How does offline customer experience impact retail in the digital age? At CommerceNext 2019, Rachel Shechtman gave us a glimpse into the inception and growth of STORY, from its founding in 2011 to the recent permanent installation at 36 Macy’s stores. Combining small business products, storytelling and exclusive collaborations with big-name brands, STORY is the one-stop destination for things you didn’t know you needed in your life.
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Improvements in data and tracking for ecommerce-based brands has created a competitive marketplace for catching the hearts and attention of lifetime customers. Getting a new customer into the customer acquisition funnel can feel like half the battle. Joe Yakuel, Founder and CEO of Agency Within, teamed up with CEO of Trade Coffee Mike Lackman at CommerceNext 2019 to talk about the value of personalization as a full-funnel strategy for customer acquisition, from awareness to all the way down to purchase.
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In the digital age, the foundations of search, social and video lay the groundwork for much of how consumers interact with the brands they love and discover daily. This year’s CommerceNext included a panel with executives from startups, subscription services, DTC brands and solution providers to compare how these leaders achieved the new and noteworthy in their efforts to grow commerce.
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Denise Incandela, Head of Fashion for Walmart.com sat down with Wall Street Journal (WSJ) reporter Sarah Nassauer to talk about her team’s efforts to expand beyond the realm of basics and establish Walmart as a fashion destination as well as a catch-all for your day to day needs. By overhauling their digital channels to create a more editorial and explorative customer experience, the team at Walmart develops a customer acquisition strategy fueled by testing new brands and partners.
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Retail brands are heeding the call to stand for something, channeling social responsibility into their growth marketing and customer acquisition strategies. This can take many different forms ranging from an entire company shift in business practices to align on a goal to a one-off campaign addressing a relevant issue on social climate.
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From what we eat for breakfast to the sheets we sleep on at night, brands play a huge role in our everyday lives. So how, as a brand, can you maximize those customer experience moments? If you have ever asked that question, or if that is the goal of your business, you are engaged with the experience economy, and Bob Meixner, Director of Product Strategy at Oracle, has the stats and advice to help.
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Marketing plays an integral role in customer acquisition, retention, and customer experience, but how can you quantify the skills that an ideal marketer needs to succeed? Enter General Assembly (GA); their goal is to transform thinkers into leaders, and their Marketing Standards Board set out to discover what defines a successful member of a marketing team.
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Direct to consumer fashion rentals company Rent the Runway (RTR) has taken the fashion community by storm. With subscription services seemingly taking over the ecommerce and the direct to consumer shopping experience, we asked ourselves: how has the digital-first customer evolved and what consumer behavior is driving this trend?
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