It has been an exciting week in consumer experience (CX) technology as we cover Glossier's (🦄) continued expansion into pop-up retail and Macy's newest push in the social commerce world (hint - though down overall, Macy's digital channels are still seeing double-didget growth).

Also a reminder of some other things to check out ...
  • We recently recorded our 100th (?!) episode of OmniTalk. If you do not already subscribe, please do. Chris, Anne and myself breakdown retail's top stories each and every week.
  • My group at Latitude has created a solid collection of research and thoughts on Medium. The work ranges from retail-specific to consumer-focused pieces surrounding current events from around the world. Check it out!
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- Carter

Glossier's New Pop-Up Tactics

  • Opening this month in Seattle, the millennial-friendly beauty digital native Glossier is debuting a new, lush temporary shop, decorated with an abundance of plants, flowers, and the company’s pink-colored products.
  • For its six-week run, the Seattle shop is aiming for a “Glossier experience” that takes inspiration from the surrounding natural flora for its aesthetics and is hiring local employees as “offline editors” to staff the store in the company’s pink overalls.
  • The goal is to encourage connection with customers for an intimate feel, rather than just a sales interaction.
  • The primarily online retailer intends for its popups in major cities to foster engagement and allow it to experiment with offline experiences.
Digital-Native Roots
Recently achieving unicorn status ($1b valuation), Glossier has looked to expand their physical footprint through pop-up experiences like this across the country. The 'offline editors,' as are described above, are just another way the Brand looks to its digital foundation for continued success as they look to experiment with new ways to connect directly with their consumers.

What is next? My take is that the brand will find massive success in physical experiences. Though they may not see a direct sales spike from these footprints, the value of attracting a new life-long customer greatly surpasses any rent or hard cost surrounding a buildout as described.

🌼 Learn More | See the photos via Instagram.
Text and excerpts sourced directly from PSFK.

Summer + Social: Macy's uses Pintrest to gain consumer tracking and sales success.

  • Called OUT(FITS), Macy's new Summer campaign invites people to use their phones to scan Pincodes stationed in popular spots like Santa Monica Pier and Coney Island.
  • Upon scanning the codes, consumers are directed to Pinterest boards with shoppable outfits curated for that specific location.
  • Though the Macy’s promotion is rooted in Pinterest, assets link to both Facebook and Instagram for added eyeballs—1.6 million, to be exact.
  • This is not the first digital + seasonal push by the major retail brand as the holiday shopping season last year brought personalized gift guides for shoppers with shoppable Instagram stories.
Enabling Commerce Beyond the "Big Box"
As physical retail continues to waver, this campaign makes strategic sense, since people tend to travel a ton during the summer season and millennials, in particular, are interested in experiences and mobile-based shopping. By combining all of the above, Macy's allows consumers to move freely from an experience they love all the way through transaction via the mobile app or website.

As Macy's physical stores continue to decline, their digital properties maintain double-digit growth as tactics like this will continue to momentum in the right direction.

☀️ Learn More | View on Pinterest.
Text and excerpts sourced directly from L2 & Retail Dive.

The Next Step
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Thank you for giving the first few rounds of "Spark" a shot.
Any and all feedback is greatly appreciated.
What is Spark all about?
Consumer Connections - Beyond stereotypical social and e-commerce platforms, we look to focus in on new and emerging ways consumers are connecting with each other and brands. These stories are then summarized and paired with actionable next steps for marketers, brand leaders and really, all who are curious.​

We write these pretty fast so please excuse any grammatical or spelling errors. We're trying.
Topics this week were quoted or directly sources from a variety of sources.

Copyright © 2019 CJC, LLC.

The information listed within has been sourced from the noted publisher.


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