Category: Marketing

Video: Retail Roundup: Warby Parker, Offline Strategies & Small Ecommerce Businesses

This week we look at Warby Parker and their offline marketing strategies. We discuss ways in which small businesses can implement similar strategies.Audio Only:

Hi and welcome to the Retail Roundup. This is Syama from Scaling Retail.

This week I would like to talk to you about a recent interview given by the CEO, Warby Parker at the NRF’s retail big show. In this interview, it was really fantastic. He was illustrating the different offline opportunities
that they were able to capture last year.

One of them being a mobile salon of eye glasses that they were able to have their customers try on new products and take photos in them and ultimately
build some social campaign and awareness around that. The important element to realize here is all marketing efforts kind of come with a return on investment, if you will.

So when you’re a small business and you’re looking to really get the word out there what you are selling, take a look at all the different channels of opportunities for you to access your customer. If you are e-commerce
only look for other touch points outside of the online world that your customer can be found.

Last year the mobile platform that Warby Parker launched was stationed here in Los Angeles, in Venice. I had an opportunity to give it a check out, try on some glasses, and ultimately what they are able to get from me was my email address. And also a bounce back to their site and this is extremely valuable when you are looking to build your customer acquisition process. How can you make it engaging, fun, and really will have your customers walk away with a really good experience and also this word of mouth that is so, so important.

Of course, following up all types of marketing, innovation, pushing things out to your social media channels, and ultimately being able to take the conversation full circle is really important. Now when you are doing these different channels, looking at your return on investment, and projecting that out can be somewhat challenging. How do you know how much money you need to invest? How do you know what channels are actually worth it?

Well, that can really come through some careful execution and starting to look at best practices across other channels. What we can see and do now is that there is a rising trend of all of these fashion trucks, of course, food trucks but really mobile ways of getting to your customer. So definitely take a look at these different platforms. Find out if there is a way for you to team up some other brands, other retailers, or other designers to collectively get your products shown in different market places.

You will find that it attracts a whole new customer base, you can share your costs in that way and hopefully you will be able get some more customers that are bouncing back to your site. Always make sure there is a call to action and all of your online and offline marketing channels and that your customers know how to find you. Perhaps there is an incentive at 20% discount or something else that you can offer to them to really get them back into your funnel.

Remember if an event sounds like a great idea, all these different types of pop-ups seem like a great idea but without having a great execution and strategy in mind of what you need to get out of it, you might be just wasting your dollars. So please evaluate all the opportunities that you have before going ahead and making a decision to go for it. Alright. Hope you have a great weekend. Talk to you soon. Bye.

Sneak Peek @POOLTRADESHOW “Grow Revenue” Presentation

Interested in growing your revenue? This week, Thursday, January 16th, I’ll be speaking at the POOLTRADESHOW #SwimLessonsLA at the Smog Shoppe in Culver City, LA.

Sign up here:

Special thanks to the FashionAccelerator 360 @FBA360

Here is a sneak peek to the presentation:

Retail Roundup: Accenture, Big Data & Small Businesses


Audio Only:


This week we look at Big Data. How can small businesses look at data in meaningful ways? We offer a both a customer centric and sales analytics approach.

Hi, welcome to the Retail Roundup. This is Syama from Scaling Retail. This week we take a look at data. Big data, small data, and how, in fact, that
can be useful to your business. Now we all know big retailers use brands like Business Intelligence Software, SAP, all different ways of analyzing
their business. But how do small businesses actually take advantage of being able to operate by looking at sales and metrics and forecasting in
the same way that a large business does?

You know, recently Accenture came out with a report stating that 63 percent of their customers that they analyzed from one study done by Globis, which is a huge international retailer. They have 37 different locations. Huge in terms of numbers of SKU’s and product assortment And they found out that, in fact, customers are more likely to purchase when you can suggest an item, when there’s some sort of customer history database, and 53 percent of the customers were interested in some type of loyalty program or discounting that’s catered specifically to them shopping with you.

Now as a small business, it’s really complicated. You know, how do you keep track of all your customers? How can you take a look at your sales reporting and analytics? And it’s really important that even though you maybe you’re managing your business on a day to day basis, that you actually sit back and take a look at all your reports on a weekly level as well as monthly level and a seasonal basis. This will provide you with a lot of trends and insight that you might not normally have when just engaging with your customers day-to-day.

You know, one example in the study, the author was talking about doing a study on the Grand Bazaar and Istanbul and how the rug merchants are, in fact, employing different types of big data techniques to really help influence their purchasing and how they’re catering to their customer. So,
some things I would think about are, you know, how are you engaging with your customer, what types of questions can you ask them before you make your next buy? So, perhaps there is a really nice combination here between looking at your data analytics as well as having insightful customer engagement, so that you can really find the best assortment to cater to your customer season after season.

Through analyzing your customers and through keeping small databases, and perhaps using something like a ShopKeep POS or some other type of CRM
software or even a simple Excel Spreadsheet, you will be able to see trends within your businesses as well as hopefully find that your customers start to see the assortment more reflective of what they want. Because obviously your job is to become a number one expert in your customer. All right, have a great day. Bye.


Retail Roundup: Patagonia & Reverse Marketing

Audio Only: 

Hi everyone. This is Syama from Scaling Retail. And this week I’d like to

talk to you about the new Hi everyone. This is Syama from Scaling Retail. And this week I’d like to talk to you about the new Patagonia “Be Useful”
Campaign. This campaign was launched, where they have their customers showing that they are mending their products, showing second life, or use out of Patagonia products. And it’s something that they like to call that’s kind of reverse marketing. As opposed to showing people purchasing new products or showing how they can get extended life out of them.

This is a great marketing technique. It’s something that you as a small business can also take away from and apply to your business in the next
coming months and years.

Now essentially what you want to think about here is, what are they creating for their customer? They’re looking at a value proposition of education. They’re showing their customer that they in fact can buy their product, and use them for a long period of time. By reinvesting and taking care of your current items in your wardrobe, you can get a longer life span, as well as decreasing the cost of having to keep purchasing an item over and over again.

Now how can you apply this to yourself and through what media outlets? Well, by taking a look at things like video content online, as well as writing blogs and newsletters, you can search and find ways of communicating to your customer, the value of what you sold to them.

So for example, if I am a boutique clothing store, and I specialize in selling basic knit wear, and let’s say my customers have purchased some cashmere sweaters. Well do my customers actually know the best way to take care of their sweaters? Do they know about the special laundry detergent, or the ways that they can actually increase the life and longevity? Perhaps once or twice a year you can send out an email that gives them suggestions on adding cedar blocks or buying special cashmere shampoos and things like that.

These are not only ways of up-selling, because of course you’re showing them additional products that maybe you do or don’t carry, but you’re showing an interest in value into your customer’s purchasing history, as well as the items they currently have in their closet. This establishes you as not only a resource for them to go shopping to, but also a partner, in terms of their wardrobe and really adding value to their life in general.

Hopefully that was helpful guys. See you next week. Bye.