It doesn’t matter if you’re selling beauty products or chicken fingers: Now is a difficult time to be a retailer. It’s a struggle to earn and keep a shopper’s attention, let alone loyalty. At the Digiday Retail Summit, which takes place June 27 – 29 in Nashville, the sharpest minds in the industry will discuss how retailers are investing in technology to engage customers.
As we prepare to visit the country music capital of the world, we asked four speakers what areas they’ll be investing in to modernize the shopping experience. Here are their answers, lightly edited for space and clarity.
Melissa Barnes, senior director, brand strategy, Rent the Runway
We are investing in ways to bridge the gap between our offline and online world. We just launched RTR Now so users on our site can see what’s currently available in store and then stop by to try on and rent. Conversely, if they like something in store, we want them to easily be able to save it to their ‘virtual closet” to rent online in the future.
Kira Clayborne, digital marketing and media manager, Church’s Chicken
In 2016, we are focusing on our guest. We’ve decided to invest our resources in supporting our Mobile App. With the app, our guests can connect with Church’s Chicken anytime, anywhere, which promotes deeper connections and ultimately, loyalty.
Joy Chen, CEO, H2O+
We closed the last of H2O+ Beauty’s retail stores at the end of 2015 to modernize our distribution model and align our company with our consumer target, who tend to shop online. While we continue to offer products through retailers such as Ulta, our new website will serve as both our flagship store and a tool for communicating and interacting directly with our customer.
Lisa Johnson Kolodny, VP brand marketing & communications, FreshDirect
Modernizing the shopping experience means making it as frictionless as possible — a smoother, easier, more customer-friendly way to shop. We’re planning to evaluate all aspects of the shopping journey to remove friction, build shopper confidence, and enable customers to get what they want faster. The end result will impact key shopping moments including sign-on, getting started, reorder, shopping lists and more.
To learn more about the Digiday Retail Summit, click here.
Experts tip in-house operations and retail media as the most fertile landscape for new job market entrants
Although 'readjustment' and 'flexibility' will be required from those laid off by Big Tech.
How Apartment Therapy’s Riva Syrop is pivoting its events business around the economic climate
Apartment Therapy's event strategy closely revolves around its commerce business to appease both advertisers and consumers.
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Member ExclusiveMedia Buying Briefing: What a tour through Dentsu and Microsoft’s metaverse campus says about the future of digital marketing
Digiday gets a guided tour through Dentsu and Microsoft's metaverse campus, where clients can test out retail concepts or build showrooms in the virtual world.
‘Halloween is when Christmas ends’: A look at publishers’ pre-Black Friday commerce content playbooks
Publishers' Black Friday coverage plans are starting earlier and earlier but commerce teams are evolving to meet the demand.