MeeWee

04/28/2021

“I go back to the idea of evocative ‘tasting notes’ that conjure up more than just the scent, but the story surrounding it. Think the J.Peterman catalogue and the magic of good copywriting.”

Fragrance is having a moment, but how to sell it, when you can't smell it?

Following more than a year of pandemic-focus on skincare, it seems fragrance is finally having its moment in the sun.

04/13/2021

Good will won't keep a company from getting cancelled, but an authentic response or genuine purpose can help.

According to new research by Porter Novelli -

✅ 88% of people are more willing to forgive a company for a mistake if it genuinely tries to change

✅ 73% of people say they are less likely to cancel a company if it's purpose-driven

✅ 84% say they are more likely to forgive a mistake if it's the first one

🔗 Read the Business of Cancel Culture Study Here: https://www.porternovelli.com/findings/the-2021-porter-novelli-the-business-of-cancel-culture-study/

04/07/2021

It helped pioneer the one-for-one model. Now TOMS is changing its giving model: committing at least one-third of annual net profits to grassroots organizations.

Toms Shoes is moving away from a one-to-one charity model and donating a portion of profits to certain causes in an effort to appeal to Gen Z consumers.

04/06/2021

“We thought he was an idiot.”

Walmart has featured associates in its ads since the 1980s. There were doubters, but it was a hit. Decades later, more brands are doing the same, this time pushed by the pandemic and the challenge (+ costs) of in-person photoshoots.

For the 22nd year, ShopRite associates will be featured on limited-edition Cheerios boxes to recognize their efforts fighting hunger in their local communities.

03/30/2021

The power of the pivot: one company's niche product kept spectators dry at sporting events. The latest model protects everyone from drive-thru workers to EMTs.

Most customers were sports fans and festival-goers, but the company pivoted to fit around COVID changes last year.

03/29/2021

"Companies should still be able to compete to be the best in the world, but they also need to be valued on being the best for the world.”

Purpose-driven companies look to satisfy all stakeholders of the business including the employees, customers, society as a whole and shareholders.

03/24/2021

Consumer patience is getting shorter. How's your customer service and user experience impacting your business?

Here's some of the bad and good news from Retail Dive:

- You might not even know when it's bad: less than half of respondents directly complain to the company, because leaving feedback takes effort
- 53% of customers would tell family and friends about positive interactions with brands

The customer may not always be right, but experts say there's a price to pay when brands don't take care of them.

03/18/2021

It was a quick and straightforward email campaign with success that went beyond the inbox.

See how one retailer made a small tweak to a promotional email and:

- Introduced existing customers to a new line of products
- Made customers feel closer to the brand by inviting them to be a part of the process
- Reached thousands of potential new customers via social sharing
- Converted new customers
- Started identifying customer brand advocates within their core audience

http://ow.ly/9XnD50E2ARI

03/11/2021

"It’s time for retailers to pivot — again. That won’t come easily, though. Businesses continue to face congested U.S. ports and container shortages, backlogging merchandise, which will make stocking shelves with fresh outfits all the more complicated."

As retailers like Urban Outfitters, Gap and Nordstrom prepare for customers to refresh their wardrobes, they continue to face congested ports.

03/10/2021

"In a daring move, Ralph Lauren is the first luxury fashion brand to take the plunge into the fashion rental market by providing access to its fashions without the commitment of ownership."

Ralph Lauren launches a subscription fashion rental program, a first in the luxury market. It’s market research, brand building and a new customer acquisition strategy all in one.

03/09/2021

"The swing to owned brands represents a sea-change for Bed Bath & Beyond which had traditionally relied on manufacturer brands or licensed programs, both of which offered inferior margins to internally developed and sourced products."

Its new strategy focuses on owned brands that will take that share to nearly a third of its overall business within three years.

03/05/2021

Paid vs. free loyalty programs. Urban Outfitters is testing UP, their paid membership program.

"Urban Outfitters' test program is somewhat unusual for a retailer that mostly sells apparel, though paid membership programs have been a staple of warehouse chains like Costco and BJ's Wholesale since their inception."

The program offers free shipping and returns, as well as other benefits, across the retailer's brands at a time when shoppers are demanding more convenience.