Consumer Muses & Strategic Innovation

Phillip and Brian, AKA Clarks stan, are joined live at eTail in Boston with the Chief Marketing and Digital Officer at Clarks, Tara McRae, as she shares about what she believes the future of commerce is, what makes innovation truly meaningful, and how a company can stay relevant after 200 years.

And before that, the guys review a review of The Multiplayer Brand, complete with a couple of compelling pull quotes.

Bubbling Up

• {00:12:46} - “For a brand that's been around for nearly 200 years, we're an extremely diverse brand and we serve a very diverse audience. So for us, that can get scattered if we're not consumer-centric, if we don't have very clear consumer muses and who we're going after and how we reach those consumers.” - Tara
• {00:17:42} - “What's amazing about our brand is we do pull more than we push within these communities, which is exciting.” - Tara
• {00:21:50} - “Our number one goal isn't to try to force people to be omnichannel because a lifetime value is higher. It is to deliver the best brand experience that we possibly can, no matter what channel they want to come through, and really service them that way.” - Tara
• {00:28:57} - “We're really, really focused on how do we strategically embed innovation in everybody's life. It's the same thing I talk about with diversity, equity, and inclusion. You're not going to just give it to a department and go focus on that. It's baked into everybody's job description. That's how I look at innovation.” - Tara
• {00:32:35} - “You're actually stepping into media and having a moment in a way that doesn't make sense to the millennial. Our shoe moments are in the office or some movie, but their media moments are in Roblox and they're in Fortnite.” - Brian
• {00:33:53} - “I wonder sometimes if we abandon opportunities or we neglect opportunities that are inherently less measurable because the current crop of talent is so trained on focusing and doubling down on things that are measurable. But the future is not measurable because it doesn't exist yet. We can't quantify it yet.” - Phillip
• {00:46:39} “You need to be in the market touching and feeling it, chatting with consumers, and seeing trends. So market travel is extremely important to us.” - Tara

Associated Links:

• Learn more about Tara McRae and Clarks
• Review of The Multiplayer Brand by Jess from FireTeam
• Grab your copy of The Multiplayer Brand here
• Have you checked out our YouTube channel yet?
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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