Charles Dimov

Director of Marketing, OrderDynamics
Charles Dimov is Director of Marketing at OrderDynamics. Charles has 21+ years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.

To learn more, visit:
  • Posted on: 06/23/2017

    What will a Nike/Amazon deal mean for the brand and other retailers?

    Nike has been a channel-focused brand. However the reality of today is that brands are all working both the direct channel (e-commerce, Amazon and branded brick-and-mortar locations) and the retail channel model. It is the new reality that brands must play on both sides. There is no longer a question about whether Apple stores are a good idea -- although when they started there was a furor about whether all their channel partners would abandon their products. Today's reality is that retail is a mixed and omnichannel play. It means that retailers have to continually prove their high value both to customers and to brands.
  • Posted on: 06/22/2017

    Will a new price match program lead more people to shop on eBay?

    eBay has taken a back seat in the retail/e-commerce space for many years now. Once a darling, they have lost their luster. It is a good idea but, frankly, many retailers have already offered price matching. It is definitely not enough to make a substantial difference.To become relevant again, eBay needs to come up with a series of creative new ideas that make the buyer's journey easier, more convenient, more innovative or fun. They need to focus on creating an experience that customers crave or want to try out, then keep innovating. A one-shot rebranding scheme is simply going fall flat. Good luck eBay!
  • Posted on: 06/20/2017

    Will UPS’s Black Friday delivery surcharge have retailers seeing red?

    This could be an opportunity for retailers. Push some of the Black Friday shipping costs to customers and promote in-store pickup as the FREE option. That means customers can get their deal online then come in at an off-peak time (when the Black Friday craze has died down), to pick up their items in-store -- where they will probably buy a few other items.
  • Posted on: 06/19/2017

    Will the Bonobos acquisition give Walmart a fashion edge?

    Walmart is building an omnichannel retail empire from the brick-and-mortar side, expanding into online step-by-step. Online they are stepping into higher-end fashion. This all seems like the Honda model in the '70s and '80s. They started as a low-end car in the market and revolutionized their brand into a mid-range premium brand that stands for quality. Could Walmart be doing the same?The opportunity is that customers can now buy the same great quality goods, but use their broad footprint for in-store pickups letting customers try on their purchases. Will there be brand confusion, as a risk? Yes, at the beginning, there might be. Over time, as long as Walmart lets the strong brands they purchases flourish at an arm's length then there is a chance this won't trouble them in the mid-longer term. It all depends on the management approach. Watching with interest!
  • Posted on: 06/16/2017

    What happens now that Amazon is acquiring Whole Foods?

    Agree with you on this Mark. A few weeks ago we commented on "what if" Amazon were to acquire Macy's. Well now we have a real-world situation. Amazon is not the "everything store" that has come out of the clouds, and touched down with a major retail chain presence. Big message to all retailers now is, "get your omni-channel strategy in gear." Fail at this one and it could be "game over" for many more retailers.
  • Posted on: 06/16/2017

    What happens now that Amazon is acquiring Whole Foods?

    This is a MAJOR wake up call for all retailers. Amazon's acquisition shakes up grocery and has implications far beyond it for the rest of retail, too. This now means that Amazon has the last mile licked. Expect to start seeing a pick up in-store option when you buy anything from the website.Implication for retailers: If you don't already have an omnichannel strategy in action ... then you better move FAST! You can't go up against Amazon online (you're just NOT going to win). The best option for retailers everywhere is to get your omnichannel house in order and give your customers the best experience possible. Fail at that and you might as well pack it in.
  • Posted on: 06/16/2017

    Where’s the art in data-driven marketing?

    "Great science is incredibly creative." Spot on!Today's marketers need to be creative scientist/engineers. Having a mathematical, creative bent and a burning desire to figure out the answer to tough questions is where it's at. The toughest part about marketing is creating those experiments, running a creative ad or campaign, then figuring out what works (that you double down on) and what does not (which you kill). Doing this fast and not merely jumping to conclusions -- that's the tough part! Don Draper -- RIP.
  • Posted on: 06/13/2017

    Can retailers escape the scourge of free shipping?

