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
“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.
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
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
Despite second quarter net sales falling by 6% from $113 million last year to $106 million this year, shares of Francesca’s rose on Tuesday. Formerly double digit comp sales improved and sell-through on new products was “better than expected,” according to Interim CEO Michael Prendergast.
Millennial shoppers and Gen Xers are aligning their shopping with their values. According to a research report from Resonate, “Brands need to take a stand on the issues that align with their consumers.”
YouTube launched a “hub for beauty and fashion content” called YouTube.com/Fashion. This section of YouTube will include content from fashion influencers and creators, as well as live streamed runway shows, and collaborations with fashion brands.
YouCam Perfect launched an Instagram selfie contest to promote its app, just in time for New York Fashion Week. For a chance to be featured on YouCam’s Instagram account, contestants had to use the app to take and post a photo to Instagram using #NYFW2019 and comment on Perfect’s website to let the company know that the contestant wants to be entered. The app allows the users to use augmented reality filters, artificial intelligence effects, stickers, and editing tools when taking and editing pictures.
According to a recent press release, 7-Eleven is providing franchisees’ field employees with Microsoft Surfaces equipped with Microsoft 365 and Power BI. 7-Eleven is hoping that this will, “provide Franchisees with better insight from corporate into their store's performance, purchase trends and other data to help them grow their business.”
Target is taking Target Circle, its free royalty program, nationwide on October 6. The program will give customers 1% cashback on purchases as well as personalized deals and early access to various sales. There are already over 2 million customers enrolled in the program.
Lululemon is planning to expand its self-care line after a strong second quarter. According to a company press release, Lululemon saw a revenue increase of 22% to $883 million in the quarter, while comparable sales increased by 15%. Gross profits increased 23% to $458.8 million.
Target’s customer traffic jumped 27.5% above its baseline during back-to-school shopping season the week of August 12. The two weeks prior to Aug. 12 also saw spikes of 21.1% and 15.3% according to research from Placer.ai. Ethan Chernofsky, vice president of marketing at Placer.ai, believes this data signifies that "the Back-to-School period may actually be extending for Target.”
Nordstrom Local opened in the Upper East Side of New York City on September 5. A second New York City location will open in the West Village on Sept. 27. Both locations will provide online order pick up and returns, alterations, small leather goods repair, styling services, and more.
Nordstrom Local stores in New York City will accept Macy’s and Kohl’s returns in an attempt to convert busy New Yorkers. A similar program has helped Kohl’s stores generate transaction and customer growth in the past.
One-third of convenience stores want to upgrade their customer loyalty technology while 44% of convenience store shoppers said they would be interested in technologies that let them pay instantly and bypass checkout lines, according to RetailDive. Meanwhile, only 45% of shoppers say that they have entered a convenience store and left with their purchases in under 3 minutes.
American Eagle is set to release a line of CBD beauty products in stores this fall. The retailer partnered with Seventh Sense, a personal care line from Canadian CBD company Green Growth Brands, to stock these physical stores. American Eagle CEO Jay Schottenstein says further details will be announced in the fall. Various Seventh Sense products are already being sold on American Eagle’s website.
Build-a-Bear partnered with 2,000 Walmart stores across the U.S. for its National Teddy Bear Day event. The celebration included activities and entertainment around the globe with an emphasis on encouraging people to post on social media using #nationalteddybearday.
The resale market has grown 21x faster than the retail apparel market over the past three years and is expected to reach $51 billion in 2023. Whether it is due to pricing or sustainability, more consumers are seeking out secondhand apparel and accessories.