Atoms founders Sidra Qasim and Waqas Ali: Physical retail makes customers feel like you’re adding value to their lives
When’s the last time a shoe company made you feel all warm inside? Atoms is looking to do that. Its two founders moved from Pakistan to the United States to craft shoes with a personal touch, not solely in their customization — they come in quarter sizes, and you can get slightly different measurements for each foot since “most people have shoe size difference between their left and right foot,” co-founder Waqas Ali says — but in the hand-written notes and other inviting customer engagement methods.
Sidra Qasim and Waqas Ali joined Shareen Pathak on this week’s episode of Making Marketing to discuss how the couple plans to keep that personal touch as their company grows (it scored $8.1 million in Series A funding earlier this year).
Killing the question
Qasim: “Whenever we ask people what’s their shoe size, they always say ‘uh, 9 or 9.5, it depends on the brand.’ So we wanted to kill that question here, of ‘why we are not able to answer what our shoe size is?’ How can a company offer that type of experience where people know about their shoe size and have the confidence that if a brand introduces a new style, that style would fit them every time?”
Competition is broader than it used to be
Ali: “Since the beginning, we knew that we’re not just competing against shoe companies. I think of an Atoms customer… let’s say she’s interested in buying something new for herself, and she’s thinking ‘should I buy these comfortable shoes or that fancy designer watch?’ So it’s not just shoe versus shoe. It’s ‘who is making people fall in love with them over and over again?'”
The comfort promise
Ali: “After a week, it gets very hard to wear any other shoes. That’s what our promise is. And if it does not become that shoe, then we take the shoes back from you. And then we will talk to you again once we fix things. But right now, that’s been the case.”
Their first pop-up
Qasim: “We are going to do our first pop-up in SoHo. And the idea here is that people come to our store, meet our team, and then the whole experience should feel like somebody is adding value, somebody is serving them. They can also look at where we started — more interactive! And at the end they try our product. We believe Atoms is so special, we have made this product that’s so comfortable, we believe when people will try them, they’re going to fall in love.”
‘There’s always money for avocados, but none for Black History Month:’ Confessions of a Black ad tech senior marketer
If achieving diversity and inclusion in the ad industry is a mountain then its one with the steepest of peaks according to the latest Digiday confessions.
‘It took the heat out of people’s situations’: Agencies provide mental health support for employees’ kids
Parents have been anxious about the effect of the pandemic on their kids' mental health and agencies have had to step up their support.
As consumers migrate to e-commerce, marketers are increasing email marketing efforts
Brand marketers say email marketing has steadily been increasing as more and more consumers look to shop online.
SponsoredHow publishers are maximizing retention after the COVID-19 subscription surge
Michael D. Silberman, senior vice president of strategy, Piano For many publishers, 2020 was a good year for subscriptions, and the trend has continued into 2021. For example, over the last month, The New York Times grew active news subscriptions by 48%, and Insider has doubled its subscriber base to just over 100,000 in the […]
Cheat sheet: Twitter experiments with shoppable cards
Twitter is taking another stab at shoppable content, with a new card feature aimed to convince users to follow through with purchases.
‘How to telegraph energy’: The coronavirus pandemic has agencies mulling the future of the pitch
Agency execs say elements of the pitch process may have changed forever — the amount of time and financial investment devoted to chasing new business, for example.