Why Kanye West’s Partnership With Adidas Is More Than An Endorsement

1klaudiaLeveraging influencers such as bloggers and YouTube stars to boost brand awareness and engagement has become the norm for many companies. What’s not to like? Research by McKinsey shows that word of mouth generates twice as many sales as paid advertising. Recruiting a blogger or influencer with a large social following to help promote your brand through word of mouth (and a pretty Instagram picture) can lead to more sales and higher conversions.

Generally, the term influencer describes someone who creates content for their own web sites and/or social channels. But celebrities are on a whole other level, and they may be hired to endorse a product or brand simply because of their large fan base. But what about the celebrities that go beyond the usual endorsements?


Coming To Terms With Millennials: Advice From The Experts

Millennials are mentioned in almost every article related to retail marketing these days. And Retail TouchPoints is no exception. We focused a special report on the topic back in February, titled: Can Retailers Keep Pace With Millennial Consumers?.

With that in mind, merchants must take the proper steps to attract more Millennial consumers and motivate Millennial employees to be brand advocates. 


The Price Must Be Right For U.S. Women Shoppers

Pricing is still a top-of-mind concern for the modern American female shopper: price is easily the most important factor impacting shopping behavior among this demographic, according to Blackhawk Engagement Solutions.

This sentiment doesn’t appear to be waning, as nearly all (97%) of these women have the same or greater sensitivity to price this year that they had in 2015.


EBay Taps Crowdsourcing To Inspire Purchases Via Mobile App

As presidential election season heats up, eBay is giving consumers a chance to vote for one of two mobile offers on apparel, technology and home products. Starting June 24, shoppers can visit to vote on their preferences for “Summer of Choice” mobile deals. For example, the first vote will feature a Char-Broil Classic Grill at 70% off versus a Nutri Ninja Auto-iQ Blender at 50% savings.

Consumers can then purchase the winning “Summer of Choice” mobile deals within the eBay mobile app. There will be four polls throughout the summer months:


Birchbox Targets Multitasking Women Through Its First Social-Only Ad Campaign

  • Published in Social

In May, Birchbox kicked off a six-week campaign on Facebook and Instagram to generate brand awareness and further its reach to a new potential consumer demographic: multitasking women with only a casual interest in beauty products. Retargeting capabilities allow the brand to adjust the content it presents, based on how visitors consume the video content. The subscription retailer has suspended its TV advertising while the social experiment runs its course.

“We wanted to test a more efficient, targeted way to spend our marketing dollars and effectively communicate our full value proposition to the right people,” said Amanda Tolleson, Interim Chief Marketing Officer at Birchbox “The aim was to use real customers to tell our story and show how Birchbox helped them easily find products that fit into their lives.”


How Consumers Can Strengthen The Manufacturer-Retailer Relationship

1allishawatkinsIn this exclusive report, Allisha Watkins, Shopper Marketing COE Team Lead, Mars shares details highlighting an 11.3% increase in sales from the "Big Night In" campaign, which also garnered millions of #GameNightIn social media shares.

The candy brand partnered with consumers and Hasbro to encourage families to spend time together playing games at home (while eating candy).


5 Brand Activation Tips For Retailers To Cross The Digital-Experiential Divide

1Luis Camano GrupoGallegosIn order to drive consumer actions in the moment, it is essential that brands pay attention to where consumers have been on their journey and where they’re going next, be it online or to the mall, and find creative ways to engage.

To quote Amanda Hansen’s article in Ad Age: “Brand activation that resonates with customers and achieves results calls for strategic planning that starts with ‘why.’ Why will your target audiences care? Why would they engage? Then focus on the how.”


Does Facebook Messenger Signal More Automated Customer Service Ahead?

While social media has become an important retail vehicle for marketing and consumer engagement, Facebook’s new API for Messenger brings a different twist to the concept of retail customer service. Rather than simply enabling one-on-one interactions, retailers can leverage these apps to produce live automated messages for consumers who are browsing e-Commerce sites on their mobile phones.

Newegg has already gotten in on the action, partnering with Facebook to add Messenger to its online customer service offerings. E-Commerce retailers Everlane and Zulily actually began testing with the app early in 2015, allowing shoppers to purchase products within interactions and receive periodic order status updates.


Rock/Creek Unites Digital And Store-Based Customer Tracking

Rock/Creek has a lot to gain from learning about its customers — particularly their plans for outdoor adventures. The retailer's most valuable shoppers are those who are about to "graduate"— set off on a backpacking trip across Europe, hike the length of the Pacific Coast Trail or scale the heights of Mount Kilimanjaro.

Knowing exactly when these trekkers are prepping to leave allows Rock/Creek to supply them with everything they need to enjoy the trip (and hopefully survive to return and buy more products). The total "spend" from these customers easily can reach $5,000 to $6,000 per adventure, including items like specially designed shoes, GPS-enabled watches and emergency communicators.


Communities Influence The Next Wave Of Customer Engagement Strategies

As more retailers adopt content marketing strategies to differentiate themselves from the pack, they must not lose sight of the goal to connect with their consumer base — particularly those shoppers who already are "fans" of the brand. In fact, embracing the concept of “quality over quantity” can build strong communities, which can promote the brand even further.

Focusing on these top consumers — as opposed to taking time to concentrate on casual shoppers — enables retailers to gain a greater understanding of their highest spenders and, in turn, boost engagement. In building these robust relationships, retailers can create relatable content marketing programs that influence shoppers beyond their current community, and deliver a strong ROI.

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