Crealytics Insights


Break down silos in ecommerce to drive performance

5 Tech Trends that Will Reshape Retail In the Next Decade

The retail industry is changing at a rapid speed. As consumers shift their spending habits toward digital mediums, retailers have looked to establish a competitive edge—and give customers more reason to shop with them.

Over the next decade, several emerging technologies could play a key role in retail’s future. Keep an eye on these tech trends:

Personal Data To Play a Central Role in Most Brand Experiences

Many brands have already begun to integrate big data into everyday shopping. However, the next ten years will see it merge with other technologies (outlined in this article) to deliver truly personal, in-store experiences. Take store terminals and devices. Once they become aware of in-store interactions, marketing materials will be able to reflect individual shopping histories.

Internet of Things (IoT) Devices Will Change the In-Store Experience

Picture the scene. You walk into a store and receive a personalized notification on your smart device. It includes coupons for items you regularly buy there. You might also pull up an app to check which specific items are in stock, browse similar brands, or see a pricing history for each product.  Nearly eighty percent of retailers describe the provision of omnichannel experiences within their stores as “mission critical.” IoT devices provide the most straightforward way for retail businesses to communicate with brick and mortar customers, based on their personal data history and location.

Augmented Reality Will Help Customers Make Decisions

Augmented reality is similar to virtual reality. However, it doesn’t completely replace the real world, it adds details that supplement real-world vision. In the context of retail and shopping, holding your phone up to products could reveal their price, inventory details, or directions to other complementary items. Imagine walking into your favorite clothing store, holding your phone to a shirt, and then seeing a lifelike recreation of you wearing it. Augmented reality will change how shoppers interact with products…and provide them with more information before they make a buying decision.

Mobile Wallets Become Hassle-Free Payment Method of Choice

Could mobile and digital wallets become the preferred way to pay for purchases? We think so. In China, the market for digital payments and mobile wallet transactions has already eclipsed $5.5 trillion. While western countries have been slower to adopt the technology, the convenience of being able to pay for every purchase with your smartphone will eventually eclipse the reliance on other mediums, like debit and credit cards. With Amazon debuting their cashierless shopping experience in Amazon Go, it is clear that smart devices will play a critical role in the future of payment processing.

A.I. Will Limit Interactions and Order Daily-Use Items

In the near-future, A.I. could rapidly change consumer shopping habits. Running out of everyday items like milk or bread could become a thing of the past. A.I. would simply recognize the situation and automatically place an order to re-stock them. They would then be delivered to your doorstep…and you wouldn’t even have to leave your house.


How Retailers Can Prepare for Digital Wallets and Mobile Payments

Shoppers increasingly rely on their smart devices. They use their phones to research products, read customers reviews, and compare prices between locations. In the near future, they will do the same to make payments at cash registers. Mobile payments aren’t a new idea. They have been a source of discussion and concern in the retail industry for years. But the adoption rate has been slow.

Western countries have seen the first surges in digital wallet and mobile payment usage. However, China and other Asian countries are in the middle of a mobile payments boom. The Chinese market has already eclipsed $5 trillion. This is driven primarily by a lack of accessible debit cards—and concerns about carrying large amounts of cash.

Western Adoption of Mobile Wallets and Proximity Payments

The west’s digital wallet revolution will likely be slower (debit and credit cards remain widely used). Today, only 27 percent of all consumers—and less than half of all smartphone users—are interested in the technology. That number will climb, and quickly, as more consumers become familiar with the technology’s benefits.

Many shops already accept mobile payments. Amazon’s cashier-less Amazon Go stores are already being met with rave reviews; the experiment has provided interesting insights for retailers. By 2021, a report from Forrester estimates that mobile payments will triple in the U.S., reaching $282 billion.

So, how do you prepare for the upcoming boom in digital wallet use? Luckily, a few simple steps exist to help:

Update Point-of-Sale Systems to Accept Mobile Payments

Many POS developers have already rolled out their first updates with mobile payment integration. While there may not be a high demand for the technology now, getting things in place early will give you head start later. Retailers should communicate with their POS system providers. If you can’t currently integrate mobile payment technology, develop a roadmap as soon as possible.

Understand the Mobile Payment Market

Many companies have expressed an interest in entering the mobile payments market. And they come from a variety of industries, from smartphone manufacturers to banking institutions.

