Guest speaker: Carolyn Pollock
Carolyn Pollock is the Chief Marketing Officer of Tailored Brands, the owner of Men’s Wearhouse, Jos. A. Bank, K&G Fashion Superstores, and Moores Clothing for Men in Canada. With a successful track record of driving growth, Ms. Pollock joined Tailored Brands to help unlock the potential of its suite of brands. Carolyn oversees all consumer marketing efforts and is chiefly responsible for leading the team developing marketing strategies and innovative programs instrumental to Tailored Brands’ business transformation. Previously, Ms. Pollock was a managing partner at marketing strategy consulting firm, RevelOne, and served start-ups and established companies across consumer retail and technology. Prior to consulting, Ms. Pollock held marketing leadership roles at eBay and started her career with Unilever and Labatt Breweries of Canada.
This episode features an interview with Carolyn Pollock, Chief Marketing Officer of Tailored Brands, owner of companies like Men's Wearhouse and Jos. A. Bank. Carolyn has 20 years of marketing and management experience driving growth and building brands. Previously, she served as a marketing leader for eBay and Facebook. At Tailored Brands, Carolyn oversees all consumer marketing efforts and leads the team developing marketing strategies and programs.
In this episode, Kailey and Carolyn discuss the hybridization of retail, leveraging technology to gather data, and showing up for customers in the right channels.
Crafting a well-rounded customer experience requires a hybridization of online and in-store knowledge. When customers are researching your products online, you can use that data to help outfit them in-store and provide them exactly what they need.
From a customer service standpoint, retailers have an opportunity to go above and beyond in providing an experience. For instance, if a customer spills a drink on their shirt at a wedding, a Tailored Brands store manager will hand-deliver them a new shirt. Showing up for your customer goes beyond data, it means they can depend on you throughout the entire experience.
When trying to uplevel your customer engagement, don’t boil the ocean. It’s critical to be realistic in your expectations and figure out what’s most important and foundational to your process right now, and then act on it.
“No one walks into our store not knowing something about what we have to offer, [...] the integration of on and offline is a really big part of it. And making sure that you've got the tools and the understanding of where those handshakes of information transfer have to happen, is a really important way to respond to that.” – Carolyn Pollock
*(01:46) - Carolyn’s career journey
*(04:33) - Industry trends in customer engagement in retail
*(12:16) - Challenges in the customer engagement journey
*(18:26) - How Tailored Brands is leveraging technology to build a sophisticated customer journey
*(22:27) - An example of another company doing it right with customer engagement (hint: it’s Sephora)
*(24:57) - Carolyn’s favorite piece of data
*(29:01) - Changes in the next 6-12 months in marketing and retail
*(31:01) - Carolyn’s recommendations for upleveling customer engagement
Resources & links