At Shop.org's Annual Summit, Miki Berardelli, CMO and Matt Marcotte, SVP, at Tory Burch discussed how the brand thinks about and maintains their extremely successful 360-degree marketing efforts.
At Tory Burch, the "digital" world includes social media, the retailer's website, mobile app, an active (and interactive) blog full of rich content and ipad apps for in store associates. This app, also known as, "client book", provides associates with immediately accessible information on the customers they are interacting with. The app tracks past purchases, and sizes and generates suggestions of what the customer may want to purchase.
Berardelli described the company as an OPEN brand—an acronym for on-demand, personal, engaged and networked. “For us it means bringing customers along on the brand building journey,” Berardelli said.
The OPEN brand concept was pioneered by Kelly Mooney and Dr. Nital Rollins in their book, The Open Brand: When Push Comes to Pull in a Web-Made World. Based on the book's web-site, it is based on the premise that today's consumers are calling the shots more and more which brings with it both risk and reward for retailers.
ON DEMAND: Delivers accessible, self-directed and instantly gratifying experiences
PERSONAL: Facilitates meaningful interaction with many markets
ENGAGING: Deepens attachment through relevant emotional experiences
NETWORKED: Taps the exponential potential of individual consumer and online niche communities
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