Customer Relationship Management Conference (CRMC)’s Post

Collage Group research was featured in a new article by Sarah Mahoney of MediaPost! The main takeaway: a conversation about consumer backlash to leading brands and an exploration of #Black consumer insights. Discover additional takeaways from our research shared in the article, and take time to review additional Black consumer insights, available via the link in the comments section below. Thank you for your coverage, Sarah! #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights

It’s scary to be 𝗯𝗼𝗹𝗱. We’re in a world where a lot of things get shut down. And some, may I say, very rightfully so. Two from the last few months alone?  ➡️ Bumble's ‘Celibacy is not the answer’ billboards. ➡️ Zara's in-store display of mannequins amongst the rubble. And a few infamous ones: 🥤Pepsi's Kendall Jenners ad. 🍔 Burger King's 2021 Women's Day post. Google any of them and you do wonder who was at the helm. And yet, we still need to go for it. Playing it safe and making by committees water down our message and our brand, paving our way into the sea of mediocrity and 𝘧𝘰𝘳𝘨𝘦𝘵𝘢𝘣𝘪𝘭𝘪𝘵𝘺’. (I stand by this made up word.) My advice?  1️⃣ Know your customer. Analyse all creative through their lens. 2️⃣ Hold it lightly and pivot when you need to. Bland-but-legally-sound campaigns aren’t going to move a needle. Being unique and memorable is. What do you think? Where do you fall on the risk aversion spectrum of your campaigns?

Did you know that Latina consumers spend 19% more on beauty products than the average U.S. consumer? Thank you, Nicole Kirichanskaya, for featuring my insights in Inside Retail US on why retail should pay close attention to Hispanic and Latinx-owned brands and consumers! In the Hispanic Heritage Month article, I highlight NielsenIQ’s 2022 study, which reveals that Latina consumers make, on average, two more trips to buy beauty products compared to non-Hispanic shoppers, favoring in-store destinations like Target, Sephora, and Ulta. As I mentioned, “This is an opportunity, not just for Latina-owned brands but for all retailers.” Latina consumers are already shopping for our products through direct channels—so why not collaborate with us to bring them through your doors? I’m excited to be part of and help usher in the next wave of brands that become household names with the support of innovative and inclusive retail partners. Click below for the full article!

When you are checking Google to see how a recent PR campaign you work on panned out and you end up findings your comments in an article you didn't know about 🙃 Here is an article in City AM from July 2023 discussing research by American Express I was commenting on during roundtable organised by Retail Week and the marvellous Megan Dunsby Talking all about loyalty and various strategies that retail brands can use to increase both short-term and long-term loyalty. https://lnkd.in/eZt_Q99K #loyalty #customerexperience #consumerbehaviour #pr #advocacy #brands #strategy #insights #innovation #experience #retail #psychology #retailpsychology #chiefbehaviouralofficer #behaviouralscience #humancentric #humanexperience #press #spending #shopping #marketing #brandmanagement Dan Edelman

The most powerful consumer on earth is a woman…. Responsible for 85% of ALL purchases (Forbes) Reading that makes me feel insane when I think about how poorly we are marketed to It's probably important to understand her because now that she has her own content production studio, factory, and store in her pocket All she has to do is invite her friends to build a creative hub that blends content creation, community and commerce And they’re coming for mass fashion one TikTok and #dupe at a time TikTokers are hysterical over Walmart and Costco Wholesale's lululemon dupes #iykyk Why pay $128 for the scuba hoodie when Costco sells it for $14 or the Align tank for $70 when Walmart has an identical version for $13 Hence Lulu is the WORST performing stock in the S&P 500 this year Do you see how fast this is coming???? Brands like Lululemon who aren't in the off-price business need to do something different Just look at Rare Beauty… Yes Selena is the face of the brand – but it’s really a community who prioritize wellness, mental health, and accessibility Everything is in service to them PSA to all the exec bros on this platform suddenly becoming community experts - it's not a buzzword, you can't join the arms race stealing other people's words Rare Beauty's Comfort Club is an IRL space for community to gather Brands should invest in getting to know their consumers and their shared interests Because it creates a flywheel effect that continuously generates content, fostering community engagement, and ultimately commerce It's not just curating a community and then selling to it You have to do stuff for her and be grateful to serve her and her friends Gonna be tough when you secretly despise her as evidenced by the fact you have nothing she wants to watch and nothing to buy Reminder last year total inventory distortion cost us $1.77 TRILLION from record stockouts and unsold inventory So again, community is the moat a strong group of early adopters to achieve the attention of the masses That's how you get 11,000 people to post 52,000 pieces of content on behalf of your brand this year to reach 3.5 BILLION people loool Women are spending more than ever in HERSTORY $1866 per consumer on average on fashion last year (Source: Yahoo) She's just not spending it here To truly tap into the financial upside of the biggest spending fashion generation EVER brands must actually get to know her and engage her friends by creating relatable, culturally relevant content and experiences AND PAY THEM Because women will not only create successful businesses but they will drive meaningful change for our planet and communities #thegreatfashionreset #creatoreconomy #c2m #communitycommerce #contentistheproduct #tiktokisthestore

