The top 5 things learned at Shop.org Retail’s Digital Summit

1)   JOURNEY MAPPPING IS EVERYWHERE

More companies than ever are moving toward “Human Centered Design” and “Consumer Journey Mapping”. This is great news because it’s exactly how consumers get the best experiences and retailers make the most money together. #winwin.

Shout’s out to Allan Kempson’s talk: “It’s all connected – the secrets of  customer journey mapping”. Allan schooled us on the importance of tuning into customers, winning political support and showing how Journey Mapping boost sales.


2)   DIGITAL RETAIL FINALLY MEANS DIGITAL IN THE STORE
Digital is getting into the retail game in major ways. (Http://www.adobe.com) Adobe is breaking new ground, changing the way consumers are served in retail dressing rooms using an interconnected view of your personal preferences, social medial behavior, inventory and fashion.  This changes everything: (http://www.adobe.com/industries/retail.html)

3)   SMART IS STILL BETTER THAN BIG WHEN IT COMES TO RETAIL
Savvy retailers like Sur La Table (http://www.surlatable.com/) are taking advantage of the latest techniques in online reputation management to reinforce top notch experiences to customers.  During Kevin Ertell’s talk we learned about several new forms of customer-generated content that are becoming crucial to the shopper journey. Yep that’s +1 for the customer journey!

4)   KNOWLEDGE IS POWER, ESPECIALLY IN THE HANDS OF STORE ASSOCIATES
How does a 100+ year old company rapidly transform into a digitally savvy retailer? Mike Amend EVP Omnichannel from JCPenney shared with us how building unique experiences through combining products and services helps consumers see the brand in a new light.  Beyond that JCPenney is arming store associates with actionable insights from digital data. That’s not all. Their smart consumer journey carries customer relationships across media from physical to digital. #smartmarketing #digitalstrategy


5)   SHOP.ORG IS STILL BRINGING US UNEXPECTED GAMECHAGERS
New technologies like Pointillist (http://www.pointillist.com/) are entirely changing the retail marketing game by helping retailers connect consumer engagement and behavior across multiple touchpoints. The good news is that we can all finally get rid of that leaking sales and marketing funnel we’ve been carrying around since St. Elmo Lewis invented it in 1898.

This years conference brought together a wide range of intelligent minds to shape the future of retail.

 

Speakers included : Michio Kaku (http://mkaku.org/) the genius behind String Theory, Jill Balis the feisty CMO from the Grommet (https://www.thegrommet.com/) , Becky Gebhart from Lands End (http://www.landsend.com/)  and a crowd favorite from UncommonGoods David Bolotsky. (http://www.uncommongoods.com/)

 

We heard many different views on the future of retail and had the opportunity to see how many leading brands are breaking new ground, paving the way and changing the game.

 

Overall the event was a strong success and Michelle Bowman @Mbowman1122 and I, @dwakabayashi really enjoyed the shop.org twitter takeover during Mike Amend’s Key note. We’re both looking forward to next year!