Apple device users can use Apple Pay for iPhones, iPads, and Apple Watches. Android Pay is available to Android users.

Both systems allow the user to enter their credit card information into their app. Shoppers simply hold their phone up to the wireless near-field communication (NFC) terminal to complete their payment instantly. PayPal and Square have their own app-based solutions. Banks are quickly rolling out their own mobile payment tech.

It remains to be seen which option will rise to the top. There remains a chance that different mobile payment options could split the market as it grows. Either way, in accepting mobile payments as a retail store, be sure to have a lay of the land; keep an eye on developments as the market matures.

Convenience Leads the Way

 

Several big-box retailers have already cranked up the convenience factor for shoppers. Digital wallets take that convenience a step further; making payments takes just a wave of a phone. Forward-thinking retailers should take cues from China. This means embracing mobile tech early, and positioning themselves for its growth.

 

 

 

 


Becoming a Digital-First Retailer in 2018

Any retailer with one eye on the future should opt for a digital-first strategy. Many successful brands, including Neiman Marcus, have already done so. Why? To better anticipate customer behaviors and engage with them on a deeper level.

In a digital-centric world, customers expect websites to dovetail with in-store experiences. This may not always be the case, however. Retailers run the risk of getting the balance wrong. Both the digital and physical sides of a retailers’ arsenal should be complementary, not competitive. Consider these suggestions to help solidify your digital-first approach:

Start Building for Omnichannel Early

Aim for a consistent experience between online and in-store. As the world relies increasingly on digital interactions, retailers must understand how they can bridge any gaps. Don’t ignore the importance of a connected, omnichannel experience.

Companies targeting a move to digital and big data in 2018 should start building out their omnichannel technology earlier rather than later. The sooner you can connect the dots and smooth out the customer experience, the better. Building omnichannel processes and connections can take years before it gets to where you want it to be. Starting early is important.

In-Store Digitization Key for Omnichannel Experiences

Pick a color, any color…

What will shape the future of retail? One big bet may be devices connected to the Internet of Things (IoT). Smart digital hubs and stations can improve customer engagement…and allow for better in-store experiences that keep customers coming back. Such devices also serve as an excellent point-of-data capture, for both improving customer profiles and supplementing other marketing campaigns.

From devices to strategies, retailers have multiple options with which to improving the shopping experience. Even simple additions (think in-store navigation or customer self-service) can help people shop in a way they prefer. Why not make IoT devices a core aspect of your bricks and mortar offering? It could serve as an important first step towards a truly omnichannel experience.

Inject Personalization Wherever Possible

Personalization connects directly with brand loyalty. The best personalization options draw data from a wide variety of locations—in-store, online, and in-app—to create customer profiles available both to store associates and in-store technology.

In digital marketing, creating personalized collateral remains easier than the in-store equivalent. The latter requires quick and reliable access to data from several different sources. Nonetheless, you can arm your associates with a detailed profile of the customers they interact with. It will provide them with a wealth of information to help tweak their service for each customer. Embracing digital-first strategies is, in some ways, shorthand for embracing data in everyday interactions.

A Digital-First Strategy Focuses on Relationships

Shoppers want to buy from brands they feel understand them. Brands that strive to learn about their preferences as time goes on. A lack of data-first strategy (and thus, data) makes this near-impossible. Capitalize on the information collected through websites and app visits; it will help you to create personalized marketing materials.

Use Digital Data to Reform In-Store Experience

Use your data to inform in-store experiences

Going data-first shouldn’t mean sacrificing your brick and mortar activities. Quite the opposite. Of course, it makes sense for retailers to improve their eCommerce offering. But it makes even more sense that both online and offline strategies inform each other. A digital-first policy gives companies a wealth of data with which to inform their in-store experiences.


Okay Google, fight Amazon.

While Amazon turns into an advertising company, Google breaks into eCommerce. What started with the Buy button and Google Express has continued on a bigger scale. Just cast your eye on its recent announcement introducing Shopping Actions.

Using search and voice, shoppers can put the products of participating retailers into Google’s universal cart. And then buy them. Without ever leaving the search giant’s real-estate. What’s more, retailers no longer pay Google through a per-click model, but via a commission on each sale.

