Omnichannel - the way to move your business forward
Interview with Maria Papapanagiotou, Consumer & Digital Marketing Director at Levi Strauss Europe, on the Omnichannel In Retail Programme
What is your professional background, and why did you sign up for this programme?
I have studied business with a focus on Marketing Management and International Business, and I’ve been working for 17 years in the marketing departments of multinational companies (L’Oreal, Dixons, Levi Strauss) at the country and European levels. I always follow the trends − not only in marketing and communication, but in business and marketplace as well.
Omnichannel is the way to move your business forward. It’s not just a temporary trend – it’s what will either make or break a company. So, I simply had to follow this programme to make sure I have a complete overview of Omnichannel in Retail.
What is the added value for you, your job, your company?
Vlerick’s Omnichannel in Retail programme reinforced my knowledge and made me start thinking and acting as the glue between the different communication channels in our company. The programme makes you realise that consumers want to hear one voice from the brand at any time and place. Companies must provide this level of experience, while being careful about the financial and process implications. These two learnings are crucial for me − I need to apply them in our communication strategy as well as in retail and e-com.
What topics did you find especially interesting, and why?
Overall, I found the whole programme very interesting, because the professors link the theory to real business case studies.
I was most intrigued by the communication and business implications of e-com and CRM, because these things apply directly to my function. The programme deepened my knowledge and gave me the urge to study this part of the business even further.
What is your key learning?
Because it doesn’t separate functions or departments, Omnichannel is the way to see your business holistically. Omnichannel is a ‘back office dance’ that speaks to consumers’ hearts. It’s the way to move forward, speaking one language and engaging with your customer 24/7 − and it’s the way to survive and succeed in the current business environment.
What did you think of the learning experience, instructors, dynamics, cases?
There was a good mix of specialisations among the professors. And the good dynamics among the participants led to informative discussions. I would like to see more real-life case studies regarding the CRM examples.
The key elements of the programme were the instructors’ business experience and the multiple examples and case studies presented. Plus, the professors engaged the participants with the industries/companies.
Learn more about the Omnichannel in Retail Programme