The Story of BENRUS: How Omnichannel Helps Customer Stories Live Forever
It’s time for a history lesson. Benrus was founded as a watch repair shop in New York City way back in 1921. The name Benrus comes from the combination of its founder Benjamin Lazarus’s first and last name. The watch has become a bit of a banner for the WWII era thanks to its prominence in photography of those fighting overseas, and later through its prominence with figure heads in the 1960s.
“The most iconic Benrus watch out there is the one given to John F. Kennedy during his presidential run and it says ‘To Our Future President J.F.K. Benrus,'” Giovanni Feroce informs me.
Feroce, CEO and Chair of Benrus watches, knows the importance of keeping up with the times in the digital market. Benrus has an iconic status in history, thanks to much documentation of its watches through historical photos, and Feroce believes now is the time to use that content to leverage the next chapter in Benrus’ own story in the omnichannel space.
“I have so many stories to draw upon and I believe I can show what the visuals of that will look like as we incorporate that onto our eCommerce platforms, explains Feroce. “I envision basically becoming a depository of information, which then would lead to new sales and begin new stories and once it becomes circular in nature that should help us with the future of online purchasing.”
It’s a story that has become a focal narrative for marketers who attend our GDS Omnichannel Insight Summits, as they attempt to navigate the dilemma of how to talk to their customers on each of their platforms from mobile to desktop. For retailers like Benrus, it’s not about the pitch, it’s about the story behind how those objects make customers feel. Marketers are suddenly becoming storytellers and finding ways to craft their tales on the multitude of platforms, each with its own medium’s storytelling techniques.
Shawna is a 2 time NY Emmy Award winning story teller who has taken on the role of anchor, reporter, producer, writer, photographer, and editor in the past decade. She has worked as an on air reporter and anchor for local news with companies such as NY1, News12, Newscorp, FIOS, The US Open, and Cablevision's Optimum Channel. She has also been an emcee who has led events for The Weather Channel, The History Channel, The Smithsonian Channel, National Geographic, and the Discovery Channel.