Tag Archives: commercenext 2019

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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Ali Weiss shared two case studies with us in which her team at Glossier took community insight head-on, generating products based on demand and suggestion rather than suggesting them to the audience themselves, as so many beauty brands do. In taking this community insight head-on, Glossier was able to tap into their internal resources and create products based on what their followers were looking to add to their routine and improve their customer experience.

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At CommerceNext 2019, Joe Megibow, CEO of Purple Mattress, shared how Purple not only innovated on their patented signature polymer grid but also in their use of storytelling to drive customer acquisition and direct to consumer sales. Purple spends up to $200,000 per marketing campaign with the goal of driving brand recognition and attention. Their intention? Going viral and ultimately drive direct to consumer sales.

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