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.

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  • Posted on: 08/16/2018

    Got truck drivers?

    Retailers need to brace for the possibility that this is a long-term structural change. Many young workers are probably concerned about the longevity of a trucking career, with self-driving vehicles coming in the next five to 10 years. Retailers need to make sure they have technologies in place like Shipping Rate Brokering (SRB) that finds the lowest cost shipper for the merchandise shipped to customers. The good news about SRB technology is that it is just a good practice for both the short and long term.
  • Posted on: 08/15/2018

    Why is translating analog customer service to digital so complicated?

    Today's physical store experience is already online. Customers are using smartphones to double-check pricing, look up specifications, find the stores that have their size and check return policies. In effect, YES, I think customers are expecting the two experiences to be the same. They won't think about it, they will just expect it. Frankly, it is all the more reason that all retailers need to offer omnichannel experiences. Otherwise customer will pick up on the disconnects, leaving the retailer to wonder why sales keep declining.
  • Posted on: 08/14/2018

    ‘Less is more’ when competing with Amazon

    Yes I like the idea of dropping the clutter. This works, as long as you are showing the customers the right things. Apple is a great example of clean, crisp photography, lack of clutter and purity of simplicity. They also focus on the right photography and information. When purchasing computers, I have often wanted to see the back connector panel. Yet I have often been dismayed that the photography was not crisp enough. In this case, missing this photo became a show-stopper for my purchases. Lesson: YES to uncluttering. But make sure to give customers the information they really need (photos and all).
  • Posted on: 08/13/2018

    Can AR help shoppers get where they need to go?

    Yes - this can be handy. Having a more visual navigation method is great, and it means customers can find what they are seeking when there isn't a store rep available. AR can definitely help with the extra pop-outs on discounts, or more importantly advertising non-price related items like "The Latest NEW XYZ Style." However, my proviso is that retailers need to be careful with it. The video demo in the article is cute. Yet I found it to be immensely irritating. When I am shopping, I am not interested in 50 new distractions, nor am I interested in feeling like I am in a casino. Too many whiz-bangs, crowns and attention grabbers will have the opposite effect from what is intended with AR. It may turn people off right away -- and we will have the next Pokemon drop-off effect. Seller beware!
  • Posted on: 08/10/2018 to offer easier returns for marketplace purchases

    Returns are very important to shoppers -- especially online shoppers. This can ONLY improve Walmart's marketplace from a customer perspective. If that drives more sales, attention and becomes a more viable alternative to Amazon -- then push forward! Walmart's huge footprint is a major advantage and this is a great way to capitalize on that resource. It isn't going to be a revolutionary game-changer, but I think it is a major step forward. Walmart needs to aggressively promote this to both vendors on its marketplaces and to shoppers. Making returns as easy as possible is a sweet spot for customers that can start building's marketplace momentum.
  • Posted on: 08/08/2018

    Report says voice commerce is all talk

    Clearly it will take more time for adoption than originally expected. From experience, Google Home does grow on you. It may take a while for people to get used to asking voice assistants general questions, and asking them to do simple tasks for them, before the commerce part starts to really grow. It feels like a parallel to wireless data in the late '90s. It was the breakout year for wireless data -- for about a decade. It feels like déjà vu. What this does is buy CPG brands and retailers the opportunity to learn. We need to figure out how to make sure voice-commerce does not gravitate to just the lowest price, or Amazon's private label brands. The questions will be -- what are the levers that drive voice commerce search? How do you influence it? CAN you influence it other than by offering the lowest price (for automated purchases)? How do marketers play the NEW SEO game of achieving top ranking for voice commerce?
  • Posted on: 08/07/2018

    Where does art end and retail begin?

    If it sells -- then the customer said YES. That's the only thing that really matters here. However, this concept of mixing art and fashion between exhibit and store is a creative way to enhance a purchase experience. Make it an experience and shoppers will talk about it. It becomes a customer satisfaction enhancer. It probably improves sales. These are all positive endings. In fact, if this works well then the art and retail communities need to come together more frequently. If it works, do it again and again. If the customer answers YES then we have our answer.
  • Posted on: 08/03/2018

    Will in-home 3D scanner drive online clothing sales?

