PROFILE

Charles Dimov

Vice President of Marketing, OrderDynamics
Charles Dimov is Vice President 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, Director Sales, and Category Manager. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics. To learn more, visit: <a href="http://www.OrderDynamics.com"><b>www.OrderDynamics.com</b></a>
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  • Posted on: 10/19/2018

    Do retailers need more social media?

    Pinterest, Facebook and Instagram come to mind as social media sites where retailers need to have a presence -- possibly a sales presence. What I have seen as a positive evolution has been the focus on great imagery with plenty of different angles, and some of the savvier have been engaging. To Mr. Salvatori's point, getting into videos is not easy (when done reasonably well). It takes commitment. It also takes being authentic (for most brands).
  • Posted on: 10/16/2018

    ‘Frictionless’ is the annoying word of the year

    Paula, your perspective on dynamic pricing is a great highlight of an irritant to consumers that retailers seem to forget in the "frictionless" equation. In that respect, the consumer is just not well known enough -- other than to be thought of as a bag of dollar bills. From the retailer perspective, I get it. As a consumer, it makes me fume and wastes my time (not a great experience). Where do we find the common ground?
  • Posted on: 10/15/2018

    Shopify opens a storefront to support its online merchants

    Great initiative. Sort of like Apple's Genius Bar -- but for B2B! The brilliance here is that smaller retailers have the opportunity to go and meet with someone in-person, to work out problems, snags or learn new aspects of the product. Having a networking space like this definitely makes sense. This is the first I have heard of a B2B initiative like this and I think it is brilliant. Many B2B tech players work on providing videos online of various training and assisting tidbits. But having an in-person opportunity -- which is always there (unlike trade shows) -- is definitely a great investment. Good work Shopify!
  • Posted on: 10/11/2018

    Re:Store concept mixes co-work and co-retail

    Always love fresh new ideas and fresh new thinking in retail. But I would want to see the test results first. Experiment and run with what works. On the other hand -- this is a brilliant way of giving small startup and online pure-plays an opportunity to test out physical or omnichannel retailing. I can’t wait to see the results of whether co-retailing (retailing one product/brand set next to another), will have a treasure-hunt effect with consumers. Always drop in, because you never know what amazing fresh products you will get. Cool idea.
  • Posted on: 10/09/2018

    Is it too late for a new store concept from Barnes & Noble?

    Barnes & Noble needs to go through an innovation rebirth phase - similar to what Walmart undertook four or five years ago. This is definitely a good step. They're thinking about how to make their business buzz. But it is NOT enough. Barnes & Noble needs to be thinking of continual innovation. Are they doing enough in popups? Are they taking Amazon's lead by having top online sellers -- ONLY stores (perfect for popups)? Are they pushing their omnichannel offering as strongly enough? It takes a great experience to get customers back. The advantage they have over Amazon is the ability to browse, find and pick up items immediately.
  • Posted on: 10/05/2018

    There may be benefits to adding uncertainty to rewards programs

    Interesting idea. Retailers need to take this with a grain of salt. Test their own customers with a small project to see what results they get from their specific shoppers. If it is an unexpected award or reward, then I think the uncertainty or a gambling aspect can heighten the experience, making it more memorable. Memorability is a great quality associated with a retail brand.
  • Posted on: 10/04/2018

    Toys ‘R’ Us to rise from the ashes of bankruptcy, but should it?

    First, the new Toys "R" Us needs to make it a place that kids want to visit to try out the toys. More open box displays and play areas are a good idea. Make sure the employees want to engage the children (I know this can be challenging). Then make sure the omnichannel strategy works well. Brick-and-mortar must complement online, mobile and other digital sales channels. Then when the customer comes to pick up an item -- they don't want to stand in the cashier lineup. Make it quick and easy. This is a second chance at making a well-known brand come back to life. Fingers crossed for the team!
  • Posted on: 10/03/2018

    Are retailers deaf to radio advertising’s potential?

    Digital marketing is great. But like omnichannel retail, omni-method marketing packs more punch. It is harder than ever to get a consumer's attention. Remember the old saying "tell them seven different times in seven different ways." Well that includes with different formats and media. From the stats above, radio may have been largely forgotten -- which is why it might be delivering better-than-average results (fewer competitors using these ads). What radio needs to do is to tie in with an app and/or offer podcasts or stream its service. One way or another, people still commute. When they do, make sure they hear your message and that it ties to your print ad, which ties to your social campaign, in-store ads and other digital assets.
  • Posted on: 09/28/2018

    Is BOPIS best when it’s done outside the store?

