Trevor Sumner, CEO at retail marketing tech firm Perch Interactive, noted that the digital side of the house may be used to testing new experiences that are only intended to run for brief periods, an idea that may see resistance from the in-store team. “In-store, that typically requires installation and maintenance,” he said. “Changing even basic signage, in the traditional mindset, is a big deal. So part of [working together] is thinking through projects that aren’t about an installation [that lasts] for three months for the launch of a product, but [about installing] a media platform by which we promote product launches in general.”
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