Tag: marketing (Page 1 of 4)
If I had a time machine, I’d go back to just two years ago, Q2 2022, and buy ANF stock when it was still under $20. Now, it’s hovering around $150, and some analysts are calling it the “comeback of the decade.” In 2016, the brand was considered “America’s most hated retail brand” by the American Customer Satisfaction Index. So, how did the company rise from the ashes to become a major success today?
I’m convinced that part of the answer lies in their digital strategy. Samir Desai, Chief Digital and Technology Officer, said, “The Abercrombie and Fitch Company business through COVID saw their business become 50%, almost 60% digital, so a big spike in digital.” As we’ll see in this brief overview, the company is doing a lot of things right. Let’s review their sales channels, policies, and marketing initiatives.
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If there’s one underdog in the ecommerce world, it’s Walmart. Earlier in 2024, all eyes were on TikTok Shops. We also hear a lot about Shein and Temu, and of course, the current king of online sales, Amazon. But seasoned ecommerce professionals always keep an eye on Walmart. The retail titan finally grabbed more attention with its Q2 results, showing over 20% growth in ecommerce YoY.
This raises an important question: How should brands prioritize sales channels? Should they focus on Walmart or TikTok Shops first? Let’s quickly review Walmart’s performance, see how its marketplace compares with Amazon, and explore what brands should do next.
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You’ve probably heard of the “Four Ps of Marketing.” If not, the 4Ps—Product, Price, Place, and Promotion—are the key elements that help businesses strategize how to develop, price, distribute, and promote their offers effectively.
If a company was a house, Price and Place would be how much the house is worth and where it is located—very important elements that are frequently discussed. Promotion would be the fancy cabinets and the fresh coat of paint on the kitchen walls. There are millions of blogs, YouTube channels, and TV shows about home decor, and many homeowners think their house will double in value if they put a fresh coat of beige paint on the walls. Finally, Product is the house itself: the walls, foundations, plumbing, insulation. It is not the “sexy” part of the building, something people even avoid discussing sometimes, but a house with structural issues will be a lot less attractive to buyers.
Continue readingIf you missed my interview with Customer Chief Officer at RevScience Abby Schommer, you can find the full video of the interview here.
This interview is packed with so much good advice that I couldn’t resist posting an extract of the transcript below.
Continue readingAs we approach July, I bet your LinkedIn feed is packed with guides on how to prepare for Amazon Prime Days. “This is the biggest day of the year!” they say. “Make sure you have enough inventory” or “Here’s how to optimize your listings” they’ll advise. While there is often good advice in these posts, the authors assume you are participating in Prime Days. Many entrepreneurs selling on Amazon believe they MUST discount their products during these few days. But should they really?
In this post, I’ll argue that not every business benefits from participating in Prime Days. Low margins, product positioning, brand image, inventory issues—there are many factors impacting a business’s interest in flash sales. So, let’s explore when a business should NOT participate in this event.
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In a previous article, I wrote about ultra-fast fashion, specifically on how France is trying to limit its impact on the environment with new regulations. We’ve seen how unsustainable fast fashion can be, with Americans tossing out a whopping 34 billion pounds of used clothes each year—that’s over 100 pounds per person!
What can be done about Shein? Let’s be realistic, Shein is the target of France’s proposed regulations. Bans or taxes sound good on paper, but they don’t completely eliminate the problem and tend to frustrate customers. Making local brands cheaper so they can compete with Shein (through new processes, innovation, or worse, lower taxes or subsidies) may help local economies, but this wouldn’t do much in terms of sustainability. Greenwashing and shaming customers isn’t ideal either, and won’t win any fans.
Are we stuck in a never-ending cycle of buying and trashing clothes, until we drown in used t-shirts? Thousands of new designs are released every day, and Shein sales are supercharged by influencers and social media. However, I believe we shouldn’t throw in the towel just yet. Ecommerce has come a long way in the last 20 years, and there are some impressive innovations that could help us shop smarter and more sustainably. So let’s see what our options are, and how some successful entrepreneurs are already addressing the fast-fashion problem by offering solid alternatives.
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About This Blog
My name is François, I’m the author of this blog. I love writing and talking about business and ecommerce. I hope you enjoy my work, feel free to contact me for any suggestion!