    First, great to see more research on BOPIS. Our finding with the OrderDynamics Omni-1000 research also reflects that less than one-third of North American/U.S. retailers offer BOPIS/omnichannel services. There are various reasons for the hold-back. It could be the complexity of most systems (first you deploy the platform, then you architect a solution, then you have to hire coders to actually code your systems...). Some have been put off by the all-encompassing Unified Commerce pitch suggesting a full rip and replace of all their tech -- and 24-month deployment cycles. As an alternative, retailers need to think about smaller deployments with systems that are designed to give you BOPIS but that tie into what you already have. For retailers, you want consumers to come into your store to do the pickup. It capitalizes on the impulse buy. Seven studies estimated that 40% percent to 58 percent of customers will buy more goods when they come in for a pickup. On the other hand, even goods collected at a pickup point result in further in-store shopping. So either way, omni-channel and BOPIS are good for Retail!
  • Posted on: 09/26/2018

    What’s Dunkin’ without Donuts in its name?

    All told, it seems like a well thought-out evolution. Like Starbucks, they are moving more significantly into the breakfast, sandwich and light food/snack area -- not just donuts. My marketing brain says "good move." However, Dunkin' should expect a few months of snickering, pot shots from comedians and such. Also, be aware that there will be many patrons who will not be as enthusiastic about the name change. Strategically sound. Just don't drop the "jelly" in the jelly-filled donuts! ;-)
  • Posted on: 09/25/2018

    Hershey delivers category insights directly to retailers via tractor trailer

    More than anything else, Hershey's trailer grabs attention. It is a great way to get their retail partners to give them the time to collaborate and plan their approach to the market/consumers. It is hard to ignore a huge Hershey's trailer parked in you HQ parking lot. It also conveys the right message to the retail partners; that Hershey's will do what it takes to make the business work well. The cons are costs of operating this. I recall at one of my events like this, one partner quipped about how much my firm must have spent for "all of this." The importance will be to convey the critical nature of the discussions and meetings. Making sure the retailer feels a clear sense of the concrete value they get from the meetings.
  • Posted on: 09/21/2018

    Why don’t retailers concentrate more on selling the Christmas spirit?

    Selling the Christmas spirit is a great way for retailers to focus on the experiential part of in-store shopping. Too often the holiday season becomes frantic. That is seen in spades in shopping malls and stores. Yes this is great for the industry -- but this is also a golden opportunity. The retailer that captures the excitement, but despite the frantic pace still conveys that Christmas spirit of being helpful, nice, polite, attentive -- might have an Ace up their sleeve. How to improve: Train your staff about this last sentence. Despite the craziness, be calm and helpful with a polite voice -- even when the customers are not. A small point, but it can make a big difference.
  • Posted on: 09/20/2018

    Would you believe older men with lower incomes are the new drivers of online sales growth?

    If you are in the "electronics, automotive and sporting goods" sectors ... then you should definitely take heed. This new e-commerce shopper can be a boost to current sales (add-on business rather than AOV growth). Other retail brands should focus on simplicity (five to seven choices rather than 100+), the opportunity to get it immediately or experience it directly in-store, and focus on the human element (opportunity to speak with an expert). Don't try to out-Amazon, Amazon. Find a niche, put some effort toward this new customers group and differentiate.
  • Posted on: 09/19/2018

    People don’t like being lumped into marketing segments

    As a marketer I can answer, yes -- but it is a necessity. Personas are basically generalization or stereotypes of customers (groups of customers). In marketing today, we have to generalize to create groupings so that you know who to target with the right ads and the right offerings. This sounds crude, but it prevents a 65-year-old from getting ads about next month's back-to-school supplies. Yes some of them need it, but the messaging is best suited to parents of school kids. Some will argue that we already have AI that can individually target. Yes, this tech is getting better. But we are NOT there yet. Does the future hold promise in this area? YES. I am excited to see these cool new developments. On the D2C front, this tech will definitely help marketers home in much more accurately to truly offer personalization -- which generally is not working well yet today.
  • Posted on: 09/17/2018

    Walmart expands test of giant automated grocery kiosk

    Speed sounds great. Making it extremely easy to spot is half the battle, so having a standalone kiosk is a good move (albeit expensive). I definitely think that Walmart stores will either have this kiosk or will have in-store grocery pickup. I don't think it will make sense to have both. The kiosk idea puts more control in the hands of the shopper -- which should not be underestimated. However, even as this idea takes off, I have heard that other similar initiatives still encourage more in-store traffic and sales. When people drive into a Walmart parking lot they often think of some other item that they need, which will ultimately drive more sales. Another good move on Walmart's part. Keep them coming!

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