Retailers shift their ad spending from TV, radio and print ads to digital ads.
An IRCE speaker will discuss the chain’s mobile and tablet efforts.
Success in mobile commerce starts with thinking about the next move. That’s one lesson Staples Inc. took to heart last year when it redesigned its m-commerce site and smartphone apps, and created its first site for tablet computers.
Brian Tilzer, the office supply chain’s vice president of e-commerce and business development, will share his experiences working on an m-commerce site and smartphone apps in his keynote address to the Mobile Workshop June 8 at the Internet Retailer Conference & Exhibition 2012 in Chicago. He will speak from 8:30 a.m. to 9 a.m. on “Why Staples is investing big in mobile commerce.”
“Mobile is a constantly evolving space and you have to be continually thinking about your next move,” Tilzer says. “More and more shoppers are turning to their mobile devices as a way to research and shop whenever and wherever they want. E-retailers need to think ahead and anticipate customers’ needs, providing an offering that not only serves as an m-commerce tool but listens to, and solves, customers’ pain points.”
Tilzer wants attendees to leave the session with a better understanding of the planning and strategy necessary for success in mobile commerce. “They’ll also be able to understand the benefits of each platform—tablets and smartphones—and how Staples approaches each one differently,” he says. His also wants attendees to leave the session with a better sense of the role of the customer in mobile commerce—this includes consumer input before the launch of an m-commerce site or app, and feedback that can be used for updates.
Internet Retailer’s editors asked Tilzer to speak because of his experience in Staples’ mobile commerce overhaul. Prior to joining Staples, Tilzer worked with Linens 'n Things as senior vice president, strategy and business development, leading a strategy group and overseeing its growth businesses. He also spent 10 years working with retail and consumer clients as a management consultant with Andersen Consulting/Accenture.