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.

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  • Posted on: 08/18/2017

    Will the ‘SmartStockUp’ program drive replenishment sales for Boxed?

    SmartStockUp is on the front end of what Gartner has called "Thing Commerce." It is an interesting twist on the Tide Dash button -- to get resupplied right at the washing machine when you run out.There will be a market for it, no doubt. I think it will take a while before consumers are comfortable with the auto-replenish model, though. Businesses will probably be the core of their business for the first few years, at least.
  • Posted on: 08/17/2017

    Is Walmart on an unstoppable run?

    Fast innovation is driving Walmart's success. They have stepped up to the Amazon challenge and are showing retailers that it can be done. I think their focus on omnichannel retail has been key. It means driving online as well as physical store sales. Innovations here have made the difference as Walmart offers customers a variety of options (pickup lockers, curb-side pickup, post outlets, etc.). The key lesson are that omnichannel works and all retailers have a fighting chance to grow revenue by driving innovation.
  • Posted on: 08/16/2017

    What bad habits do retail solution providers need to break?

    One common theme I have found in selling retail technology relates to pushing professional services. Several clients have confided with us that they did not go with some larger competitors because they were already getting the add-on module; a never-ending series of sales pitches. As a technology provider, it is important for us to take a step back and to make sure we are not irritating the client with a continual series of up-sell conversations. Don't damage the relationship for the sake of bringing in a few extra dollars on an expanded solution your customer really might NOT need.
  • Posted on: 08/16/2017

    What bad habits do retail solution providers need to break?

    Good point, Jon. Specifically, when bringing in new retail technology the existing staff can easily feel either left behind, at risk of being replaced or having to face a steep learning curve. Solution providers must make sure to educate them when possible and definitely help calm nerves, because the unknowns are what scare associates.
  • Posted on: 08/15/2017

    Will Timberland climb to greater heights behind new experiential concept?

    There aren't enough experiential retail locations for footwear. Even if Timberland does not have the same following or cachet as Nike, the novelty of Tree Lab should have an impact on shoppers. It means that shoppers will discuss their experience testing different shoes with friends and family. They will share it on social media. This word of mouth marketing should have a very positive impact on Tree Lab.Making the store continually change is a great idea. Get shoppers in the store for that experience and to see what's new. Increasing foot traffic can only be good for a retailer -- especially for footwear.
  • Posted on: 08/10/2017

    Is it time to reinvent category management?

    Next-gen category management needs to start to blend buying journeys into the mix of product/sales considerations. You have to know the customer and what they want. You have to know the product and what it can deliver. You have to estimate both to come up with forecasts, merchandising plans and all the details with it. However, today's multi-channel and omnichannel shopping also needs category managers to figure out how best to market and sell their portfolio of products across these channels.Is it more conducive to m-commerce, e-commerce or the full blend -- including brick-and-mortar? This drastically affects forecasts, SKU plans, inventory volumes and placement.It's a brave new world. All of it comes right back to the shopper's preference and a shopper-based approach.
  • Posted on: 08/10/2017

    What to do when shop local turns into look local and buy online?

    What the retailer needs to do is 1) have their own online presence (about 85%-90% of the retail world is already there), 2) encourage the shopper to check out more deals on YOUR ecommerce site (salvage the sale, if you can), 3) emphasize that you would very much like their business (sometimes that's what it takes), and 4) leverage Amazon as a marketplace. A good Order Management System will connect in to marketplaces like Amazon, eBay ... (see OrderDynamics if yours does not). Then at the very least, make sure your products are popping up there.Aside from some morale suasion practices (let them know they showroomed at your location, you helped them...), you can make sure you are popping up again where they are intending to shop. You simply cannot force their hand here. Do everything you can to bring it back to your brand, and keep it positive.
  • Posted on: 08/09/2017

    What to do when shop local turns into look local and buy online?

