Omnichannel | Lawrence van Rijn

That is the setting and before we go into the news that the CBC is giving us, we need to take a look at a few past settings. I mentioned it going back to way before June 25th 2021 when I wrote ‘Non Comprehension’ (at https://lawlordtobe.com/2021/06/25/non-comprehension/) then there was ‘Inspiration and realisation’ on August 7th 2022 (at https://lawlordtobe.com/2022/08/07/inspiration-and-realisation/) and several more mentions. I even made mention that the UK firms who got the portfolio for Neom city were making mistakes. You see, social media is a bottomless hole, it is like shouting against a wall that is white wondering why the wall doesn’t answer whether it is a vestal virgin, or merely a decently clean wall. It is as I personally see it a decently meaningless metric. Marketing firms like OmniChannel and TRO had figured out years ago that the true metric was engagement. Engagement is pretty much everything. You can rely on the millions of messages you send out through social media, but does it help? Does it basically do anything more than gobble up your budget? Those 2 million placements are close to useless. It is the 5,000 – 25,000 – 125,000 engaging responses that really matters. It mattered to them to respond and it is not “there are 10 non responses to every response”, that too is too hollow for consideration. It is the responses towards engagements that matter, it is the bread and butter of any influencer.

So now we see (at https://www.cbc.ca/news/canada/toronto/malls-death-experiences-luxury-retail-1.7065690) ‘Some Toronto malls are booming, but not necessarily because of the shopping’, as such we see that the CBC (and the mall) are figuring out why their malls are now busty with ‘life’ with the added “Instagram-worthy experiences and unexpected places are part of malls’ future success, experts say”. So who are these experts? I have been making clear statements for well over two years. Where were they then? I even created IP to nudge engagement forward, where were they? So when we are given ““In the mall business, you always have to be fresh. You always have to think about what your customers are after and remain relevant for the customer,” said Robert Horst, vice-president of retail at Oxford Properties, which operates Yorkdale.” Where was Robert Horst when I stated this well over two yeas ago? Did he adjust to augmented reality? No, he did not. In the meantime Amazon could come in and make a killing. Consider that America has 116,000 malls, Canada has allegedly 2818 malls, where is their adjustment towards engagement? Oh and that is before you consider that the EU, UAE, Asia adds a lot more to the total number of malls. So where is the nudge towards engagement there? Google and Amazon had 3-5 years to wake up with new technologies at their fingertips. They did nothing and the malls did nothing either. So when we are given “Malls such as Yorkdale and The Well, which recently opened in downtown Toronto, are offering fresh takes on retail and expanding the mall experience beyond simply shopping. Yorkdale estimates it has 18 million visitors a year” did anyone consider just how much they are missing?

Inspectors General from the 1st Theater Sustainment Command-Operational Command Post inspect a fuel “bladder” at a fuel farm in central Iraq, recently. U.S. Army Central uses forward logistical elements to maintain fuel farms under contract with U.S. Army logistical specialists called contract representatives to ensure the operation is being conducted to the Army standard. (U.S. Army photo by Sgt. Brandon Hubbard, USARCENT Public Affairs)

It is like pushing an Army fuel bag up a hill, you know it goes nowhere without serious added manpower, and now consider what is required to get new tech and the new IP to get adjusted to a totally new kind of audience. This requires a new kind of nudging. And it is important to use the word nudge and not push. Engagement is not achieved by ‘Do this’, but by ‘Did you try or consider this?’ That is how new waves of engagements are created. I had a similar setting of creating more and more awareness for Neom city (as well as the Line and Mukaab) it is achieved through engagement. As such I wonder who else is asleep at the wheel.

