FOR IMMEDIATE RELEASE
“Digital Food Chain Theory” to be showcased at Retail Summit February 21-23
February 22, 2010-LAS VEGAS–“Digital Food Chain Theory” is an evolutionary theory of digital advertising revenues impacting everyone today.
Digital Food Chain Theory predicts physical business operators (such as large retailers) will rapidly deploy and connect digital solutions in parallel to other traditional consumer-facing solutions. In the heart of massive shifts in media spend to digital budgets, the theory weighs a substantial benefit of capturing sale driven outcomes (at the electronic point of sale) vs. today’s online standards of click through rates and buying search words, television and print expenditures.
Digital Food Chain Theory will debut as one of several keynote addresses set for the upcoming Retail Connection’s Third Annual Business Executive Summit this week in Miami.
“Digital Food Chain Theory” will help guide executives to the core understanding of the art and science of digital technology analytics and how companies can use this data to increase revenue and begin to understand a deeper understanding of exactly what motivates a purchase – online or in a physical store.
Developed by entrepreneur Lawrence Bergenfield, Principal of Bergenfield & Associates with offices in Las Vegas, Nevada, and Washington D.C., Bergenfield is directly engaged by numerous small and large retailers, technology companies and industry solution providers within the rapidly changing cross-channel marketing world and development and deployment of consumer facing technology solutions that drive buying and spending consumer behaviors.
By unveiling analytics behind the theory of “Clicks and Bricks,” Bergenfield leads his audience and clients to understand why the typical female consumer spends time learning and investigating online, but most often still tends to make a final purchase in the physical world.
Bergenfield will lead a keynote address on this topic called Digital Bridges into a Physical World where he will debut “Digital Food Chain Theory” alongside Heidi Chapnick, Director of CVS/ Pharmacy at the Retail Connection’s Business Summit.
“By understanding the digital food chain process, companies can learn to extend and enhance their marketing and advertising platforms to see direct results in consumer spend,” said Bergenfield. “Today, marketeers must engage the consumer in 360 degrees. The consumer is searching, learning and becoming educated online, but clearly in large part the majority of purchases are happening in a physical environment. How do you marry the two to drive awareness and drive sales are the hypothesis behind “Digital Food Chain Theory,” he said.
“Digital Food Chain Theory” is a process for “physically located” business operators to contemplate rationalize and deploy digital solutions that drive revenues, Bergenfield continues. Key elements still play a role – the speed of online and the ability to cultivate and create a loyal connection with the customer still plays a vital role in this theory, he said, but what the data reveals may shock the retail world from consumer want to consumer spend and truly what happens to lead one to the other.
Lawrence Bergenfield is an accomplished keynote speaker and consultant on digital technologies with a client roster of some of the largest on through to early stage technology and retail companies. He is active in creating avenues for online video solutions through video rewards/values; the creator of Motorola’s recently publicized digital (mobile) loyalty iniative and the broader mobile-2-enterprise platform and is widely recognized as an expert within wireless, mobile, social media and future convergent solutions. For more information, contact www.foodchaintheory.com or Lawrence@foodchaintheory.com
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For more information, please contact:
Lawrence Bergengfield
240-447-7781
Lawrence@foodchaintheory.com
Michele Tell Woodrow
Preferred Public Relations
702-254-5704
Michele@preferredpublicrelations.com
www.preferredpublicrelations.com
