For Tim Lakin, the online-offline convergence is all about information – specifically, the ability to get more good information to consumers to help them make good buying decisions. As Ecommerce Merchandising Lead for Skechers USA, he sees managing user-generated information as the key to successful multi-channel marketing. And in at least one way, his commitment to customer conversations goes beyond managing content to actively participating in it; as “Tim, the Shoe Guy” on Skechers, he’s actually answered more than 35,000 consumer questions. Tim has been with Skechers for more than five years; before that, he was with shoes.com.
