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: 03/24/2017

    Will smaller stores and omnichannel pay off for Kohl’s?

    Kohl's is doing the right thing by focusing on omnichannel. It is interesting to see that "online sales were flat in markets where it closed stores" compared to their online growth of 12 percent, overall.One interesting aspect is that omnichannel means customers often process click and collect orders. That means smaller stores in more geographic regions can service customers just as well as the bigger stores did in the past. I think this strategy will work. It's a brilliant new angle on the benefits of omnichannel retail.
  • Posted on: 03/23/2017

    Is social media influence the new key to building brand loyalty?

    Social is often used as a marketing magnifier. If a retailer has done its social work and built up a network of followers, then their messaging can propagate through social when it is engaging, interesting and valuable. However, it is always amazing to see some good marketing content that goes back to quote what customers have said about them, their product and their service experience on social. So smart marketers will use it both ways.
  • Posted on: 03/22/2017

    What do know-it-all shoppers want?

    Face it -- all shoppers do their online research these days. This is a great thing. Keep online going well and make sure your staff knows where to find the product details they need and has the patience to work with the knowledgeable consumer. These are good omnichannel practices.From a retail tech perspective, retailers need their order management systems to connect with the communication media their consumers want -- to give them updates on when their product is available, whether the order was shipped, if the order is waiting for them in-store, etc. These are now table-stakes, but how many retailers are using them?
  • Posted on: 03/21/2017

    How can sales associates successfully juggle customers?

    Great recommendations! In busy times as long as you are attentive and tell a client who will require more time that you need just a few minutes to contend with a few quick customer greetings, most customers are OK with this. Just make sure that when you say you will be back with the customer in five minutes that you are back in five minutes OR LESS. Breaking this commitment -- no matter how small -- is a bad choice.
  • Posted on: 03/20/2017

    Will Google/Levi’s smart jacket finally make wearables fashionable?

    Remember that this is fashion. Fads come and go. The pace is quicker than just a new technology that might take time to gain adoption. The fact that it is something you need (a jacket), and is truly helpful (not just fanciful), means it has more potential for liftoff. Also, it is not obvious -- like Google Glass was. So it might avoid the negative backlash.Levi's/Google need to think about having a few different "fashionable" models of similar jackets. Not everyone who is a tech adopter/cyclist will appreciate the exact same look and feel. It has to be fashionable/comfortable/practical -- first. Tech considerations must come second. Otherwise it will be relegated to being another niche product for us geeks.
  • Posted on: 03/17/2017

    Are Amazon’s boxes prime ad real estate?

    Brilliant idea on Amazon's part. The boxes are plain and screaming for ad attention. There is no downside for Amazon on this move. Currently that space is not being used effectively. This now lets Amazon monetize another avenue of their work. As to whether this advertising will be effective ... that is yet to be seen.
  • Posted on: 03/16/2017

    Can UPS fly past Amazon in drone delivery?

    It is smart of UPS to keep testing and refining their delivery methods. Whether it is through drones, self-driving delivery bots, or the next thing, UPS needs to make it as easy as possible for them to be seen as part of the omnichannel retail solution. They need to be super connected with the tech vendors and perhaps even promote their brand within the retailers. Think of doing an online order, requesting a delivery ... or the option of a "UPS Delivery" (when not picking up in-store, of course).
  • Posted on: 03/15/2017

    Does Macy’s incoming CEO have a plan to turn the business around?

    Stepping toward a more DIY model, I am surprised NOT to see an even greater push on omnichannel retail. Online retail is on the growth path. Brick-and-mortar continues to be on the defensive. The smart move is to inspire more customers to click and collect, remembering that roughly 59 percent will purchase more items when they come in for the pickup.Macy's is competing with Amazon and the push to online. They need to use their strength position to balance their business and get more customers to try, then become repeat users of, click and collect.
  • Posted on: 03/14/2017

    Are Old Navy’s ads more effective sans celebrities?

    I completely agree with you, Bob. If that is their approach there's no need to seek out celebrities. Discounts and promotions are like getting hooked on a high-sweets diet. Easy to get on ... very hard to get off (speaking from someone who has a sweet-tooth).
  • Posted on: 03/14/2017

    Are Old Navy’s ads more effective sans celebrities?

    In digital marketing land, the answer is "test it." Frankly, if the celebrity endorsements are working without the need for 40 percent off, good -- record the ROI. Then run a series of ads without the endorsements and compare. Old Navy is going to find that mixing the two is the winning combination for the right ROI. The never-ending trick in marketing is to find the right balance. It will be interesting to watch what they end up putting into practice.
  • Posted on: 03/09/2017

    Has Walmart found a digital answer for empty store shelves?

    Yes. Walmart already has price check stations, so this is a great extension. We have all experienced being at Walmart, finding a shelf un-stocked and being frustrated that you just cannot find an associate to help.Putting kiosks in-store for recommendations and for ordering in un-stocked goods would definitely help the mostly DIY experience. Good move for Walmart in their omnichannel journey.
  • Posted on: 03/08/2017

    Is the sole proprietor toast?

    Mom-and-pop shops tug at everyone's heartstrings. We want the small retailer to survive and thrive. Most of all we all love the personal service, caring attitude, great service experience and entertainment value.The winning ticket is to be present on digital, encourage customers to talk about the experience and share and spread the message. That way our little gems can survive and do well in the phygital realm.
  • Posted on: 03/07/2017

    Are chains cannibalizing their own in-store sales with e-commerce?

    Simply put -- it's about giving the customer the experience they want with your brand. Rather than cannibalizing, think of going online and doing omnichannel as a method of KEEPING your customers. If the customers choose to go online and your brand isn't there, they will surf to the competitor site and your brand just lost a customer (never mind cannibalization).An online presence keeps your brand top-of-mind with your customers. Omnichannel retail makes it easy to shop online AND get instant gratification. When customers are in-store, that's your opportunity to upsell, sell extra items and gain customer loyalty through great service. It's all in your strategic approach.
  • Posted on: 03/06/2017

    Should grocers open slow checkout lanes for seniors?

    Brilliant idea! We are excited to cater retail to Millennials and Generation Z (still in school), but we can't forget about the aging Boomer population and the Silent Generation (born 1945 and earlier).This seems counterintuitive in our fast-paced world. You may want to augment the experience with a Pepper-like robot attending to those in the line with some commentary and discussion points. If Pepper can be programmed to remember customers, and previous conversations, that might endear these customers and spike loyalty (there's a term we don't hear much about anymore).
  • Posted on: 03/03/2017

    Will VR/AR keep consumers out of stores?

    AR/VR will become another commerce channel in the omnichannel retail ecosystem. Yes, it will enhance the home shopping experience. However it will not give the customer the in-store service experience and the advantage of expert advice, nor will it give them the feel of a product. There is no replacing trying on a pair of jeans before buying them. Is a size 32 of Levi's the same as a 32 or 34 of Guess Jeans? Does it look short, or pinch at the waist? (you get the point.)AR/VR is going to enhance the online experience. It will become an extension of omnichannel and will make shoppers even more savvy. I don't think it is going to make a material impact on reducing the in-store experience ... but it MAY help keep the shopper focused on your seamless brand experience!

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