Friday Five: May 24th
What’s new in the world of marketing? The rising trend of “guideshops” expand services to more stores, retailers attract loyal shoppers by adding locations near college campuses, and customers look for the authenticity from businesses.
Here are our top five curated insights for this week. Enjoy!
1. 5 Pillars of A Successful Content Strategy
“For luxury brands, content is hot. With the declining cultural and business impact of their traditional go-to communication tactics, luxury brands are turning their attention to always-on, multichannel content. The problem is that very few of them approach it with a plan and the attention needed to succeed.”
2. After Successful Tests, Bonobos Looks to Expand ‘Try Before You Buy’ to More Stores
“Bonobos has been quietly piloting a “try before you buy” service in three of its Boston-area guideshops and is looking at expanding the service to the West Coast. Tests in the pilot have been successful as a way for the company to get existing customers to continue coming to stores.”
3. The Unicorns of Retail
“Many shoppers, especially younger ones, are craving different things than their predecessors, including an active relationship with their favorite brands and a sense of authenticity from businesses. That’s manifested itself in the approach of many fresh-on-the-scene DTC brands, which cultivate social media followings by interacting with shoppers and encourage customers to give feedback, which is frequently incorporated into future products.”
4. 50 Retail Innovation Stats That Prove The Power Of Customer Experience
“Retail technology and customer demands may be constantly changing, but one thing that will always be vitally important is customer experience. These statistics show the changing retail landscape and just how much customers depend on personalization, convenience and great relationships with brands.”
5. Retailers Cash in on ‘Captive’ College Market
“In the last several years, Target has added such stores on or near some 100 campuses. It plans to open about 30 small-format stores annually over the next few years around colleges as well as in cities and other areas lacking space for a full-size location.”
That’s a wrap! What’s your big insight from this week? Let us know on Instagram or Twitter @BDSmktg. Have a phenomenal weekend! ✌