Frankly, the move isn’t that surprising. Nonetheless, we’ll need to put things in perspective. What does this mean for online retail?

For users, Google removes friction by going from click-out to check out

 

It starts with a search…

Google starts with the user in mind. Its search ads try to be helpful across the whole commercial journey, from research to purchase. In the upper funnel, its ad formats like Showcase ads to help them discover what they may want when they enter a very generic search term like “furniture”.

In the lower funnel, Google now brings people closer to get their shopping tasks really done. By going from click-out to checkout, shoppers can now buy from participating retailers across all devices— including voice. A single Google account is enough – no need to enter that credit card information again and again.

As Google puts it:

“Put simply, they [shoppers on Google] want an easier way to get their shopping tasks done.”

For retailers, Google’s offering represents a dilemma. Adopters win sales volume, but run the danger of slowly eroding their brand while turning into logistics partners

Just like working with Amazon, Google’s move triggers a prisoner’s dilemma for retailers. Voice commerce will grow, and Alexa and Amazon’s Dash button lead the way.

It’s hard to imagine a more comfortable shopping experience with less friction. The voice commerce dialog happens through Google – and so does the transaction. Google holds the position of a strong gatekeeper; retailers become increasingly dependent and interchangeable. Buy-Box-like battles will spread from Amazon to Google. And those who choose to sell on Google will face the same consequences: be cheaper, be faster.

Google will have more data it doesn’t need to share, while gaining a new business model. PPC ad revenues will be replaced with a commission based format

To leverage Google’s user-friendly checkout offering, users must be logged into their Google accounts. This will push up both Google account adoption and login rates, in turn fueling more Google services.

Despite the advantages of being paid directly by its users (and owning the customer dialog), Google wins valuable transaction data. It may use this for programmatic display targeting, similar to Amazon’s Advertising Display Platform.

Google’s machine-learning is improving quickly…

From a mid-term perspective, adding a commission-based cost-per-sale model will secure Google’s healthy ad margins in the future.

In short, while Amazon grows with CPC and CPM advertising, Google intends to grow by participating in eCommerce transactions.

The two parties that can stop Google

Who is Google’s biggest threat?

Google faces two antagonists. The tougher one comes in the form of antitrust authorities. This group will keep a close eye on how it uses its monopoly to scale beyond search. It may prove a tough nut to crack. Will Google get away with convincing courts that tight eCommerce integration into its search and voice assistant products is in consumers’ best interests? The answers will likely differ across continents and countries.

The second question is whether retailers will adopt Google’s offering. After all, it threatens to turn them into pure logistics partners. However, with many distressed retailers fighting to stay in business, the answer is easy to guess.

 


Why eCommerce Businesses Should Consider Pinterest Advertising

Social media users love Pinterest. In late 2016, the company announced it had more than 150 million active users. The network consists primarily of a picture board that has become a home for fashion, recipes, do-it-yourself projects and interesting products that convey well through images.

In early 2017, Pinterest announced it was launching a new advertising platform, Search Ads on Pinterest. The platform had offered ads in other formats for a while. However, this rollout opened up a significant increase in impressions for advertisers: making it a more reliable marketing channel for eCommerce brands.

This visual-first advertising system shows your ads whenever someone uses Pinterest’s search function. They appear directly alongside the relevant search results.

And it offers a full suite of features. Expect keyword targeting, shopping campaigns, powerful targeting options, and an in-depth reporting suite for monitoring your efforts. Since the platform’s launch, Pinterest continues to refine and update, adding new features each month.

Pinterests’ ideas board boasts a unique opportunity for eCommerce brands. Because of its visual nature—and the fact it’s often used for sharing items and interesting ideas—product ads tend to dovetail with commonly shared content. Novel products make it relatively easy to capture attention and generate interest without being intrusive.

Work for an eCommerce brand? Pinterest advertising might well be worth a shot:

Most Users Log In to See Products

The platform was built on the back of sharing cool pictures, products, and do-it-yourself style projects. Many users actively log in to see pictures of fun and interesting products. Some of the platform’s largest accounts celebrate the latest fashion, recipes, furniture, and products from other categories.

Regarding fit, few other platforms fit eCommerce brands as well as Pinterest does. Product ads can generate real interest…and don’t seem out of place to users. In short, the ads look and feel natural, all while reaching a receptive audience.

