Richard Cohene, VP Marketing, Beyond the Rack
No retail executive lives and breathes mobile like Richard Cohene, VP of Marketing at Beyond the Rack.
“Mobile is beyond a pillar [of our business] – 50% of the sales for our company happens on a mobile device between Monday to Friday, and on the weekend, we’ve seen it as high as 60%. And I’m certain that it’s going to continue dominating as the primary place where people are going to shop from Beyond the Rack.”
“I didn’t want to be behind the wave on mobile. Or on top of the wave. I wanted to be out in front.”
As the VP of Marketing at a high-volume flash sales retailer, it’s Richard’s job to ensure that Beyond the Rack is upholding the company’s core values by creating “a place where consumers and brands can meet to create a great opportunity for both.” And for Richard, the most important meeting place that customers can connect with the brand is on mobile devices – through the web, apps, and messaging.
Richard has always shied away from building mobile internally. While Beyond the Rack has an extremely strong development team, mobile technologies, platforms, and devices are moving so quickly that it’s difficult for the business to remain agile and flexible to the rapid changes.
“I didn’t want to be behind the wave on mobile. Or on top of the wave. I wanted to be out in front. I wanted to lead the mobile marketing wave of technology and products so that when customers come and visit Beyond the Rack, they really do feel like they’re getting a world-class experience and that they are immersed in smoothness and speed and ease of transaction that makes them want to come back and shop with us again.”