By Allan Maurer
Sean Cook, CEO of Atlanta-based Shopvisible, saw a shirt he liked in a catalog on his dining room table. The retailer had a store nearby, so Cook bought the shirt.
Later that day, his wife received a discount coupon on her mobile phone for the same shirt and fowarded it to Cook’s email address. He later went online and ordered three more using the discount.
To reach today’s connected consumers, says Cook, you have to look at multiple channels and the “interconnectivity of devices.”
“We have an incredible amount of new clients coming in looking for our cross-channel capabilities (at Shopvisible),” Cook says.
Not a luxury, but a mandate
“Long term clients are embracing mobile, tablets, and social commerce as well. Given that consumers are in and out of all these channels during the day, it’s not a luxury to be in all those places, it is a mandate.”
For instance, he notes that conversion rates on mobile are not that high (at least not yet). “But you can see the impact it has on other conversions,” he adds.
Then there is the way tablets are influencing marketing. “There is a whole new language of user experience. Now, entire interfaces have to be designed for touch – how do you make it a touch-friendly experience?”
You can’t just restamp your website for tablets and mobile, Cook says. “You’re going to have to put effort into it – the mouse is not the same as your index finger or thumb.”
Strip away the clutter for touch screens
On mobile and tablets, “That often means stripping away stuff,” says Cook. “What can you pull out of the process to make it as efficient as possible?”
While Shopvisible encourages its clients to do locally specific offers, but Cook says it’s important to look at more than one data point. “I was looking for something on Amazon for a birthday my young daughter was attending and for the next three or four months, Amazon was convinced I was a Barbie enthusiast.”
So, he suggests, “Take more than one data point and make sure you continue to collect data and have an evolving set of offers for your customers.”
Participating in the Digital Summit
Cook is a frequent presenter and educator on the topic of integrated touch point commerce at conferences like Shop.org and Innovate.
Additionally, he has published articles in tier-one publications such as Forbes, 1to1 Magazine and Internet Retailer and his commentary has been included in popular retail and ecommerce publications like Website Magazine, Ecommerce Times and DMNews. In 2011, Cook was listed as a top 25 Entrepreneur to watch, by Business to Business Magazine.
He’ll join speakers from brands such as Google, AOL, The Huffington Post, Mashable, Twitter, Klout and Pandora, among others, at the upcoming Digital Summit in Atlanta May 9 and 10.