Lisa Gavales was upfront about her message. She told the audience that her point of view would be controversial. Many of the retailers in the room undoubtedly agreed with her.
Lisa Gavales
As the EVP and Chief Marketing Officer of Express, Gavales says retailers are more successful if they are organized for the customer, not by channel.
She means it too: At Express, eCommerce reports through marketing.
The bit of data that solidified her perspective was learning that at least several times a week there is as much traffic on the website as walks through the 600 stores. So, she treats eCommerce as a marketing tool first and a volume driver second.
In order to take advantage of this, Gavales and her team make sure that every touch point they have with customers displays the same branding. The company’s holiday campaign, which featured bright colors, wasn’t limited to signage and catalogs. Every touchpoint highlighted the color. Whether is was boxes, gift cards, signage, displays, ads on subway buses and billboards, the website, their Facebook page, or a catalog – the branding was consistent. Even the typically black and white logo was multi-colored to fit in.
And, Gavales and Express are sticking to their guns: The branding for their Spring campaign will be just as consistent through every channel.
One Comment
I love that their primary focus is getting customers to fall in love with the brand and products, driving them into the stores to actually try on and buy.
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[...] on the customer take two forms: organizational structure and marketing communications execution. Take Express, for instance. Organizationally, Express CMO Lisa Gavales (follow her on Twitter here) now owns all e-commerce [...]