Transcript RetailWire_Digital - LEAD Marketing Conference

WELCOME TO...
DIGITAL MARKETING
STATUS REPORT
What the retailing industry
has learned so far.
Moderating
Al McClain
CEO
RetailWire
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.
About RetailWire
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Panelist
Edward Chenard
Strategy Manager for Digital Experiences
Best 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. Slavick
Vice President, Retail Consulting and Business Development
Customer 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 Burns
President & CEO
StartSampling, 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
Audience poll
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.
Panel Discussion: Digital Marketing
According to a recent Google
study...
72 percent of consumers
think it’s important for
brands to have a mobilefriendly site.
96 percent have
encountered a site that
wasn’t mobile-friendly.
Panel Discussion: Digital Marketing
Al McClain
Edward Chenard
David Slavick
Larry Burns
QUESTION #1: Mobile Friendliness
How 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?
Audience poll
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.
Panel Discussion: Digital Marketing
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
Al McClain
Edward Chenard
David Slavick
Larry Burns
QUESTION #2: Embracing Social Media
Given the risks illustrated in the example,
should brands and retailers even try to conduct
social media campaigns? Is social better left to
consumers?
Audience poll
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).
Panel Discussion: Digital Marketing
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
Al McClain
Edward Chenard
David Slavick
Larry Burns
QUESTION #3: The Showrooming Scare
Many 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?
Audience poll
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.
Panel Discussion: Digital Marketing
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
Al McClain
Edward Chenard
David Slavick
Larry Burns
QUESTION #4: Mobilized Associates
How do you see the rapid adoption of mobile
devices for retail associates affecting retail and
brand marketing during the in-store
experience?
Panel Discussion: Digital Marketing
Al McClain
Edward Chenard
David Slavick
YOUR QUESTIONS
FOR THE PANEL...
Larry Burns
THANK YOU!
For more information, please contact:
Al McClain, RetailWire
[email protected]
(561) 627-4974