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Sunday, April 21, 2013

Streamlining Customer Engagement from Online to Brick & Mortar

Later this week, I’m headed to Scottsdale, Arizona for the 2013 Retail Merchandising & Marketing Conference. This event, produced by the National Association for Retail Marketing Services, is a gathering point for retail companies and others who are involved with some aspect of retailing and merchandising.
I’m delighted to be speaking on a panel with some of the most creative and innovative people in the business.
If you are attending this conference, this is one panel presentation that you don’t want to miss!
That’s because this all-star panel offers you the perspective that you need to streamline your marketing spend, convert more customers and maximize the results. This panel of national marketing and retail leaders will provide a variety of strategies that can be adapted to the attendee’s needs.
Here are some of the questions that the panel moderator, Lisa Calhoun, CEO of Write2Market, will pose to the panel:
  • What is the most disruptive technology or trend that should be on the retailer’s horizon?
  • How would you advise retail leaders to prioritize their marketing spend?
  • What is the new trend in staying connected to customers?
  • What is your favorite new technology — and why does it matter for retail?
  • From coupons to catalogs to ecommerce, everything is being analyzed. With all these analytics, what (if any) role does culture play in successful retail today? 
Each of the panelists will lend their insights to these questions as well as to their particular area of expertise. My co-panelists include:
  • Sean Cook, CEO of ShopVisible, will explain the concept of the “channelless customer”
  • Dave McMullen, Partner at redpepper, will discuss marketing science and innovation
  • Florian Vollmer, Senior VP of Design at InReality, will cover the seamless connection between strategy, design and solution building
  • Jennifer Kwiatkowski, Director of Circulation & Analytics for Plow & Hearth, will offer perspectives on her company’s challenges and solutions

My portion of the panel presentation will provide background and observations on the techniques and technologies for learning from your customer. I will also delve into the importance of maintaining a centralized database of customer preferences and the benefits that doing so can provide to an organization. My recent blog explained the importance of strategies that let customers create experiences that suit their specific needs.

If you are attending this NARMS event, be sure to find me and say hello!

For more information about this conference, visit http://www.narms.com/conferences/2013-rmmc/

About the Author: 
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

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