Mobile Commerce Daily’s Giselle Tsirulnik interviewed Amy Halford, senior digital brand manager of interactive marketing and emerging media, Richfield, MN. Here is what she had to say.First the money paragraph.
Multichannel integration and measurement are the two biggest challenges. Mapping out our organization’s entire digital ecosystem and taking advantage of all the touch points in a relevant way is very challenging both in its size and complexity.Amy doesn't need to be educated. She gets it. Just help her solve her problem.
Other snippets follow:
It’s very easy to be distracted by shiny objects, but if you stay grounded on delivering against the customer’s need, regardless of the technology employed, there’s a greater likelihood for success.
Our chief marketing officer is a self proclaimed “noisy advocate” for the mobile platform. We see mobile as not only a commerce opportunity but an opportunity to learn more about our customers and serve them better across the enterprise. Our approach is to test frequently, learn quickly, and scale appropriately.
We also recognize the 1:1 opportunity of the mobile channel and as we develop that capability, mobile is a key means for allowing customers to get more customized messaging and offers should they choose to do so.
We have built several SMS subscription databases including our Best Buy Deal of the Week, which we promote and send each week in both English and Spanish.
To support our stores at a local level, we’re executing a district-level SMS pilot enabling those stores to send news, alerts, events & offers specific to their store – to the customers that shop in their store.