Customer Experience 2020

I had the pleasure of moderating a Brand Innovators Future of Consumer Experience panel discussion this morning. The panel was comprised of key execs from Southwest Airlines, Brinker International (Chili’s) and JCPenney.

The topic was Customer Experience 2020: Omnichannel Retailing and Loyalty.

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Our discussion centered around each panelists approach to connecting with today’s consumer and how they are striving to create a return on relationships.

We discussed how they see their customers behaviors changing and how they plan to remain relevant through 2020.

Next we discussed what trends are on their radar and where they are spending time and dollars experimenting and working towards value creation for their brand.

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Some of the key trends for the Southwest Airlines team was creating seamless connections with consumers and reducing FOMO or Fear of Missing out through their approach to integrating live streamed entertainment such as live NFL games.

Wade Allen, VP of Customer Engagement and Digital Innovation at Brinker talked about the role that the Internet of Things and Wearables combined with their approach to mapping data can enhance the customer experience.

Tracy Chavez, Director of Advertising & Strategy/National Media Director, JCPenney outlined how they are testing Beacons as a means of creating location specific contextual connections with their consumers.

We ended the discussion with each panelist giving their advice to the other brand marketers in the room about how they can incorporate aspects of their planning process into theirs in preparation for 2020.

Follow Tom Edwards @BlackFin360

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Brand Innovators Content Marketing Summit

This morning I had the pleasure of co-chairing/hosting the Brand Innovators Content Marketing event in Dallas, Texas. It was a great turn out and it was good to hear the personalized stories, trials and successes of the various brand marketers in attendance.

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Many points were addressed including the impact consumer centric content marketing can have on a brand to the role of user generated content, employee advocacy, brands as editors and generational content strategies.

My perspective is that relevant content can be the connector to modify or impact behavior. Understanding how to leverage the content continuum (created, co-created, integrated and curated) with a highly contextual and timely message while also ensuring that your message architecture is consistent across channels is the key to executing a successful strategy.

Follow Tom @BlackFin360

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