Archive for the ‘smarter commerce’ Category
ON the topic of Smarter Commerce, I’ve seen two stories today….count ‘em, TWO…about the intent for numerous retailers promising to match online retail prices at brick-n-mortar stores during the coming holiday season.
Found that Tickle Me Elmo for ten whole cents cheaper at Amazon???…just step right on up the Target cash register, because the Price is Right!
One of the stories was in The Wall Street Journal, and claimed that over the past few days, Best Buy and Target both had said they would match the prices offered by the online sites of some rivals, including Wal-Mart and Amazon.
This in an effort to combat “showrooming” (bet you didn’t even know there was such a word!), whereby shoppers checking products in stores then buy them on competitor’s websites, presumably for lower prices.
But, as the story goes on to observe, there soon could be trouble at the register, as these new policies require shoppers to both ask for and PROVE the existence of lowered prices.
“Mommy, Mommy, I just found the latest Furby on Amazon.com for a whole fifty cents less!”
Now, excuse Mommy while she fumbles around in her purse for her smartphone! Oh, never mind that line of people waiting around the store to pay full price for their Furbys!
You get the picture.
According to the Journal story, Best Buy’s going to go them one better, and provide their sales reps some discretion — if the SKU’s price is too low, you don’t get to go!…out the store with your Furby, that is.
All the more reason, I say, to stay in this holiday season, tablet or laptop in hand, with a nice warm cup of Egg Nog, and do ALL your holiday shopping from the comfort of your own home!
Alisa Maclin is Vice President of Marketing for IBM’s Smarter Commerce Initiative. Smarter Commerce is a unique approach designed to help companies better integrate and more effectively manage their value chain — including buy, market, sell, and service processes — to put the customer at the center of decisions and actions.
IBM’s Smarter Commerce portfolio consists of software solutions, including over $2.5B in recent acquisitions, as well as consulting and implementation services and workload optimized systems.
Previously, Ms. Maclin was Vice President of Market Strategy and Planning for IBM Global Business Services, with responsibility for developing and executing marketing strategy for IBM’s consulting and application management business worldwide.
Ms. Maclin has more than 20 years of global marketing and sales leadership experience at IBM, including executive roles in IBM’s Software, Global Services, and Sales and Distribution divisions.
We sat down with Ms. Maclin recently at the IBM InterConnect event in Singapore to better understand the evolution of the Smarter Commerce story over the past few months, including the announcement of the new IBM Marketing Center, which has been described as a “multipurpose cloud-based suite aimed at organizations that want to take advantage of the Smarter Commerce capabilities without having to invest in their own IT infrastructure.”
We discussed this, and much more, during our few minutes together in Singapore.