tag:blogger.com,1999:blog-32202893.post5036079055462224414..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Gliebers Dresses: Anna Carter, The InterviewUnknownnoreply@blogger.comBlogger6125tag:blogger.com,1999:blog-32202893.post-60526877136558647292010-01-08T10:50:19.377-08:002010-01-08T10:50:19.377-08:00Kevin -
Mr. Novo makes a very good point, "T...Kevin -<br /><br />Mr. Novo makes a very good point, "The interesting thing for me is this: regardless of the catalog issue, there are still very few pure play web stores that optimize merchandise assortment and presentation in real time. They have hourly sales data but have weekly sales meetings."<br /><br /><br />This is where the relevancy of real-time data could potentially unlock some very useful data for retailers. The trick is being able to present it in an intuitive manner. It also needs to be measured and assimilated into useful reports<br /><br />The real-time data that exists today is mostly from 3rd party sites and until it's measured and tied back to ROI at retail site .... it's just noise!<br /><br />Jim Novo's right .... a huge disconnect exists. <br /><br />Fundamentally nothing has really changed at the retail site level. Appears to me there's a huge opportunity here!David Fishmanhttp://www.purchlive.comnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-63497783401832118322010-01-08T09:43:15.494-08:002010-01-08T09:43:15.494-08:00Brilliant piece Kevin - the parallels to media, pu...Brilliant piece Kevin - the parallels to media, publishing, telecom, and store-based retail are spot on.<br /><br />It is very difficult for a cataloger to 'change their DNA'; merchandise led-companies seem more adept at making the shifts necessary to reach their target markets.<br /><br />I've been advocating the hiring of DM and catalog creative types for our Site Testing and Optimization services team. They know how to design for test and maximize conversions. It is a new medium but most the same rules apply. And you can test segments and creative at the same time :-)Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-10636055460919724742010-01-08T09:17:17.689-08:002010-01-08T09:17:17.689-08:00Outside of LCD monitors, there isn't that big ...Outside of LCD monitors, there isn't that big of a difference from the past ... I remember being at Lands' End in 1990 and there were real-time call statistics posted on a 25" monitor attached to the wall, and I thought that was scintillating. So what I described is not necessarily futuristic at all ... it's just applying data from today with how folks looked at the world 20+ years ago.<br /><br />Jay ... your comment about teaching CSRs Social but not going the other way ... that works for so many things. We could always teach direct folks to do retail, but you couldn't always teach retail folks to do direct. Funny how those things work.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-67332216199740652182010-01-08T08:29:37.313-08:002010-01-08T08:29:37.313-08:00Excellent article, Kevin. Thanks!Excellent article, Kevin. Thanks!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-71984287623522886152010-01-08T08:28:04.540-08:002010-01-08T08:28:04.540-08:00Great points on the transformation of CSR's. F...Great points on the transformation of CSR's. For us, CSR's adding social capability can once again be a critical sales agent in the process (much like they were in the late 80's through early 90's). And we've found its better to hire sales people and train them on social than vice versa.Jay Allenhttp://www.teavana.comnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-58063475875483192122010-01-08T04:57:33.554-08:002010-01-08T04:57:33.554-08:00Kevin, this scenario, from the dashboard screens a...Kevin, this scenario, from the dashboard screens all around the company showing financial performance and customer interaction, to the optimization of presentation by employees, all of it in real-time, is also a description of how we ran Home Shopping Network in 1995.<br /><br />Of course, the interactions were over the phone, the customer comments were typed into terminals by call-enter folks, and the landing page was the television screen as people flipped through the channels.<br /><br />But, as you said, the technology doesn't matter; what matters is the business model; customer-centricity driven by feedback, optimized in real time.<br /><br />The interesting thing for me is this: regardless of the catalog issue, there are still very few pure play web stores that optimize merchandise assortment and presentation in real time. They have hourly sales data but have weekly sales meetings.<br /><br />There's a huge disconnect there, seems to me.<br /><br />Here's what the financial before / after for marketing looked like after the optimization:<br /><br />http://blog.jimnovo.com/2008/06/29/marketing-bands-numbers/<br /><br />Substitute "Mass Media" for "Catalog" in the story above and that's what happened at HSN when we finally really understood the power of interactive and optimized for it.<br /><br />Great piece!Jim Novohttp://blog.jimnovo.com/noreply@blogger.com