Tuesday, July 7, 2015

The Modern Day Shopper Podcast: Dan Mudd

Where is omnichannel going in the future? How has it changed? How has social media affected retail? These are all questions I picked Dan Mudd’s brain with recently in an exclusive interview for the upcoming OmniShopper 2015 Conference.

OmniShopper – formerly Shopper Insights in Action – is the event of choice for the retail industry and has been for over a decade. Experts from leading retailers and brands break down the dramatic shifts in shopper behavior and then teach you how to re-define your shopper strategy to win at retail.

Mudd, international director at Clorox International, who will be speaking at the upcoming event, shared his thoughts on state of omnichannel shopping, the biggest changes in retail, the impact of social media and millennials on retail, and much more.  

So, what’s top of mind for Mudd regarding omnichannel shopping this year?

“For me, it really boils down to two things,” he said. “It’s really about reach and it’s about relevancy. What I mean by reach is that it is really about ensuring that our brands are offered everywhere the category is sold and also making sure our communication is at every stop in that shopper’s journey, which we know is pretty frequent at this point.”

In the last 10 years, the biggest change in retail that he has seen is crowdsourcing and the idea of ratings and reviews and everyone has a view on it and the importance of that category and how that is on brand choice. According to Mudd, the clear benefit and delivery of it at every possible touchpoint in the shopper’s journey.

“It has really never been more important and that’s really the biggest change I’ve seen. Where it used to only be one point, really at that point of decide in the store, now it’s certainly multiple points with which a consumer interacts with your brand. That’s the biggest change that I’ve seen,” he explained.

Social media has also had a huge impact on retail. Product rating, reviews and customer experience are way more public with social media. Social media has really affected how that constant of how we talk about our brand and how they are marketed.

Where is omnichannel shopping going in the next five years? According to Mudd, that’s a hard one.  “I could make a lot of money if I could be predictive on it. First is customization, right? How Omni Channel sources and how they get to --- who is really good at offering the customized products and solutions? They will win in the long term.”

Mudd’s upcoming session at OmniShopper, “How Clorox is Leveraging Shopper Insights to Drive Global Retail Leadership – A Study from Latin America and the Middle East” will take attendees on a journey that begins with a simple idea right out to a series of step-by-step processes of how to do it. It culminates with the partnership that is founded in both from a headquarter standpoint to a country standpoint and then with a supplier standpoint.

Mudd added, “What we think about it at our core and core values is working together to win. It’s about how we bring that value to life and that resonates through the output.”

Listen to the full podcast interview below:

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Dan will be presenting a session, “How Clorox is Leveraging Shopper Insights to Drive Global Retail Leadership: A study from Latin America and the Middle East” at OmniShopper 2015 on Tuesday, July 21st at 4:00 pm. For more information about Dan’s presentation and the rest of the OmniShopper program, visit our website: http://bit.ly/1HKKLlc

About the Author: Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignSTEAM Accelerator , Front End of Innovation and The Market Research Event. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

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