This Week In Retail Marketing Innovation - September 16, 2019

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How ‘product engagement marketing’ could revolutionize Kid’s Foot Locker’s in-store strategy

In an incredibly competitive market, Kid’s Foot Locker needs a way to set it’s “Super Heroic” line apart from the rest.

At the moment, the company’s in-store display of these items is very traditional while it’s online display is much more nuanced. According to Arch USA writer Chris Burns, the footwear company needs to improve the current in-store marketing to reflect the quality of its online presence.

“The problem is, this display and poster means very little when a brand is an unknown entity. Kids are inundated with marketing from Nike, Adidas and Under Armour,” Burns wrote. “Kids know the athletes and they see the logos everywhere in their daily lives. It’s easy for both a parent and child to walk into a store and say, ‘I want the Curry’s.’ It’s not easy for a parent or kid unfamiliar with the narrative around Foot Locker’s latest investment to say, ‘I want the Heroics.’”

While one of the brand’s strengths is its story, the current in-store marketing Kid’s Foot Locker is using does not convey that story to customers. Chris Burns believes a Perch Interactive video feature can help convert parents by sharing the line’s story and greater purpose.

Check out the full Arch USA article here: https://arch-usa.com/kids-footlocker-needs-to-carry-the-online-merchandising-of-super-heroic-into-the-store/


Amazon employees plan to walk out as company fails to take action on climate change

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Over 1,000 Amazon employees have signed a petition, pledging to walk out on September 20 in protest of the company’s lack of action on climate change, according to Wired.com.

The protest is part of the “Global Climate Strike” led by 16-year-old climate change activist Greta Thunberg which is happening prior to the United Nations Climate Action Summit on September 23.

“It’s incredibly important that we show up and support the youth who are organizing this kind of thing, because I think it’s really important to show them, hey, you have allies in tech,” said Weston Fribley, a software engineer at Amazon, in an interview with Wired.com.

Amazon Employees for Climate Justice, the group that organized the walkouts, demands the following from Amazon and CEO Jeff Bezos.

They want Amazon to:

  • Stop donating to politicians and lobbying groups who are climate change deniers

  • Stop working with oil and gas companies on fossil fuel extraction

  • Achieve zero carbon emissions by 2030

Amazon has set environmental goals in the past, but has failed to deliver so far. In 2014, Amazon vowed to run 100 percent of Amazon Web Services on renewable energy. So far the company has only met half its stated goal and is running far behind Google, Apple and Facebook who made similar pledges. 

Meanwhile, Amazon does not report its environmental impact to the UK-based Carbon Disclosure Project (CDP). Over 7,000 corporations from all over the world report to the UK-based nonprofit in a standardized way while Amazon is developing its own secretive approach to tracking its carbon footprint.


Betabrand turns San Francisco store into podcast studio, combining experiential retail with podcasting

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Betabrand, the retailer that uses crowdfunding to allow online shoppers to determine what apparel it designs and sells, is taking its customer experience a step further. The store is now featuring a weekly “podcast theatre.

Every Thursday, the company hosts small to medium-sized podcasts, bringing in about 100 guests which is well above the average 20-30 customers who would frequent the store on an average Thursday night. 

Not only is the weekly event bringing more people to the store, but it is also helping the brand gain valuable exposure. According to a statement from Chris Lindland, Founder of Betabrand, podcast episodes and related social media posts have introduced Betabrand to over 100x the number of shoppers who would normally visit the store.

Betabrand has created an in-store experience which leverages both the physical and social media world to bring in customers, providing an excellent case study for other retail stores to learn from.


Sounding Smart by The Retail Water Cooler

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