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: 04/16/2018

    Dyson believes in showroom stores

    Showrooming is what shoppers do. Great to see Dyson embracing it and pushing it to the max. Definitely, this is the right thing to do for high-end products, gear and equipment. For now, I think showrooming will be an omni-channel practice primarily focused on high-end goods. After all, if it were a $5 or $10 product, the consumer would just buy it right then and there. Then the name of the game is inventory. Yes, the showroom concept is important for new product introductions to the market — in-store demos, trials and testing the product. But generally, this will be the domain of more expensive merchandise. The interactive experience is an expensive proposition and most retailers perceive it that way. The smart move is to open up test stores. Try the concept, test what works and draw a conclusion about whether this is the right move for your business. Retail's future looks much more experientially based, and interesting!
  • Posted on: 04/12/2018

    Is product discovery now the biggest pain point for mobile buys?

    Will AI make product discovery on a smartphone easier? Yes. Mobile is still about being efficient, due to the smaller screen format. However, as consumers get used to purchasing more and more on their smartphones, retailers and tech vendors have to keep working on refining this sales channel's capabilities. Now think about Google Home. The same virtual assistant is on your smartphone (or Alexa, or Siri ... ). Consumers will start using more voice/mobile-combined commerce to improve the experience on both. Retailers, get ready for your customers -- if you aren't already there!
  • Posted on: 04/11/2018

    Walmart slows push to add third-party sellers to its online marketplace

    There are many possible reasons that might explain why Walmart is slowing its pace. But is it a good strategy for Walmart to keep pushing third-party SKUs? YES. Today, Amazon owns the lion's share of the online market and marketplaces. Walmart has a chance of improving its position, balancing out the playing field and giving customers more options. Raising the water level floats all boats. In this case a stronger and healthier alternative third-party marketplace should pay dividends to Walmart in the long run. I just hope they won't change their long-term strategy based on a short-term bump along the journey.
  • Posted on: 04/10/2018

    Retailers must unite to bring dying downtowns back to life

    As a stark comparison, one corridor in Toronto has become a vibrant shopping street for both big brands and small. Despite the same problems with limited parking and congestion, the Queen Street and Spadina strip is vibrant. In fact, it looks like a long shopping mall with a vibrant beat outside. It evolved from a largely rundown part of the city. Bob, you are right. It took retailers who took an interest in keeping their own areas clean, fresh looking and continually changing. As a heavy traffic corridor it has become a destination, and vibrant.
  • Posted on: 04/09/2018

    Is Walmart building a tower of power with its expanding in-store pickup network?

    Above all other retailers, Walmart stands to gain the most by making in-store pickup (BOPIS) work. Pickup towers are impressive, big and automated. It is quick to pick up an order, and the system does handle fairly large packages. As mentioned, customers buy more when they do a pickup (58.8 percent of them will buy more goods while in-store -- especially in an "everything" store). Good for Walmart for taking a more aggressive push on omnichannel retailing. Physical locations are Walmart's big advantage over Amazon ... and it looks like Walmart will push this point. Well done, Walmart!
  • Posted on: 04/05/2018

    Target succeeds by going big on convenience in small stores

    It is a smart play. We already know that physical stores in a geographic area work to boost online ordering in addition to in-store orders. So having more small format stores and leveraging omnichannel services is definitely the way to go. Smaller formats that encourage customers to drop in, while increasing online sales, in-store pickup add-on sales and impulse buying. What's not to love?
  • Posted on: 04/04/2018

    Should retailers lower expectations around last-mile delivery?

    Don't be tunnel vision-focused on Amazon. Instead, give shoppers choices. Break the paradigm. On a Sunday night, when I purchase a new pair of jeans online from a retailer I trust, I don't necessarily need it the next day. Actually, take your time. I need them by next Saturday -- so five-day shipment is OK. Moral of the story: ask the customer. Give them the option for an extra fee for speed. Many times they won't take you up on it. When super speed is important, then give them the option to pick up in-store (which should be the fastest option, and where Amazon does not compete as effectively, yet). Don't try to lower expectations. Rather give shoppers more choices. Giving them options from which to choose will result in greater satisfaction, loyalty and will save retailers money.
  • Posted on: 04/03/2018

    Why are there so many employees in a cashier-less store?