As seen in the above image, Pinterest holds a healthy amount of influence over social media users. Not only does content shared on the platform lend itself well to product sharing, but users actively seek out products. For eCommerce brands, a blend of organic and paid advertising may be the sweet spot.

Pinterest Provides Detailed Analytics

Pinterest offers a detailed analytics dashboard. And all advertisers have access to it. First debuted in 2014, the dashboard includes all the basic metrics one might expect — impressions, clicks, repins, and likes. It also includes more advanced analytics, like trend and user information to help you craft relevant ads.

Pinterest Lends Itself Well to Specific Demographics

All types of brands should consider Pinterest. That said, the platform has proved a particular hit with certain demographics and customer profiles. For instance, 81 percent of all Pinterest users are women, whereas men only account for about 7 percent of the total image pins on the platform. For brands that sell primarily to women, or at least products skewed toward women, Pinterest offers an excellent advertising platform.

Certain product categories see a lot of interest on Instagram. If you sell products within these categories, you may find that Pinterest offers an excellent source of new customers:

  • Home Decor
  • Recipes and Kitchenware
  • Women’s Fashion
  • Health and Fitness
  • Travel
  • Technology
  • Hair and Beauty
  • DIY

Using its advanced targeting features, you can ensure your ads only display on relevant pages and searches within your product category. This not only improves exposure to the right kind of customers: it also keeps your ads from seeming intrusive to other users.

A Goldmine for Women’s Products

Pinterest offers lots of potential for eCommerce brands of all types, especially for women’s brands and products. Because of its visual nature, product ads are a natural fit on the platform. Pinterest has made sure to design an unintrusive ads program relevant to its users’ interests.

 


Crealytics Celebrates International Women’s Day 2018

Every March 8, the world honors International Women’s Day (IWD): a celebration of women’s achievements—whether cultural, political, economic or otherwise.

This year, IWD highlights the need for society to #PressforProgress. In an industry sometimes guilty of being male-oriented, Crealytics is proud to celebrate our female colleagues’ accomplishments. We sat down with six colleagues to discuss their roles, how they got to where they are, their advice for the next generation, and more.

Natalie Bojanowski – Head of Human Resources

 

Describe what you do…

I head the HR team at Crealytics. We take care of 150 employees in four offices spread across Germany (Berlin and Passau); the U.K. (London) and the U.S. (New York). There’s always plenty to do! We recruit internationally, so there’s a big focus on making new starters feel comfortable with the right onboarding (as well as visa and payroll needs). Other responsibilities include employer branding, bespoke workshops and liaising with job fairs.

What advice would you give to the next generation on getting into HR? (or Digital Marketing, if you’d prefer)

I’d say – and I couldn’t stress this enough – it’s important to network. A rich network can help you find the answer to any number of questions. From legal queries to digital know-how, having an expert to consult makes things a lot easier. Three years ago I founded an H.R. society my German contemporaries. Purple Square now has a 600-strong membership! I really believe that if you want nearly anything in life you can do it.

Why Crealytics?

The board sees HR as a big part of what we do overall. I was also overwhelmed by how open and welcoming my colleagues were. It’s a sense of community I hadn’t experienced as much previously.

What’s the best thing about your job?

The sheer amount of variety. There’s lots of problem-solving, a demand for conceptual thinking and of course, a nice buzz from the hiring process.

 

Sumita Kar – Global Customer Success Manager

 

What does your job entail?

I am the Customer Success Manager – based out of our Berlin office. I liaise with clients and Crealytics, handle all SaaS and non-Key Accounts. I also provide non-operational support as training and strategic planning for the Digital Marketing department.

What advice would you give to the next generation of women interested in Digital Marketing?

This is the future, all channels of digital marketing have plenty of opportunities – operationally and non-operationally alike. Other than pay-per-click knowledge, communication and skills for client facing situations are of key importance. Work on those.

What are your favorite things about Crealytics?

It’s international and relaxed. It also gives you room to grow professionally and personally: you work with a fun team of experts and mentors.

What are your biggest challenges?

Developing myself and tailor-making a newly-crafted role.

 

Lisa Wagner – Project Manager, Marketing Automation

 

What professional advice would you give to your younger self?

