With plain white labels and undesirable shelf position, generic or store brands used to be considered inferior to those with a household name. But like everything else in retail, times are changing. Today, house brands command 20% of the CPG market, with estimated revenues of $120 billion annually. Improved quality, more contemporary packaging, better retailer marketing, and competitive pricing, new “brandless” brands are changing the way consumers perceive these products.
Historically, brands have avoided getting involved in controversial subjects. Politics, religion, sex, and even social issues were avoided at all costs. But that’s changing. Subjects that would have been taboo ten years ago, have been embraced as a way for brands to form meaningful connections with like-minded consumers. Although two-thirds of consumers agree that it’s important for brands to take a public stand on social and political issues, marketers must be careful to engage only on those topics that feel organic and authentic. In other words, don’t take a position just to have one; smart marketers choose when to engage and have a strategy for addressing the issues they feel strongly about. Here are six things to consider before taking a stance on social issues.
In a world where data is king, Amazon continues to open its platform to be more brand-friendly. Last summer, Amazon launched Amazon Store pages to give brands more control over their presence on the platform. Store pages are highly customizable touchpoints, allowing brands to showcase interactive video, images, and static text content, creating a customized brand presence on Amazon. Although Store pages have been available for almost a year, the level of actionable data or insights has been scarce—until now.
As long as consumers have problems, brands will develop solutions to solve them. How marketers position products in the minds of consumers often determines their success. A new study looked at the marketing strategies of traditional, or legacy, brands and compared them to the strategies of emerging digital-first brands and then surveyed consumers to gain insight into brand perception, usage, and advocacy. In doing so, they identified startling differences in how marketing strategies impacted the way consumers viewed the brands.
Filed Under: Digital
Every brand has a voice on social media, but is it being heard by those consumers who matter most? If you’re not reaching the right consumer, on the right platform, at the right time, there’s little chance of meeting your objectives. Some brands are fighting for their lives with the recent social algorithm changes, so it’s more critical than ever to have a strong strategy that includes measurable goals and tactics for in-campaign optimization. Here, are seven questions our Social Media Senior Director, Jenna Manula, works with clients to fully answer before launching a campaign.
While in-store represents the lion’s share of beauty sales, both Ulta and Sephora have made considerable strides in e-commerce. Since 2016, Ulta’s online sales have nearly tripled and Sephora’s have more than doubled. Although online still represents a small share of the overall market, strides in digital beauty sales indicate there’s significant room for growth. In our infographic, we detail the strategies each retailer is taking to win.
It happens to all of us. We keep seeing the same pair of shoes or lipstick in our social feeds and pretty soon, we’re adding it to our digital shopping cart. Behavioral psychologists have studied this phenomenon and found that repeated exposure to a product or brand creates a positive association. While brands are good at creating eye-catching images of their products, consumers are more likely to trust reviews and recommendations from friends, family, and influencers over brand-created content. In fact, 93% of consumers say they find user-generated content helpful when making a purchasing decision and 56% of online shoppers say pictures and videos from other consumers give them the most accurate representation of products.
Filed Under: Digital
In 2017, it was estimated that Amazon represented 44% of U.S. e-commerce—and that number is projected to reach 50% by 2021. As shoppers increasingly shift to e-commerce, our infographic reveals where Amazon’s influence is poised to grow.
American consumers are feeling cautiously optimistic about the economy, but more important, they are feeling upbeat about their own financial situation. One third of Millennials and more than a quarter of Gen X’ers believe they will be financially better off a year from now—an increase of 14% and 4% respectively in just one year. When consumers are feeling secure about their financial situation, they are more likely to splurge. In our infographic, we look at how these trends are impacting consumers, how they plan to spend their extra income, what they’re willing to spend money on – and what they’re not.
Retailers will be feeling the love this month as consumers are expected to spend $19.6 billion, an average of $143.56 per shopper, on Valentine’s Day. In our infographic, we look at the trends in gift-giving and on social media.