The Rise Of The Chief Marketing Officer

May 2012 Integrated Solutions For Retailers

By Nikki Baird, managing partner, RSR Research

Owning the customer experience lies in the hands of the chief marketing officer.

Retailers are currently struggling with not just a proliferation of channels, but an explosion of them — both for selling to and communicating with consumers. This disruption is being felt within the marketing department, as retailers are challenged to provide a single customer experience across digital and traditional channels. And, within the leadership team, as a new center of gravity, customer rather than product is making itself felt within the retail enterprise. This article explores the challenges as retailers navigate this uncertain time and place that is Marketing, as reported to us in our most recent marketing survey, The Rise of the Chief Marketing Officer.