Content Marketing

DTC Brands Use of the Email Address is the Canary in the Coal Mine
July 16, 2019 at 11:26 am

How are direct-to-consumer (DTC) brands dexterous and competent in marketing trends where incumbents bumble? A few years ago, the marketing trend du jour was content marketing. Dollar Shave Club developed its “Bro talkin’ razors” campaign (not the official title!), creating the rare content marketing that didn’t make you cringe. But Dollar Shave Club was just…

ALDO Leverages UGC, Social Influencers for Customer Acquisition
June 17, 2019 at 9:21 am

In episode 200 of Total Retail Talks, Executive Editor Joe Keenan interviews Amanda Amar, senior manager of global social media and influencer relations at ALDO Group, a fashion footwear and accessories retailer. Listen in as they discuss how ALDO is leveraging user-generated content (UGC) and social influencers to help market its brand and products, driving customer acquisition…

Adapt to Survive: 3 Ways Retailers Need to Reset for E-Commerce
June 3, 2019 at 12:47 pm

2018 was a year of discontent for the retail industry, which saw several formerly formidable brands, including Toys"R"Us, succumb to external pressures — not least the increased migration of consumers online. Seventy-nine percent of Americans now shop online, and 30 percent do so at least once a week, according to 2018 data from Pitney Bowes.…

What We Mean by ‘Social Commerce’ Needs to Change; Let’s Clarify the Definition
April 24, 2019 at 11:20 am

There aren’t many conversations I have where I’m not asked a variation of this question: “What’s the future of social commerce look like?” Before I even answer, though, I level-set on what social commerce means. The term “social commerce,” it seems, has become shorthand for “making an Instagram feed shoppable.” And so I spend a…

Lessons in Supply Chain Transparency, CX, and Business Growth From The Bouqs Co.
April 17, 2019 at 3:04 pm

Have you ever thought about where the flowers you purchased came from? This is one of the many questions that John Tabis, co-founder and CEO of The Bouqs Co., works every day to answer through his innovative online floral company. Bouqs is a direct-to-consumer brand that sells flowers from eco-friendly, sustainable farms, and sources stems…

The Smartest Ways to Build Trust With Your Customers Online
April 17, 2019 at 12:15 pm

Good relationships, including the ones between a business and its customers, are built on trust. Consumers need to feel confident that they're being told the truth and that a company’s products will match up to its claims. Furthermore, in today’s cyber society, many customers are highly concerned about the safety and security of their private…