Everyone likes getting gifts. And, CommerceNext loves giving gifts to people who are part of our community. Sometimes, however, you may like that gift even more if it were a different color or better fitting size. Or, maybe a different style all together would suit your taste better. Perhaps the gift arrived at your old
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Patagonia puts their mission first and is a leading example of a purpose-driven company. Their dedication to environmental preservation is reflected in every facet of the company, from the causes they support to the products they sell. Corley Kenna, Director of Global Communications and Public Relations, and Lisa Pike Sheehy, Vice President of Environmental Activism at Patagonia sat down with CommerceNext Co-Founder Veronika Sonsev to talk about how they found their north star, the company’s dedication to its mission and their strategy in keeping these values present through every facet of the company.
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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.
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Ecommerce spending growth will be driven by a 2.6% gain in digital buyers (to 195.3 million) and an 11.1% gain in spending per buyer (to $3,005). “The data suggests that the US e-commerce market is nearing a saturation point as it grows more in line with that of the total internet population,” said Andrew Lipsman, eMarketer principal analyst and lead analyst of our latest report collection “Global Ecommerce 2019.”
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The very successful Chubbies brand (most radical shorts known to mankind have arrived to take men out of the 'Capri' age of shortswear) has truly evolved over time, with thoughtful strategy in growth and performance marketing. Founder/CMO/CTO Tom Montgomery shares an inside look into the thinking, strategy, and ambitions of Chubbies.
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General Assembly (GA) put together a standards board of 13 CMOs to crack the code on ensuring long-lasting team success. They have established a set of standards and certifications for performance marketing that can help define skill requirements and expectations across the data science and digital marketing fields.
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On Day two of this year’s ecommerce conference, Micky Onvural (CEO, Bonobos), Ben Harrell (CMO, Priceline), and Kieran Luke (GM Credentials, General Assembly/GA) break it all down in their session, “The Ingredients of a Successful Marketing Team.” Why this panel topic? These ecommerce marketing leaders see team curation as both an art and a science.
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Attribution is one of marketing’s biggest headaches. It’s also an absolute necessity for measuring incrementality and managing ROI. With so many differing opinions on how best to handle attribution, retailers often find themselves struggling for real answers amongst the noise. With multi-touch attribution, models can be difficult to build out and maintain, often requiring a data science team or specialized partners. Some retailers have defaulted to last-click attribution, which has it’s pitfalls given it’s bias towards lower-funnel marketing tactics. Then, there’s the question of which metric should be used for optimizing media? Should it be return on ad spend (RoAS), cost per aquisition (CPA) or profitability? And, how do you ensure you’re capturing customer engagement and purchase across devices and channels?
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When Rent the Runway (RTR) stormed onto the fashion scene, it created an entirely new retail audience: clothes renters. Other companies, like Le Tote, quickly followed suit (no pun intended), getting into the fashion rental business capturing this lucrative and novel group of consumers. Now, RTR is back to breaking into new markets.
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The fashion industry is known for taking risk on the runway. TechStyle—the fashion group with brands like ShoeDazzle, Fabletics and JustFab—takes risk on and off the runway, driving innovation through a unique test-and-learn culture tailored around consumer behavior. TechStyle's performance marketing efforts center around brand values. For many companies, these two concepts are mutually exclusive, but Laura Joukovski, Chief Media Officer at TechStyle, told our co-founder, Veronika Sonsev, exactly how they are not like others companies.
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