#11 Bridging the gap between retail and online (Jo-Ann Stores)

Today’s guest, Gideon Toman, is the Digital Marketing Manager at Jo-Ann Stores. In this episode, he shares the challenges of having both a retail store and an online store, all the while providing a first-class customer experience.

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• Did you always have an affinity for math or data that allowed you to work successfully in the digital marketing space?
• Getting a comprehensive view of how your digital marketing might impact your retail stores - is that a challenge that you guys face regularly and do you feel like you have built out a marketing stack that allows you to overcome challenges like that?
• In mobile app marketing, a lot of campaigns are predicated on what is reported by a third-party attribution source. When it comes to mobile apps, is that how you determine success as well?
• Could you lay out what a delightful experience looks like in your eyes for your customers?
• Has the mobile app become a more important part of the JO-ANN business over the last 3 years; has this become a focus for you?

• 01:07 Gideon’s background
• 03:55 JO-ANN’s presence all of the country
• 04:37 Tying online to offline experiences
• 08:38 Defining their mobile app success
• 09:39 Importance of time when running a incrementality test
• 10:54 Gideon’s perspective on what is a delightful experience for customers
• 15:04 Gideon’s perspective of the JO-ANN’s app
• 18:53 Gideon on customer feedback
• 20:18 Gideon’s future plan as a Digital Marketing Manager at JO-ANN Store

“That’s what we’re shooting for. That’s the last checkmark on any list of whether we should do something or not - Is this going to be an inspiring great experience for the customer?”