Event Preview: Brian Kavanagh on Uniting Bricks and Clicks

Brick-and-mortar and e-commerce in the past have been viewed as competing channels, but the future of retail rests on creating a seamless intersection between both to offer a frictionless shopper experience.This September, Hershey Co. and De Pere, WI-based Wild Blue Technologies will share actionable ideas on how to unite bricks and clicks to bring a compelling experience to the physical store in a session titled “Bricks & Clicks: From Enemies to Allies” taking place at the Path to Purchase Expo (P2PX) on Sept. 28 in Rosemont (Chicago).We had a chance to speak with Brian Kavanagh, Hershey's senior director of retail evolution and insights driven performance, and learn more about how digital and in-store channels can thrive together.Why is strategic alignment between digital and in-store platforms so important to reaching today's shopper? Technology is fueling the disruption in retail today. It’s allowing shoppers to replace what they deem “mundane or routine” with more convenient alternatives such as in-store pickup, delivery and subscription. While the majority of sales are still done in physical environments, retailers must adapt to be more than “mundane and routine” to keep shoppers coming to their stores.What are some tips you can give a brand for successfully managing the integration of brick-and-mortar with an online experience?Brands must be visible where the shopper is looking. Today, shoppers are buying where they want, how they want, and when they want, and that journey often starts with a phone (for both bricks and clicks). Conversely, what mistakes have you seen that should be avoided? With the pace of technology change, it’s important to test fast and fail fast. We try to uncover the most applicable new technologies to our retailers and consumers to develop win-win solutions that actually solve a problem. It’s too easy to get caught up in the “shiny penny” that only works in flagship stores versus a home run solution that can scale across a chain.What is the number one barrier to conquer when aligning bricks with clicks? Bricks and clicks both offer their distinct advantages to the shopper. Bricks offer exploration, sensory fulfillment and instant gratification, while clicks offer convenience, abundant access, and unlimited assortment. We are focusing on how to take the advantages of each across the platforms so they become opportunity areas, not barriers.Where do you see shopper marketing headed five years from now? Brands will still need to develop meaningful relationships with the shopper, but the shopper will continue to be a moving target. To reach them effectively, we’ll have to leverage the power of our brands in new, experiential ways both online and in store. Technology will drive the data and insights to help us find them faster, understand what they are looking for and provide them with meaningful content.To learn more about Kavanagh’s P2PX session, click here.

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