    Always keep it positive! Taking a negative spin with a customer is only going to frustrate you, the retailer, and will upset the customer -- encouraging them not to return and, worse, to express their negative experience on social media.The best option while a customer is in-store is to push on the instant gratification element and the fact that you offer no-hassle in-store returns. If you found the product a customer wants, in the size they need, there is a big preference for having it NOW. That's the advantage of the store.Remember that webrooming (researching the product online before buying in-store) happens more frequently than showrooming. Use this to your advantage. Specifically if you are a mid- or large-sized retailer -- get into omnichannel retailing, which gets shoppers to buy online (right then and there) giving them the option to pick up in-store and have it immediately.
  • Posted on: 08/04/2017

    Can customer journey methodology level the playing field for brick and mortar retail?

    Brick-and-mortar retailers are starting to adopt omnichannel more and more throughout most of the retail world, including the U.S. Retailers need to make sure that when a customer shops online, they immediately recognize the shopper and suggest an option they may have used before -- like doing a pickup on their order. This is a positive example of leveraging both techniques and buying methods to boost a retailer's overall sales.I haven't seen this level of personalization, yet. First one out with it will be reaping the benefits!
  • Posted on: 08/03/2017

    Can vending units help Uniqlo achieve success in the U.S.?

    Creative! First, this is a great extension of omnichannel retail, which gives shoppers more options. I love it from that perspective. Second, I expect that their vending machines will do well -- based on the novelty factor. There will be many shoppers who will want to make a purchase just to be able to talk about and tell the story to their friends.HOWEVER I doubt that this will be such a great clip of business that they will offset the revenue from not having a full store. For that strategy to work, they need many vending machine locations.I can't wait to hear more about this.
  • Posted on: 08/03/2017

    Are retailers squandering store traffic?

    Conversion Rate Optimization has been revolutionary for marketing. It is a good time to apply these practices to retail. Basically, it gives retailers the ability to monitor what they are doing, tweak it and see if it improves conversion. It takes a scientific approach to retail. That means the omnichannel promise, that 58 percent of in-store pickups result in more sales, can be even further optimized with this figure rising.The biggest conversion rate killers today are long checkout lines, the lack of knowledge of staff on product/inventory and the unwillingness to go truly help customers. I am confident that CRO will shine a spotlight on some of these challenges. That's the first step in getting them fixed!
  • Posted on: 08/02/2017

    Will talking about pain points make Babies ‘R’ Us the go-to retailer for parents?

    "Be Prepared-ish" is an excellent idea. Effectively this is content marketing meant to keep consumers engaged with the brand, and thinking about/discovering new items they may need for babies/children. It's a great idea to be helpful and increase consumer trust in the Babies "R" Us brand. Yes I expect the "Be Prepared-ish" campaign to be an effective play for Babies "R" Us.
  • Posted on: 08/01/2017

    Will Gen Z demand a new level of collaboration?

    Yes I expect that Gen Z, as digital natives, will stand out as more participatory than either Gen X or Millennials. Also in the coming years, as Millennials become busy with starting and establishing families, Gen Z will have more time for hobbies, interacting with brands and retailers.What does it mean? Technology adoption among retailers is only going to become more and more important. Gen Z is all about the coolest new tech. So be as engaged and engaging with them as possible.
  • Posted on: 07/31/2017

    Is ‘free’ a big enough incentive to get consumers to try click and collect?

    In-store pickup discounts will be a good idea for enticing more customers to try click and collect. BUT it needs to be used sparingly. Retailers will want to use this as a promotional offering for a limited time. It is a good way to get people to try it, get used to it and then leverage the cost savings as an opportunity to support retail margins.The idea of having to pay an in-store pickup charge will definitely discourage shoppers. It is a new offering for North America and most of the world (outside of the U.K. where there is a high rate of click and collect use). An extra charge, like Kroger's, is there to offset picking costs but will harm uptake of the new service. Face it, shoppers are price sensitive particularly when shopping online. If they are going to pick up an order, at the very least they expect NOT to have to pay extra.
  • Posted on: 07/28/2017

    Should stores entertain bored tag-along shoppers?

    Get the bored shopper engaged. Even the small aspects that make the trip to the mall a better experience are important and need to be explored. Making the shopping trip seem fun, or at least not painful, is an important step. Give shoppers options, give them flexibility and give them an experience they will talk about (and want to repeat)!

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