polo big and tall The future is a blur of channels
The show looked toward the future of e commerce and identified consumer trends on the horizon, such as user generated reviews, social networks, mobile commerce and online video.”Eighty percent of reviews that we see are positive,” he said, “and I think that it’s because consumers want to participate in a network and trust hearing from each other more than from the retailers themselves.”Social networks were also a big topic. Sarah Fay, president of interactive ad agency Isobar, said that word of mouth marketing is taking the place of the long tail. She cited an Adidas campaign linked to soccer’s World Cup that used MySpace.The page let “friends” learn about players, download photos and wallpapers, upload videos and create a video attaching their own face to the bodies of the famous players. The videos were spread on MySpace pages, through e mail and on YouTube.”The great thing about social networks is that they create distribution around the Web for you, and they validate the brand to other people,” Ms. Fay said. “The great thing about this viral video campaign is that the kids were integrating it into their own online identity, and this gives the brand a greater level of authenticity.”Aside from the Web 2.0 talk,
FirstLook also stressed the practical importance of having multichannel integration for brands. Penney, echoed this sentiment in his keynote speech, which came hours after the retailer had announced a partnership with Polo Ralph Lauren Group for an exclusive line. Penney, Plano, TX, recently added Web enabled shopping terminals to stores, in the retailer’s tradition of catalog desks. Sales associates can use these to help customers find products that are not in the store or in the Big Book catalog.”We see the three channels getting more and more blurred,” he said. “The Big Book is becoming less important, because the Big Book is online.””We are channel agnostic,” he said. “We don’t care which way the customers come in as long as they come in.”USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy to use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look alike prospects through digital and traditional channels. We make it easy through simple, self serve applications and APIs, as well as through full service programs managed by our Data and Digital experts.