    As an engineer and tech enthusiast, I love it! As a businessman -- I recognize there are some major adoption hurdles. They need the retailers who are willing to use it to be true omnichannel champions. Otherwise, no consumer is going to pay $1,400 for such a device for their home. That leaves it being in-store. So only stores that heavily promote omnichannel will like this option. For widespread adoption of such a technology, the price point really needs to drop by more than a magnitude. I love it personally, but see many hurdles ahead at this price point.
  • Posted on: 08/02/2018

    Wayfair to open its first brick & mortar store

    Wayfair is discovering what many other retailers have discovered. Omnichannel retail is the way to go. It captures the click and collect SuperConsumer. It is particularly important for furniture, as people want to see it, touch it, feel it -- before making that big purchase. Brick-and-mortar stores add that dimension to Wayfair's service offering. Once Wayfair feels the impact of the physical store, they will no doubt start opening more brick-and-mortar stores. Ultimately, if online ONLY were the only way for modern retailers to go, would Amazon (a very savvy retail organization) have bought Whole Foods? Wayfair -- welcome to the physical world of retail!
  • Posted on: 08/01/2018

    Zara bets on faster deliveries from stores to boost online growth

    Yes -- it will become a "norm." However that does not mean it will be the ONLY way that orders are fulfilled. Rather, we will see store fulfillment become one of the methods that is used for less expensive last-mile delivery, better use of in-store inventory, increasing store turnover and to speed up deliveries for certain regions. Retailers will have to rely more and more on powerful order management technologies to help determine when to route from store fulfillment locations, and when to route orders to the warehouse. Naturally the warehouse is an efficient machine. At certain times -- around Black Friday, Cyber Monday and the holiday buying season -- this balancing act becomes particularly important. When your store is packed with buying customers you probably want to divert ALL resources to helping customers buy. Retail changes fast, and you need systems to support retailers which are flexible, with business rules that can be changed on the fly (by a systems operator, not a coder). Welcome to the new dimensions of retail.
  • Posted on: 07/31/2018

    What can retailers do about consumer’s AI concerns?

    Remember that AI isn't just used on front-end applications. These are the most visible to consumers. Voice commerce (Google Home), email optimizers, chatbots and such are the AI examples people see. But there is much of the technology that can be useful that is back-end focused. For example supply chain optimizers, demand planning systems and such. On these applications, most people would agree, this is a great idea if it actually helps a company improve their bottom line through efficiencies and reducing waste, overstocking and so on. Retailers may want to put a positive brand to it. For example "Retailers+ (a fictitious firm) uses AI to help reduce inventory and packaging waste. It means we can deliver goods to you without wasteful overstocking, excess shipping and packaging." In that light most consumers would probably appreciate Retailers+'s efforts with AI. It is all about the angle, and not just buying into a superficial view of new technology. Find the balance.
  • Posted on: 07/30/2018

    Retail’s new cobbling economy

    Thinking of cobbling in retail as using a diverse set of channels (perhaps Ebay, Etsy, Walmart, Amazon ... ) then yes, retailers need to be careful with their partnerships. As highlighted -- you have the cannibalization factor. It may give you broader exposure, but don't double count against the customers you already bring in. Another important challenge is staying faithful to your brand. Choose digital partnerships carefully. For example, you wouldn't want to be a leather goods retailer working with a new marketplace which advertises against leather and fur goods while trying to sell your products (right or wrong).
  • Posted on: 07/26/2018

    Study: Online retailers losing billions in sales to out-of-stocks

    I completely agree with Mark. Out-of-stock is a conversion killer in-store. For orders that get shipped to the shopper, out-of-stock raises the RSO (Retail Ship:Order) ratio that kills margin. RSOs over 1.0 means you are shipping multiple boxes for each order placed. That means the retailer is picking up that expensive last-mile shipping cost. Nothing can replace a solid demand planning forecast. But forecasts will always be wrong (even the best of us cannot predict the future). Retailers committed to omnichannel can mitigate some of the impact of out-of-stock with endless aisle, solid order routing and other techniques. To keep your RSO down, look to make sure your retail technology has order consolidation turned on.
  • Posted on: 07/25/2018

    Lululemon goes shopping and finds its new CEO at Sephora

    A new CEO coming into a business on the rise should ask the typical three questions: What to do more, what to stop doing and what is sacred to the culture. Then make sure he has alignment in the organization (do the direct reports the plan or not). Clear the deck of non-supporters, then double down on what is working well to guide it to further short- and long-term wins. Most importantly -- what Calvin McDonald specifically brings is a deep knowledge of a very similar customer base. He already knows and has a sense of confidence about what works with this shopper. He knows her tendencies and what works to motivate her. Now the important part will be tweaking the approach to a new product set. Looks like a setup for further solid growth. Best of luck to Calvin!
  • Posted on: 07/23/2018

    Retailers use brand ads to help pay for free delivery

    What's not to love here? Ads on delivery boxes both make the packaging more interesting and help pay for the delivery. I don't see a downside on this one. In fact, it is almost silly to think that all these years have gone by without using this space for ads. Lost opportunities. For the moment -- while this is new and fresh, there will be positive results to be had. However once everyone is doing it, then these ads will become part of the background and questionable investments at best. But for now, this is a good move on all sides.

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