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By Yuchun Lee
Vice President and General Manager, IBM Enterprise Marketing Management Group

Thanksgiving has always fascinated me. It’s the one day a year that every American family is eating basically the same meal (with a few variations, of course) and watching football and the Macy’s Thanksgiving Day Parade. The entire country stops and collectively does the same thing.

Now we can add one more national activity to Thanksgiving Day: shopping. Who would have thought that Americans would actually want to shop on a national holiday? Actually, my team and I don’t just think that people want to shop: we know it. We use IBM digital analytics to track—in real time—what’s happening in online retail across the U.S. every day of the year. We know that this year, for example, online retailers will bring in record Thanksgiving Day sales.

Americans want to shop on Thanksgiving, but the way they shop has changed dramatically. If you’ve heard me speak at the IBM Marketing Innovations Summit, you’ll know that I’ve long said that the traditional, funnel-based approach to marketing is broken. Consumers are smarter and more sophisticated about the many ways they can use technology to redefine the shopping experience on their terms. Want to save a buck? Look for promo codes online (you might also be able to redeem them in store).  Worried about in-store inventory levels for that game your son absolutely has to have? Hop online to see if your local store has it in stock or skip the worry altogether and just buy it online.

 

The point is that consumers today have a technology arsenal that they can use to research online and then channel hop at will. That’s a game changer. It places tremendous pressure on businesses to offer a consistent, engaging, brand-relevant multi-channel experience.  At the same time, it turns the concept of brand loyalty on its head. People are now only as loyal as their last experience was satisfying. I call this “experiential loyalty,” and it forces businesses to center themselves on their customers and what these customers consider important. What you think is important doesn’t matter: act on what your customers tell you is important.

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9 Comments
 
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July 22, 2012
9:51 pm

the world to communicate their transport daily


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April 23, 2012
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March 6, 2012
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Posted by: kaip numesti svorio
 
November 30, 2011
1:22 am

Long back I enjoyed watching a movie “jingle all the way” the base of it was shopping for christmas and Arnold fighting out with neibours and fellow shoppers for a toy his son asked.

with the present level of automation the movie would not have got the base plot to be real!!

thanks Yuchun for the great insight


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November 28, 2011
9:43 pm

Wen you go shopping always use be-a-ant.com it is a next generation website on a global scale for the people of the world to communicate their transport daily. be-a-ant.com works in every country of the world and integrates all the world together as we should be. be-a-ant.com is what the internet is made for, the idea and concept has always been with us, we just had to wait for the internet and the people to be ready and willing to add your face on your profile. In the year 2011 we are ready and willing!. We the public have no other option but to cut our carbon footprint, be-a-ant has given us an easy option to do something good for our environment. If the people of the world dont help their is nothing and nobody else going to do anything. be-a-ant is our only hope, unless you know something I dont know


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