Forget the term omnichannel — start thinking like a consumer instead.
That’s the conclusion of David Geisinger, head of retail business strategy at eBay Inc., who spoke on “eBay’s Focus on Innovation in an Omni-Channel World” at Stella Summit 2013 at the New York Stock Exchange on Friday.
Geisinger believes that the word omnichannel is “grossly overused.” He noted that because consumers don’t use the term, there’s no reason for retailers and marketers to use it either and that the focus should really be to “start thinking like a consumer,” instead of silos of distribution such as buying online, on a mobile device and in brick-and-mortar.
For Geisinger, thinking like a consumer really means learning how to integrate the platforms so that service becomes the key to engaging the customer.
He gave an example of abandoning an online shopping cart for a particular brand, and then heading into the city the same day and going into that brand’s store and having to find all the things that had been in the online cart to put into the physical cart. His point is that from the consumer’s standpoint, it would be easier and better if he could walk into a physical store and the store associate would know automatically to put the same items in a cart for him. In some respects, those tools are in place given the mobile gadgets that consumers carry.
Similarly, when a consumer buys online and goes to a store for pickup, the experience now is that one has to go to customer service and is lucky if the item is already available for pickup, Geisinger said. Even if the item is already ready for pickup, “that may be efficient, but is that engaging the consumer?”
Geisinger explained that it would be great if the store associate could pull complementary items for what was ordered to hold up to the consumer and suggest whether such and such items are also needed.
Mobile should be thought of as a complement to existing tools to reach customers because not all people need mobile as a platform, he said.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)