Rachel Klein

Gap Inc. Gets More Personal In Its Marketing

Rachel Klein October 15, 2018

ARTICLE SUMMARY: Even though the Gap Inc. brands (Gap, Banana Republic, Old Navy, Athleta and Intermix) have broad appeal, Gap Inc. has chosen to personalize their marketing efforts rather than taking a batch-and-blast approach to getting the word out. So what does it take for Gap Inc. to personalize marketing for prospective customers? Noam Paransky, SVP, Digital at Gap Inc. explained to CommerceNext founder, Veronika Sonsev, how they have gone about building their sophisticated marketing tech stack that enables the retail giant to personalize its marketing tactics in ways that make customers feel they are interacting with a smaller, boutique brand. The centerpiece

Watch The Levi’s, ThirdLove And UNTUCKit Keynotes From CommerceNext 2018

Rachel Klein August 9, 2018

Whether you made it to CommerceNext or not, we’re delivering all that can’t-miss customer acquisition content here for you. First, watch our opening keynote delivered by Levi’s EVP and President of Global Retail, Carrie Ask. Legendary and legacy, Levi’s continually commits to reinvigorating the brand to stay current and ahead of the curve. Lately, they’ve been innovating the brick-and-mortar concept to catapult their customer acquisition tactics. ThirdLove’s Chief Creative Officer, Ra’el Cohen, brought us back to the world of ecommerce customer acquisition in her Day 2 keynote. In an industry with plenty of players, ThirdLove completely disrupted the mundane act of bra shopping,

CommerceNext 2018 Photos Released

Rachel Klein August 7, 2018

CommerceNext was a hit! With 400+ ecommerce and retail leaders in attendance, our community enjoyed two packed days of tactical and strategic insights from their peers. Thank you to our speakers and sponsors for making this year’s event so engaging and productive — we couldn’t have done it without you and hope to see you again in 2019! Check out the highlights from Day 1 & Day 2 and tag anyone you know from our #CN2018 community! Day 1 Day 2

2018 Nexty Award Winners Announced

Rachel Klein August 2, 2018

[PRESS RELEASE] Recipients Recognized for Marketing Achievements in Retail and Ecommerce NEW YORK, August 2, 2018 — Adore Me, Boll & Branch, Boxed, Natori, Sephora and ThirdLove are among the winners of the first-ever Nexty Awards. Warby Parker was named Marketing Innovator of the Year. The Nexty’s are produced by CommerceNext, the summer’s best digital marketing summit for the retail and ecommerce community. The annual awards program was developed to identify and reward the year’s best marketing performances among retail and ecommerce professionals. The 2018 awards had 6 categories of winners: Marketing Innovator of the Year: Warby Parker won Marketing Innovator of the

Forbes + CommerceNext: Did Customer Service Help Chewy Rake In A Hefty Price Tag?

Rachel Klein June 8, 2018

ARTICLE SUMMARY: A pet supply ecommerce company pulling in a multi-billion dollar price tag? How does that happen? Kelli Durkin, VP of Customer Service at Chewy (the online pet store recently acquired by PetSmart) told CommerceNext’s Veronika Sonsev exactly why a stellar customer experience can be a company’s biggest asset. Rather than being looked at as a resources drain or the first place to go for implementing cutbacks, Chewy has, from Day 1, invested deeply in customer service. They played the long game, knowing consideration, care and quality people would make all the difference when going up against other multi-brand pet supply sellers

Forbes + CommerceNext: Aldo’s Fresh Take On The Online To In-Store Customer Journey

Rachel Klein May 12, 2018

ARTICLE SUMMARY: The Aldo Group knows their customers well and curates their retail omnichannel experiences to a T just for them. They know where they are shopping and where they prefer to purchase (which are very often two different places). So, instead of creating the shopping experience around the products or brand ideals or even technology trends, the priorities and resources go first to complimenting and mirroring customer expectations and behaviors. Gregoire Baret, GM of Omnichannel Experiences at Aldo Group says about 70% of his customers are browsing online before coming to the store, meaning the majority of their purchases are going online

Forbes + CommerceNext: How Sephora Makes Beauty A Two-Way Conversation

Rachel Klein April 17, 2018

ARTICLE SUMMARY: From affordable luxury brand stocking stuffers to quick, expert makeup color matches, Sephora is the trusted, go-to beauty resource for masses of consumers. We know this company has plenty of beauty secrets to impart, but what are its marketing secrets that bring this brand to the top of the retail chain? It’s all in the social — Sephora’s social media strategy aims to make beauty relatable, to make it reachable, and to make it communal. Reaching into every far corner of the app world, Sephora’s social media strategy extends from tweens to mature mothers. Every channel (e.g. Facebook, Instagram, Snapchat, Kik,

The Talk At Shoptalk 2018: How To Beat Amazon

Rachel Klein April 2, 2018

Hearing words of wisdom, hope, reality, and a bit of denial, Shoptalk was the epicenter for retail and ecommerce innovation in NYC from March 18th through the 21st. We sent all three CommerceNext co-founders to this retailer roundup where Veronika Sonsev talked to several leaders who took the stage to get their hot takes. The biggest discussion point this year? All the strategic trends helping retailers and ecommerce shops competing with Amazon in 2018. Trend #1: Personalization isn’t going away — rather, it’s just getting warmed up. Who to Watch: Macys.com and Nike are meeting this challenge head on, with new programs and apps

Forbes + CommerceNext: Can Algorithms Replace Humans At Stitch Fix?

Rachel Klein April 2, 2018

ARTICLE SUMMARY: Technology has slowly infiltrated the retail and ecommerce industry, automating traditionally high-touch areas like customer service. The Stitch Fix algorithms are the heart and soul of the personal styling service. With leadership from a veritable Valley authority in algorithm application, Eric Colson, Stitch Fix boasts the most sophisticated data science team in the land. Our own Veronika Sonsev, Commerce co-founder and Forbes contributor, interviewed Colson 1 on 1 to absorb his algorithm acumen. She learned several ways Stitch Fix is dining out on its data science: logistics, inventory, product design, and more. Using up to 7 different algorithms for the styling

Forbes + CommerceNext: How Rebecca Minkoff Built A Fashion Brand Fueled By Female Empowerment

Rachel Klein March 1, 2018

ARTICLE SUMMARY: CommerceNext co-founder and Forbes contributor, Veronika Sonsev, dug deep into the unique Rebecca Minkoff marketing tactics — a pioneering effort to fuel growth through both social media and girl power. Nobody combines millennial marketing and female empowerment like the Rebecca Minkoff strategy. The fashion industry isn’t lacking in female icons, but the idea of an apparel brand authentically embodying and inspiring female empowerment has been more elusive. Minkoff is unusually accessible on social media. When scrolling through Rebecca Minkoff’s Instagram, you find a comfortable, relatable pattern — a perfect balance between Minkoff’s own personal posts and branded clothing posts. On the

Author: Rachel Klein

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