What's On a Retail CMO's To-Do List?
Focusing on their customers and setting the right expectations for their CEO when it comes to marketing plans are just two of the many priorities chief marketing officers at retail companies are putting on their to-do lists for the remainder of 2011.
This information was gleaned from a session titled "CMO/SVP Panel: Uncovering a CMO's To-Do List" at eTail 2011 in Boston this week. Kevin Conway, global director of consumer brands at Savvis; Matt Corey, chief marketing officer of Golfsmith; Lou Weiss, chief marketing officer of The Vitamin Shoppe; Bill Wood, vice president and chief information officer at Brookstone; and Jim Wright, senior vice president of e-commerce and customer marketing at Express, discussed their remainder-of-2011 goals and priorities.
"We're focused on four specific pillars right now," said Express’ Wright. "Driving e-commerce, growing the international side of our business, improving our brand for existing stores and opening more stores across the U.S."
In addition, Wright said he's focusing on how to integrate the Express brand across channels, optimizing return on investment from marketing programs, and understanding how Express customers shop in-store and applying that information to mobile applications.
"The customer has more control than ever before," Wright said. "We have to conduct focus groups, ask them what they want from their experience with us, then make those changes."
Most of the time, Express customers want their shopping experience to be like what they get on Amazon.com. The good news is that "they're willing to get that experience if they give a little," Wright said.
Focusing on the customer is also at the top of Brookstone's Bill Wood's to-do list. "If we understand our customers better, we'll understand how to speak with them," he said. "Two-way communication is important."
In addition, Brookstone has "eight to 10 initiatives on our plate right now for our website, including video," Wood said.