In the world of retail marketing, competition is fierce. Not only does everyone have access to selling the same products, they all use the same means of advertising, from newspapers ads to social media. It seems that the only way to get ahead is to spend more money in an effort to get better exposure. But there is a better way. It’s known as visual merchandising.
Visual merchandising isn’t new, it’s been around as long as the “display window” has; but very few companies use it both efficiently and effectively. Let’s look at 4 ways to get the most out of your displays. Continue reading
When creating an e-commerce packaging program, one of the most important aspects is safety of your product. Packages should look attractive, but they also need to be sturdy enough to ensure that the product does not get damaged or destroyed, particularly if your company ships products in addition to doing in-store sales. You want to give the same experience to in-store shoppers as online shoppers.
Recently, Internet Retailer discussed challenges and solutions to packaging safety. They profiled a Dutch bike company, VanMoof, which created packaging that discovered an unusual and original idea to keep their bicycles safe. The company previously struggled with keeping bikes safe during shipping, having to sell bikes at a discount that got harmed in shipping. Cleverly, VanMoof decided to start shipping their bicycles in shipping boxes that displayed a flat screen TV, thinking the delivery person would treat it more carefully if he/she thought it was a TV. Damaged bike issues dropped dramatically after the switch.
Warby Parker is one of the most significant e-commerce retailers today. While the prescription eye wear brand is young (founded in 2010), it has catapulted to the forefront of the retail industry and has begun building a brick-and-mortar presence. What is it about the business that made it such a hit with consumers? Below we take a look at three of the most significant reasons why:
1.) Their vision (pun intended). Warby Parker effectively does two things with every transaction. They recognized that almost all eye wear was produced by one manufacturer that was keeping the glasses at unnecessarily high costs. So they made the glasses in-house, cut costs, and offered their vintage-inspired frames at low prices. And when they show those prices, they do so with small, rounded numbers ($95, not $94.99), in readable type.
A 2016 study by Dotcom Distribution, Driving Customer Loyalty With Fast Delivery and Quality Packaging, has effectively surveyed consumers and found that much of what drives them, relates back not just to the product, but also to the aesthetic quality of the brand. Branding makes products more enticing to the customer, that much is clear.
“Our most recent data helps retailers identify how they can increase brand loyalty via shipping practices, as well as how customer expectations are increasing year-over-year,” said Maria Haggerty, CEO of Dotcom Distribution. “E-commerce is taking over the retail market, so brands must ensure they take advantage of the opportunity to deliver… in the most personal way.”
Every year, 80 billion pieces of clothing are created for sale. It’s no secret that the clothing industry has often been the subject of rebuke, given its systematic failure to respect worker’s rights. Not only that, but much of the clothing produced is low-quality, and it’s mint-condition is a brief stage. Zady is a clothing company that has resolved itself to change that, and to become the new standard.
What exactly does that look like, though? For the company, whose founders have been dubbed the “Whole Foods of Fashion,” they’re making sustainable responsibility their baseline, and not their end goal.