Canadian Retailer - Spring 2014 - 40
is different, making every single touchpoint within the conPadulo likens himself to a retailer. He runs sumer's path to purchase important."
his business with the same kind of fluidity
This has been Padulo Integrated Inc.'s mantra of sorts since
and sees the necessity to adapt, change and the inception of the company. It's a philosophy that helped
evolve. He views his business in real-time build the company in its early days and it's a way of thinking
and is constantly evaluating the industry that stands it in good stead today and going forward. Ultimand marketplace, studying what's happening ately, however, it's Padulo's focus and understanding of the
today to help inform his choices, the media industry and today's consumer that pays the greatest divihe uses, and his emphasis for each and every dends, offering lessons and teachings to today's retail marsituation that he encounters. And this, he keter regarding the path to success and the ways to yield the
says, requires today's marketer to utilize greatest return.
every tool in their toolbox.
"There is no single tool "...you have to understand that every customer is different, making every
that will win the game for to- single touchpoint within the consumer's path to purchase important."
day's marketer. Every single
situation is different. You've got print and
"You have to be aggressively enthusiastic," he says. "And I
video and television and experiential. There think that marketers today need to be more tactical and straare so many tools and ways to leverage them tegic than ever before, and to understand the value of everytoday. But, in retail, as I've always said, you thing in a given campaign, in terms of actual business and
have to understand the business. And, in to- bottom line. Everything is ROI-the big decisions. If people
day's retail environment, with all of these dif- understand that success is a combination of all the lines of
ferent channels and lines, it's paramount to distribution from a medium and communications point-ofunderstand that the last second of one sale is view, and if they understand that it's all part of the overall
the first second of the next. The endgame is plan, that there isn't one single channel taking over from the
to create loyalty and a lifetime customer. And other, then they're already heading in the right direction. The
you have to understand that every customer rest is creative and ingenuity."
A collection of tools
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