Transition in a Time of Disruption ~via Julie Roehm @jaroehm
It was great to see Julie again at the Brand Innovators she mentions, and share the video from it in this post. My LinkedIn post that day at the event... “Listening to Party City’s brilliant Julie Roehm talk “experiences” as such an important part of brand and retail… both for the customer and employee at #bisummit.” At that time Julie was not only Party City CMO, but also their first Chief Experience Officer. /Ted
Prior to the pandemic, the term ‘omnichannel’ was scarcely used in the business world. However, with the shutdown of several in-person services, the past two years have taught us its importance, and its staying power. Not only did companies start to embrace ‘omnichannel’ as a way of reaching customers during the pandemic, they are also continuing to use it going forward. Thus, the pandemic has completely altered the way in which companies operate, as well as customers’ expectations and habits.
Recently I was a panelist at an in-person event organized by “Brand Innovators”. We discussed the transition in customer journey during the time of disruption i.e. the pandemic. At the panel, I shared my experience and perspective about the shift in customer journey during the pandemic and how I was able to influence it as a marketing leader at Party City.
“During the pandemic, omnichannel became everything; setting up delivery, our Hertz partnership, curbside pickup and delivery, to name a few. The pandemic made us understand the importance of omnichannel which now is taken for granted.
“Two and a half years ago, when the pandemic was at its peak, delivery was not that big except for food delivery. Delivery for groceries and other goods was not that omnipresent. Of course, we were dabbling in it, but we had never considered it at the Party City store. So, that was a very big learning journey. Also, thankfully during the pandemic, the customers were willing to go along with us, learn alongside us…and forgive us.
“ I know there was a conversation regarding curbside and high expectations around it. For example, if it’s raining and you don’t want to go out. It was a big deal. I remember it being nerve-wracking because there would always be some influencer who would go to different stores, and critique. It was stressful, but everything was focused on omnichannel. I think there’s a convenience to omnichannel which is here to stay, much like the hybrid workplace.Especially from the customer journey, people have high expectations from anything that makes their experience easy. During the pandemic, we had to reinvent, and now there is no tolerance for things that are difficult.”
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Tags: Julie Roehm, #JulieRoehm, #PartyCity, CMO, CXO, #ChiefExperienceOfficer, female board director, marketing, Brand Innovators
