What Barneys, Estee Lauder and Glossier All Have in Common
With all the new technologies today, it’s hard to tell if it's making consumers lives easier in-store or if it’s now just for show. Furthermore, should retailers really be focused on new technologies, or rather be spending their time and money on content creation? During the opening keynote at the Decoded Fashion Summit in New York City this week, a group of retail influencers answered those questions and more, including what future trends they're keeping their eyes on for 2016.
In a session moderated by Eliza Brooke, associate editor at Fashionista, a panel of retail experts, including Frederic Court, founder and managing partner at Felix Capital; Henry Davis, president and COO of Glossier; Matthew Woolsey, executive vice president of digital for Barneys New York; and Taleen Johnman, director of innovation and strategic partnerships for Estee Lauder, shared their insights on how to connect with consumers through content and technology. Below are three takeaways:
Focus more on editorial content: Woolsey explained that Barneys is focusing on the omnichannel experience by connecting editorial content with in-store elements. “We focus on storytelling as our brand-building element, then manage all of our customer data to create a fluid connection between a piece of editorial content online and bring that element in-store. We want to design from an editorial, personalization and storytelling standpoint.
Mobile, mobile, mobile: Johnman discussed how Estee Lauder is keeping mobile in mind for the holiday shopping season and beyond. “We find that the best way to take the offline experience online is to focus on mobile first. We have to take the depth of the customer journey and online experience and then connect with our customer on all touchpoints.”
Create community through the details: Davis explained how the details count, especially to the Glossier community. “We’re focus on creating a seamless customer experience. In our experience, the customer tells you what they want. It’s really us executing it. We focus on and discuss every detail, even down to what color the check-out button should be.”
All of the panelists agreed that content is key when building an omnichannel retail experience.
"We're coming from a different standpoint starting as ‘Into the Gloss,’" said Davis, "but I think we all agree content is critical now for a marketing strategy. Not optional if you want to reach your consumer."
