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How can content amplify your commerce? Lessons from retailers and publishers

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Frank Weil, Chief Customer Officer, KWI
Lexi Cross, Co-Founder, Shoes of NYC
Tushar Adya, President and COO, Dylan's Candy Bar
Geoff Schiller, Chief Revenue Officer, POPSUGAR

Published in: Retail
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How can content amplify your commerce? Lessons from retailers and publishers

  1. 1. How can content amplify your commerce? Lessons from retailers and publishers Tushar Adya President & COO Dylan’s Candy Bar Frank Weil Chief Customer Officer KWI Lexi Cross Co-Founder Shoes Of NYC Geoff Schiller Chief Revenue Officer Popsugar
  2. 2. DYLAN’S CANDY BAR C O N T E N T + C O M M E R C E S E P T E M B E R 1 3 , 2 0 1 8 S H O P. O R G
  3. 3. LIKE A KID IN A CANDY STORE Content/imagery is the heart of who we are Founded on making candy relevant in the worlds of fashion, art and pop culture Pop art, bright colors, bold design Visionary CEO and founder, trained in art & design
  4. 4. TRANSLATING CONTENT TO COMMERCE Capitalize on trends, but be the first Listen, really listen, to your consumers Focus on your strengths Make friends with influencers
  5. 5. EXTREME CANDY CHALLENGE • 2018 candy trends: spicy candy & tasting games • Extreme Candy Challenge • 12 candies, 3 categories (spicy, sour, sweet) • Sweepstakes component • Influencer/celebrity mailer • Content played in-store, on product page, Facebook ads, social media handles
  6. 6. PEEPS MILKSHAKE • Peeps Milkshake recipe video • 10 million media impressions • 2 million+ views on Instagram • 88% of accounts not following us • Next year, custom content with Peeps
  7. 7. PRODUCT COLLABORATIONS Knowing our market, knowing our customer
  8. 8. PRODUCT COLLABORATIONS
  9. 9. SWEET 16 • Sweet 16 Mosaics • 22 celebrity candy mosaic artists • In-store event • Charity auction component • 661 million media impressions • 68 million social media impressions • Celebrities included: Jessica Alba, Neil Patrick Harris, Bobby Flay, Whoopi Goldberg, Katie Couric, Martha Stewart, Jessica Beil, and more.
  10. 10. SWEET 16
  11. 11. SWEET 16
  12. 12. INFLUENCER/BRAND RELATIONSHIPS • Build relationships over time • Giveaways • Mentions • Community Management • Aim to do multi-pronged partnerships • Influencer lists for every aspect of our business • YTD influencer posts: 209 • YTD social impressions: 283,454,568
  13. 13. INFLUENCER/BRAND RELATIONSHIPS
  14. 14. DYLAN’S CANDY BAR C O N T E N T + C O M M E R C E S E P T E M B E R 1 3 , 2 0 1 8 S H O P. O R G
  15. 15. 50% = BRANDED PARTNERSHIPS ON SHOESOF CHANNELS SHOESOF 50% = WHITE LABEL CONTENT CREATION FOR BRANDS SO/NYC CREATIVE
  16. 16. 1. 2.
  17. 17. 3. 4.
  18. 18. CREATE CONTENT YOU WANT TO SEE & KEEP THINGS FRESH TAKEAWAY 1
  19. 19. EXPERIMENT WITH NEW TOOLS AND CONCEPTS TAKEAWAY 2 YOUTUBE IGTV IG STORIES
  20. 20. TAP INFLUENCERS/AMBASSADORS FOR CONTENT TAKEAWAY 3 @young_emperors @the12ishstyle @babba.c
  21. 21. THANK YOU!
  22. 22. JOYFU L JOURN EY TH E DRIVING EMOTIONAL CONNECTIONS TO THE CART
  23. 23. MEET YOUR NEW BFF: THE 26-YEAR-OLD MILLENNIAL WOMAN
  24. 24. SHE’S CONNECTED, CREATIVE, & CURIOUS ABOUT THE FUTURE OF SHOPPING
  25. 25. SHE’S AMONG THE 70% WHO PREFER TO LEAD THEIR OWN SHOPPING JOURNEY SHE CHARTS HER OWN JOURNEY
  26. 26. DIGITAL CONTEN T 74% FIND DIGITAL CONTENT FROM RETAILERS HELPFUL IN THEIR PURCHASE DECISION DRIVES INSPIRATION & CONSIDERATION –
  27. 27. 95% PREFER IN-STORE EXPERIENCES BEYOND SHOPPING SHE SEEKS OUT IN- STORE EXPERIENC ES
  28. 28. –• SUBSCRIPTION BOXES (71%) • BUY IN-STORE & SHIP HOME (53%) • DIGITAL DRESSING ROOMS (33%) • MOBILE WALLET (23%) SHE’S INTERESTED IN INNOVATIVE SHOPPING EXPERIENCES
  29. 29. CREATIVE, AUTHENTIC, & HONEST SHE REWARDS BRANDS THAT ARE
  30. 30. OMNI-CHANNEL OFFERINGS THAT FOCUS ON IMMEDIACY & EMOTIONALLY-DRIVEN DIGITAL & IN-STORE EXPERIENCES RETAILERS NEED TO MIX PRESENCE WITH PRESENTS
  31. 31. D.R.I.V.E. EMOTIONAL CONNECTIONS TO THE CART D: DATA DEFEATS DISRUPTION R: REDUCE FRICTION & MAKE SHOPPING JOYFUL I: INNOVATE (NEVER STOP) V: BE VIGILANT & ANTICIPATE NEW THREATS E: EVOLVE
  32. 32. NORDSTROM + PLAYGROUND POPSUGAR BRAND PARTNERSHIPS KOHL’S + APPAREL COLLECTION COVERGIRL + MUST HAVE IT
  33. 33. How can content amplify your commerce? Lessons from retailers and publishers Tushar Adya President & COO Dylan’s Candy Bar Frank Weil Chief Customer Officer KWI Lexi Cross Co-Founder Shoes Of NYC Geoff Schiller Chief Revenue Officer Popsugar

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