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CEW Explores Strategizing In The Mobile World

Erin Hunter, global head of CPG marketing, Facebook; and Kelly Solomon, vice president, e-commerce and multi-channel, L’Oréal Paris; Jennifer Kasper, GVP, digital media and multicultural marketing, Macy’s; shared their approaches to utilizing the online landscape to best advantage at CEW’s March 28, 2013, event.

By: Nancy Jeffries
Posted: April 3, 2013

Savvy consumers around the world are increasingly engaged in e-commerce and interactivity in the digital space, and key leaders from high-performing brands are leading the charge. On March 28, 2013, Cosmetic Executive Women (CEW) invited three speakers to share their approaches to utilizing the online landscape to best advantage. On board for the evening’s discussion were panelists Erin Hunter, global head of CPG marketing, Facebook; Jennifer Kasper, GVP, digital media and multicultural marketing, Macy’s; and Kelly Solomon, vice president, e-commerce and multi-channel, L’Oréal Paris.

The speakers discussed their approaches to Maximizing Mobile Moments, as part of CEW’s Women & Men in Beauty series. Providing context for the evening’s event, moderator, Jenny Fine noted that U.S. e-commerce sales had reached $370 billion dollars and though smartphones are used for commerce, there are plenty of gains that can still be made in mobile commerce.

According to Carlotta Jacobson, President, CEW, “Mobile is now a part of consumer’s everyday lives. These three industry leaders know first hand how to use emerging platforms successfully to reach their brand’s target audiences.” Ubiquity not withstanding, mobile is the wave of the future, and the outreach tool of the present.

“What’s most important to me is data points,” said Solomon. “In 2014, more people will access the Internet by mobile devices than they will through desktops. You’re now thinking about smaller screens to access the web. In addition, in 2014, more retails sales will be influenced by the web. This is super important when you’re thinking about multi-channel campaigns.”

Kasper added: “We’re always thinking about interpreting our sales in digital form. Our strategy is to tether digital around solving customer problems.”

"If you had told me 15 years ago that I’d be putting my personal information on the Internet, I would have been surprised," said Hunter. "But, with Facebook, you know who you’re speaking with. For example, luxury brands are active on Facebook, and for brand marketers, it’s useful to know about the customers you’re engaging with. When you think of Facebook as an advertising platform, you can see a cohesive message delivered by brands.”

Kasper said, “At Macy’s, our mobile strategy is to find out what kind of solutions we can provide to our customers to enrich their experience. We have a Macy’s mobile app, which in addition to being user friendly, offers a special experience, including a tool to navigate the store and events in-store. For Black Friday, we created a mobile tool to aid in planning one’s Black Friday attack, including where each special was located within each specific store.”

According to Kasper, “Many people used it as a planning tool, and the 'aha' moments were the things we didn’t expect.”

Personalizing The Digital Space