all the way to experiences and then eventually a purpose and we're
bringing people together to do this. So, I think that it's all about the consumer,
and we cannot, we must not forget that we're humans.”
Reiss: “How is technology changing vision; how is vision changing technology?”
Carvao: “So, at the end of the day, this becomes almost like a “3C journey”: How
do you Create, Connect and Convene? So, [for] Connecting, it’s how you
personalize. How you Create is the journey from goods to experiences, and then
how you Convene is the physical space in retail as a place to convene people... it’s
[about] these three Cs: Create, Connect, and Convene... Now, in the middle of this
journey you have data as you have never had before.”
Reiss: “I’m going to jump over to Charles. So, everything is driven by data here,
right? So, how do you use [data]?”
Kwalwasser: “I think of it more as information than data. We're definitely using
what people want to do as an indicator of what our themes are... I think over time
we'll see which [themes] perform better than others, and we'll use that as an
indication. That's more of a data exercise.”
Reiss: “So, [Mike], you’re a Chief Marketing Officer. Your whole world has been
built on data. How are you handling this in terms of developing the vision?”
Simpson: “When I think about my consumer, my customer, I always think first
around advocacy. What are they actually saying about my brands, my business,
how do I take what my consumer is saying and help fuel product development?
And then... you provide products that people actually want, they love, they like,
and that's the point where you have the data relationship with them to then stick
it back into the system to keep listening to them, to keep building better product.
And then it's about understanding what that one to one personalized experience
looks like. Because before they even walk through the door of a retailer, we want
to know why they're walking through the door of the retailer. We want to know
about their needs before they even know about their needs. And that's how you
get to a point where you get beloved brands.”
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4. I believe the great CEOs understand both business success and personal success. My higher
purpose is to disseminate CEO wisdom to help elevate business, the economy and ...
Read More
Reiss: “So, Nigel... in addition to Dunkin’ Brands and everything, you have a
[soccer] team that’s using a lot of data... right?”
Travis: “The year we just finished, we had record season tickets, we sold out
three times towards the end of the season. Yes, success helped, but a major
reason is we used data-based marketing to drive frequency, how many times
people came back, and get new customers in. This all connects. As passionate as I
am about convenience and speed, I'm also incredibly passionate about data.”
Carvao: “Technology starts to change the profile of the leader... I would say
there’s a new generation of CEOs coming that live in the intersection of data and
creativity. It’s this mix of the CMO, Chief Marketing Officer, and the CDO, the
Chief Digital Officer. That’s the new CEO that [will] emerge. It’s somebody that
has data acumen with a creative streak.
The future of consumer businesses doesn’t depend solely on the internet. Rather,
success for retailers and brands hinges on human imagination and technology
working together to win over consumers hearts and minds. New technologies, like
the cloud and artificial intelligence, will be used to harness the power of data and
help extract insights that re-invent retail environments, maximize consumer
experience, and create meaningful connections with retailers and brands. If, Mike
Simpson’s vision plays out, not only will data allow businesses to differentiate
themselves, it help will transform them into “beloved brands”. It seems there is a
bright future for physical retail after all. Ironically, the path to rejuvenation will
be paved by the consumer-centric application of technologies we thought once
threatened it.
To listen to interviews with CEOs, go The CEO Forum Group
Robert Reiss Contributor
Environment, Experience, And Data: Leaders Discuss The Future Of Retail https://www.forbes.com/sites/robertreiss/2019/06/28/environment-experience...
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