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Digital Marketing

To keep up with consumers’ digital advances, retailers are becoming savvier, implementing strategies and programs via smartphones, tablets and other digital venues. Digital marketing can take the form of push messaging, in-store digital signage, location-based promotions, email messaging and much more. Smart marketers are working on complete strategies that include the best new digital solutions in addition to tried-and-true traditional methods. This section will guide retailers down the path to digital marketing success.

#RIC18: Marketing/Customer Engagement, Retail Innovation And Customer Experience Sessions Coverage

The 2018 Retail Innovation Conference featured more than 20 breakout sessions, organized into six tracks: Digital Strategies Omnichannel Commerce Operations Marketing/Customer Engagement Retail Innovation Customer Experience These small-group sessions allowed attendees to dive deeply into hot topics and hear in-depth case studies from retail executives, as well as analysis and best practices from consultants and industry experts. Here’s a quick recap of the sessions from the Marketing/Customer Engagement, Retail Innovation and Customer Experience tracks, with live links to videos for a more detailed look. Recaps of the remaining three tracks were published on May 29.

How A Digital Storefront Enhances The Physical Experience At Mizuno

Designed to “capture the new digital savvy customer and showcase Mizuno product cross-sport,” the digital solutions in place at Mizuno flagship stores are driving global customer engagement and loyalty. Mizuno operates one flagship store in the U.S., as well as others in key markets worldwide. The digital display merchandising solution, provided by Perch, features self-serve technology that brings the digital online experience into the brick-and-mortar store. This technology is a key focus of the Mizuno Experience Center, located in The Battery, the U.S. flagship store in Atlanta. Here, shoppers can immerse themselves in digital experiences to book custom fittings for golf clubs or running shoes, assess their baseball swing, get gloves steamed and more.

New Lifestyle Site Helps Millennials Simplify Shopping

The founders of the brand agency Figliulo&Partners have launched Quiddity, a video-based product reviews and lifestyle site. Quiddity is launching with six initial product categories: meal kits, renter’s insurance, wireless headphones, mattresses, blenders and wearable trackers. The site features a comprehensive buyers’ guide, product pages, original articles and a video…
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Exclusive CMO Q&A: Storytelling Drives Disruptive Apparel Retail Model

Two of the most important areas of responsibility at any retail company are Marketing and Merchandising, but at Matilda Jane Clothing they are handled by one hard-working executive: Chief Marketing and Merchandising Officer Allison Flatjord. At another company, this might be a tale of competing priorities and siloed departments, but that’s not the case here. Matilda Jane bridges the gap by maintaining an unrelenting focus on its customers and a commitment to a unified brand message. “Our whole brand revolves around storytelling,” said Flatjord. “Every season we tell a different story, and in order to effectively tell those stories, we have to be really tight on marketing and product — everything that supports that story. So, for us it makes much more sense to have marketing and merchandising combined, to ensure the product supports the story you want to get across.”

#RIC18: How 1-800-Flowers Stays One Step Ahead Of Disruptive Technology

Monika Kochhar, SmartGift, interviewed Chris McCann, CEO of 1-800-Flowers Three decades ago, the company now called 1-800-Flowers.com Inc. was a small array of florist shops in New York City and Long Island. That was before the purchase of a telemarketing business called 800-Flowers. “By creating a brand around a phone number, we disrupted the floral industry,” said Chris McCann, 1-800-Flowers President and CEO, at the 2018 Retail Innovation Conference session, Reinventing The Customer Experience. “We realized then that if we had that ability, then another technology could come along and somebody could do that to us.” To make sure a newer technology would not have the chance to disrupt 1-800-Flowers’ business, management instilled a culture of exploring, testing and deploying new technologies. “We established a process we call ELAC,” McCann explained. “It stands for engage early when a technology is emerging, learn along with the consumer, adapt those learnings and innovate with new products, and bring it to a stage of commercialization.”

#RIC18: How TechStyle Optimizes Personalization With Continuous Testing

For most retailers, one-to-one personalization is a goal to work towards rather than an actual achievement — but TechStyle Fashion Group is an exception. The retailer, which includes the Fabletics, JustFab and ShoeDazzle brands, has succeeded in making personalization practical. At the 2018 Retail Innovation Conference, Traci Inglis, Brand President for JustFab and ShoeDazzle, shared some key statistics that chart TechStyle’s progress: • The retailer sends unique emails to each of its 2.5 million members;• The emails utilize dynamic one-to-one merchandising across thousands of styles, individualized based on the customer’s preferences, clicks and purchases;• Targeted subject lines highlight the customer’s first name and the email offer; and• TechStyle personalizes the web pages members see based on their fashion and style preferences as well as their location.

21 Innovative Solutions Showcased At #RIC18

At the 2018 Retail Innovation Conference, innovation wasn’t limited to the educational sessions. Sponsors showcased solutions for some of the retail industry’s most pressing concerns, including marketing personalization; mobile applications; making loyalty and referral marketing programs more effective; deepening connections between retail associates and shoppers; and the latest in design and digital signage. Following is a roundup of the sponsors’ offerings.