Doubt yourself less, back yourself more.

How did you get into coding?

I have always loved working with computers (read: gaming), but I was convinced my math skills were too poor to make it. At the end of high school, I took a leap of faith and enrolled in Computer Science. Turns out, I can prove theorems with the best of them.

What made you want to join Crealytics?

Joining a dynamic, highly innovative team that kept its start-up feel even eight years in? Who wouldn’t?

My proudest moment so far is …

Teaching my first coding course in NYC.

 

Veronica Romero – Head of Marketing Design

What professional advice would you give to your younger self?

Be patient and don’t be so hard on yourself.

My proudest moment (so far) is …

I don’t really have a specific moment but I would say it feels rewarding to see how far I’ve come as a designer.

How did you get into design?

I actually received a Bachelor’s degree in French Studies but I have always been drawn to art. In my younger years, I would often paint and sketch so I knew I would eventually want to head towards something creative. So how did design find me? Well, my boyfriend introduced me to Illustrator (design program from Adobe). This discovery just opened a new creative world and it was then I decided to pursue design and became a self-taught graphic designer.

What made you want to join Crealytics?

I noticed right away that Crealytics had a great collaborative team. I wanted to become part a community where everyone is encouraged to share ideas and work together to achieve the company’s goals.

 

Sanja Samanic – Junior Digital Marketer

 

What advice do you have for the next generation of women in Digital Marketing?

Read a lot and keep up with trends in the digital world. There is always something changing in this field.

What does your daily role entail?

A lot of different things: account checks, reporting, communication with clients, meetings & workshops. There is always something happening!

How did you get into Digital Marketing?

I was interested in the topic since it appeared because I finally found something that is both creative & analytical. I finished a specialized Digital Marketing course after college and started working bit by bit as a freelancer for small clients.

What’s your favorite thing about Crealytics?

That’s an easy answer. The people who work there create a positive and relaxed working environment.

Romana Stefancova – Team Lead, Digital Marketing

 

How did you get into PPC? 

In my first digital marketing job, I inherited a couple of tiny AdWords campaigns. They performed extremely well, so I started exploring how I could expand and improve them even further – and it became addictive. There is never an end to campaign optimization – you can always find settings, audiences, ads or keywords to tweak – small changes that can make a big difference – and I really enjoy seeing the results!

What are the biggest challenges as a Team Lead?

It’s a very varied job and requires that both the clients and the team are happy. As a result, it’s sometimes challenging to find some time ‘for me’ during the week, to keep up to date with what’s happening in the digital world. Luckily, my morning commute is long enough to browse through the interesting stuff!

What made you want to join Crealytics?

The people, technology, and company culture. Everyone I met was very friendly, smart and truly knowledgeable. I liked that “Crealytees” care about doing a great job for their clients, and they support each other. I am also a big fan of automation and smart campaign optimization, so I was really interested in our technology’s capabilities.

 

 


Bigger, Better, Faster, Stronger: SMX West Returns!

SMX West, 2018

March 13 – 15,

San Jose Convention Center

Get the latest expertise on all things AdTech, including a talk by Crealytics’ founder and C.E.O, Andreas Reiffen.

As with every year, this event promises a spectrum of search-aficionados from lots of different backgrounds. Expect the hottest Search topics of 2018!

We can’t wait to share our latest research with you.

You can join Andi and three other SMEs on Thursday, March 15th, 9.00am – 10.15am

What defines success for commerce-driven marketers? We’d say it’s about increasing revenue while maximizing profit. But it’s not always straight-forward.

“Your Mission: Increase Sales, Cut Costs, Maximize Profits” will teach you:

  • How to refine ad extensions for optimal payoff.
  • How to streamline product feeds for maximum efficiency.
  • How to boost product desirability.
  • How to find new ways to drive revenues and profits!

We hope to see you there!


Amazon 101: An Overview of the Company’s Product Ranking Algorithm

For many online retailers, optimized searches for Amazon have more importance than Google. Get this. Amazon has three times the search volume for products. Listing items on the platform? You’ll need to get them to the top of the platform’s search results (in relevant categories) to drive sales. And you’ll can do this better if you understand how Amazon’s algorithm works.

