Does Norma Kamali Understand Digital Better Than Time Inc. & Conde Nast? - Steve Blacker - MediaBizBloggers

1 quotShoppers will soon be able to stand outside the designer Norma Kamali39s boutique in Manhattan point a phone at merchandise in the window and buy it even late at night when the store is closedquot The New York Times 227102 Shouldn39t major shopping magazines like LUCKY and INSTYLE be doing the same with all the ads that appear in their publications3 Norma Kamali seems more willing to invest in new technology to make shopping easier for consumers than the magazines that carry all the apparel beauty and retail fashion ads4 Ironically print media among the most trusted media brands seem to stand passively by and let others invest and create new profit centers that should be new profit centers for print5 Imagine if The New York Times had had the courage and foresight to place the lion39s share of its classified ads on line and for free Would Craigslist exist today6 Major retailers such as WalMart Crate ampamp Barrel etc are testing mobile technology to help shoppers find different promotional items within their stores As a result more traditional ad dollars will go from print into these new mobile technology offerings7 IBM39s PrescenceShoppers can offer users real time coupons once they set foot in a store PrescenceShoppers can also track shoppers39 spending habits and browsing time to help figure out which consumers might be significantly moved to buy a discounted item8 Add Mobile Concierge systems to the mix and retailers can connect customers39 smartphones to a retailer39s wireless network Thus a shopper could type quotCheez Whizquot into a cell phone and then find out its location in a store9 Motorola has stores testing kiosk systems that enable consumers to summon a clerk to a particular department10 All of the above and much more will become a marketplace reality by 2011 The net impact will be a more informed shopper with more personalized promotional options on demand as they shop This will dramatically increase mobile spending by suppliers and retailers11 As print remains slow to embrace the technology that already exists and does so with limited dollars the future may be passing them by Until either new owners or new digital savvy management takes over most publishers will be at a major disadvantage and playing a losing catchup game with shifting ad dollarsSteve39s new book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Steve Blacker MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Does Norma Kamali Understand Digital Better Than Time Inc. & Conde Nast? - Steve Blacker - MediaBizBloggers

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Does Norma Kamali Understand Digital Better Than Time Inc. & Conde Nast? - Steve Blacker - MediaBizBloggers

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