Digital Disruption

04.10.13 12:00:00 AM
Digital Disruption
Aligning Your Brand to Sell & Communicate with the Omni-channel Consumer by Celeste Gudas, CEO, 24 Seven Inc.

After the 2012 holiday shopping season, there’s no denying it. The way consumers shop has been forever changed by digital technology. According to industry figures, the holiday season saw the growth of online sales outpace brick-and-mortar. And m-commerce drove that surge—with some reports indicating that sales from mobile-enabled sites ac¬counted for 30%+ of e-commerce.

Whether late to the party or an early adopter, luxury brand marketers have gotten the message and many are funneling more dollars into digital initiatives than ever. A Luxury Interactive/ShopIgniter survey released in January 2013 polled marketers at major global luxury brands, with 85% of them indicating plans to increase digital marketing spend this year. Over 2/3 of the executives polled said that digital will become the most important marketing channel by 2015.

Macy’s Leads by Digital Example Companies like Macy’s have led the digital charge as an omni-channel marketing leader. Macy’s has fully embraced digital technology, creating a delight¬ful experience no matter where consumers interact with the brand. In a recent Crain’s New York Business article, Macys.com chairman Jeff Kantor explained, “We want the customer to be able to shop Macy’s whenever, wherever and however they prefer.”

Digital initiatives, whether already implemented or planned, cover every consumer touch point. This in¬cludes the desktop site, the mobile version, and even digitizing the in-store experience with iPad-wielding sales people, digital mannequins, kiosks, and more. The retailer is also investing to ensure that inventory is available no matter where customers decide to purchase. On the social media front, Macy’s launched a highly-successful comprehensive strategy that le¬verages multiple platforms, creating an engaging and personalized experience for fashion lovers and shop¬pers. Further, Macy’s is mining data to make every consumer interaction meaningful and engaging.

To fuel its digital marketing engine, Macy’s continues to invest heavily in talent. According to the Crain’s New York article, the website business alone employs 1,150 workers. Macy’s digital gamble is paying off, with in¬ternet transactions topping $2billion dollars in 2012, according to a spokesperson quoted in the article.

Digital-savvy Talent Is White Hot as Demand by Fashion & Retail Companies Soars To capture their share of the heart and wallet of the omni-channel consumer, forward-thinking compa¬nies are moving quickly to snap up digital talent. For 24 Seven, 2012 saw the greatest demand for digital talent to date. Fashion & Retail companies on the hunt for E-commerce professionals most often sought candidates with on-line planning, merchan¬dising and buying experience. E-commerce web designers and copywriters were highly desirable as well. Going into 2013, 24 Seven expects the trend to continue, with the addition of a burgeoning demand for m-commerce talent.

“More and more of our Fashion & Retail clients are embracing increasingly sophisticated E-commerce and digitally-driven E-tailing and shopper market¬ing strategies, driving their demand for specialized talent,” explained Celeste Gudas, CEO & Founder of 24 Seven, “As a strategic talent management resource, we are exceptionally positioned to meet that demand because our recruiting expertise not only encompasses a unparalleled understanding of Fashion and Retail talent strategy, but also a similar specialization in Marketing, E-commerce and Digi¬tal/Interactive. We have the unique ability to tap into our deep talent network across industries to deliver innovative and highly-skilled professionals who will enable the mission-critical initiatives of our clients.”

Digital initiatives, whether already implemented or planned, cover every consumer touch point. This includes the desktop site, the mobile version, and even digitizing the in-store experience with iPad-wielding sales people, digital mannequins, kiosks, and more...

MOST SOUGHT AFTER DIGITAL TALENT IN FASHION & RETAIL: Account Management Back end/.Net Developer, Copywriter, Creative Director, CRM Manager, Digital Strategist, E-commerce Manager, Email Marketing Specialist, Front End Developer, Graphic Designer, Illustrator, Magento Developer, Media Planner & Buyer, Mobile Application Designer / Developer, Online Buyer, Online Merchandise Manager, Online Planner, Online Stylist, Photo Retoucher, PHP Developer, Product Copywriter, Product Manager, Project Manager, Responsive Designer, SEO / SEM Manager, Social Media Manager, Social Media Strategist, Usability Designer, UX/UI Designer, Visual Designer, Web Developer