Unfortunately, many retailers operate blindly. It’s possible to enjoy success on Amazon without understanding their ranking algorithm. But the more you know, the better your products will perform.

So, what is Amazon’s algorithm? And how does it work?

Amazon’s A9 Product Search Algorithm

Amazon’s product search algorithm has a mysterious name: “A9.” The company shies away from discussing how it ranks products (to keep people from gaming the system). However, it admits to its algorithm making calculations long before a customer inputs a search query. A9 takes lots of data into account; examples include past traffic patterns, product descriptions, and individual user’s browsing habits.

Once the user types in their search, A9 analyzes the product listings…and delivers the products it determines to be “most relevant.” A product’s relevance to a given search query may differ from customer to customer.

Nonetheless, ranking on Amazon is much more straightforward than it is in Google.

What is the main difference between the two? While Google seeks to display results that accurately answer the searcher’s query, Amazon focuses on delivering the product listings most likely to be bought by a customer.

Let’s explore some of the core factors influencing Amazon’s A9 algorithm:

Core Considerations for the Amazon A9 Algorithm

A few core factors drive search listings through Amazon’s platform. These include:

Conversion Rate

How well does the product sell once users have been directed to the product page? Products that convert at a higher rate place higher in the search results. Many aspects of your product page can drive conversions. These include product price, customer reviews, and the quality of your product images. Always look to improve your product page, and keep it optimized for conversions. Amazon analyzes your conversion rate for every specific query that brings a searcher to your product page.

Relevancy

Is your product relevant to shoppers’ search queries? Conversion rate plays a role in this because relevant products tend to sell well. However, a product’s name and description can play a big role in determining its relevance. Try to laser-target specific product categories and searches (with your product information and text) to improve your relevance within Amazon.

Customer Satisfaction

When customers buy your product through Amazon, are they generally satisfied? Are your customers’ reviews mainly positive? What percent of your purchasers end up returning the item? While your overall review score does impact a product’s ranking, Amazon wants to see reviews that skew toward the top end of the scale. For example, two products might have the same overall score, but a product that has several three and four-star reviews will generally place higher than a product with lots of one-star and five-star reviews. Amazon prefers consistency.

Order Retention

Amazon knows that the best kind of customers are those that keep returning. For that reason, order and customer retention play a key role in product rankings. When customers buy your product, do they return to buy accessories? Do they commonly buy other products along with yours? Amazon prejudices its search results towards products that generate more business for them in the long-term.

Amazon Optimization: Simple…But Important

Too many eCommerce companies simply list their products on Amazon. They fail to think about how they can optimize their product pages. Opportunities abound! Remember – most optimization occurs on the product page. A minimum amount of attention to Amazon’s ranking factors can quickly improve your rankings—and grow your revenue.

 

 

 

 


3 Examples of Experiential Retail Marketing that Drove Crowds and Sales

Ecommerce’s rise has changed how physical retailers interact with their customers. Malls around the world struggle to attract new vendors. Anyone can log in to Amazon and find what they want in a few minutes. This has forced the “brick and mortars” to get more innovative.

The last few years have seen a renaissance in experiential retail marketing. Providing a fun, branded experience can be a great way to get people into your store. It also encourages awareness and interest in your products.

Ladies and gentlemen, we bring you three examples of retailers who thought outside the box to deliver better customer experiences:

Topshop Customers Ride a Virtual Water Slide in Central London

Making a splash…

Topshop leads the experiential marketing space. The fashion retailer had already connected customers with expert fashion consultants, free yoga classes, and art shows. But in 2017 they took things to a new level.

Centered around its iconic headquarters, the U.K. brand encouraged participants to ride a giant (digital) waterslide. Using a virtual reality headset, thrill seekers got a high-speed tour of the area surrounding Topshop’s site. Shoppers zipped over double-decker buses – narrowly avoiding cars whilst flying high over downtown London.

The ride garnered lots of social media attention. A trending Twitter hashtag (#TopshopSplash) and a special Snapchat filter sparked thousands of online conversations. Mini events bolstered things further, with a post-flume photoshoot adding to the experience. This highly immersive campaign gave Topshop lots of attention. It also encouraged customers to stay in the store for hours.

