So, the consumer has changed so dramatically in just a year while I think there are sections of specialty retail that are just still kind of asking, like, when does it go back to normal? Like what are we going to be back to that same sort of spot? And, and I think there’s an argument to be said that’s probably not going to happen. And even if it does partially happen, there’s a piece of the new world is just, you know, forever changed and that the consumer is forever changed. Which, I think is going to have, you know, impacts into 2021..”

– Scott Buelter

EPISODE PREVIEW:

Scott Buelter, CEO and President of Ascent 360 joins us on this episode of Channel Mastery. Ascent 360 was founded with the mission to build advanced technology that does amazing consumer personalization and bring it to the outdoor industry and specialty businesses and brands. This idea was an incredibly forward thinking idea at the time and I truly believe it has elevated the opportunity for small and mid-sized specialty brands to earn the hearts, minds and trust of their target consumers – a mantra you hear me say often, Channel Masters.  

If nothing else, 2020 granted us all in specialty business experiences that worked or didn’t work. We now have so many things we can look back on and either graduate forward as we’re looking to manage another year or leave behind. Consumer behavior shifted at unprecedented rates last year and with that, consumer expectations changed too. We have to continue to be nimble and connect with our consumers on an emotional level and Scott is here today to offers real life examples of how to do just that. 

This episode is a great way to lead into 2021 and I am excited to see what Ascent 360 does next!

GUEST PROFILES:

scott buelter

As CEO and president, Scott Buelter guides Ascent360’s strategy and vision. His mission is to bring enterprise-level marketing capabilities to midsize businesses through a powerful CDP, allowing them to better understand their customers and achieve continual growth. Buelter draws upon his data analysis and digital marketing experience at companies such as Nike, Disney, Royal Caribbean, Loews Hotels, American Express and Samsung, as well as upon his academic background. Buelter received an MBA from the University of California–Irvine and a Bachelor of Science in economics from the University of San Diego, in addition to studying at the London School of Economics and the Institute of Education Sciences in Berlin and Vienna.

TOPICS COVERED:

2020’s Impact on Consumer Behavior, Data tracking and usefulness for specialized brands, Consumer-based business modeling in 2021, Evolution of email marketing in 2021

SELECT QUOTES:

“So, the consumer has changed so dramatically in just a year while I think there are sections of specialty retail that are just still kind of asking, like, when does it go back to normal? Like what are we going to be back to that same sort of spot? And, and I think there’s an argument to be said that’s probably not going to happen. And even if it does partially happen, there’s a piece of the new world is just, you know, forever changed and that the consumer is forever changed. Which, I think is going to have, you know, impacts into 2021.” 

“…The people at the counter don’t really want to do it {collect data]. And they don’t make them. But what that means is [that during] this whole explosion of new consumers in 2020,  in the summer of 2020 are kind of unknown now. And we don’t know how to bring them back. We don’t know how to talk to them. So one step is do that data collection. You can have a fully contactless interaction if you email people receipts. There are other values to that certainly for brands and retailers to talk to people about any sort of recall or a product issue or something like that. So I think there’s  reasons to engage the consumer in that contact or collection of information.”

CONNECT:

AS MENTIONED IN EPISODE:

LISTEN TO MORE CHANNEL MASTERY EPISODES LIKE THIS:

Have questions or ideas for Kristin and the Channel Mastery podcast? Email: [email protected]

Like what you hear? Or maybe you don’t?
Help us deliver exactly what you need from Channel Mastery by writing an Apple Podcast review at: 
https://apple.co/2FJ6lwB

PRESENTED BY:
SIGN UP FOR KRISTIN’S NEWSLETTER:
DOWNLOAD TRANSCRIPT:

SUBSCRIBE: