Many brick-and-mortar retailers have struggled to succeed in the 21st century with the rise of e-commerce competitors. But a few marketers have managed to turn their physical retail presence into an asset, rather than a liability.
One such innovator is Jeannine D’Addario (LinkedIn | Twitter). As Chief Marketing and Communications Officer at Guitar Center, Jeannine has overseen an increased emphasis on Guitar Center locations as places of learning and education. On this episode of Marketing Trends, she tells us how building these customer experiences have helped Guitar Center succeed in the marketplace.
3 Key Takeaways:
– Physical retail succeeds when it is an experience, not just a place to shop.
– Education is a great way to bring people into the pipeline and begin the customer journey.
– Brand consistency is crucial. You have to know your values and make your retail strategy an extension of them.
“There is an opportunity for people to come in and learn and experience. There’s an opportunity for people who have stopped playing to come back and play again. And there’s an opportunity for this generational sharing of learning to music that we’re seeing happening as well.”
“What allows us to win in this changing retail environment is thinking experience. What does the customer need and how do we get it to them seamlessly and in a way that supports them across whatever channel they come to us in.”
“It’s all about is thinking about the customer in a way that is different than just a onetime sale. It’s a longterm proposition. How do we build that relationship with you that keeps you wanting to come back? Because we know how to take care of you.”
Jeannine Davis D’Addario is the Senior Vice-President, Chief Marketing & Communications Officer for the organization. She assumed the role in August 2017. Jeannine is responsible for the organization’s marketing, branding, communications, and customer experience. She honed her marketing skills as the Interim CMO for Applebee’s, CMO for Whole Foods Markets, and CMO for Stanford Medicine. Jeannine’s career also includes executive stints at The Walt Disney Company, PepsiCo and Coors Brewing Company. She earned her MBA at UC Berkeley Haas School of Business and did Post-Graduate work at the Yale School of Management.
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