Why is Marketing best suited to manage corporate social media activities?
At the core social media activities are a function of Marketing, just as PR, Communications and Customer Service should be. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. IMHO, the CMO should oversee all marketing, PR, communications, customer service, and customer experience management. Every touch point with the consumer needs to come under her purview. Often this is not the case—customer service and communications/pr are often siloed. This is a big mistake in the new marketing/social world since the message needs to emanate from one source. True marketers understand that they must be the lead stewards for brand, reputation, communication, and customer relationships.
Communication: We know that in order to build trust with another person there must be good, two-way communication. It’s central to our existence as human beings, yet we struggle with it every day. Multiply that struggle by the number of people in your organization, and you can begin to see just how essential communication is in building trust with your employees, vendors, partners and customers.
So… what does the future of retail look like and what might an airport have to do with this?
Well first off, Omni-Channel’s a great buzzword, but how best to define the term and how can retailers (and even airport authorities) get from where they are today to the promised land?
This week’s share ‘Videos and Visions: Of Omni-Channel and Airports’ seeks to shed more light on both the definition and growing manifestation of future state omni-channel retailing.
To get started you should check out part of Jim Tompkins video ‘The Titans’ specifically focusing on his third game changing strategy ‘Omni-Channel Retail’
The entire video is 34 minutes long (well worth a look) but for today’s purpose have only selected the last 15 minutes in which Jim puts forward one of the most condensed, compelling and complete definitions of omni-channel retail I’ve seen to date!
Sure hope you enjoyed Jim Tompkins expanded views on omni-channel retail and how mastering same will truly be a game changing strategy for those retailers who successfully cross the chasm.
Evolution to omni-channel retail is all about transforming the customer journey and what better place to begin talking about journeys than the airport!
Omni-channel evolution is all about taking the ordinary, re-imagining what could be and then recreating the traditional customer experience into the extraordinary.
This is what has been done at the Frankfurt Airport through their omni-channel e-commerce transformation as highlighted in this video!
How are 160,000 daily travellers contributing to making the Frankfurt Airport the largest shopping mall in Germany?
The answer is e-commerce integration leveraging space and time to uncover opportunities for travellers to take better advantage of time during delays, stores in other terminals of airport and keep up with gate changes to ensure packages get to passengers before departure.
These opportunities also extend to arriving/returning passengers who can have their groceries ready for pick up upon their arrival/return to conveniently take home with them regardless of the time of day.
All of this was developed for Kai Schmidhuber of Frankfurt Airport courtesy of Kian Gould and the team at AOE, along with Magento, representing just one more example of how omni-channel continues to transform how we’ll all shop in the future!
Let’s now re-imagine all of the ordinary in a digital lens to see where space and dead time can be leveraged; the waiting room, concert venues, commuter trains/stations, sports stadiums, the gas station and even the shopping mall are all places ripe for re-invention.
Time to digitally rethink the ordinary to discover and create the truly exceptional.
We talk and write a lot about what we are teaching our children and what they are learning from us – but if we only focus on one side of this teaching/learning relationship, we are missing some of the greatest examples of our lives… let’s remember all we can learn from our children.
One of the biggest challenges for the younger generations today, in business and trying to make their mark by building their personal brands via social platforms, is that all their screw-ups and “young” mistakes are out in public display for everyone to see.
The buzz surrounding Snapchat for brands is definitely at a high decibel level. And just like other new social apps, there are lots of tutorials and how-to articles being created on a daily basis to show you how to get the most out of the platform. But what happens after the “shiny new toy” syndrome wears off? Is the millennial audience going to get disenchanted and be looking around for the next new thing? Perhaps not, if you play your cards right.
You know that I’m big on social listening, and have been from the start. We have this incredible, unprecedented resource for learning more about our clients, customers and connections, but we have to listen to make it work. So I’ve been very pleased to see that social listening is (finally) getting some play in the marketing and sales arena.
Social spend—you can’t escape the term in the marketing world, but what does it really mean? Most of the articles and statistics you see on social spend are narrow in focus—it’s all about ad buys. From that perspective, social spend sets a new all-time high every year. In 2015, the estimated social ad spend checked in at nearly $24 billion, largely thanks to mobile advertising. This year, it will surely be even higher.
Future of Retail as an Omni-Channel ‘Internet of Things’ | Jeff Ashcroft | LinkedIn
The future always comes faster than we think.
Even more so in the evolving world of fast retailing where websites are now merging with bricks and mortar stores to create what last April I dubbed The Endless Store.
How will retailers manage in stores without boundaries inhabited 24/7/365 by almost 8 Billion shoppers armed with mobile computing and payment devices?
Not easily, and certainly this new reality is as terrifying as it is awe inspiring to those with true merchant blood coursing through their veins.
Welcome to the world of Matrix Commerce aka Matrix Retail where retailers will have to monitor, manage, optimize and move more information and products faster than ever before.
The question is how will they be able do this quickly, accurately and effectively given the growing scale and complexity of evolving digital retail business?
When it comes to managing the reams of associated information and making the multitudes of rapid decisions needed to manage Matrix Commerce, new technology will be required to keep up. The human managers and masters of these retail supply chains, stores and online spaces will likely need to augment their capabilities through the use of cognitive technologies.
When it comes to products, many years and billions of barcodes have been printed to try and keep track of retail store inventories. And frankly other than improving checkout accuracy and speed this now somewhat antiquated technology still relies on people to maintain inventory accuracy at stores which just doesn’t work.
And even where the rare store can make it work, this method is not fast enough to keep up with the instantaneous requirement to power omni-channel retail.
The time for people to try and keep track of products in stores has passed, it’s over and never really worked, it’s now time for the products to keep track of themselves.
All products now need smart labels and smart tags to keep track of them at the item, pack, case and pallet level from manufacturing through distribution, to stores and then the ultimate delivery to, and returns by consumers. I would use the term RFID to describe these tags, but for some reason for several years RFID has been treated as the bastard child of the retail business, but hopefully not for much longer.
The tide is starting to shift towards the use of smart labels and smart tags as this example from lululemon‘s results quoted from RFID Journal demonstrates.
Global athletic apparel company lululemon reports that it has boosted its in-store revenue by deploying a radio frequency identification system at all of its stores to track its products’ movements as they arrive at stores, are placed on display on the sales floor and are sold. The system has increased the company’s inventory accuracy to 98 percent, says Jonathan Aitken, lululemon’s RFID program director, which is one reason that the company’s revenue is up, since its stores know what goods are available in the back room to be restocked on the sales floor and purchased. The company’s ability to access RFID-based inventory data and choose to sell goods online or in store accounted for 8 percent of e-commerce revenue for the quarter, said Stuart Haselden, lululemon’s CFO, during the firm’s third-quarter investor call in December 2015
Not only can this technology be utilized for inventory control and tracking purposes, it also can enhance the sales process and sharing of product information in store to assist in purchasing decisions.
Online and bricks & mortar retailers who continue to operate in status quo mode will not be able to keep up with the customer experience demands of the mobile connected consumer.
The world of retail is now omni-channel and shoppers live in a fast moving connected world where Endless Store shopping environments will be the norm.
Products will soon utilize smart labels and tags to keep track of themselves, communicating with both systems and consumers to manifest the emerging future of retail as an omni-channel internet of things.