Martin Okner has 20 years of experience in branded consumer goods. He applies his strategic planning, marketing and channel development background with Revlon, Cadbury and Philip Morris to strengthen and grow companies in the middle market. At SHM Corporate Navigators™, Okner defines and implements new business planning processes to improve new product innovation pipelines, optimize advertising and promotional spending, improve product lifecycle management, forecasting and resale of obsolete inventories, and distribution drives to more than 200,000 diverse retail outlets.
Q. WHAT TRENDS ARE YOU SEEING IN THE RETAIL SPACE?
The U.S. consumer is all about extremes, either seeking super premium brands or looking for the best deal. As a result, we see the growth of luxury goods and volume discount stores putting pressure on mid-tier retailers.
Mobile and digital shopping also provide innovative ways to interact with consumers and extend the experience. Additionally, more affordable CMS platforms, warehousing and fulfillment make it easier to launch an e-commerce platform.
Customers today also have very high expectations at all price tiers. Ten years ago, retailers could retain consumers with a modern and fresh look. Five years ago, consumers wanted superior service. Now it is about being hip, modern, fresh, having superior customer service, a knowledgeable staff, and delivering a customized shopping experience. We call it the “High Fidelity” shopping experience.