Social and mobile are a retail marketer's dream. Here's how the mobile shopping experience is getting even better.
Big brands are figuring out digital retail from the inside, just like everyone else. For example, in 2008 The Gap didn't yet have a formal Facebook page. And according to Nick Sheth, senior director of global business development at The Gap, the company is "always playing catch up, because there's always someone smaller trying newer things." As consumers adopt mobile shopping in greater numbers, The Gap continually strives to create a best-in-class mobile web experience with them in mind. In this interview Nick tells iMedia's Bethany Simpson what's in the works, and talks about the trends driving the most change including multi-channel, personalization, and big data.
Conversation highlights
0:00 — Changes in mobile retail
0:49 — Surprise! Big brands are still figuring it out too
1:49 — "Social media is woven into our business"
2:35 — Mobile couponing, mobile web, and multi-channel
3:39 — The biggest trends driving digital
Run is 4:48
Nick Sheth is Senior Director, Global Business Development at Gap Inc, where he leads the global online marketing and business development efforts for all of the Gap Inc brands including Gap, Old Navy, Banana Republic, Piperlime and Athleta. Previously, he led the sales and business development efforts for Like.com, and spent several years in Europe and the United States with Yahoo!. Earlier he held a number of product management and business development roles and was a management consulting at Andersen Consulting. Nick has degrees in Molecular Biology and Business from the University of Texas at Austin.
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