eTail Boston: How to win shoppers and influence people
Speakers at the recent eTail Boston conference discussed consumer fragmentation, the role of entertainment in discovery, and influencers.
Multiple presentations at the recent eTail Boston e-commerce and omnichannel retail conference held Aug. 10-12 focused on rapidly expanding consumer touchpoints, the importance of platforms like TikTok, and how to successfully integrate influencer and brand partnerships.
Let’s dive in to what expert panelists had to say:
A million little pieces of customer traffic
The emergence of numerous touchpoints that can serve as destinations on the customer’s path to purchase has led to widespread consumer fragmentation. Sandy Gilsenan, chief retail and customer experience officer, Warby Parker, discussed how data is crucial to retailers managing this phenomenon during a keynote fireside chat.
“Reaching the right consumer at the right time rests on your data,” said Gilsenan. “Your data needs to be the anchoring point, and it needs to be up to date. Quality data produces quality outcomes.”
While having timely, accurate data helps retailers perform highly accurate personalization, Jason Shapiro, GM, e-commerce, Michaels, cautioned attendees of a keynote panel discussion that a more personalized customer experience is not automatically better.
“Customers who come in our stores like to browse to get ideas for their projects,” said Shapiro. “And our online shoppers like that browsing experience as well. We don’t want to be too personalized and only show an online customer the type of yarn they always buy. We want to mix browsing with a targeted journey.”
Here we are now, entertain us
One result of the fragmented customer journey is that retailers can now embed purchases at the point of discovery, which in some cases can be a source of entertainment.
“The most dynamic disruptor in e-commerce is TikTok Shop,” said Bob Hoyler, global insights manager, retail, Euromonitor. “Shopping is an organic outgrowth of young consumers visiting TikTok to be entertained. Amazon doesn’t offer that.”
According to Hoyler, large brands are following these young consumers to TikTok. He estimated that TikTok will become the second-leading third-party online sales platform by volume of goods sold no later than 2029.
The brick-and-mortar store can also serve as a source of entertainment and point of discovery. Piper Parsley, VP, brand marketing & e-commerce, Draper James (the Southern-themed fashion brand founded by Academy Award-winning actress Reese Witherspoon), said the retailer promotes entertainment-based discovery purchases at both its physical and digital storefronts.
“Our flagship Nashville store is a tourist destination,” said Parsley. “Customers are entertained in the store.”
Piper explained how Draper James stores are set up like a Southern household with front porches, sweet tea served and an air of regional hospitality in their customer service.
“Digitally, we partner with content creators,” said Parsley. “We also use storytelling, videos and music playlists to duplicate the in-store experience.”
Under the influence
Another keynote panel session took a look at how retailers can collaborate with influencers and other brands to build awareness and authenticity.
“Brand authenticity informs who we partner with,” said Meenakshi Lala, CEO of online flower retailer UrbanStems. “We are trying to create a one-stop gifting destination.”
Lala said that UrbanStems prefers to focus on its core brand identity as a digital flower provider and expand its assortment of gift items through partnerships with established brands in categories such as wine and skin care,
“We are using the authenticity and integrity of these brands to create a curated experience,” said Lala.
[READ MORE: Three retailers taking a high-tech approach to influencer marketing]
Wendy Wildfeuer, co-founder of social commerce consulting firm Motom, gave two examples of her company’s clients partnering with football star/coach and sports influencer Deion Sanders as how to properly integrate an influencer with a brand.
“When Deion Sanders started coaching at the University of Colorado four years go, we captured a moment,” said Wildfeuer. “Blenders eyewear launched a campaign with him and did $4 million in sales the first weekend.”
Sanders, a bladder cancer survivor, also entered a successful influencer partnership with adult incontinence brand Depends. Seeking to destigmatize the need for incontinence aids, he helped Depends improve sales and brand image.
However, Wildfleur cautioned that influencer partnerships are not a “silver bullet” and require an authentic link between the influencer and the brand or product and also a dedicated presence in the promotion rather than a “one-off” appearance.
