When it comes to limited edition products, there’s no denying that scarcity drives serious demand (and maybe a little FOMO). So why aren’t more brands leveraging this type of marketing strategy?
Whether you're launching a new app or trying to grow your user base, highlighting your app’s best features is crucial in convincing customers to download it.
Communicating the launch of your app to your current email database is a good first step in leveraging your loyal consumers across channels. You can also leverage social channels, in-store signage and associates, and your mobile web presence to best market your app.
I’ve been to my fair share of conferences and Shoptalk has easily become my favorite. This was my third year attending and I’m even more impressed than ever before.
Here are the highlights from this year’s sessions and show floor:
Mobile Experiences in the Customer Journey
Key takeaway: Apps and digital channels should be at the forefront of retailers’ business plans.
Panera Bread: Everyone claims to have a mobile strategy but few have actually perfected it. Mark Berinato, VP, Digital Experience spoke to the evolution of Panera’s core customer. He explained that its loyal consumers want to feel recognized and special. For that reason, Berinato implemented a ‘digital flywheel’ of connected touch points. Whether the customer dines in, takes out or orders delivery, Panera’s personalized end-to-end journey heavily relies on its point of sale, back of house, 1:1 marketing, customer data and big data to create a seamless experience – not an easy feat when the majority of its customers dine during three “core” mealtimes. And the company’s digital customer is much more valuable than its regular customer: The chain sees increased frequency and incremental transactions from digital diners, as well as an additional 1-2 visits per year. So just how powerful is Panera’s digital journey? In 2017, the company did $1.2 billion in digital sales (30% gross sales through digital). Additionally, Panera has a 5-star mobile app rating and 30 million MyPanera Members.
Born between 1979 and 1996, Millennials are the largest defined generation, accounting for nearly one quarter of the US population. That’s approximately 78 million Millennials… and there have been nearly as many articles published about this highly discussed demographic. So why do I feel another is needed?
Written by Jessica Schiffer
Like everyone else hoping to maintain relevance with today’s consumers, Barneys New York has caught the wellness bug. This week, it introduced its new Conscious Beauty category in stores and online, comprised of “clean beauty” products and ingestible beauty supplements.
“The wellness trend has evolved and grown, and everybody’s talking about it,” said Jennifer Miles, Barneys’ vice president of cosmetics.
Indeed, the market is expected to be worth $13 billion by 2023, according to a recent report from Research and Markets.
“Customers are so savvy about ingredients, and very aware of what they’re putting in and on their bodies, so we really wanted to tap into that,” she said.
At this point, Barneys is playing catch-up to department store competitors. The news is reminiscent of similar endeavors launched last year by retailers like Neiman Marcus, with its Wellness Shop, and Goop’s pop-in shop at Nordstrom.
“Late or not, they’re recognizing that wellness is the new luxury,” she said. “Gucci- and Prada-heeled consumers are snapping up health and wellness experiences with the same enthusiasm as this season’s latest fashions, so it’s no surprise that Barneys is getting more aggressive with this strategy.”