Ian Cohen, Vice President of Omnichannel at Rent-A-Center, and Connie Petticrew, Head of Global Loyalty Programs at Hotels.com, discussed how organizations can leverage various tools to deliver an omnichannel customer experience during a Fireside Chat at the 2015 Leadership in E-Commerce Forum in Dallas on May 21. During the discussion, Cohen pointed out that deploying a successful digital marketing strategy requires different departments to work together.
According to Cohen, collecting customer data across numerous channels is key for organizations of all sizes. By doing so, he said an organization can bolster its digital marketing efforts, both now and in the future. In addition, Cohen pointed out that digital marketing requires collaboration between different departments: "Digital marketing is shared between our marketing organization and our omnichannel organization, so that’s where a lot of the work that is around a roadmap for 2015. When we establish and design a strategy for that, we work together."
Understanding the customer perspective also is vital for organizations that want to deliver omnichannel support, Cohen said. An organization that devotes the necessary time and resources to learn about its clientele, Cohen said, can thrive: "You have to be able to understand what the customer’s opinion would be about the big decisions that you’re making. We’re moving toward that model. We’re excited about it. I think some companies get it more than others, but that’s a huge opportunity for us we’re excited about."