STORES Magazine - June 2011 - (Page 94)

CONSIDER THIS / DIVISIONAL UPDATE Curators of the Retail Brand BY KELLY GILMORE Kelly Gilmore is senior vice president of RAMA. An interesting word is being used in a new and fresh way in the marketing world: curation. Attendees at March’s INNOVATE 2011 heard it used by speakers in a variety of ways. It is a vital function of retail CMOs and senior marketing executives because they are, above all, curators of their brand. Curation is defined as the selection of, care for and pretomer, the role of marketing is to mediate the dialogue and sentation of objects entered into a collection, whether that listen. collection is physical (items in a museum) or digital (entries Marketing can gain insights from the conversation and in a website like Wikipedia). The emphasis of curation may continue to share the values and assets of the brand in a vary among: dialogue instead of merely pushing out messaging or al• The selection process — like the use of expertise or lowing the brand to decay. expert advice to decide what items or content should be added to a collection or archive. Presentation • The caretaking process — controlling the decay of hisHerein lays the balance of art and science that so many torical objects (census records) or CMOs and senior retail marketers biological specimens (insects or strive for. It’s where the artfulness flowers). and passion in the creative delivery • Presentation — determining how need to work with the science of While today’s retail objects or records are displayed, ROI in selecting what and where environment is a two-way including what metadata will be the message is – and how it is deconversation between displayed along with them. livered. Marketing needs to put it all the brand and the together so it resonates and conAll three of the processes above nects with people. customer, the role of are used by retail marketing teams The retailers that assemble and marketing is to mediate and CMOs to keep their brands relpresent their brands in the right conthe dialogue and listen. evant to today’s fickle consumer. text and appropriate environment will continue to be successful and connect with the consumer. And if Selection it’s really good, maybe it will be the Marketers select what tools and next exhibit at the Guggenheim Museum Bilbao or the Met! messages are appropriate for their audience through the use of research and data on consumer behavior, product choices and media analysis. With all the tools available RAMA CMO Summit today, the message can be highly targeted and very relRAMA, the marketing division of NRF, will be hosting reevant to the consumer. tail CMOs and senior marketing executives to explore and A CMO who masters the selection process makes the discuss the idea of the CMO as brand curator at the RAMA customer aware that the retail brand knows who she is, CMO Summit, September 14-15 at the Ritz-Carlton, Pentawhat she prefers and how she likes to shop. The brand gon City in Arlington, Va. should also be able to offer suggestions on what she might The program will provide content on a variety of imporwant to consider buying based on past purchase informatant marketing topics, delivered by thought leaders in an tion. intimate setting. There will be time for peers to debate and discuss the information as well as share ideas. The RAMA CMO Summit is complimentary for senior Caretaking retail leaders. Non-retailers can participate via sponsorship Marketers are caretakers of the brand, responsible for opportunities, check it out at or e-mail maintaining and guiding it. While today’s retail environment Kelly Gilmore at is a two-way conversation between the brand and the cus94 STORES / JUNE 2011 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - June 2011

Stores - June 2011
Editor’s Page
President’s Page
Retail People
CEO Compensation
Customer Service
Business Strategy
What We’ve Learned
Loss Prevention Supplier Directory
Customer Rewards
Business Management
Social Media
Planning Solutions
Loyalty Programs
Business Intelligence
Store Operations
Divisional Update
NRF News
Point of View
Retail Industry Calendar
End Cap

STORES Magazine - June 2011