Career Boosters is usually an e-panel discussion that scouts out leaders in the marketing, digital, communications and advertising space to provide their perspectives on industry topics related to career development, talent acquisition and hiring practices. This month, Career Boosters is taking an in-depth look at some of the trends in the dynamic and fast-paced world of retail marketing.
Today’s panel: Tanja Zelko is the director of online marketing at Holt Renfrew and James Connell is the VP of e-commerce and marketing at Roots Canada.
How are traditional retail roles changing as companies strive to create an omni-channel shopping experience?
Zelko: It’s interesting. Individuals that traditionally didn’t have to be involved in technology, now do. For example, customer service teams have another channel — social media. Store associates are using smart phones to monitor inventory and help customers get the product they want. Yet, while skills are broadening, teams and roles are becoming more integrated and cross functional, our goal is still the same — help customers have an amazing experience.
Connell: We need more technologically savvy associates who are able to apply technology to improve customer experiences and are more informed about products and initiatives, not only in-stores locally, but a higher overall awareness to address the needs of a highly educated consumer.
For years e-commerce sites have been using personalized marketing to engage their customers, employing tactics such as customized product recommendations and tailored landing pages. How will we see this trend applied to brick and mortar stores?
Zelko: When online and store data become further merged and empower store associates with online data. It will all come full circle. For example, when store associates recommend/sell products to customers based on their online browsing.
Connell: We are looking at ways to deploy location aware mobile apps in stores that adapt to consumer patterns in-stores and online. We have started deploying email campaigns in ecommerce environments including post purchase emails related to in-store activities, with personalized product suggestions.
There is no doubt that mobile devices are rapidly changing the way customers shop. What is one of the greatest opportunities you see in leveraging mobile to augment in-store shopping?
Zelko: Mobile is a very interesting space. There is still a lot of experimentation and exploration happening when it comes to leveraging mobile. On a most basic level, there is creating a solid mobile experience for your customer (whether a site or app) — allowing them to easily shop or browse on their phone. Alternatively, I personally love the concept of shopping in-store and checking out on my phone/or sale associate’s device without waiting in line.
Connell: Mobile devices, I believe, will primarily be used to elevate service in-stores and provide information to customers about the products you have on offer. For example, a beacon could alert a store that a customer with a click and collect order waiting for pick up has entered the store, or suggest recipes you might like for the produce that you’re standing in front of based on past purchases.
