Boston Apparel Group`s David Blakelock, vice president of technology and strategic development, will speak at the Internet Retailer Conference on the importance of having a clear view of customers` interests across multiple retailing channels.
Zak Stambor , Managing Editor
As consumers search for the best deals across multiple retailing channels, retailers must understand their customers` interests and activities regardless of where they shop, says David Blakelock, vice president of technology and strategic development for Boston Apparel Group.
Blakelock will provide details about how Boston Apparel developed a single customer database after consolidating its Chadwicks and Metrostyle women`s apparel brands, then executed consistent, targeted marketing campaigns aimed at both online and offline customers, in a session entitled Creating a single view of your customers-and presenting them with a consistent view of you.
"With consumers shopping more cautiously and moving from channel to channel, retailers must know all of a customer`s activities in each channel so they can target their marketing to customers` wants and needs," Blakelock says. "But many retailers are burdened by disparate systems that were built out over many years, with the result that often one channel or one brand doesn`t know what`s happening in another."
He also will talk about the changing expectations of consumers and how they want retailers to customize shopping experiences based on previous interactions.
Why the editors asked David Blakelock to speak:
David Blakelock brings long experience to the cross-channel view. He has more than 25 years in retail, wholesale, business-to-business and business-to-consumer. Before Boston Apparel, David was a retail and distribution consultant for Senn Delaney/Accenture where he ran the Distribution and Logistics practice on the East Coast, and worked with Fortune 500 companies including Sears, Federated Department Stores, Kmart and other major retailers.