Has Coles just made the retail CMO an endangered species?
The appointment by Coles of its very first chief customer officer – replacing the position of chief marketing officer – reveals something quite interesting is happening at the major retailer, Lexer’s David Chinn write.
Coles recently appointed its first chief customer officer (CCO), Amanda McVay, to replace the position of CMO.
The expanded remit may seem like a move away from marketing-driven customer acquisition to retention tactics, however it speaks more to an industry-wide repositioning in the future of retail strategy – and the growing importance of knowing, not presuming to know, your customer.
Coles at Bayswater desperately needs to be upgraded. I am a regular customer of 8 years. I can no longer get everything I need at this store and regularly must go either to the local Woolworths or a larger Coles as my Coles no longer stock it, or have a smaller range. Staff keep telling me that it is a small store, but our population in Bayswater, vic must have at least doubled with all the town houses and large apartment complexes that have been built here in recent years. They have upgraded the shopping centre but not Coles that is in the centre. I hope this gets to someone who can actually do something about it.
But what about the 4 Ps?
Maybe I’m out of the loop here, but CX is marketing. All marketing and advertising should be driven by data, strategy and understanding the wants and needs of the consumer. When did we take the CX out of marketing? Which CMOs aren’t looking at CX? :/
So 65% of Americans are more influenced by good experience with a brand than by great advertising. Er, what do you suppose led them to the brand in the first place…? Once the brand is experienced the advertising has done its most important work.
Probably price.
sometimes you change the title of the role for more basic and functional reasons