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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.

RSP Series: How Retail Leaders Improve Customer Acquisition And Retention

Any retailer’s long-term health requires finding the right balance between acquiring and retaining customers — particularly the loyal and big-spending types of shoppers. But rapid changes in both consumer expectations and the competitive landscape have rewritten many of the established rules for customer acquisition and retention. The 2018 Retail Strategy and Planning (RSP) webinar series, hosted by Retail TouchPoints, uncovered several new strategies for tackling these timeless challenges. Following are brief recaps of six webinars in the #RSP18 series, now available on-demand.

Approach LGBTQ Inclusion As A Core Belief, Not A Marketing Gimmick

The way retailers speak to the LGBTQ community and portray its members in their marketing can have a significant impact on consumers’ perception of the brand: 31% of shoppers say they are somewhat or definitely more likely to buy from LGBTQ-inclusive brands, according to a survey by FocusVision. Nearly 40% of respondents reported having a more positive impression of a brand after seeing an LGBTQ-inclusive advertisement. However, retailers won’t always benefit from presenting themselves as advocates for the LGBTQ community; 19% of respondents said LGBTQ-inclusive ads gave them a negative impression of the brand. Additionally, surveyed consumers were evenly split on whether they felt brands should advocate for the LGBTQ community. To help determine the best course, retailers should learn how their particular base feels about the issue, and act accordingly. “I think that there is more of an acceptance moving on the LGBT community.,” said Zoe Dowling, Lead Researcher at FocusVision in an interview with Retail TouchPoints. “People feel there is a good amount of representation, and some even feel there should be more. For brands and retailers it’s about asking their customers and audience about what they’re looking to see, and creating a strategy around that.” One round…

KEEN Footwear Steps Up E-Commerce Game With Story-Driven Content Strategy

KEEN Footwear has predominantly operated as a wholesale business since its founding in 2003. But as more consumers go right to their favorite brands to shop, the company has sought a greater share of direct-to-consumer sales. With its growing DTC channel nearing 10% of total sales, the retailer completely revamped its e-Commerce site to appeal to the evolving consumer with one major feature: storytelling. With product categories ranging from steel-toed work boots to sandals to hiking shoes to street-style sneaker boots, KEEN Footwear sought to appeal to several varied consumer audiences. As part of the new experience, the retailer seeks to tell rich stories about the products that are relatable to any shopper browsing the site, according to John Evons, VP Global Direct-to-Consumer at KEEN.

Roots Provides Shopping Centers With Consistent Yet Localized Marketing Campaigns

Shopping centers often promote their retailers’ marketing campaigns via various digital and physical channels to drive traffic and sales. While retailers generally pay for shopping center marketing as part of their lease agreements, they often don’t take advantage of these offerings due to the difficulties of communicating with representatives at every complex. James Connell, VP of E-Commerce and Customer Experience at Roots, a Canada-based outdoor lifestyle retailer, noted that while his company recognized the value of advertising correct promotions, hours and store details at every location, it was getting cumbersome to communicate campaign directives to each individual store.

Feelunique Reaches 1 Million+ Shoppers With Word-Of-Mouth Referrals

With a global community of more than 1.3 million shoppers, Feelunique, a UK-based online beauty and cosmetics retailer, is leveraging this vast following and turning them into powerful brand advocates. Having already introduced a loyalty program, a social media influencer program and a monthly product sampling offer, Feelunique sought to provide a platform where shoppers could easily share their positive experiences with friends and family. Feelunique has more than 130,000 daily site visits and sells more than 30,000 products from 500 brands. Nearly two thirds (65%)of sales come from the very social demographic of global Gen Z and Millennial shoppers under the age of 35. With 61% of women likely to recommend a beauty brand to a friend or family member, according to Ben Van Pelt, Marketing Manager at Feelunique, the decision to implement a referral marketing program made perfect sense for the company.

Advertising In An On-Demand World: Why Brands Should Embrace The Connected TV Revolution

It’s no secret that the world of television is rapidly evolving. Gone is the age of ‘prime time,’ when audiences reserved television viewing for just a few hours each day. In its place, the digital age has ushered in a new concept entirely: prime time is now any time. As traditional cable subscriptions continue to decline, Connected TV (CTV) presents a modern-day vehicle for media consumption, offeringunparalleled reach and targeting capabilities and in turn, a fresh opportunity for brands to reach consumers through advertising. Connected TV, or Over-the-Top (OTT), refers to Internet-connected TV streaming content on the largest screens in the household. Advertising on this platform provides an experience that closely resembles watching a traditional TV commercial, as video ads are delivered alongside premium, professionally produced content on an Internet-connected TV.

Exclusive Q&A With New Jet.com President

Food and New York City are the primary near-term focuses for Jet.com, as the shopping site homes in on an improved user experience and better delivery options. Simon Belsham, recently named President of Jet.com, explained the company’s strategies during a keynote presentation at the eTail East event in Boston, followed by a 1:1 interview with Retail TouchPoints. In the exclusive Q&A, Belsham, who joined Jet.com as President in March 2018, talks about the future of Jet.com, the new Jetblack personal shopping service, the site’s integration with Walmart, and how a hyper-focus on food will help the company move to the next level.

