PROFILE

Matt Schmitt

President, Chief Strategy & Innovation Officer, Reflect

Matt Schmitt founded Reflect in 2001 with the purpose of providing businesses with solutions to power in-store digital media networks. Reflect’s software and services enable large, geographically dispersed organizations to share and disperse rich media content over distributed corporate networks. In his role as president, Schmitt leads the company’s efforts in its mission to empower consumer-facing companies, positively impacting sales and brand equity through the strategic use of in-store digital media solutions.

Prior to founding Reflect, Schmitt created and managed the emerging technologies group for Yahoo! Inc., where he worked with business units to develop and deploy rich media solutions to Yahoo! properties. Schmitt also managed several groups at broadcast.com, the pioneering webcasting company which had a successful IPO and was subsequently acquired by Yahoo! Inc. in 1999.

Schmitt is also an active member and committee chair of the Digital Screenmedia Association.

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  • Posted on: 09/07/2016

    Can pop-ups wake up mall traffic?

    It's all about enabling experiences. Malls need to facilitate uniqueness, whether that's pop-up stores, concerts or other limited-time events. And with it becoming tougher to compete for attention, anything that's perceived as an "exclusive" is a plus.
  • Posted on: 09/06/2016

    Why are retailers struggling to get social media right?

    Much of the focus on retailers' social media tactics has been revolving around the areas of commerce and customer service. Retailers are trying to figure out how best to use social media as a sales channel while also working to leverage it as a customer service channel where a more fluid, transparent conversation can be fostered. While these areas are worthy of consideration and analysis, there is still a big strategic tentpole in social media planning to not lose sight of - branding. One of the biggest benefits of social media is users telling their stories. Retail marketers can benefit by amplifying and nurturing the content generated by social media users. This may seem too soft for tracking quick win metrics and results. But the brand benefits by sharing and showcasing the content generated in the social sphere. I hope to see more retailers showcasing social content across their marketing channels.
  • Posted on: 09/06/2016

    Will Lands’ End hit pay dirt on Amazon?

    Lands' End is likely to realize some benefit in leveraging Amazon. The brand could benefit from two areas of Amazon's strength -- audience and efficient operations/logistics. Now, if Lands' End can focus strategically, they may be able to get some traction by enhancing the brand perception and finding a lifestyle story to connect with consumers. If they focus on product and brand, then leveraging key partner channels for reach and efficiencies may be a viable path.
  • Posted on: 08/10/2016

    Is it OK for brands to have emotions?

    Brands have always leveraged emotion. Increasingly, we're seeing a movement beyond "feel-good" messaging to "do good" positioning, with brands choosing to convey where they stand on issues. Coca-Cola may choose to mostly cover the well-worn path of conveying the athletic spirit in their "feel-good" campaign during the Olympics, while Nike is running a spot that tells the story of a transgender athlete's journey to winning a place on an elite running team.With messaging channels and mediums being so fragmented, it's likely that we'll see some brands tell their traditional "feeling" messages to older audiences, while they simultaneously announce their positions on issues or talk about the causes they support to Millennial audiences through targeted campaigns. Young consumers may indeed demand more from the brands they favor with their business. Perhaps they will "ask not what a brand can do for them, but what it can do for the world."

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