Focusing on a unique customer experience
By Global Response
Internet Retailer Conference + Exhibit 2016 came to an end Friday in Chicago. An exciting lineup of speakers focused on topics including supporting customers via their channels of choice and growing e-commerce through a stepped up customer experience.
A Customer-centric world
The pre-conference events kicked off with a session called Out with Omnichannel, In with Personalization and Customer Centricity. Innovative brands are “creating unique customer experiences as part of a customized journey to increase engagement and drive sales,” the session description said. The leaders of the session, which explored methods and technology, were John Minardi, CVS Health’s senior director of enterprise digital, and Daniel Moure, chief marketing officer of PureForumulas.com.
Refocusing and revamping
Retailers are seeing results as they refocus on the customer and build process with that priority in mind. At a conference session entitled, How Well-Executed Operations are the Key to Customer Satisfaction¸ Annie Scopel, director of North American customer service at Thule Inc., discussed how the retailer benefited from overhauling operations to focus on fulfillment, delivery and company service.
In a separate session, Mitch Goldstone, president of ScanMyPhotos.com, told the story of switching strategy from spending on advertising to attract customers to beefing up customer service. It worked. The company saw sales rise 30 percent, an increase it said resulted from more engaged customers. Goldstone discussed the change in the session, How One Retailer Bumped Up Sales by Spending on Customer Service.
Millennials on Your Mind? Snapchat Should Be, Too. The instant video messaging app, Snapchat, is becoming a powerful tool to reach customers from the Millennial generation. Jana Francis, president and founder of Steals.com, and Juliette Dallas-Feeney, senior social media manager at Birchbox, discussed Snapchat at IRCE.
It was great seeing you in Chicago!