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BizReport : Blogs & Content archives : April 14, 2011

4 Questions with Contenix's Lawrence Kosick

Multichannel is becoming a hot buzzword for online advertisers in 2011 as brands look farther abroad to connect with consumers. Rather than focusing solely on local, which is hot, brands are looking to regional, national and even international connections to build their bottom line. Contenix is one hub helping place brands in the right multichannel places at the right times.

by Kristina Knight

contenix.pngKristina: "What does Contenix do?"

Lawrence Kosick, CEO and Co-Founder of Contenix: "The Contenix Platform, which we call the Contenix Application Portal, is a SaaS-based solution that enables premium brands to control, manage and distribute their digital brand assets on different devices and across global channels -- all via the cloud and from one easy-to-use dashboard. Examples of different venues and devices where a brand may want to deliver vital content would be to a retailer's website, a mobile device such as an iPad or iPhone, or to a social platform like Facebook."

Kristina: "How important is multichannel at this point for online brands?"

Lawrence: "In today's multichannel world, consumers are researching and shopping for their favorite brands across multiple channels, devices, and countries. More than 50 percent of today's luxury consumers start their research and purchase process using the internet. They want to connect with their favorite brands on the web, on the go, and via social media channels. Delivering a premium brand experience across multiple channels is a real challenge for today's brand owners."

Kristina: "What are luxury-focused consumers looking for online?"

Lawrence: "Today's luxury consumers now expect as rich of an experience online as they do in store. Historically, finer brands and products have been bought in-store or at the brand boutique, however increasingly customers are starting to shop for these premium brands in a multichannel way, for example:

• Research online and buy in-store (research could be done via a computer but also a mobile device like an iPhone or iPad)
• Research and buy online (again via a computer or mobile device)
• Buy online and pick up at a local store

After-sales service has also become multichannel. Consumers expect to be able to buy online and return in-store or vice versa. For every interaction with the brand or brand retailer, they expect to be able to see their transaction and process the return or exchange seamlessly. Sounds easy but it's actually quite difficult from a systems perspective to provide this level of service."

Kristina: "Advertisers are watching the smartphone/smartdevice adoption rate closely and some of the earliest adopters are more affluent consumers. What are they looking for from advertisers in the space?"

Lawrence: "Premium brands understand that their consumers are well-educated, well-traveled and well-connected via computer, internet and mobile devices. They are more demanding than ever before. What we know from working with premium brands is that they have a laser-like focus on projecting the right image. Until now, they've been struggling to achieve that while engaging with retailers and consumers across these new channels. We're helping them accomplish that."

Tags: Contenix, multi-channel, multichannel advertising, online advertising, online content

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