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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.

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.

Perch Raises $1.7 Million With New Funding

Perch has raised more than $1.7 million in seed funding, led by follow-on investments from TVC, Corigin Ventures and other leading angel investors. The company also has added former Sephora CEO Howard Meitner to its board of advisors. The Perch interactive retail marketing platform — which can detect the specific products shoppers are interacting with in-store and respond with dynamic digital content — has been deployed by companies including Neiman Marcus, Sunglass Hut, Sephora, Kate Spade and Pernod Ricard.

Mid-Campaign Ad Optimization Helps Boost Conversion Rates

Retailers, like CPG companies, need to keep an eye on their marketing spend when reaching out to their target consumers. For example, Del Monte Foods partnered with Amobee for its Sales Accelerator solution, which lets consumer packaged goods clients connect digital ad impressions to offline purchase data while a campaign is still running, giving it an opportunity to make mid-campaign adjustments and more effectively reach consumers.

#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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