So it is nice that we see the CBC article and I have nothing against the article, but as my blog shows I was ahead of these people by years and my blogs point that out. Not merely my blog, players like TRO Marketing services and Omnichannel marketing were ahead by close to a decade, but the other voices. Feel free to listen to them whilst they shout at walls. The response is negligible and that is what needs to be seen. We can believe that malls are dying, or we can set a new stage where their lease on life is renewed. It might not help getting an immediate influx on revenue, but these influencers will start something that gives a new second tier revenue and that matters, because in a stage where economies are dwindling, the second tier is all you need to survive a little longer. Will it save every mall? Nope, it will not, but it will save the early adopters and those willing to invest and that is also the path that Amazon (and optionally Google too) needed to realise. Who many companies are in more then 20 malls? We see Zara, Sephora, Gap, Apple and several others (OK, Victoria Secrets too) in these places. So what did their ‘marketing representatives’ do to boost their visibility and boost engagement? I am willing to hazard a guess that it is very little and I left enough clues lying around for well over 2 years that it needed to be done. There is only one Harrods, there is only one Dubai Mall. The rest? They better work harder to carry the favour of engagement. It was the only way and now we see that I am proven correct yet again. What a lovely way to get to the end of the year.

So enjoy your day before Christmas and enjoy the last week of this year.

Yes, that is at times the short and sweet of anything, but let that not be some alert to the easiness of any endeavour. You see, my opposition to the CBC article (at https://www.cbc.ca/news/business/nordstrom-canada-1.6766073) is not that simple. The headline ‘Nordstrom closing down in Canada, shuttering all 13 stores’ sounds nice and it is a reality, but it is another line, one giving us “It was not Canadian enough”, that is the one that is plain wrong. You see, from all information we could go with the setting that the business mission was wrong all along, especially with any business painting the books in red since 2014 is another matter, one that matters, but the larger stage is not that (for Nordstrom it might be), malls are at present done for in its current setting. You see when Covid hit, it did a lot more. The timeline 2020-2023 changed people. People were forced to sit at home and mull things over. The short gratitude setting of going shopping in the weekend suddenly got hit by the cold light of day and it did not hold up. People started to think over what on earth they were doing and that becomes a whole lot more.

You see, it started before June 6th 2022 when I wrote (at https://lawlordtobe.com/2022/06/06/presentation-and-awareness-creation/) ‘Presentation and Awareness creation’. This is based in simple settings. You see, all the marketeers are in some silly exercise of direct marketing. It is direct, simple and cheap and the ROI of it is seemingly immense. But any intelligent marketing boffin will tell you that the actual gems are found in engagement. Engagement is key to get traction with the people, especially the people who woke up after covid. I saw the setting in the Eaton Centre Mall (Toronto), yet I saw this application in places like Harrods too (Harrods has way to much traction at the moment, as such they need not worry), but there are well over 115,000 malls that need to wake up. They need to create traction and that was where my IP came in. It wasn’t hard, parts already existed, but for some reason Amazon and Google (the most likely winners in that race) decided not to wake up and that is where everyone decided to snooze a little longer. But there was a stage that was fast and vastly evolving and players like Omnichannel were already aware. They knew that the race was around the creation of engagement, they merely did not take it far enough. I did and suddenly had created a stage where bookshops and jewellers were a lot more important than ever before. OK, I am a guy so I created the stage for Victoria Secrets as well, they have well over 1,000 stores in the US alone and that is merely the beginning. There was a stage of intensified engagements from Alberta to Monaco and from Monaco to Zurich. An enlarging stage and the one keyword everyone forgot about was ‘Effort’, it is not part of direct marketing as such a lot of people forgot about it, but it matters and it matters a lot. Nordstrom is merely the beginning. Unless malls do not change their approach too many of them will become ghost buildings. The people are awake and these malls are largely done for. Seek any of my articles from June 6th 2022 involving ‘Eaton Centre Mall’ and you might catch on. It was all out in the open and marketing people forgot about the essential approach involving effort.

What I never figured out is that I am not the super intelligent type, Google and Amazon should have been thee long before I did and they were not, now that they are all about chasing revenue, I wonder who gets there first, that player will have a much larger revenue stream for a long time to come and it is not an adjusted revenue stream, it is a new one with global implications. That is my view on the matter. How the keyword ‘effort’ changes everything.

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