Content Marketing

4 Steps for Increasing Sales With TikTok Influencers
September 17, 2020 at 2:40 pm

Retailers hoping to reach millennial and Generation Z customers with organic, sponsored content (that resonates!) should look no further than TikTok. Despite being the new kid on the social media block, TikTok has become the fastest-growing platform in the world, with 800 million active users. The nature of the app and the popularity of its…

COVID-19 Turned Streaming Video Into a Key Retail Strategy
August 18, 2020 at 11:54 am

Will the world ever “go back to normal” following the COVID-19 pandemic? Perhaps, but it’s going to be a longer haul than many realize. Traditional retailers are among the many facing a handful of changes since the pandemic struck, including how to navigate remote environments and the explosion of online shopping. This shift has also…

Product Development, UGC Drive CALPAK's D-to-C Growth
August 17, 2020 at 6:33 pm

In episode 260 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jennifer Kwon, president of CALPAK, a luggage and travel essentials company. Listen in as Kwon discusses the history of the company, its recent product development and direct-to-consumer (D-to-C) growth, and her career journey. She shares how the brand is staying competitive in a crowded luggage…

Why Retailers Should Embrace Livestreaming in the Wake of COVID-19
August 4, 2020 at 1:10 pm

As the coronavirus pandemic forced brick-and-mortar stores around the world to shut their doors this spring, some retailers turned to livestreaming to engage their customers. Many found the experiment a resounding success. Case in point: InTime, a Chinese department store operator owned by Alibaba, leaned into livestreaming to boost its activity during the country’s lockdown. InTime saw…

Embrace the Unknown and an Accelerated Future
July 15, 2020 at 3:32 pm

When states and countries begin reopening stores, restaurants, workplaces, and entertainment spaces, we’ll be living in a dramatically different world then we were before the COVID-19 pandemic. How could anyone truly predict a global pandemic and the aftermath it would leave on our economy? Yet, here we are as consumers, business owners and marketers, stuck…

Retailers Should Embrace Brand Asset Organization for Marketing Success
June 25, 2020 at 7:43 pm

The peak holiday retail sales period is make-or-break for most retailers. This year more than ever before, the 2020 holiday season will be even more crucial as retailers attempt to recoup their Q1 losses due to store closures related to COVID-19. In the coming months, planning for this year’s holiday season will go into overdrive…

You Get What You Need: Connection
June 17, 2020 at 7:20 pm

U.S. commerce has experienced an unprecedented level of disruption since the COVID-19 pandemic began. Our modern global economy has never faced anything quite like it, and we’re still unraveling which industries will sink or float in a post-COVID world. While sheltering in place just a short time ago, many rushed to stock up on food…

How to Stand Out From Your Competitors on Amazon
June 16, 2020 at 2:54 pm

With price, shipping costs and positive product reviews ranking as the most important factors driving purchase decisions on Amazon.com among consumers, converting clicks to sales is imperative. There are millions of products listed on the marketplace, and as a result of Amazon’s business model, competitor product listings are visible on any initial listing. Breaking through…

Content Localization as the Key to Success in Global Markets
June 8, 2020 at 10:33 am

When retailers enter into global markets, they give a lot of attention to ensuring their products are ready for the tastes and expectations of new cultures. But what about the product content? An often overlooked part of bringing products to global markets is content localization to create an accurate, natural-sounding product description for consumers. Customers…

One-Click Wonder: Shoppable Content in the Age of Self-Isolation and Beyond
April 9, 2020 at 1:09 pm

The world is adjusting to life in self-isolation, with many people working from home and stores shutting their doors. Brick-and-mortar stores are no longer an option for many retailers, with over 15,000 shops in the U.S. are estimated to close this year due to COVID-19. As the commerce industry acclimates to this new normal, those…