#RIC18: 17 Quick Quotes Provide Taste From Smorgasbord Of Retail Topics

The 2018 Retail Innovation Conference featured more than 50 retail industry executives and experts speaking on a wide range of the hot topics — from the sometimes-difficult move from online to brick-and-mortar to optimal use cases for AI, voice and personalization. These 17 quick quotes provide a “tasting menu” for those that couldn’t make the conference, which was held April 30-May 2 in New York City. “If you want the rewards of creativity and innovation, you have to take the risk. Comfort zones are great, but nothing actually grows there. They’re deserts.” — Ken Hughes, Award-Winning Shopper BehaviouralistCreativity can’t be cultivated by simply creating the right environment — you have to work personally to generate fresh ideas and innovations. Trendy accoutrements like beanbag chairs or coffee bars are what Hughes calls “lipstick on a gorilla” — they’re superficially attractive, but don’t actually improve the creative process, which is ultimately a personal responsibility.

Hotter Shoes Leverages Triggered Emails To Add Fire To U.S. Expansion Efforts

As a footwear retailer with 77 stores and a presence in more than 200 independent retailers across the UK, Hotter Shoes has made a name for itself across the pond. But the company has its sights set on U.S. expansion, hoping that its e-Commerce offerings will spearhead the retailer’s American push. Within the last year, Hotter Shoes generated $27 million in U.S. sales, or 35% year-over-year growth, with email-related revenue accounting for approximately 20% to 25% of those sales. With email contributing so much to the U.S. revenue pie, Hotter Shoes sought to bolster one area of its email marketing campaigns — triggered emails — by leveraging insights from 4Cite, a consumer identification and data management firm.

Influencer Marketing Playbook: Micro Influencers, Multi-Tier Campaigns & New Instagram Features

In September 2017, super influencer Arielle Charnas of Something Navy was said to rack up more than $1 million in sales for Nordstrom in less than 24 hours with her debut clothing collection, Something Navy x Treasure Bond. This is just one example of the incredible impact that influencer marketing can wield for retailers and brands.  Research on influencer marketing demonstrates its value for creating awareness, increasing brand value and boosting sales. Results from the 2017 State of Influencer Marketing report by Launchmetrics revealed:  88% of influencer marketing tactics were effective at raising awareness about the company or its products;  65% claimed that it was effective for increasing customer loyalty; and 53% claimed that it was effective at driving sales.  This feature hits on the latest trends, best practices and case studies in influencer marketing, including:  The value of micro influencers;  The benefits of a multi-tier, long-term influencer strategy; New Instagram features gaining momentum among influencers; and Case studies from international retailers such as Bodyguard Apotheke, Feelunique and Matsuya. “Brands are starting to experiment a little more with influencer marketing itself,” said Michael Froggatt, Director of Intelligence at Gartner L2 in an interview with Retail TouchPoints. They are making these moves in part…

Algopix Delivers Product Market Research For EBay, Amazon Sellers

Algopix is a product research platform that is designed to provide eBay and Amazon sellers with product market research data to make informed business decisions. The platform provides insights into competitors, expenses, item popularity and more, to help sellers decide what to buy and where to sell it. Using real data and advanced algorithms, Algopix provides a 'Recommended' or 'Not Recommended' indicator for each market to make the process as easy as possible.

Email Personalization Made Easy: New Strategies, New Results

Many years after its inception and early use, email personalization still represents a significant opportunity for retailers today. To be specific, retail marketing teams can use customer data to create more effective campaigns that offer better — more personalized — experiences for customers and prospects. In turn, these enhanced experiences pay off where it matters most: increased clicks, conversions, sales and profits. Consider the evidence: “Personalized email messages improve click-through rates by an average of 14% and conversions by 10%.” (Aberdeen)[1] “Up to 74% of marketers report that targeted personalization increases customer engagement. Additionally, marketers see an average increase of 20% in sales when offering personalized experiences.” (Econsultancy)[2] “Personalized emails deliver 6X higher transaction rates.” (Experian)[3] “Real-time targeting using open-time and live business-context data delivers a 13% improvement in email revenue.” (The Relevancy Group)[4]

CCSeries Webinars: Perfecting Every Point Of Contact

Even as points of customer contact multiply, retailers are tasked with making the most of every interaction along the shopper journey. The 2018 Connected Consumer webinar series from Retail TouchPoints highlighted innovative solutions and strategies for maximizing each contact point with a retailers’ customer target groups. Following are brief recaps of the seven webinars in the #CCSeries, which are now available on-demand. 4 Email Marketing Strategies That Create Relevant Experiences Greg Zakowicz, Senior Commerce Marketing Analyst at Oracle + Bronto, kicked off the Connected Consumer series with the webinar, titled: Increased Expectations Means Better Email Marketing: Are You Prepared?

5 Ways Retailers Can Stay Ahead Of The Technology Explosion

Every day there seems to be a hot new technology grabbing headlines, promising to transform the buying journey by improving customer experiences. With technology evolving at lightning speed, how can retailers keep up with the technology explosion and keep their eye on critical business priorities? Here are some tips to stay ahead of the curve and invest wisely.
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