Customer Acquisition

3 Ways to Channel Digital Natives and Build a Total D-to-C Mind-Set
November 7, 2019 at 11:08 am

Brands have increasingly recognized the need to add direct-to-consumer (D-to-C) distribution to their traditional retail channels. Our research suggests broad adoption of some kind of D-to-C activity across categories (from 100 percent of major footwear and apparel brands to under 20 percent for food and beverage brands selling online), but we've seen surprisingly few firms…

Capturing Gen Z’s Attention and Loyalty
November 6, 2019 at 4:00 pm

Marketers are still learning to connect with Gen Z, so we tend to default to how we approach millennials. However, these millennial strategies will likely miss the mark with the emerging Gen Z cohort. These digital natives are constantly connected to their mobile device and use it for almost all brand interactions. The majority of…

Technology Isn't Driving Retail Disruption — Customers Are
October 15, 2019 at 9:50 am

Most people think technology and Amazon.com are driving retail disruption. To address this concern, retailers have invested heavily in e-commerce and now delivery technology such as self-driving cars, robots, automated warehouses, etc. But the retail decline hasn’t stopped. Consider Macy’s. The company started its digital transformation in 2010 with an omnichannel strategy which allowed customers…

Shoppers of the Future Want More Than Brands Can Give
September 12, 2019 at 11:56 am

We live in a “Jetsons”-like reality: robots can deliver our packages, we can place an order through our TV, and everything is available at the click of a button. (Hopefully that doesn’t mean we’re headed toward a “Wall-e”-like reality, too.) But do these so-called “futuristic” features speak to what the modern shopper actually wants from…

The Most Important Retail Marketing Metric You Might Be Missing
September 10, 2019 at 11:18 am

Most business leaders want to run an enterprise that's truly “great.” Some are satisfied with running a “good” business, and in many circumstances there's nothing wrong with that. Over the long haul however, there’s a problem with just being “good.” As the venerable Jim Collins has researched and proven, all businesses over time break one…

What You Need to Know About Consumer Shopping Habits
August 30, 2019 at 9:37 am

As Lightspeed's vice president of marketing, I’m always on the hunt for ways to empower retailers with insights that help them adapt in an industry that’s constantly changing. It’s our mission to remove any barriers they face along the way. In my conversations with retailers, the same questions come up time and time again: things…

The Flywheel Effect in Action: Why Amazon Prime Day Participation is Escalating
August 12, 2019 at 11:07 am

Amazon.com's Prime Day is proving to be a highly effective “flywheel” strategy that boosts Prime subscriber numbers and, in doing so, creates a captive membership community that’s willing and eager not only to participate in future Prime Day events, but also in year-round shopping. Prior to this year's Prime Day, Periscope By McKinsey conducted research…