Nordstrom's recent shift from luxury to discount has caught our attention. We all know that when we're bargain shopping, we have to sort through racks to find the best deals. And when we walk into a luxury store, we expect the ultimate in service. But what about the "middle" stores? How can those retailers stand out? ▶ By providing the best customer experience possible. With GenZ growing up with different influences and priorities, it's important to note that a survey in Vogue Business from Archrival found that 73% of GenZ prefer to make in-store purchases while shopping. To me, that says, if retailers and brands want to stay competitive in this "middle" ground, they need to focus on providing a customer experience that stands out. With the changing priorities of younger generations, failure to do so could result in a decline in sales. That is what Immersifi does - helping brands and retailers provide the ultimate customer experience. https://lnkd.in/gEpxDefC?

Is it worth using ordinary people in premium segment advertising? 🤔 For those who are hesitant to conduct their own experiment but want to test "smart" advice, consider Victoria's Secret as an example. === Victoria's Secret, after transitioning to "inclusivity" and using ordinary women in their #advertising, is returning to its hypersexual roots due to declining sales. In 2018, the company replaced its classic supermodels, including Cara Delevingne, Kendall Jenner, and Gigi Hadid, with transgender models and plus-size models. While this move received "positive feedback online," it "did not translate into sales." Predictions suggest that in 2023, the brand's revenue will decrease by 5% compared to 2022, reaching $6.2 billion, even less than in 2020 during the peak of the "revaluation of values" and COVID-19 ($7.5 billion). CNN, citing company executives, writes that they "aim to restore sexuality to the brand," and Victoria's Secret's new direction "will have nothing to do with inclusivity efforts." Surprisingly, it turns out that when buying expensive lingerie, a woman wants to associate herself with the ideal Angel of Victoria's Secret, not with a "plus-size model." Who would have thought that in 2023, when reaching for her #wallet, she still wants to buy the hope of becoming the "best version" of herself? Consumers look at ads and think: if I'll look like a "plus-size model" or a woman over 60 in expensive lingerie, why do I need it? == The same effect was seen with the "eco" badge on Booking.com for hotels. Remember that story? Plenty of positive reviews but minimal desire to support the eco-agenda with #money. Conclusion: Trends are good. But don't confuse what people say within socially acceptable behavior and what they actually do. That is, if your goal is a sustainable business, not an award for #inclusivity in advertising. #branding #brand #ads #marketing #promotion #people #victoriassecret

A great example of how aligning creative ideas with strategic marketing can effectively engage consumers across multiple channels. This Carters Inc. campaign was built on a foundation of data and consumer behavior insights. Read more here: https://heyor.ca/4raa4r #marketingstrategy #marketingdata

As Pride month kicks off, we also prepare to see a rainbow of brand campaigns filling our feeds. A skim through the years reveals plenty of faux pas in this department, but when you strip down the reason for failure, the same factors crop up time and time again. So, what’s the solution? Read Manfred Abraham's thoughts in Advertising Week on why the right intentions alone during Pride month just aren’t good enough, and by placing your brand at the heart of your customer, you can create a meaningful impact… https://lnkd.in/eBQ4W4Um

At 456 Growth Media, we're observing a significant and growing connection between younger Gen Z audiences and the established customer bases of retailers like Ulta Beauty and SEPHORA. To leverage this trend and tap into the increasing tendency of younger consumers to shop both digitally and in-store at destinations like Ulta Beauty and Sephora, we've developed a robust pre-retail influencer strategy utilizing platforms such as TikTok and Instagram. Our goal is to drive digital store purchases for emerging beauty and cosmetic brands through the online platforms of these retail giants. 💄🛍️ Many of our e-commerce brand partners are competing for limited shelf space in physical retail locations and need to demonstrate a blend of demand and awareness for their top products. The most effective approach involves digital campaigns that direct traffic to these e-commerce platforms. 📲 As TikTok Shop gains prominence, will it evolve into an exclusive marketplace and primary point of conversion for retailers and e-tailers? Or will Gen Z still crave the in-store experience, potentially alienating older customers in the process? 🛒 A recent article by The New York Times highlights the challenges of appealing to new audiences while satisfying existing ones. With the news of Ulta Beauty's expansion into Mexico through an AXO JV relationship, what does this mean for digitally focused beauty brands seeking global expansion through strategic partnerships? 🌎 If you're a growing beauty brand currently retailing at Sephora or Ulta, reach out to learn more about our performance-driven influencer marketing program designed to boost conversion rates. Let's connect! ✨ #ultabeauty #sephora #ecommerce #genzmarketing #influencermarketing https://lnkd.in/eSd99tuf