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THANKS FOR DROPPING BY!
I can’t wait to share some
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on CX Innovation in the
Retail Industry.
Retail Industry.
The growing buying power of Gen-Z and Millennials is a key driver of retail sales today.
In order to deliver experiences that resonate with them, companies need to leverage customer data.
What’s your customer data strategy?
In order to deliver experiences that resonate with them, companies need to leverage customer data.
What’s your customer data strategy?
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THANKS FOR DROPPING BY!
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The growing buying power of Gen-Z and Millennials is a key driver of retail sales today. In order to deliver experiences that resonate with them, companies need to leverage customer data.
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Years of Experience in
CX-Focused Digital Transformation
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Fortune 1000 Companies Successfully Transformed Into Digitally Driven Organizations
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Years of Experience in
CX-Focused Digital Transformation
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Fortune 1000 Companies Successfully Transformed Into Digitally Driven Organizations
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Gen-Z and high-income millennials have the urge to splurge
About 64% of Gen-Z consumers and 70% of high-income millennials say they intend to splurge in 2023. Food, fashion, and travel are the leading categories for increased spending while household goods, vehicles, and fitness products are taking lower priority.
Social commerce is a leading growth opportunity for retailers
About 32% of Americans have made a purchase on a social media platform in the past year, and retailers are expecting more customers to buy products through social media in 2023. Influencer marketing is also becoming a key driver in customer acquisition and retention. Over 60% of social media users trust influencers while only 38% rely on brand recommendations.
Enhancing the omnichannel experience is a priority for retail leaders
Nearly 8 in 10 retail executives aim to improve their omnichannel experience to reduce lost sales due to product returns. The growth of ecommerce created problems for reverse logistics: consumers’ inability to feel and try on products leads to much higher return rates (30%) compared to in-store purchases (10%).
Digital solutions can enable retailers to provide accurate product details online and integrate tools that allow for more precise product representation. For example, having a 3D visualization of a merchandise can reduce returns by 40%.
Developing markets will see the fastest pace of online retail growth
Online sales in the Middle East, Africa, and Latin America are expected to grow at over 20% in 2023, while Asia will report a 12% increase. The focus on digitalization, higher internet penetration, and a growing middle class are key drivers for retail investment in these emerging markets.
Sources:
Consumer goods and retail outlook 2023 - Economist Intelligence Unit
Monthly update on the state of the US consumer: April 2023 - McKinsey & Company
2023 retail industry outlook - Deloitte
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Gen-Z and high-income millennials have the urge to splurge
About 64% of Gen-Z consumers and 70% of high-income millennials say they intend to splurge in 2023. Food, fashion, and travel are the leading categories for increased spending while household goods, vehicles, and fitness products are taking lower priority.
Social commerce is a leading growth opportunity for retailers
About 32% of Americans have made a purchase on a social media platform in the past year, and retailers are expecting more customers to buy products through social media in 2023. Influencer marketing is also becoming a key driver in customer acquisition and retention. Over 60% of social media users trust influencers while only 38% rely on brand recommendations.
Enhancing the omnichannel experience is a priority for retail leaders
Nearly 8 in 10 retail executives aim to improve their omnichannel experience to reduce lost sales due to product returns. The growth of ecommerce created problems for reverse logistics: consumers’ inability to feel and try on products leads to much higher return rates (30%) compared to in-store purchases (10%).
Digital solutions can enable retailers to provide accurate product details online and integrate tools that allow for more precise product representation. For example, having a 3D visualization of a merchandise can reduce returns by 40%.
Developing markets will see the fastest pace of online retail growth
Online sales in the Middle East, Africa, and Latin America are expected to grow at over 20% in 2023, while Asia will report a 12% increase. The focus on digitalization, higher internet penetration, and a growing middle class are key drivers for retail investment in these emerging markets.
Sources:
Consumer goods and retail outlook 2023 - Economist Intelligence Unit
Monthly update on the state of the US consumer: April 2023 - McKinsey & Company
2023 retail industry outlook - Deloitte
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Mall of America
We worked with the Mall of America to develop a vision of a next-generation omnichannel digital experience for guests visiting the world’s largest shopping and entertainment destination.
We helped them identify new business opportunities through digital channels and envisioned a connected and consistent journey as guests move between touchpoints. We also built core systems, touch points and APIs to support their mobile app, website, wayfinding, and kiosks.
