By Vicki Matranga, Design Programs + Services
Learn how to develop and launch the right products for the right customer—with the right methods!
The four days of the 2014 International Home + Housewares Show will be packed with events as well as educational sessions. To help you plan your time at the Show, we give you a preview of the presentations that will take place in the Innovation Theater in the Lakeside Center.
Today we are speaking with Jim Klar, global director of interactive program development at Easy2 Technologies. Jim has more than 30 years of experience in sales, marketing, online merchandising and ecommerce. For the last eight years, he has concentrated his efforts in the housewares and appliance industry. He has been a featured speaker and workshop leader throughout the U.S., UK & EU covering topics such as mobile technology, tablet shopper behavior and harnessing interactive content to drive housewares sales online and in-store. In his capacity at Easy2, he works with the world’s largest housewares brands and retailers: Bed Bath & Beyond, KitchenAid, Target, Jarden Consumer Solutions, Walmart, Groupe SEB, Sears and Philips among others.
Easy2 Technologies connects manufacturers, retailers and consumers with engaging and educational merchandising content that converts shoppers to buyers. Easy2 is a division of Answers Corporation, a leading provider of Cloud-based marketing solutions that boost brand engagement, retail sales and customer satisfaction. Clients include the leading consumer products manufacturers and online retailers such as Lowe’s, Sears, Toys ‘R Us, DeWALT, Britax, Mitsubishi and thousands of others. Be sure to mark this important session on your Show schedule.
Driving Conversions with User-Generated Content — The True Voice of Your Customers
Date: Sunday, March 16, 11:30 am —12:30 pm
Location: Innovation Theater, Lakeside Center, E350
Jim, what is the most exciting or rewarding part of your job?
Helping businesses grow by identifying and implanting the right technologies to enhance their ecommerce experience and to help shoppers buy without remorse. I love seeing the lights go on when all parties involved get what they want.
What inspires your passion in your work?
I’m most inspired when educating retailers, brands and consumers on the path to the solutions for overcoming their obstacles – whether it’s how to better sell or how to better buy a product. I believe the spread and proper use of available technology can serve as a tide to raise all ships.
Consumers appreciate getting the information they need in a time and format that are accessible and relevant. You move them to action by answering the questions they care most about in an engaging way.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you do your work?
Our business is predicated on technology and the ability to harness the potential of the latest advances to improve and optimize our client offerings. Technology for its own sake is all flash and no substance. But technology applied in the right way can be a thing of power and beauty…and sales! It takes a lot of work, some success and occasional failure to get to that point. You have to be willing to take some risk – be gracious about giving others the credit for success and take the blame for your missed shots.
At Easy2 Technologies, we’re nimble and inventive, yet stable and accountable – always willing to push our clients and partners forward while building long-lasting growth-based relationships.
Why did you choose to speak at the International Home + Housewares Show?
I love coming to this Show. It’s definitely one of the most exciting and vibrant events on my annual calendar. The people and the brands are all eager for the latest information. The atmosphere of innovation is palpable. Not to mention the great food!
Tell us what you will be speaking about and how and this topic is important for Show audiences.
All the social media of today has empowered consumers like never before to express themselves about the products they love as well as the ones they hate. All of their friends and followers love to listen and watch, and often trust their word over established “experts.” User-Generated Content (UGC) is word of mouth gone global while holding both brands and consumers to a higher level of truth and transparency. Smart marketers and merchandisers need to understand how to effectively utilize UGC to make it work for their brands, products and loyal customers.
You’ve presented in the Innovation Theater before. What are you looking forward to most from speaking at the Innovation Theater?
This is my third time presenting in the Innovation Theater and I am quite honored to be invited back. The quality and breadth of the presentations are always thought-provoking and stimulating. Without fail, I leave the event with renewed energy and excitement about the housewares industry.
What do you see as consumers’ biggest concerns regarding housewares products?
Although this is nothing new, people are worried about getting what they paid for when they buy. The Internet and interactive merchandising has empowered them with what seems like endless product options and bottomless pits of information from all over the world. Their biggest problem can be figuring out what to believe and whom to trust. That’s where User-Generated Content can fill in the gap.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
The pace of change is accelerating and as long as everybody hangs on tight, it could be a safe ride but still a wild one. Out of necessity, shrinking brick and mortar shelf space leads to more online inventory. Online inventory leads shoppers to research, buy and recommend more products using their smartphones, tablets and desktop devices. Housewares brands and retailers alike are challenged to keep up with how it all fits together, including User- Generated Content. If they can’t do it themselves, they need a trustworthy partner to guide them through.
Thank you, Jim, for previewing your analysis of the new connections between consumers and retailers. Your previous presentations at our Innovation Theater offered valuable insights on complex challenges in the retail environment. No doubt your next program will also interpret trends and facts to help industry leaders understand what’s ahead. We look forward to your presentation on Sunday, March 16 at 11:30 am.
Contact Jim at
JIM KLAR / Global Director, Interactive Program Development
Easy2 Technologies
1220 Huron Rd East, 7th Floor
Cleveland, Ohio 44115
jim.klar@easy2.com
US: 216-812-3200 UK: (0)20-3289-0840
f: 216-274-9876
www.easy2.com
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