This allows us to ensure our approach isn’t product centric or channel specific, but instead customer first. JF: Our focus has always been a data-driven one. IC: How does Merkle meet the needs of retailers that are communicating with a new type of consumer? Who is ever going to try on lipstick in a store again? From makeup to clothing, to furniture, to even sampling, when shoppers aren’t walking store aisles, retailers need to find ways for them to experience new brands on their terms. The third change is a need for virtual shopping experiences that rival that of in-store. Winning and building long-term loyalty with these customers, who were previously not interested in switching brands or changing behavior, is all about continuing to make their lives easier with offerings like more seamless technology, click-and-collect, or delivery. The second change is a new (older) generation of shoppers who tried brands and retailers they never had before. And while Target is losing my “surprise and delight” dollars because I’m not roaming the store, it is making up for it in frequency because every member of my household now has the app and adds items to cart throughout the day as things run out. I still order 80 percent of my consumables and household goods via a service, such as Shipt. We all know of the explosive growth of e-commerce and social commerce in the last 21 months, but many habits haven’t reverted to pre-COVID. Can you talk about some ways you believe it has changed, and how retailers must change to meet consumers’ needs? IC: It’s a fact: Consumer behavior has changed because of the pandemic. Relevance is always important, but I’m interested to see how far we can take personalized experiences, from creative to offers to different ways to browse and buy. As a marketer, I’m closely watching how retailers are bringing personalization to life. Retail media can then allow a retailer to activate on this data and create personalized experiences for unique audiences.
With changing shopping behaviors, loyalty allows retailers to learn more about their customers, far beyond just what they buy. This is a natural evolution of both programs to eventually comingle. JF: The retail trend that I’m most excited about is the potential to link loyalty and retail media. IC: What are some retail trends you’re currently tracking? Each new ad solution, new technology, or new request from a brand has us rethinking what’s possible and reimagining the monetization strategies for retailers. What I love is the fact that each week the definition of this job evolves. The New Stream Media practice aims to develop new revenue streams for a retailer through monetization, whether that’s the monetization of data, insights, digital media, in-store media or personalized creative. JF: My role takes a lot of the pieces I mentioned above and brings them into one offer - new stream media. IC: What are you tasked with in your current role, and what do you most enjoy about it? As a strategic partner, we look for new ways for retailers to drive revenue and increase profits. In retail, our experts work to redefine customer experience through identity solutions, technology, and activation as well as help retailers drive organizational change. To that end, Merkle focuses its core offering on being a customer experience management company by helping brands understand consumer insights to drive personalized customer experiences. Janine Flaccavento: Retail is in a state of reimagination - one that requires customer understanding as an essential part of every touchpoint. Inner Circle: Let’s start by talking a bit about Merkle. In this interview with the Inner Circle, Flaccavento shares details about her role at Merkle, her leadership style, the retail trends she’s closely tracking, and much more!
Janine Flaccavento is the senior vice president of media services and new stream media solution lead at Merkle/CXM, a leading data-driven, technology-enabled performance marketing agency.
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