Al Corona TBJApodcast 413
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At the time of this podcast airing, the once dominating kid’s store, Toys “R” Us has filed bankruptcy stating that kids aren’t wanting toys like they used to and instead are opting for computer games and tablets. Al Corona shares how brick and mortar stores CAN thrive by using a successful e-commerce strategy to thrive in today’s marketplace.

Al Corona is the president and CEO of TouchCR, an advanced e-commerce platform used by B2C companies to develop deep buyer insights and market with significant relevance. In this role, he is responsible for implementing the company’s long and short-term business goals, while promoting strategic growth. Corona is an expert in consumer products sales and strategic marketing. He specializes in consulting with companies on “best practices” for restructuring organizations, identifying and recruiting efficient teams and evaluating business models to enhance profitability.

I like to travel and I am a Chicago foodie at heart.

Think Like A Journalist Quote
Communications is at the heart of e-commerce and community.” –Meg Whitman, President, and CEO of Hewlett-Packard

Success Quote or Tip
Listen more than you speak, constantly learn, if you think you’re failing stop and reassess and never give up.

Career Highlight
Grew up in Los Angeles. Started as a sales rep and went into consumer packaged goods. In 2003, he left and went into building a strategic growth. He joined the startup company, TouchCR and had to learn a different world. Find out how his business changed from selling sunscreen to an entirely different project.

When It Didn’t Work
It took Al 10 years after a failure to understand why his business didn’t work. He was selling Indian velvet bedspreads but he didn’t understand the fundamentals of business. The business eventually failed. Find out what he learned from this.

Listen to a point of view that isn’t so close to you.

How Traditional Brick and Mortar Retailers Can Deploy a

Successful E-Commerce Strategy

  1. Make sure you have executive buy-in on e-commerce.
  2. Integrate data from fragmented sources.
  3. Analyze data to understand who your best customers are and what the need.
  4. Create profiles of your high-value customers based on qualifying metrics (demographic, psychographic, transactional and behavioral data).
  5. Target your best customers with relevant messaging that resonates with their unique needs.
  6. Nurture the relationship to convert high-value customers into loyal, lifelong customers.


What is one piece of technology, video, multimedia equipment, or app that you just can’t live without?

One book, documentary, blog, podcast, or Internet Channel to watch?
What To Do When Machines Do Everything, Malcolm Frank

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TouchCR website

Mentioned In This Episode

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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