    Don't pay Peter from Paul's pocket! Sure free shipping is a challenge, but getting shoppers hooked on the idea that they get a discount for doing an in-store pickup is just bringing free shipping's margin-eroding behavior to a new front. If retailers us the click-and-collect pickup discount as a short-term promotion to create awareness -- great. If it becomes the norm then it will just erode margins.Despite Amazon's $25 free shipping limit, many retailers are resisting by setting a higher limit. This is a good way to wean customers off the immediate expectation and drive up the basket size value.Otherwise -- retailers should focus on the in-store pickup but be careful not to erode margins with the easy, knee-jerk reaction of discounting as a quick fix.
  • Posted on: 06/13/2017

    Has Rainbow Shops created a compensation model aligned with omnichannel realities?

    Not only is this a brilliant move on Rainbow's part, it is necessary to make omnichannel retail succeed! All associates in retail need to be pushing in the same direction to make omnichannel work. Yes the technology creates a unified commerce system, but the people make omnichannel a reality.If store associates know about it, are well trained and have incentives to help customers with omni-orders, then the whole company prospers because the customer's experience is TRULY SEAMLESS.Other retailers need to look to Rainbow's compensation model and create a similar environment in their chain. Great work Rainbow!
  • Posted on: 06/12/2017

    Is Walmart’s innovation leader right that the AR revolution is a sure thing?

    I agree with you Keith. Timing is everything. We are still early in the AR space. It's great that Walmart is experimenting with it already. On the novelty factor, this might gain some traction but AR is definitely not Main Street technology yet. There's a good chance that people might come into the store to try it out -- at a special AR booth for example.
  • Posted on: 06/09/2017

    Will ‘Project Gigaton’ give Walmart a sustainable competitive edge?

    Companies are here to make money. Retailers are no different. There is no "should" other than the profit motive for firms. However, if this is what customers want, and it meets the expectations and desires of shoppers -- then that affects profits. That's the way to get companies to pay attention to environmental issues.Kudos again to Walmart, for taking the leadership position. Despite the U.S. government's decisions on the environment, shoppers will determine how much support they will put into environmental factors. It is a growing concern, and other retailers who have done a good job include H&M and The North Face (recycling old clothing for a discount). Efficient systems inside retail will make a difference, like route optimizing order management technology.Looks like Walmart will start tipping this iceberg toward the environment!
  • Posted on: 06/08/2017

    What does it take for retailers to thrive amid shifting consumer preferences?

    Two favorites are the Experience and Do It Now! The key to gaining loyalty with shoppers is making the shoppers experience an exceptional one. Good is just not enough. Standout service is what it takes to get your customers to talk about it, spread the word, and come back for more. Do it now - is the other key. We tend to be cautious in retail. But, if you want to be a leader, today's retail take technology. It is a baseline. Don't be the laggard! If nothing else, this is the one big element worthy of change in the industry.
  • Posted on: 06/07/2017

    Can licensing safeguard against retail downsizing?

    Any creative ideas that give retailers more options rather than merely closing stores are good for consideration. I always advocate doing a pilot, and running test trials. There may be combinations of partnering and licensing that make sense on paper, but don't translate in the consumer's mind. Vice versa is also true. Test, test, test ... and don't be afraid to make mistakes -- they will happen. What is important it to learn fast from them, and don't repeat them!
  • Posted on: 06/02/2017

    Can Walmart workers deliver better last mile results on their way home from work?

    Game changer -- no. Innovative? Definitely. Kudos to Walmart for looking at ways to improve and strengthen their service offering while improving their margins. Presuming they will pay their employees a benefit for doing this last mile delivery, it is another great way to tap into their own resources to drive the holistic benefits of omnichannel retail.In fact, at a time when so many retailers have been closing their physical presence, this type of out-of-the box thinking needs to happen more with retailers. This empowers employees to make a difference that can count in supporting the company and their important roles. Well done Walmart -- keep surprising us!
  • Posted on: 06/01/2017

    Should Amazon buy Macy’s?

    Amazon has already been testing the waters with their own brick-and-mortar presence. Cementing their learnings with a major acquisition like Macy's would push the omnichannel retail agenda. It would give Amazon a huge step forward, both in costs and physical presence -- which impacts brand and options in a shopper's mind. It would be a smart move for Amazon, presuming they can figure out the complexities of running a mass-scale physical retail business.There are scary implications for all other retailers -- especially department stores. Whether it is Macy's or not ... it will come. Be prepared, and start down your omnichannel path if you are not already there!

Contact Charles