Brad Brown (pictured left) senior vice president digital retail of recreational equipment retailer REI has told the 6500 delegates at the Adobe Summit in Salt Lake City that moving into a digital world was an extremely challenging process.
Quipping that it was the reason “they call it work”, he said that he was amazed at just how quickly the world had changed for the one-time bricks and mortar retailer.
“Once upon a time we would have done some outdoor, radio, print and TV so that we could try and convince someone when they were looking to buy some gear to consider us,” he said.
“Marketing has now changed because they can pull out their phone and it’s an amazing change in a short period of time.”
He said that in an in-store experience, staff got to know people little bit by little until eventually they knew a lot about a customer, now that has to happen online.
He said that now if someone came to the brand via their mobile, the experience had to be every bit as good as talking to a knowledgeable sales assistant in a store.
When asked about whether the future lay in technology or people, Brown said that he needed both. “You need to put good technology in the hands of smart people.”
As you would expect from a guest at the Adobe Summit, Brown told Adobe’s Brad Rencher, senior vice president and general manager of its Digital Marketing Business in from of the whole audience that “we’re all in with Adobe and we’re betting on you and your team to continue to advance your products and tools to allow one user interface and one customer view . . .”
He said in his case, he let “Adobe do the integration so I don’t have to. But it’s still a bet and you need to take them all the time”.
David Hovenden from Adobe Summit in Salt Lake City
Image from Adobe
For more from the Adobe Summit Digital Marketing Conference, see the stories below.
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]