WWD.com/globe-news/marketing-consumer-behavior/camuto-group-using-digital-to-leverage-offline-to-online-7214182/
government-trade
government-trade

Camuto Group Using Digital to Leverage Offline to Online

The company uses a variety of channels to digitally engage its customers.

Larry Promisel had one key takeaway for attendees: “Perfection is the enemy.”

The senior vice president for digital commerce at Camuto Group spoke on “Tactical Convergence from a Global Brand,” and for the past 18 months has been building Camuto’s digital infrastructure.

He emphasized at the outset of his presentation that in trying to balance the customer experience and achieve one’s goals, one shouldn’t try to be so perfect that he or she misses the opportunities that are out there.

“Sometimes you have to let it go and fix things on the fly,” he explained. According to Promisel, having a presence online isn’t just about e-commerce anymore. “It’s digital,” he said.

Camuto still does its fair share of direct-to-consumer e-mails, and has a 3 percent response rate, he said. That’s considered good in the industry.

Promisel also told attendees about the company’s college program, which uses “peer-to-peer digital engagement to target Millennials.”

In Camuto’s case, these individuals become brand ambassadors.

“Each [participating] campus has one brand manager and one fashionista,” Promisel said, explaining that they target their family and sorority sisters to increase social engagement and brand awareness within their network. “When they graduate, we graduate with them. We give them an interview suit” and help them with their interviewing skills, Promisel said. He noted that at least two have become full-time employees at Camuto.

He also told attendees that one “can’t repurpose content” because of the different channels, whether online, mobile or other media. Each channel requires content to be framed differently, he said.

He also told attendees of the shopping wall that was put up on 77th Street and Third Avenue in New York, where a new store is set to open. The company used the barricades to engage passersby in some pre-opening events, such as sweepstakes and QR codes for fall product. It’s an opportunity to drive sales offline to online as the QR code enables passersby to buy while they are walking by the site.

According to Promisel, there was no reason not to use the barricade to drive sales since the company is “already paying rent” at the location.