    By far Amazon Go is a marketing vehicle. It has garnered worldwide attention, and Amazon is all about attention grabbing headlines. Well done. Naturally, it is also a testing lab. At ShopTalk 2018 it was interesting to hear from the folk running Go about the testing, changes and learnings they have experienced -- with a stern message that they are NOT intending to roll this concept out to Whole Foods. Frankly, at this stage, it is probably not yet viable and tested enough. Ultimately this leads to the last question. The ideal state for Amazon is that they do get to the cashier-less Whole Foods environment. As stated above, they still have much work to do in terms of educating the market and figuring out how to make this work with less human attention. This is a brave new world -- no doubt.
  • Posted on: 03/29/2018

    KB Toys plans a Christmas comeback

    Leveraging an old, defunct brand name is clever. There is a sense of "I know them from somewhere." But then avoid the errors of the past. Yes pop-ups and a smaller format is a good move. Use these to get a good geographic footprint, AND marry that with a solid e-commerce base (make it an omnichannel offering as a good differentiator). Most importantly, make it a spot that kids want to go to -- to play with the toys and have a fun experience. Fail here, and the revival attempt will be futile!
  • Posted on: 03/28/2018

    Are Amazon lockers turning Whole Foods into a quick shop destination?

    Definitely -- micro visits are a good thing. Even if they are not an instant hit with additional impulse purchases, over time two things happen. First, as shoppers become used to micro visits they will ultimately end up buying more goods "since they are there anyway." In effect, with time impulse buy and loyalty buys will increase. Second is the sheer fact that this drives more in-store traffic. More in-store traffic means you increase the odds in your favor, increasing your sales (be it impulse buys, or remembered items, or that it is more convenient to buy here rather than going for the lowest-cost item across town). Rather than using Amazon's lockers, retailers need to create their own in-store pickup. Otherwise, all the impulse buying will go to Amazon/Whole Foods instead of your own retail store. That is a waste. Going this way effectively funds your competitors. Retailers beware.
  • Posted on: 03/23/2018

    IKEA asks, will virtual inventory be key to the new urban showroom?

    Kudos to IKEA for taking the steps to engage customers where they live. As urbanization continues to grow, pickup points and having more location presence (albeit smaller) is important. There are many studies showing that a physical store actually drives an increase in online shopping (good for IKEA). Whether shoppers will go to a store for a virtual experience? YES they will. Capitalize on the novelty factor to get customers to try it. Then keep them coming back because of the great customer experience. Nice example of using omnichannel services to the max. Kudos to IKEA for thinking out of the big box!
  • Posted on: 03/21/2018

    How personal can Target’s customer service get?

    Yes. If anything, a strong theme emerging with most retailers this year is a focus on customer experience. To give Target an excellent customer experience to entice shoppers to return to the store, enhancing customer support will be key. This paradigm might be the key to gaining more of the dwindling middle class customer -- and even more importantly -- convincing them to come back.
  • Posted on: 03/16/2018

    Survey says ‘retail is retail’ no matter where the sale is made

    The fact that only 29.1 percent of U.S. retailers have in-store pickup working today tells me that despite consumer desires, retailers are not there yet. It isn't an understanding issue, it is more an issue of taking the risk to invest in the technology and processes to make click and collect a reality. It is not easy. But that's also what Blockbuster said about moving to digital. We all know the net results there. What gives me hope is that there seems to be a renewed awareness of this in the retail market this year. This came from 2017 holiday season -- where more shoppers were aware of pickup options and were looking for them. We are getting there. Encouraging, but we need to get there faster ...
  • Posted on: 03/15/2018

    No more playing around – Toys ‘R’ Us is out of the retail game

    The Big Box format is no longer the instant winner that it used to be. Questions are, did they fight hard enough against the Amazon effect? Were they pushing the boundaries of convenience, and ease of use of omnichannel offerings? Hoping this will be a key lesson for other retailers. We need to keep our eyes on the ball, adapt fast, CONTINUALLY adapt, and watch what works with the customer. Then if something does not work -- change it, without thinking about sunk costs. Cannot help but to feel sad for an iconic brand, and the many hard working employees.
  • Posted on: 03/14/2018

    IKEA offers sanity-saving furniture assembly solution

    It is always better to offer shoppers more options than fewer. TaskRabbit might bring in some customers to IKEA who were either unable or simply unwilling to assemble their own furniture. As for the competition -- that means shoppers can now get creative IKEA furniture without the hassle that was previously attributed to it. I like that IKEA is thinking outside the box to reach more customers that might be interested in their furniture.

Contact Charles

  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.