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‘I Want It How I Want It’ — Consumerism Meets the Modern CMO

Retail CMOs - Modern Consumerism

If you’re a retail Chief Marketing Officer (CMO) or Chief Digital Officer (CDO), chances are you have the voice of the consumer constantly reminding you: “I want what I want, where I want it, when I want it.”

 

It’s a tall order these days, as customers move seamlessly between online and in-store shopping. In fact, with a mobile device in hand, they can be doing both simultaneously! Amid it all, CMOs and CDOs realise words like “omnichannel” and “marketing mix” mean little to these consumers. The customer just wants to go shopping, after all.

 

That’s why achieving a clear omnichannel customer view and delivering personalised marketing — unobtrusively, ethically and practically — is an exciting and daunting challenge for every CMO/CDO. With a holistic view of customers and prospects, these executives can better leverage content for multiple marketing strategies without oversaturation. And they can perfect their approach to personalisation, helping increase revenue and boost conversions.

 

As Johnson & Johnson’s global CMO Alison Lewis told CNBC, “You have to think about the experience someone is getting and the totality of the journey.”

 

Keep KPIs in Clear Sight

 

CMOs especially are looking for integrated reporting and analytics. They need an in-store omnichannel POS solution to provide a 360-degree view of the customer’s shopping journey, including both store and online activity. For example, what are today’s best-selling styles? In what geographic areas are these products most popular? What paths are customers taking to the point of purchase? Are they browsing online and buying in-store? Or are they clicking through an email promotion to ultimately purchase on the web? Are they bringing a personalised promotion on their phones into the store? Omnichannel analytics must offer the retail CMO or CDO a granular, customisable view of key performance indicators (KPI) most relevant to them. With this actionable insight, these retail pros can develop long-term campaign strategies for continuous growth and determine the optimal distribution of their marketing budgets.

 

Mobility Matters

 

While they are extremely busy on the leadership team at headquarters, the CMO and CDO are no strangers to the stores. They feel keenly the challenge — and thrill — of bridging the divide between the digital and physical shopping worlds. In her blog, brand leadership expert Denise Lee Yohn called out this comment from Leontyne Green Sykes, former CMO, IKEA North America, now an IKEA store manager: “The store is the biggest media I have.”

 

In a store’s multimedia environment, mobility is key. The customer has it, and so must the retailer and all of its associates. To enable success, a modern POS platform has to be built for mobility, freeing associates to support special in-store events and enabling the store chain to flawlessly execute cross-store (and cross-channel) promotions.

 

Mobility is also essential to deliver instant gratification, and today’s consumerism demands no less. From the marketing message to customer engagement to fulfilment, the experience must be fluid, fast and frictionless. Does the online shopper want to schedule a session with an in-store stylist? Does a customer in the store want a dress in a different size or colour shipped to her home? Can the store associate locate that perfect piece the customer liked on Facebook and bring it to the fitting room? These are all very real scenarios happening in retail every day — and ones a mobile-enabled unified commerce solution can support.

 

Search engine optimization (SEO) guru Rand Fishkin once said, “We’ve got to create a unique, special experience for them and delight visitors in addition to satisfying their query.” While he was talking about SEO, his words ring true today for retailers looking to merge the web with the physical world.

 

As former Staples CDO Faisal Masud told CDO Club, “Not everyone shops online, and not everybody shops offline.”

 

Are you ready to respond to the voice of your customers, delivering the experience and products they want, where and when they want them? Cegid is ready to help! Let’s connect today to start the journey.

 

25 May 2018
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