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Purchasing Power is an industry-leading financial services firm that offers a "Buy Now, Pay Later" benefit program for employees of companies like Delta Airlines, The Home Depot, Dell, and other major brands. With this program, customers can purchase brand-name products and vacation packages through installment payments deducted from their paychecks.
The Challenge: Strategically Boost Online Presence for a Targeted Audience
Since Purchasing Power’s services are exclusively available to employees of partner companies, its website is closed to the public and its online marketplace can only be accessed when a customer logs in using their account. This keeps search engines like Google and Bing from viewing and indexing the site, which limits organic visibility and potential customer reach.
My team and I had to figure out how to raise the company’s online visibility in a way that reaches and resonates with our target market.
My Approach: Leverage Performance and Customer Data to Power Up Our Digital Strategy
We started by conducting a comprehensive audit of existing digital marketing channels to assess the marketing mix, ROAS targets, and priorities. We also reviewed the capabilities of the company’s existing digital marketing agency including their customer acquisition strategies and KPIs.
After a thorough evaluation, we decided to work with a new agency that was able to better optimize and expand our marketing channels. We leveraged employee data to implement dynamic display and retargeting ads, broadened our targeting capabilities within social channels, and utilized digital performance channels to make our direct mail campaigns more effective.
We also optimized our SEM bidding strategies and enhanced SEO content and links to improve site visibility and bolster organic rankings. To get everyone on the same page, we created digital performance dashboards where all teams could check which channels were generating the most revenue.
Results: Higher Revenue, Bigger Budget
These efforts proved to be highly impactful. We got an impressive 20% increase in revenue within digital channels the following year, and our budget grew by 15% YOY.
By employing a data-driven approach in our digital strategy, we were able to make the best use of our marketing channels to establish a stronger customer reach.
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The Challenge: Build Up Online Visibility and Omnichannel Experience
While working at an eBay agency from 2012 to 2014, I had the opportunity to handle the digital revitalization of Stein Mart, a Florida-based fashion retailer with over 200 locations.
The retail chain’s brand awareness and online presence was seriously lagging; they were struggling to attract online traffic, generate revenue, and gather customer data insights. The company needed a strong omnichannel strategy to stay competitive, but they didn’t have a lot of experience in the online sphere.
My Approach: Evaluate, Build Alignment, and Forge Ahead
My team and I started by organizing workshop sessions to gather input, educate stakeholders, and gain alignment around the necessary changes.
We then conducted a comprehensive assessment of the company’s online pillars: Merchandising, Marketing, Operations, and Analytics. To gauge their competitiveness and pinpoint areas for improvement, we benchmarked company performance against the industry and relevant competitors.
In collaboration with department heads, we conducted a thorough financial analysis and digital marketing performance review to see what was working and what needed to change. We also ran an online usability study to identify customer pain points in Stein Mart’s digital experience.
Following these data gathering efforts, we developed a five-year strategic roadmap focused on priority programs. We then rolled out these key initiatives:
- Hired digital and marketing leaders to help sustain the company’s digital efforts
- Rebuilt the UX and design of Steinmart.com
- Expanded digital performance channels and set specific ROAS expectations
Results: Increased Revenue, Aligned Omnichannel Experience
Our efforts to elevate Stein Mart’s online experience paid off. The company saw a 15% YOY growth in online revenue and achieved remarkable alignment in their omnichannel strategy.
CUSTOM JAVASCRIPT / HTML
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Mall of America
We worked with the Mall of America to develop a vision of a next-generation omnichannel digital experience for guests visiting the world’s largest shopping and entertainment destination.
We helped them identify new business opportunities through digital channels and envisioned a connected and consistent journey as guests move between touchpoints. We also built core systems, touch points and APIs to support their mobile app, website, wayfinding, and kiosks.
CUSTOM JAVASCRIPT / HTML
CUSTOM JAVASCRIPT / HTML
Purchasing Power is an industry-leading financial services firm that offers a "Buy Now, Pay Later" benefit program for employees of companies like Delta Airlines, The Home Depot, Dell, and other major brands. With this program, customers can purchase brand-name products and vacation packages through installment payments deducted from their paychecks.
The Challenge: Strategically Boost Online Presence for a Targeted Audience
Since Purchasing Power’s services are exclusively available to employees of partner companies, its website is closed to the public and its online marketplace can only be accessed when a customer logs in using their account. This keeps search engines like Google and Bing from viewing and indexing the site, which limits organic visibility and potential customer reach.
My team and I had to figure out how to raise the company’s online visibility in a way that reaches and resonates with our target market.
