Digital Retail: Is the Future Here?

It was refreshing to hear two expert panelists offer differing opinions about how to use the Web for online retailing. During this afternoon’s session, Ed Schmults from FAO Schwarz extolled the virtues of Web 2.0 technology for creating innovative online marketing solutions. Fellow panelist Greg Ahearn from Toys“R”Us, U.S. argued that it may be premature to focus on Web 2.0 when the technologies of Web 1.0 haven’t been fully realized yet.

Schmults’ position was that Web 2.0 offers rich media opportunities such as blogs and YouTube video postings – thus providing viral marketing opportunities to smart marketers. By turning over some creative control to the customer, marketers help keep their brand relevant on a personal level – and your customers become stakeholders in your product and help do your marketing for you.

Ahearn argued that there is tremendous growth in just getting back to the basics of Web 1.0. He focused on the value of search engine optimization – making simple changes to your current website – to make it easier for web searchers to find you. These changes can be made in minutes rather than days or weeks, and you can see immediate results.

Clearly, both experts set out practical blueprints for getting the most out of your online marketing. The most important message of the day is that you have to stay connected with your customers – no matter what road or method you choose.