Target SVP Marketing Talks Digital/In-Store Convergence
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More than a Store'It's a Medium
IIR, FUSE Radio
unhelpful.
I believe that by and large they're still surprisingly misunderstood in marketing circles.
have always specialized in customers.
At the same time, the advent of the Internet and the proliferation of
communication channels and devices have posed unique challenges and
opportunities for retailers.
 |
| Shawn Gensch |
Shawn Gensch understands that the customer today is a
moving target and he's capitalizing
on the convergence of digital channels and the brick-and-mortar environment to connect
with the customer in ways that amplify the discount giant's brand and shopping
experience.
delivered an amazing social experience in our stores,' Target's SVP of
Marketing told FUSE Radio. "Our stores are a great catalyst for that continuity of the digital experience."
is unprecedented, Gensch noted.
opportunity on a whole new level'The convergence of media'whether it's purchase
channel or messaging channel'can actually come alive in the store,' he said.
interview with FUSE Radio, Gensch discusses:
media convergence
add to the equation
what it may look like a few years out
more'
Point of View' at FUSE 2013 taking place April 15-17 in Chicago.
more information or to register, please visit www.iirusa.com/fuse
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for marketing, media and consumer research and insights professionals. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.