As hesitant as some were, the pandemic successfully welcomed even the most stubborn consumers and retailers into the digital landscape as digitalization became a must-have rather than a nice-to-have. In this changing retail climate, Scalefast, a global e-commerce solution provider that helps brands launch online stores, saw companies encounter demand like never before. New needs emerged, not only for the slow-to-adopt but also for those experiencing overwhelmed operations and system flaws revealing themselves under pressure. Scalefast told WWD that while e-commerce sites were created to serve broad needs, one size does not fit all and to truly use technology to its fullest, understanding that the consumer is ever-changing is key. Here, Dan Wallace-Brewster, Senior Vice President of Marketing at Scalefast, shares insights about the evolution of the retailer to consumer relationship, how brands can take ownership of consumer relationships and how to utilize technology to bolster every experience. Fairchild Media Group: How has the way legacy brands connect with consumer changed over time? Dan Wallace-Brewster: Brands used to have a very personal relationship with their customers. And, in fact, many fashion CEOs were originally the creative director and head designer and couldn’t be successful without an almost intimate knowledge of who their customer was.
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