Soon, we will no longer be able to shop at the three JcPenney stores located at Dunkirk-Fredonia Plaza, Westfield Sunrise, and Palisades Center in the New York region.
JcPenney decided to close 138 stores all over USA as part of its strategic decision to align with their omnichanel strategy. Wal-Mart’s 2016 strategy was similar when they closed 269 stores and acquired fast growing e-commerce store Jet.com and leading women’s online fashion retailer company Modcloth in the beginning of 2017.
This phenomenon of closing brick and mortar stores and acquiring fast growing online retailers is to attract the customers who are shopping-driven. Yes, loyalty-driven customer base is decreasing and shopping-driven customer base is increasing.

“I like to say that the four Ps of marketing — product, price, promotion, place — have to be supplemented by the four Cs: culture, content, community, connect,” says David Dubious, social scientist and marketing professor at INSEAD Business school, in “The Digital Value Loop.” He also stresses on the fact that organizations need to adopt the Potterian marketing model where digital and social channel fits exactly to this model. The idea behind this model is to build the brand along with generational consumers and their changing behaviors by having a lifetime conversation. This will help the brands to evolve with the customers.
I would like to reiterate one of the key and unique strengths emphasized upon by Gartner in relation to Salesforce.com (SFDC), is that the marketing cloud envisions the full-life cycle of customer engagement. This is a crucial feature in which technology and marketing leaders need to focus on when selecting the digital marketing hub. Among other leaders in the 2017 Gartner Magic Quadrant for Digital Marketing Hub, SFDC Marketing Cloud was specially recognized for having the ability to build long-term conversations with consumers through the vision of full-life cycle customer engagement.
I hope this has provided valuable insights to marketing leaders for crafting their strategy around digital channels and consumer behavior and to technology leaders working to reduce complexity in decision-making for choosing a digital marketing hub platform.
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