My Approach: Leverage Performance and Customer Data to Power Up Our Digital Strategy
We started by conducting a comprehensive audit of existing digital marketing channels to assess the marketing mix, ROAS targets, and priorities. We also reviewed the capabilities of the company’s existing digital marketing agency including their customer acquisition strategies and KPIs.
After a thorough evaluation, we decided to work with a new agency that was able to better optimize and expand our marketing channels. We leveraged employee data to implement dynamic display and retargeting ads, broadened our targeting capabilities within social channels, and utilized digital performance channels to make our direct mail campaigns more effective.
We also optimized our SEM bidding strategies and enhanced SEO content and links to improve site visibility and bolster organic rankings. To get everyone on the same page, we created digital performance dashboards where all teams could check which channels were generating the most revenue.
Results: Higher Revenue, Bigger Budget
These efforts proved to be highly impactful. We got an impressive 20% increase in revenue within digital channels the following year, and our budget grew by 15% YOY.
By employing a data-driven approach in our digital strategy, we were able to make the best use of our marketing channels to establish a stronger customer reach.
CUSTOM JAVASCRIPT / HTML
The Challenge: Build Up Online Visibility and Omnichannel Experience
While working at an eBay agency from 2012 to 2014, I had the opportunity to handle the digital revitalization of Stein Mart, a Florida-based fashion retailer with over 200 locations.
The retail chain’s brand awareness and online presence was seriously lagging; they were struggling to attract online traffic, generate revenue, and gather customer data insights. The company needed a strong omnichannel strategy to stay competitive, but they didn’t have a lot of experience in the online sphere.
My Approach: Evaluate, Build Alignment, and Forge Ahead
My team and I started by organizing workshop sessions to gather input, educate stakeholders, and gain alignment around the necessary changes.
We then conducted a comprehensive assessment of the company’s online pillars: Merchandising, Marketing, Operations, and Analytics. To gauge their competitiveness and pinpoint areas for improvement, we benchmarked company performance against the industry and relevant competitors.
In collaboration with department heads, we conducted a thorough financial analysis and digital marketing performance review to see what was working and what needed to change. We also ran an online usability study to identify customer pain points in Stein Mart’s digital experience.
Following these data gathering efforts, we developed a five-year strategic roadmap focused on priority programs. We then rolled out these key initiatives:
Hired digital and marketing leaders to help sustain the company’s digital efforts
Rebuilt the UX and design of Steinmart.com
Expanded digital performance channels and set specific ROAS expectations
- Hired digital and marketing leaders to help sustain the company’s digital efforts
- Rebuilt the UX and design of Steinmart.com
-
Expanded digital performance channels and set specific ROAS expectations
Results: Increased Revenue, Aligned Omnichannel Experience
Our efforts to elevate Stein Mart’s online experience paid off. The company saw a 15% YOY growth in online revenue and achieved remarkable alignment in their omnichannel strategy.
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- Customer Experience
- Customer Data/CDP Strategy
- Digital Marketing Strategy
- Omnichannel Growth
- CRM & Loyalty
-
Personalization
- CMS Strategy
- MarTech Capabilities Development
- Voice of the Customer
-
Brand Product Management
- Segmentation & Analytics
- Business Development
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I’ve been working as a strategic marketing executive for the past 30 years, helping companies accelerate their digital growth by devising and driving targeted digital marketing plans, transformations, and innovations.
As a B2C and B2B marketer, I’ve gained expertise in Martech, CRM, and Customer Journey across many verticals including retail, insurance, automotive, and financial services. I deliver innovative marketing campaigns, strategies, performance channels, and digital solutions to raise brand loyalty, elevate customer engagement, improve client satisfaction, and drive incremental revenue.
I spearheaded Business Development strategy engagements for the following: VOC – Voice of the Customer, Segmentation, Loyalty Strategy, Personalization, CMS, CDP, CRM, Omnichannel, Creative Design/UX, Organization Change Management, and Customer Experiences.
I led teams in executing omnichannel strategies for retailers and brands such as JCPenney, Ralph Lauren, Victoria’s Secret, Stein Mart, Dollar General, Signet Jewelers, and more. I also held senior Marketing roles at Capgemini, OSF Digital, Purchasing Power, and an eBay agency to name a few.
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- Customer Experience
- Customer Data/CDP Strategy
- Digital Marketing Strategy
-
Omnichannel Growth
-
CRM & Loyalty
- Personalization
- CMS Strategy
-
MarTech Capabilities Development
-
Voice of the Customer
- Brand Product Management
- Segmentation & Analytics
- Business Development
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Some of my colleagues were kind enough to share their own experiences working with me.
