The webinar covered digital strategies for retail leadership during COVID, including focusing on positive customer experiences, being responsive to feedback, and breaking down silos between marketing channels. Presenters recommended prioritizing what matters most to customers, using data to personalize experiences, and listening to solve human problems. New rules for marketing include embracing diversity and weaponizing insights. The webinar also discussed using reviews and ratings to improve, and how AR/VR could remix the in-store retail experience.

1. Retail Leadership Summit Webinar Notes

2. Podium Sponsored
Connect
“Retail Leadership Summit”
Webinar 3/25/21

3. VP of Enterprise Sales at Podium: Doug Regner
https://www.linkedin.com/in/doug-regner-
9245934/
Co-Founder Podium: Dennis Steele
https://www.linkedin.com/in/steeledennis/

4. COVID Digital Acceleration:
• 76% CEO’s are bullish about comeback
• 50% Companies increased digital
investments by +10% for 2021

5. Dan Gingiss, The Experience Maker,
Customer Experience Coach
https://www.linkedin.com/in/dangingiss/
https://www.dangingiss.com/
How a Remarkable Customer Experience Can
Be Your Best Sales & Marketing Strategy
Discussion led by:

6. Digital Sales Strategy:
• 258B emails are noise to consumer
• Protect existing customer base
• Focus on positive experiences
• Don’t prospect with content

7. The bar is set low:
• 46% Consumers say brand experience
doesn’t meet their expectations
• 66% Consumers say they can’t remember
the last time brand exceeded expectations
• 82% Consumers left brand because of bad
experience

8. The rewards are great:
• Customer Experience Leaders outperform
the market
• #1 Customer loyalty factor is to reduce
customer effort

9. Take the W.I.S.E.R. Approach:
• Witty
• Immersive
• Shareable
• Extraordinary
• Responsive

10. Witty:
• How to communicate to customer
• Be clever, creative in content
• Great customer experience is priceless

11. Immersive:
• Create deep experiences
• Personalize and consistent experience
• Show value of experience

12. Shareable:
• Think Starbucks Unicorn Frappuccino
• Coke a Cola “name” campaign
• Word of mouth marketing campaigns

13. Extraordinary:
• 1st in class customer experience
• Responsive to customer comments
• 1:1 communication

14. Tom Fishburne, The Marketoonist
Author of “Your Ad Ignored Here”
https://www.linkedin.com/in/tomfishburne/
The Art of Omnichannel
Discussion led by:

15. The art of omnichannel:
1. Move to what matters
2. Don’t let marketing vision blind
3. Data driven, not data blind
4. Personalization matters
5. Break silos

16. Move from shiny objects to what matters:
• Keep up with technology
• Place bets on fewer things
• Create impactful experiences
• Customer loyalty peaks at need

17. Don’t let marketing vision blind:
• Focus on customer journey
• Connect in meaningful ways
• Deliver on true utility
• Solve customer problems

18. Optimize personalization:
• Bad personalization is worse than none
• Use data for insight
• Be sensitive to customer
• Offer opt out holidays (e.g., Mom’s day)

19. Break down organizational silos:
• Be customer centric
• Extension of brand
• Link off-line + on-line

20. Neil Patel, Co-Founder Neil Patel Digital
New York Times bestselling author
https://www.linkedin.com/in/neilkpatel/
Your Next Customer is Searching for You
Discussion led by:

21. Reviews & Ratings:
• Impacts 93% purchase decisions
• Use feedback to adapt and improve
• Consistency is paramount
• Recency eliminates hesitation

22. Omar Johnson, Co-Founder OBUS
Former CMO at Beats by Dre/Former VP
Marketing at Apple
https://www.linkedin.com/in/omarjohnson/
The New Rules of Marketing:
From Influencers to Ambush Marketing
Discussion led by:

23. New Rules of Marketing:
• Diverse Experiences
• Weaponize Insights
• Most Important Asset is People
• Listen as Offense
• Solve Human Problems

24. OPUS Team 6 Rules for Storytelling:
1. Product is King
2. We are Young (in spirit)
3. Always Authentic
4. We are the Leader
5. Live the Connection
6. We Move Culture

25. Steps to Remix Retail:
• AR / VR
• Virtual Adventures + Design
• Customer Avatar for Fit
• Store is Curated Marketplace
• Store is Distribution Point

26. Thank You

27. Reach Me
Joan Braatz
Vice President Merchandising
Retail | B2C | B2B
braatzjoan@gmail.com
214-733-9677
https://www.linkedin.com/in/joanbraatz/
https://joanbraatz.com/