Smart Glass Boosts Online Sales 38% By Expanding Digital Audience

Smart Glass Jewelry is an eco-friendly accessory brand that finds new uses for old materials by creating fashion jewelry from recycled bottles. The SMB retailer recently discovered that both old and new strategies are needed to optimize digital marketing in order to stimulate customer engagement and sales. Beginning in March 2018, Smart Glass deployed the Springbot Exchange Audience Expander to match its customer data and identify look-alike audiences, and then to launch an automated three-series email drip campaign. The Springbot solution automatically adds consumers who engage with a retailer’s email campaign to a permanent subscriber list.

How A 40M Decrease In Email Promos Increased Revenue At TUMI

Working to deliver a more relevant customer experience, TUMI was seeking to consolidate business functions “that have a direct relationship with the customer on a 1:1 basis,” noted Charlie Cole, Global Chief eCommerce Officer at Samsonite and Chief Digital Officer at TUMI. “We thought all these functions should live in one place,” he explained, “including online analytics, customer service, sales (retail/online/outlet/drop ship), warranty, repair, email send/open/click, social graph data…” Finding the right solution was a challenge, Cole explained: “We didn’t necessarily know where in the vendor landscape we were going to end up, so we talked to all sorts of partners, including email, personalization, more traditional CRM, etc.” After a thorough search, Cole and his team landed on the Customer Data Platform (CDP) from AgilOne. In this Q&A, Cole shares his learnings and results from the implementation.

Prime Day Mobile Spike Fades Fast For Non-Amazon Retailers

  • Published in News Briefs
Retailers riding Amazon’s coattails during Prime Day 2018 saw an impressive 156% increase in mobile app installs and purchases, but the good times didn’t last long. After a strong start prior to and during the 36-hour event on July 16, 2018, shopper fatigue quickly set in. An analysis by Liftoff…
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Exclusive Q&A: How Loot Crate Is Managing An Influencer Tipping Point

Six years young, Loot Crate is a self-proclaimed “leading subscription commerce platform targeting super fans of entertainment franchises.” While Loot Crate appeals to all ages with its family-friendly product, a large majority (80%) of its customers, called “Looters,” are 18 to 34 years old, according to Erik Reynolds, VP of Product Marketing and Communications. “What I love about optimizing for this generation of consumers is, that they want more than just a shopping experience,” Reynolds said. “They expect a more content rich experience, especially when they’re browsing products on our site within their favorite fandoms — comics, TV, movies and games — our site, mobile app and our products have to nurture to that. We create content that not only sells the next crate but also tells a story in deep alignment with our licensor partners.”

57% Of Shoppers Say Retargeting Has No Influence On Online Buying Decisions

Retargeting is one of the most frequently used weapons in a marketer’s arsenal, but a new report strongly suggests that key elements of the retargeting process are broken. More than half (57%)of consumers feel that retargeting ads have had no influence on their decision to purchase something online, according to Nanigans. Retargeting is an online practice designed to advertise products to a shopper based on their browser history. For example, when a shopper buys pants but only browses for shoes on the same shopping visit, the retailer later displays ads for those shoes as the shopper visits other sites. While the concept behind retargeting may be sound, the execution is frequently faulty. Many retailers misjudge how much they need to be retargeting in the first place, and more of them are simply not getting retargeting right at all. As many as 77% of consumers report they often see too many retargeting ads from the same retailer, while 88% report seeing retargeted ads for products they’ve already purchased.

4 Tips For Maximizing Social Media Success

In retail, lots of traffic is great — but the real measure of success is how many people actually make a purchase. Turns out that for fashion retailers, there’s a parallel phenomenon in the world of social media. Having a huge number of followers is a major asset, but what’s really important is how many of those followers are truly engaged with the brand. For example, Gap has 9.94 million followers across Facebook, LinkedIn, Instagram and Twitter, according to a recent report by Digimind. Between March 17 and March 31, the brand racked up 171,000 likes, retweets and similar interactions. However, Anthropologie, which has only 6.01 million followers, garnered 2.02 million interactions during the same two-week period. Fashion retailers can take several steps to maximize the benefits of their social media outreach, according to Heather Aponte, Communications Manager at Digimind: Understand how shoppers communicate: Nearly all (96%) of shoppers reference U.S. fashion retail brands on social media through hashtags (like #gap), while just 4% refer directly to the retail company’s social media handle (such as @Gap). Find out what customers share: In order to craft an effective social media narrative, retailers must identify what shoppers are saying about them. Look…

5 Keys to Successful Influencer Partnerships

The U.S. influencer marketing industry will reach up to $10 billion by 2020, according to Bloglovin' research. While some brands have seen success with endorsements from celebrities with hundreds of thousands (or even millions) of followers, these partnerships can cost brands a pretty penny. Bloggers, micro-influencers and experts in specific fields may be a better investment, particularly for brands just starting to test influencer marketing campaigns. Although these influencers don't have millions of followers, they often are more impactful due to their small yet highly engaged followings. Consider this: just 3% of consumers are influenced by celebrity endorsements, according to research from Collective Bias. Conversely, 30% of consumers are more likely to buy a product that a non-celebrity blogger recommends. These bloggers are also 10 times more likely to influence an in-store purchase than a celebrity.
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