Chief Marketing Officer at ExecOnline. Senior marketing & communications leader with expertise driving rapid growth for B2B and B2C technology companies. Driven by the beliefs that great storytelling and data-driven marketing are complementary, not competitive, and that inspired businesses start with what matters to the people they serve – customers, employees, investors, communities.
You would think it would be a little bit cannibalizing if you're maybe going in-store or online, in that you're shifting spend from one channel to another along this omnichannel line. However, for BTS specifically, consumers who bought both online and in store spend 48% more than people who are buying just in-store or just online, which is massive. It's just another way to build loyalty, and is all about getting in front of customers where they want to buy.