Friday Five: May 5th
What’s new in the world of consumer marketing? SmileDirectClub partners with CVS to expand into brick-and-mortar, Salesfloor tests in-store associates selling on Instagram, and Business Insider dives into new buying behaviors for tech-raised Gen Z.
Here are our top 5 curated insights for the week. Enjoy!
How SmileDirectClub Is Building Out A Physical Retail Network
“All DTC brands need to expand their footprint offline in order to scale — but historically, stores haven’t had a robust data-collection process. SmileDirectClub’s SmileShops are an important channel in that they give the brand a chance to collect data on potential customers, even if they decide not to order a kit through the company. Fenkell said the “majority” of appointments are set up through SmileDirectClub’s website, where customers enter their first and last name, email address, and phone number, even before they decide whether or not to buy a SmileDirectClub kit. It’s an easy way to drive customers to both its websites and its stores, while at the same time collecting data that will further help the company in customer acquisition and considering where to expand its physical footprint.”
The Unlikely Partnership That’s Driving Consumers Back To Big Retail
“Getting customers into stores won’t save brick-and-mortar retail on its own. Once inside, they need to be tempted by the merchandise on display, a quality often missing from department stores and other chains offering affordable but largely interchangeable clothes. Kohl’s hasn’t quite solved this problem, though it has built a stable of exclusive labels fronted by famous names, including Vera Wang, Lauren Conrad, and most recently, Mary-Kate and Ashley Olsens’ Elizabeth and James. Macy’s is going even further, turning over floor space at dozens of stores to Story, the experiential retail pioneer it acquired last year.”
Salesfloor Gives Store Associates New Tools To Create Shoppable Instagram Posts
“30% of online shoppers say they are likely to make a purchase from a social media network like Facebook, Pinterest, Instagram, Twitter and Snapchat,” says Oscar Sachs, CEO and co-founder of Salesfloor. “Our clients realize that this represents a huge opportunity to leverage their associates’ connections and convert social media networks into a sales platform. This is an exciting new feature that was inspired from our partnership with our Clients.”
DIGITAL COMMERCE AND GEN Z: How Retailers And Brands Can Appeal To The Next Generation Of Consumers
“Though members of older generations have grown accustomed to using the internet, Gen Zers are the first consumers to have grown up wholly in the digital era. They’re tech-savvy, heavy internet users, and mobile-first — and, most importantly, they have high standards for how they spend their time online. Retailers and brands — which have spent more than a decade trying to catch up to millennials’ interests and habits after ignoring them and the digital revolution for too long — must leverage Gen Z’s tendency to be online at all times, and make sure to meet the generation’s heightened digital expectations.”
The On-Demand Economy And Retail: Is The Tipping Point Upon Us?
“Temporary retail space is now becoming more accessible to anyone who needs the benefit of an experiential presence without a long-term commitment to a building, neighborhood or geographic market. In today’s on-demand society, brands, designers, artists and makers can execute quick-strike campaigns and events, creating a buzz and nurturing relationships not possible online, nor feasible in the traditional long-term lease model. They can experiment — in a low risk, low investment way — with new ideas, target specific types of customers and optimize for different seasons and events.”
That’s a wrap! What’s your big insight from this week? Let us know on Instagram or Twitter @BDSmktg. Have a phenomenal weekend! ✌🏻