Ep. 11 - Targeted Merchandising in the Digital Age - with Dallas Counts

The Doing Business in Bentonville Podcast

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Andy Wilson and Dallas Counts engage in a comprehensive discussion about the intricacies and opportunities in omni-channel retail. Dallas, with his 15 years of experience at Walmart, has transitioned to a role at WhyteSpyder where he serves as a liaison between Walmart, Sam's Club, and their suppliers. His unique position allows him to understand the challenges and needs of these retail giants, offering solutions that bridge gaps between them and their supplier base.
The conversation delves into the "customer funnel," a concept that outlines various stages a customer goes through, from awareness to loyalty. Dallas emphasizes the importance of customer focus, speed, and collaboration in the modern retail landscape. He particularly elaborates on the "awareness" stage, explaining how it has evolved to include not just traditional media but also various social media platforms. This shift allows for more targeted and effective marketing strategies.
The discussion offers valuable insights for both retailers and suppliers, underscoring the need for a nuanced approach to omnichannel retail. Dallas highlights the industry's advancement in targeting specific audiences, a significant shift from the "one-size-fits-all" strategies of the past. He also points out that retailers and suppliers now have a plethora of platforms to engage with customers more effectively, marking a significant evolution in the field. Overall, the conversation serves as a guide for understanding and navigating the rapidly changing world of omnichannel retail.