Canadian Retailer - Holiday 2014 - 18
2014 rcc/kpmg retail eXecutive roundtable
lieves that social media is a way to maintain an ongoing concustomer," he acknowledges. "The opportunversation with the customer, keeping his retail offering at the
ity is managing it and staying on top of cusforefront of their thinking.
tomer needs. Things can go viral very quickly,
"Social media is the ultimate enabler of things," he says.
both the successes and challenges. To manage
"That relationship that once existed in a relatively flat form
it properly, you have to keep your people innow has so many touch points and dimensions. When The
formed, aware and empowered to do the right
Shopping Channel hosts get off the air, they're required to
thing."
engage customers on social media. They continue talking
Social media is also a critical component to
about the products they presented and the products that
Hudson Bay's strategy. But, as some of the other
they're going to present tomorrow.
The conversation is now on multiple In the rapidly evolving digital age, the mantra must be
screens and it allows us to remain con- 'clicks and bricks,' working seamlessly and in unison.
nected with them, and them to us, all
In KPMG's latest Top of Mind survey, 54 percent of the
the time."
Though, as eCCO Shoes' Damgaard respondents cited 'digital strategy' as being a very or
explains, the dialogue on social media critically important strategic priority.
channels has got to be appropriate concerning the customer with whom you're communicating in
panelists have pointed to cautionary tips for its
order for it to be credible.
use, so, too, does Watros.
"One of the learnings that the company took from social
"Social media is critical. We recognize the immedia early on was that consumers need to be communiportance of all of our customer touch-points. But
cated with on a very personal level," she says. "And, if it's a
this is yet another way to talk to the consumer,"
twenty-four year-old writing to you with a question, you need
he says. "We're very focused on it, and it'll conto have someone the same age responding to them in order
tinue to become a bigger piece of our marketing
to connect and resonate with them."
efforts as we go forward. However, you've got to
At Home Depot, as Lennie points out, the medium is levercontrol the messaging and ensure that everyage, but with a certain amount of oversight.
thing posted on behalf of your company repre"It's a great vehicle to gain instant feedback from your
sents your brand appropriately."
18 |
canadian retailer | holiday 2014
Canadian Retailer - Holiday 2014
Table of Contents for the Digital Edition of Canadian Retailer - Holiday 2014
Member Insights
Retail Currents
Retail: At Issue
Delighting the Empowered and Enabled Consumer
Technology Tips for Small Business
Retail Council of Canada and Google Help to Spark Retail
Social Workers
Chasing the “E-tail” to Keep Pace With the 24/7 Shopper
Know Your Clients and Drive Your Sales
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Holiday 2014 - cover1
Canadian Retailer - Holiday 2014 - cover2
Canadian Retailer - Holiday 2014 - 3
Canadian Retailer - Holiday 2014 - Member Insights
Canadian Retailer - Holiday 2014 - 5
Canadian Retailer - Holiday 2014 - Retail Currents
Canadian Retailer - Holiday 2014 - 7
Canadian Retailer - Holiday 2014 - 8
Canadian Retailer - Holiday 2014 - 9
Canadian Retailer - Holiday 2014 - Retail: At Issue
Canadian Retailer - Holiday 2014 - 11
Canadian Retailer - Holiday 2014 - 12
Canadian Retailer - Holiday 2014 - Delighting the Empowered and Enabled Consumer
Canadian Retailer - Holiday 2014 - 14
Canadian Retailer - Holiday 2014 - 15
Canadian Retailer - Holiday 2014 - 16
Canadian Retailer - Holiday 2014 - 17
Canadian Retailer - Holiday 2014 - 18
Canadian Retailer - Holiday 2014 - 19
Canadian Retailer - Holiday 2014 - 20
Canadian Retailer - Holiday 2014 - 21
Canadian Retailer - Holiday 2014 - 22
Canadian Retailer - Holiday 2014 - 23
Canadian Retailer - Holiday 2014 - 24
Canadian Retailer - Holiday 2014 - Technology Tips for Small Business
Canadian Retailer - Holiday 2014 - 26
Canadian Retailer - Holiday 2014 - 27
Canadian Retailer - Holiday 2014 - 28
Canadian Retailer - Holiday 2014 - 29
Canadian Retailer - Holiday 2014 - Retail Council of Canada and Google Help to Spark Retail
Canadian Retailer - Holiday 2014 - 31
Canadian Retailer - Holiday 2014 - 32
Canadian Retailer - Holiday 2014 - 33
Canadian Retailer - Holiday 2014 - Social Workers
Canadian Retailer - Holiday 2014 - 35
Canadian Retailer - Holiday 2014 - 36
Canadian Retailer - Holiday 2014 - 37
Canadian Retailer - Holiday 2014 - 38
Canadian Retailer - Holiday 2014 - 39
Canadian Retailer - Holiday 2014 - Chasing the “E-tail” to Keep Pace With the 24/7 Shopper
Canadian Retailer - Holiday 2014 - 41
Canadian Retailer - Holiday 2014 - 42
Canadian Retailer - Holiday 2014 - 43
Canadian Retailer - Holiday 2014 - 44
Canadian Retailer - Holiday 2014 - 45
Canadian Retailer - Holiday 2014 - 46
Canadian Retailer - Holiday 2014 - 47
Canadian Retailer - Holiday 2014 - Know Your Clients and Drive Your Sales
Canadian Retailer - Holiday 2014 - Advertiser's Index
Canadian Retailer - Holiday 2014 - Retail Quick Tips
Canadian Retailer - Holiday 2014 - cover3
Canadian Retailer - Holiday 2014 - cover4
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