International Marketer Bianca Barbucci Brings Cross-channel Marketing Best Practices to China Audience
Consumers are no longer ‘uni-channel’ when it comes to shopping, bringing to retailers challenges in optimizing cross-channel synchronicity and customer services. Bianca Barbucci charts out best-practices for this new landscape.
Consumers nowadays are by no means ‘uni-channel’ when it comes to shopping, comparing and buying; they don’t see a difference where they interact with your brand.
April 7, 2014 – “Consumers nowadays are by no means ‘uni-channel’ when it comes to shopping, comparing and buying,” says Bianca Barbucci, “They don’t see a difference where they interact with your brand; therefore, brand promise must be delivered at ALL points of customer contact.”
As part of its ongoing webinar series providing business intelligence and experienced China market expertise, Z. H. TANK speaks at length with Bianca Barbucci, a marketing expert and business development veteran with over 20 years of experience.
Barbucci talks about what it means, and takes, to build cross-channel synchronicity for customers to optimize their shopping experience, and how to spot and reward the value a customer brings to the business.
Throughout the webinar, Barbucci returns to her credo that the relationships between customers and brands begin much more before the first transaction. “If you want to start to create a brand to your products and services (or even a celebrity person), it’s important to consider all the different vehicles and touch points the customers or prospects are going to be using before they are to transact with you,” Barbucci says.
She also emphasizes that it’s imperative for brands to create meaningful dialogues with the consumers in order to both ‘customize’ and ‘delight’, based on insightful profiling of the target consumer.
In a Q&A session, moderated by business consultant Erik Walenza-Slabe, Barbucci responds to a question about showrooming. “It’s no longer a question of ‘preventing’ or ‘forbidding’ customers from showrooming, because they will do it anyway. There is no mystery to any information, ” she claims. “What makes the relationship with the customer unique is the servicing you provide.”
She then talks about two useful counter-actions retailers may take, including even, by ‘encouraging’ customers to showroom in a specific scenario, in order to establish a positive engagement and better tackle showrooming to the retailer’s advantage.
Expanding on this theme, she talks about how important is customer insight, not merely customer data. She warns enterprises of the ‘data-rich, and information-poor’ trap. “The accumulation of data is never the issue; but the big questions is all about how you use it…Funny enough you have to determine how to use the data even before you start to accumulate it.
“You have to determine what it is for capturing your customers, and what kind of marketing strategies you are going to be doing with these data…Also, make a difference between ‘core data’ and ‘nice-to-have data’, ” adds Barbucci.
About Bianca Barbucci
Bianca Barbucci, currently the President of Bianca Barbucci Inc., approaches business with an international perspective and has an ability to work across cultures and languages. As a consultant, she has worked with large corporate clients internationally. Most recently, Barbucci was Vice President, General Manager of the retail and TV shopping operation of Groupe TVA, a large TV network in Canada. From 1989 to 2007, she was Vice President, Managing Director of Publicis Montreal and Vice President, Client Services at FCB Direct (currently DraftFCB).
About Z. H. TANK (www.zhtank.com)
Z. H. TANK’s mission is to deliver bilingual, business management and thought leadership seminars through an established online platform to facilitate high-value corporate learning for China’s community of business executives. Z. H. TANK is a sibling brand of China business intelligence specialist Z. H. STUDIO.
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