Email Marketing & Newness:
- In fashion and beauty, new products are significant drivers of retention and engagement.
- Emails that feature new and exciting content tend to perform better.
Innovation & Product Launches:
- Innovation is critical; presenting new products frequently keeps customers interested.
- Comparison to historical commercial salesmen who always had to present something new to maintain interest.
Personalization in Email Marketing:
- Although personalization is valued, the return on investment may not always justify the effort.
- Broad targeting and exciting product features can sometimes outperform personalized emails in terms of engagement and sales.
Consumer Behavior & Segmentation:
- Different products (e.g., skincare vs. makeup) exhibit varied consumer behaviors and purchase frequencies.
- Leveraging seasonal trends and consumer preferences is vital for effective marketing strategies.
Retail Media Networks:
- Retail media is a cost-effective acquisition tool, particularly for startup and scale-up brands.
- Digital activation and in-store promotions are essential strategies for driving sales.
Gen Z Audience:
- Gen Z consumers are highly knowledgeable, research-driven, and influenced by social media.
- They value product effectiveness over brand loyalty and tend to be omnichannel shoppers.
Technology & Platforms for Startups:
- The availability of various tech tools (Shopify, Google Merchant Center, Klaviyo, etc.) has lowered the barrier to entry for new businesses.
- Integration of data across multiple platforms remains a significant challenge.
In-Store Digital Innovation:
- Upcoming trends include high-quality in-store digital screens that enhance visual merchandising and customer engagement.