John Wulfert
Partner + Chief Revenue Officer at Medium Giant
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Some of my colleagues were kind enough to share their own experiences working with me.
It's been a pleasure working with Scott and learning from his approach to direct marketing. He sees how things can be done, rather than why they can't be done. Scott is able to diagnose complex problems, and he uses the talents of his individual team members to adjust processes for maximum efficiency. He excels at using analytics to make the right strategic decisions and to execute key projects. He's an excellent resource in the field of direct marketing, consumer loyalty and retail marketing. A true partner, he encourages group participation, always has a positive can-do attitude and builds bridges based on trust and open communication. Scott is goal-driven, and his innovative approach to business produces results.
John Wulfert
Partner + Chief Revenue Officer at Medium Giant
I've had the pleasure to work with Scott over the past 3 years. He's an outstanding marketing leader able to develop effective strategies and execute them to get results. Scott is a good team and relationship builder, fostering a good team culture and partner relationships.
Justin Bell
Global CEO & President of Credera
Working with Scott is a pleasure, not just because he's got a great sense of humor but because he also has a unique combination of passion for his business and the ability to think both strategically and tactically depending on the need. He treats his service providers as teammates, not vendors, which enables a super-effective partnership.
Wendy Emerson
VP, Activation & Analytics at Butler/Till
I've had the pleasure to work with Scott over the past 3 years. He's an outstanding marketing leader able to develop effective strategies and execute them to get results. Scott is a good team and relationship builder, fostering a good team culture and partner relationships.
Justin Bell
Global CEO & President of Credera
Working with Scott is a pleasure, not just because he's got a great sense of humor but because he also has a unique combination of passion for his business and the ability to think both strategically and tactically depending on the need. He treats his service providers as teammates, not vendors, which enables a super-effective partnership.
Wendy Emerson
VP, Activation & Analytics at Butler/Till
FROM Solutions
Being part of FROM allows me to continue working on what I’m passionate about–improving customer experiences through innovation and digital transformation.
You may not know this, but FROM collaborates with plenty of major brands to help them succeed in their digital transformation. It’s what we love to do!
And we’ve been doing it for years.
Are you looking to overcome the hurdles that are stopping you from achieving true global transformations? Are you afraid of pursuing a product because you aren’t sure if your customers will like them? Do you feel backed into a corner because people are resistant to your transformation?
We can help with that! Our expertise in developing next-generation digital experiences allows us to design very specific strategies and programs that deliver real value, just like the results I shared with you earlier.
LEARN MORE ABOUT HOW WE CAN HELP YOU.
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CUSTOM JAVASCRIPT / HTML
FROM Solutions
Being part of FROM allows me to continue working on what I’m passionate about–improving customer experiences through innovation and digital transformation.
You may not know this, but FROM collaborates with plenty of major brands to help them succeed in their digital transformation. It’s what we love to do!
And we’ve been doing it for years.
Are you looking to overcome the hurdles that are stopping you from achieving true global transformations? Are you afraid of pursuing a product because you aren’t sure if your customers will like them? Do you feel backed into a corner because people are resistant to your transformation?
We can help with that! Our expertise in developing next-generation digital experiences allows us to design very specific strategies and programs that deliver real value, just like the results I shared with you earlier.
LEARN MORE ABOUT HOW WE CAN HELP YOU
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Digitally Preparing Your Company for a Recession
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Can a pizza chain go from almost bankrupt to a digital giant in just a few years? Domino’s certainly did, and they don’t look like they’re slowing down anytime soon.
How Starbucks Made Ordering Coffee a Digital Innovation
Starbucks went from a pre-digital coffee chain to an innovator that created one of the biggest mobile ordering apps of all time. This is how they did it.
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Digitally Preparing Your Company for a Recession
It’s crucial for companies to be ready for challenging times and well-equipped to take advantage of growth opportunities. Here are ten strategies for thriving in a recession.
Domino’s Near-Death Experience, Saved by Digital Transformation
Can a pizza chain go from almost bankrupt to a digital giant in just a few years? Domino’s certainly did, and they don’t look like they’re slowing down anytime soon.
How Starbucks Made Ordering Coffee a Digital Innovation
Starbucks went from a pre-digital coffee chain to an innovator that created one of the biggest mobile ordering apps of all time. This is how they did it.
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