Refinery29’s “29Rooms…a Style-Infused Funhouse”

Source: Art Nerd City Guide

Online publisher Refinery29 hosts their 29Rooms event several times per year. The company describes it as “an interactive funhouse of style, culture, and technology.” Different branded partners (including Dunkin’ Donuts, Dyson and Cadillac) put each of the 29 individually crafted rooms together. Visitors can take pictures, or interact with each spaces’ contents.

Refinery29 encourages each guest to create something artistic. In 2017, one of the rooms provided guests with boxing gloves…plus punching bags that elicited different sounds when struck. Consequently, they used this system to record their own original songs.

A unique event, “29Rooms” brought the publisher a healthy dose of attention—its success led to similar events being confirmed for New York and Los Angeles this year. Further expansion seems likely.

Benefit Cosmetics Offers Beauty Pop-up Shops at Festivals

Raising eyebrows…

Benefit Cosmetics devised a novel way to boost brand experience. How? By opening the world’s first “Beauty and Brows Popup Shop.” Close to the U.K.’s Glastonbury festival, its drive-thru format allowed participants to meet beauticians and shop assistants. Representatives also provided them with goodie bags filled with “brow-inspired gift options.”

As festival-goers poured onto the site (getting stuck in traffic jams along the way), the pop-up provided a welcome reprieve from the crowded streets.

Experiential Marketing Delivers Endearing Experiences

Experiential marketing can provide fun, interesting, and endearing experiences for customers—all while building loyalty to your brand. The three examples in this article show how innovative thinking can do wonders for retailers.


How to Make the Most of Your Fastest Selling Products

How do you make the most out of your best-selling products? For small and mid-sized eCommerce companies, seeing a handful of products make up the bulk of their revenue isn’t unusual. Of course, this isn’t an ideal situation. But for many eCommerce shops, it’s a reality.

You should always seek to maximize revenue from your best-selling products. Identifying why an item sells so well—and capitalizing on your findings—is critical if you want to grow your customer base. Want to learn how to take your best-selling products and increase their already-impressive sales? Consider implementing some of these strategies:

Identify the Reasons Behind the Bump in Sales

Sometimes it’s tempting to sit back and enjoy your success. However, it’s important to understand why certain products in your eCommerce store perform better than others. Products sell well for a reason, even if it boils down to effective promotion.

Why is your best-selling product attracting so much attention? Are you running ads for the product with a hefty budget? Is there a trend in your market that causes demand? Was the product mentioned a popular television show? Did a popular outlet link to your website? Any number of reasons might explain why a certain product “blows up” in a short period of time. Without identifying the “why” behind increased sales, you’ll struggle to take things further.

Capitalize on Market Trends by Engaging with Communities

If a product within your store experiences a sales spike due to increased demand trends within a market, it pays to engage with the community about that product. Reach out on social media: share information with those that have questions, and offer useful content about the product to communities. This way you can build trust and brand awareness on the back of the trend.

Encourage Reviews from Customers Who Buy the Products

 

Certain aspects of a product page can influence a product’s sales more than just reviews. Customers want to feel reassured that the product lives up to the sales hype. If your product has sold well with very few reviews on the page, you could see a significant bump in sales by attracting more.

If a product already has several buyers, it shouldn’t be too difficult to attract reviews. Reach out to buyers and encourage them to leave one too. Start by striking up a conversation about their purchase—and make sure that they were satisfied. Build some rapport, then ask for the review. Even a handful can go a long way with potential buyers.

Give Best-Sellers Homepage Screen Real Estate

A popular product signifies market demand. Unless your entire user-base buys the product after going straight to the product page (e.g. through a link from a large publication or exclusively through ads), it makes sense to promote it on your website’s front page.

You’ll be able to attract more visitors to the product page itself—and advertise the fact that you sell it. Stocking a best-seller doesn’t mean that every customer knows that you carry it. Do your best to raise awareness.

Highlight Your Sales in Email Campaigns

Social proof matters. Given the opportunity, you should always highlight how successful a product has been in your store. Customers who hear that something has sold well inherently have more faith in it. They’re also more likely to trust your sales messaging.

Ride the Wave

Successful products – especially unexpectedly successful ones – go a long way to helping eCommerce companies grow. But always, always leverage periods of increased interest – strike while the iron is hot! Try out some of the tips in this article. With any luck, you’ll take a high-performing product to the next level.