Looking to pursue a career in Retail Marketing? The Retail Marketing Networking event hosted by Denison Edge and the Knowlton Center offered valuable insights and guidance. Experienced retail and technology consultant, Laura Carrier, led an engaging panel discussion featuring professionals from Big Lots and Bath and Body Works. Students had the opportunity to hear from Heather Rickman, Director of Marketing & Visual Merchandising at BBW, Michael Erwin, Senior Manager of Visual Merchandising at BBW, and Josh Chaney,Communications Strategist at Big Lots. During the event, explored various career paths and potential opportunities in the field as well as ask questions. Here are the key takeaways:
What are some trends?
- Everything is changing really fast. But, at the heart of everything, data is critical to keeping track of how customers are finding companies, and this is mostly on social media.
- Virtual reality is being used to cut down on time and increase productivity especially when it comes to marketing displays in stores.
- Social media is transitioning into not just a promotional tool, but a business intelligence tool.
What skills and qualities are important?
- Flexibility: The panel emphasized that the ability to move into different areas and aspects of retail is important to building an overall understanding of how the industry works.
- Adaptability: Being able to work internationally and leaning into change because it’s something you want to be a part of.
- Storytelling: The panel emphasized the importance of being able to effectively tell a story. And if a story isn’t working, change it!
- Work in hospitality or on the floor in retail. The panel stated interpersonal skills are important as well as being open with the customer: the answer is always in the store.
What is some advice for students?
- Get an internship if possible. In fact, get as many as possible. Internships are a great way to figure out your passions and build upon skills. They also provide an opportunity to network.
- Go to networking events and push yourself out of your comfort zone, especially in the beginning of your career. Building relationships if possible can be a great advantage as it can make things easier down the line.
What is the Ohio retail landscape like?
- A small community, so make sure you make connections and leave in the best way possible.
- Agencies are important! They provide extra support and can help when there is more work than a company can manage on its own.
- Popular agencies in Columbus: ZenGenius, treetree, and Shipyard.
Interested in more events like this? Checkout the events page on Handshake and programs through Denison Edge!
