|
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
  |
 |
 |
 |
|
 |
 |
|
Kevin Ertell |
|
|
|
Multi-Channel Success, an International Perspective: Stories from the Front Lines |
|
Multi-Channel retailers are challenged to meet customer expectations for a consistent brand experience across different channels whether they are stores, the internet, call centers, catalogs, or even mobile. If managed well, multi-channel strategy and communications can be an important driver of customer loyalty – but if managed poorly it can lead to customer confusion and dissatisfaction. Learn from both a US and European retailer as they discuss their cross-channel strategies to achieve effective internal coordination, consistent presentation, and thrilled customers. |
|
Biography |
|
Kevin Ertell, Senior Vice President of E-Business for Borders Group, Inc., is a 20+ year veteran of the specialty retail industry and has been a leader in e-commerce since 1997. Kevin heads the development and operation of the new Borders.com and is spearheading digital business efforts as part of Borders Group’s overall cross-channel strategy, which Kevin had a leading role in developing. Before taking on the .com and digital business initiatives for Borders, Kevin was instrumental in launching the highly successful Borders Rewards® customer loyalty program, which now has more than 26 million members, making this program one of the largest of its type in specialty retail. He has also been responsible for spearheading all of the brand’s e-mail marketing, advertising and CRM programs, which have been recognized as industry-leading. Prior to joining Borders in August 2005, Kevin spent more than 20 years with Tower Records, most recently serving as Senior Vice President of TowerRecords.com. Kevin's retail-focused marketing and technology skills and experience are ideally suited for his e-business and digital business leadership roles at Borders. His customer focused approach both informs and drives his efforts to create highly valued and innovative services and promotions for Borders customers. |
|
|
Name:
Kevin Ertell