Ashley Schapiro’s Post

During our panel at the Annual Retail Influencer CEO Forum, four key personas were discussed, as an insight to how they are shaping the in-store experience for Gen Z: Happily Detached, New Perfect, Resilient Achiever, and Ethical Advocate. Our panelists shared their connection to each persona and discussed the brand engagement tactics and store experiences that resonated with them as consumers. A few key highlights include: the importance of mindful staff, fitting spaces, social media tie-ins, and operational technology, among other things. From examining Gen Z shopping traits, such as using Tik Tok for discovery and Instagram for deeper brand research, to discussing the difference between shopping (transactional) and buying (emotional) and shared their favorite recent brand experiences. Click the link in the comment to hear the dynamic conversation and takeaways from our most recent insights report. ____ cc Melissa Gonzalez Berns Communications Group The Z Suite MG2 Design #genz #consumerinsights #retailstrategy

Emarsys New York Power To The Marketer with Vogue Business has kicked off and the retail insights are rolling in 🗽 📚 Our first panel uncovers how to future-proof loyalty in an economic downturn. With the strain of surging inflation, high interest rates, and a looming recession, consumers are shifting their spending habits and reprioritising 👀 Our top Retail Experts are revealing the essential tools needed to overcome resource constraints and thrive ❤️ "Investing in your team, we know now, right now, is probably the most prolific time where your team mates are your biggest influencers. You can go out and pay as many influencers as you want, you can go out and spend as much as you want to the top of funnel and ensure that that is creating some type of magic. But this is the time where your employees have their own social media following. They have the voice that really determines how the brand is seen from an outward perspective, not the influencer that you hired, but the one that's on the inside." - Amondo Redmond, Foot Locker Former Head of Marketing for NAM. "Even if you have to cut the budget, [...] it's always what story are you telling, humans are storytelling animals and that's never going to fail." - Ana Andjelic, Esprit Chief Brand Officer. "Demonstrating to our consumers that we know who they are, that we know what they're looking for and making their lives easier and really serving them is, is one of the ways that we do that [personalization]. Our personalization strategy starts with what we call our customer DNA, which is about 250 plus prescriptive and predictive attributes that we have for every known customer across the ecosystem." - Emily Essner, Saks Fifth Avenue CMO. Thanks for showing us how you’ve dealt with shrinking resources, built smarter tech stacks, and used data to innovate and stay relevant 🎉 #PTTMFestival2023 #Loyalty

"The media headlines have moved on, but the consumer has not, which is very interesting. We are investing in the metaverse. We want to be where our consumer is. And that's where the younger population is. That's where they want to engage with brands like us." 📲 Get in touch now and lets build your virtual retail space! #Metaverse #retail #Fashion #RalphLauren #VirtualWorld #VirtualSpace #web3 #web4 #immersiveexperiences #virtualexperience #blockchain #spatialcomputing #thenewinternet #technology #innovation #fashioninthemetaverse

The concept of positioning bull's eye with reference to (Starbucks) involves identifying and positioning the brand in a way that resonates most strongly with this target audience, ensuring maximum effectiveness of marketing efforts. The points of attention To seek the market strategy effectively. POD ( points of difference) POP ( points of parity) MANTRA Consumer Insights and Need state. At the end the ultimate goal to receive the consumer takeaway. #marketing #marketgrowth #stratergy

Consumers have lesser loyalty to big brands. Big opportunity for young brands to enter. Keeping your users loyal and retained isn’t so hard when you’re using Nector (Like 400+ brands in India) #loyalty #d2c #retention #retentionmarketing

The latest in our "Five Minutes With..." interviews with business luminaries is a fashionable one: Ralph Lauren CEO Patrice Louvet, who's grappling with all the usual challenges of running a global apparel company -- plus dealing with a world where hoodies are fair game at the office. Nicole Bullock and Francine Lacqua spoke with the former Procter & Gamble exec about what people are wearing to the office, how not to use influencers and why the company is investing in the metaverse. #fashionindustry #ceos #interviewseries #futureofwork #apparelindustry #whatnottowear #clothing #retail #qna #csuite #influencers #metaverse

COVID accelerated the evolution of experiential to a more inclusive and geo-agnostic marketing tool. Post pandemic, we are partnering with forward-thinking brands to develop campaigns that truly span offline to online, engaging audiences across all channels and increasing the impact, reach and results. A big thank you to our partner, Kohl's, for the privilege of working with them on their biggest launch of the year for their new Home Collection.  We kicked off the activation nationwide with a digital "vision board" building experience and sweepstakes, incentivizing over 158,000 people to play to win. This digital experience led the activation across e-commerce, social media, and influencer marketing. We then brought the experience in-person in NYC as a physical pop-up which the brand leveraged as their press announcement, as an organic content factory where 60 influencers streamed and posted content and engaged and entertained over 1,000 consumers.    The future of experiential is exciting in that it can lead the omnichannel execution and deliver novel experiences for press and influencers and engage consumer audiences more deeply and richly from wherever they may be. #experiential #omnichannel #digitalexperiences #influencermarketing #events

Having a strong business identity and target audience is key to resonating with your consumers.

One change made this 110 year-old company a leader in it's market: ⭐️Positioning its brand towards a different set of customers. Stanley used to promote its products to outdoorsmen and workmen. Today it's being marketed toward 25-50 years old women. The brand's decision to pivot it products' purpose from occasional-use to everyday-use boosted its annual sales from $73M in 2019 to 750M in 2023! A wholesale partnership with an e-commerce blog, the Buy guide, coupled with limited drops that catered to the FOMO culture, definitely helped its case. So do you have one? #stanleycups #marketing

What happens when you cross Post Malone with pandemic WFH? You get Crocs going from $1.4bn in 2020 to $3.6bn in 2022! An interesting discussion at Harvard Business Review on the power of "authentic fandom" in brand engagement. It reveals how genuine connections can create loyal fans, transcending traditional marketing. Brands should consider how embracing real stories can foster meaningful relationships with your audience. It's time to innovate and build a community of true fans. We hear it all the time - listen, be authentic, nurture a community, measure what works. #AuthenticFandom #brandstrategy #crocs #postmalone #brandreinvention https://lnkd.in/ga8Kth8b