How One Major Retailer Is Using Marketing Orchestration To Reach Consumers

Yesterday was the Super Bowl post mortem. The day after. The day when we all share our collective thoughts on the game – if you even want to call it that, and of course the barrage of TV commercials. Marketers, advertisers and the general public the world over right now are sharing their views on whether the Seahawks played well, the Broncos played poorly, a little bit of both — and what their favorite and least favorite spots were and why.

I surely have my own thoughts but I will refrain as I want to share with you an example of a major retailer and their use of marketing orchestration.

Now those who know me know I am a huge proponent of marketing orchestration, integrated marketing or any other catchphrase you  want to use that describes the act of a) breaking down internal marketing silos and b) delivering to the consumer an “integrated message across all channels in a given brand’s arsenal.”How One Major Retailer Is Using Marketing Orchestration To Reach Consumers image Dieter Lehnhoff 600x400How One Major Retailer Is Using Marketing Orchestration To Reach Consumers

The latter comes from an article I wrote back in September Why Integrated Marketing Communications Is More Important Than Ever. It is one of many I have scribed on this very topic.

Paging The Maestro

Seinfeld fans will pick up on the reference to Bob Cobb, AKA The Maestro, who is the conductor of the Policeman’s Benevolent Association Orchestra.

In an article for The Economist Group, Scott Olrich, the  President of  Marketing and Platform for Responsys (full disclosure: my employer) shared a message for the maestros of the marketing world: CMOs.

“What we need to improve customer experiences and increase revenues are orchestrated marketing organizations,” said Olrich. “Orchestration occurs when silos are broken down, enabling the company to make better decisions and optimize a customer’s entire journey with a brand.”

In this same article Olrich referenced a Forrester study which was commissioned by Responsys on the subject of Marketing Orchestration. Forbes contributor Christine Crandell wrote about this very study in her piece The Always-Connected Customer Has Killed Marketing, Finally.

Enter The HBC Department Store Group

A few weeks ago, the Hudson’s Bay Company (HBC) announced the launch of a new mobile shopping application for two of its brands, Hudson’s Bay and Lord & Taylor.

In their official press release, HBC said they have partnered with Pounce, a consumer-facing mobile app to integrate traditional media with m-commerce, providing customers the opportunity to purchase merchandise displayed in print media using tablets and smartphones.

In other words, they are breaking down silos and providing to consumers an integrated and orchestrated experience.

The timing of the launch was done so as to coincide with the start of the Sochi 2014 Olympic and Paralympic Winter Games as Hudson’s Bay is the official apparel sponsor of the Canadian Olympic and Paralympic Teams. Also launched in the United States for Lord & Taylor, the first place consumers saw the mobile app was via ads for the HBC Olympic apparel which appear at various locations including public transportation.

How One Major Retailer Is Using Marketing Orchestration To Reach Consumers image Hudsons Bay GO Train 450x600How One Major Retailer Is Using Marketing Orchestration To Reach Consumers

The mobile app will also appear in print catalogs, too.

How One Major Retailer Is Using Marketing Orchestration To Reach Consumers image HBC 01 600x360How One Major Retailer Is Using Marketing Orchestration To Reach Consumers

Sounding very much like the maestro of an organization that gets marketing orchestration, Michael Crotty, Chief Marketing Officer of HBC said the goal of this initiative was to “complement traditional media with popular mobile technology.”

For his part, Avital Yachin, CEO of Pounce,  realizes that the need to orchestrate the long-established marketing methods with today’s digital/mobile world is key.

“Traditional media is a successful marketing channel, but consumers also want the power of instant purchasing,” said Yachin. “The large distribution of smartphones made online shopping available everywhere, all time. As retailers look to enhance their omni-channel strategy, connecting traditional call-to-action with the ability to take immediate-action is the natural development in e-commerce.”

But Wait, There’s More

Ok, not exactly the most original heading but the point is me being me, wanted to know more; to learn some of the backstory as to why this type of initiative was so important to HBC.

I reached out to Ryan Craver, Senior Vice President, Corporate Strategy at Hudson’s Bay Company and Lord & Taylor, to dig a little deeper.

Steve Olenski: Why was it important to have an integrated campaign where mobile and offline work together?

Ryan Craver: Customers across North America see our products in newspapers, magazines, mail and outdoor advertisements each and every day. Typically, the customer will have a mobile phone by their side as they view the media. With apps like Pounce, we are able to provide the customer with the ability to learn more about our products in a simple and enjoyable way whenever they want, wherever they want. Mobility.

Olenski: I realize it’s still very early but have you received any response from consumers yet?

Craver: Initial response has been extremely positive. Number of “pounced” items per use has been higher than expectations and customers say they feel “cool” when playing with the technology. Nothing better than creating enjoyable experiences for our customers.

Olenski: Where do you see the future of mobile marketing, not just within the HBC brand but overall as well?

Craver: Focus on mobile marketing in all industries will continue to grow in 2014 as “eye share” and traffic eventually exceeds desktop. Brands must continue to have a presence in all channels but must have a mobile first strategy in mind. A few themes for where mobile marketing is headed: 1) Video will continue to be a strong trend as brands adopt video adverts on services like Instagram, Vine and Snapchat; 2) iBeacons will drive the next wave of in-store environments, push notifications, wireless payments, etc; 3) Social shopping and gifting apps will gain traction, these apps are the malls of the internet.

In Closing

Clearly this is a brand that “gets it.” They realize the days of silos are over. The days of one marketing department working on this campaign while another marketing department works on a completely different campaign, with each going to the same consumer — are, as Crandall astutely and abruptly puts it, dead.

And as Olrich puts it, in perhaps channeling his own inner Seinfeld “Not that there’s anything wrong with email, display or any other individual marketing channel. But these programs are not nearly as effective when conducted in an isolated manner that restricts the sharing of customer insights.”

Source: Forbes

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