This document discusses strategies for retailers to effectively market Christian gifts to tweens (ages 10-14). It notes that while parents and grandparents do much of the buying, tweens have their own interests and opinions. Experts advise retailers to understand tweens as their own demographic, stay current on trends, cross-market to both parents and tweens, and create displays that encourage spiritual development for both buyers and users of gifts. Focusing on trendy, relevant products and soliciting feedback from local tweens can help retailers successfully engage this growing market.
How to Make Your Jewelry Shop POP! 7 Steps to Extraordinary Retail SuccessPamela Danziger
Small is the next big story in retail—small as in independently owned businesses that often make America’s ‘Main Streets’ their home. This trend will reshape the retail landscape for the next decade, fueled by the desire of the highest- spending customers for new shopping experiences that they can’t find at the mall, in the national chains or in big box stores.
The most successful among these specialty retailers will be those who have shops that POP! Their secret: Success in retailing today is LESS about what you sell, and MORE about how your sell it.
It’s this understanding that shops that POP! use to create extraordinary shopping experience for the customers. Rather than just a store set up to sell stuff, it becomes a stage on which the shop owner tells their special story to and for the customer. It combines a unique vision with carefully curated products and services delivered in a personal and personalized way to people who are not just customers, but true friends. Main Street retailers must play to their number-one competitive advantage: their personal touch.
In this presentation, Danziger delves into the opportunities and challenges for jewelry stores to create extraordinary shopping experiences by drawing upon examples in Danziger’s new book, Shops that POP! 7 Steps to Extraordinary Retail Success. For jewelry store owners and jewelry marketers to help their businesses grow.
Guerrilla Marketing 101 - Creating Buzz For Your BrandDOYO Live
In this breakout session at DOYO Live by Marisa Sergi you will learn how she's implemented a guerrilla marketing strategy to get her product on the shelves at Walmart. Very exciting to have Maris a present at DOYO Live.
How to Make Your Jewelry Shop POP! 7 Steps to Extraordinary Retail SuccessPamela Danziger
Small is the next big story in retail—small as in independently owned businesses that often make America’s ‘Main Streets’ their home. This trend will reshape the retail landscape for the next decade, fueled by the desire of the highest- spending customers for new shopping experiences that they can’t find at the mall, in the national chains or in big box stores.
The most successful among these specialty retailers will be those who have shops that POP! Their secret: Success in retailing today is LESS about what you sell, and MORE about how your sell it.
It’s this understanding that shops that POP! use to create extraordinary shopping experience for the customers. Rather than just a store set up to sell stuff, it becomes a stage on which the shop owner tells their special story to and for the customer. It combines a unique vision with carefully curated products and services delivered in a personal and personalized way to people who are not just customers, but true friends. Main Street retailers must play to their number-one competitive advantage: their personal touch.
In this presentation, Danziger delves into the opportunities and challenges for jewelry stores to create extraordinary shopping experiences by drawing upon examples in Danziger’s new book, Shops that POP! 7 Steps to Extraordinary Retail Success. For jewelry store owners and jewelry marketers to help their businesses grow.
Guerrilla Marketing 101 - Creating Buzz For Your BrandDOYO Live
In this breakout session at DOYO Live by Marisa Sergi you will learn how she's implemented a guerrilla marketing strategy to get her product on the shelves at Walmart. Very exciting to have Maris a present at DOYO Live.
Are daily deals right for your brand. What consumers really thinkiModerate
This 20-minute webinar detailed the qualitative research iModerate conducted to find out what Daily Deal consumers really think of the deals themselves, the brands behind them and the relationships they foster. We shared consumer insights as to when brands should use coupons vs. daily deals vs. gift cards and revealed the not-so-obvious motivations that drive consumers to participate.
Our team proposed an innovative marketing strategy that promotes exclusivity to Macy's shoppers. Our strategy was to target challenges that current Macy's customers expressed, then implement and effective solution to satisfy both the customer and Macy's needs. After assessing the risks of our new marketing strategy, our team developed potential offsets to ensure the continuity and success of our marketing strategy. Our proposal projected an increase in revenue for Macy's as well as directly resolved the problem 90% of Macy's surveyed customers expressed.
Does your holiday marketing need some help? We will show you how to highjack your customers' brains and earn more this holiday season. Check out these 7 psychological principals and examples of how other companies have used them in their holiday marketing campaigns.
Let's face it the old way of doing business no longer yields the same results. Customers are more discerning and often know more about what is happening in the marketplace than we do. Maybe it's time for a new way of doing business!
Learn about how Cheetah Digital’s are helping Funkypigeon.com use data to build and deliver meaningful customer experiences.
Presenter:
Jalna Soulage, Digital Consultant, Cheetah Digital
The holidays are just around the corner. Is your spa or salon ready to make the most of the season? Beauty industry expert Lisa Starr will share her tips on what to prep now for success this fall.
Fundraising Appeals in the Public Market SpaceEmma Bush,EdD
Are you connecting appeals to people? This playbook gives six tips that show you how to take the organization mission to the space where people “work, live and give”. The Public Market. Six tips in six minutes.
Rising Singles The New Independents_WhitePaper_TPNamstephen
For the first time in US History, singles account for over 50% of the US population. In this white paper, TPN Shopper Marketing discusses this shift and new strategic opportunities for marketers, brands and retailers to connect with this group.
TPN Shopper Marketing
Are daily deals right for your brand. What consumers really thinkiModerate
This 20-minute webinar detailed the qualitative research iModerate conducted to find out what Daily Deal consumers really think of the deals themselves, the brands behind them and the relationships they foster. We shared consumer insights as to when brands should use coupons vs. daily deals vs. gift cards and revealed the not-so-obvious motivations that drive consumers to participate.
Our team proposed an innovative marketing strategy that promotes exclusivity to Macy's shoppers. Our strategy was to target challenges that current Macy's customers expressed, then implement and effective solution to satisfy both the customer and Macy's needs. After assessing the risks of our new marketing strategy, our team developed potential offsets to ensure the continuity and success of our marketing strategy. Our proposal projected an increase in revenue for Macy's as well as directly resolved the problem 90% of Macy's surveyed customers expressed.
Does your holiday marketing need some help? We will show you how to highjack your customers' brains and earn more this holiday season. Check out these 7 psychological principals and examples of how other companies have used them in their holiday marketing campaigns.
Let's face it the old way of doing business no longer yields the same results. Customers are more discerning and often know more about what is happening in the marketplace than we do. Maybe it's time for a new way of doing business!
Learn about how Cheetah Digital’s are helping Funkypigeon.com use data to build and deliver meaningful customer experiences.
Presenter:
Jalna Soulage, Digital Consultant, Cheetah Digital
The holidays are just around the corner. Is your spa or salon ready to make the most of the season? Beauty industry expert Lisa Starr will share her tips on what to prep now for success this fall.
Fundraising Appeals in the Public Market SpaceEmma Bush,EdD
Are you connecting appeals to people? This playbook gives six tips that show you how to take the organization mission to the space where people “work, live and give”. The Public Market. Six tips in six minutes.
Rising Singles The New Independents_WhitePaper_TPNamstephen
For the first time in US History, singles account for over 50% of the US population. In this white paper, TPN Shopper Marketing discusses this shift and new strategic opportunities for marketers, brands and retailers to connect with this group.
TPN Shopper Marketing
Millennials: Who are they? What do they like? And how do they differ from previous generations, especially in terms of digital purchasing expectations and behavior? Find out here.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
Pub merchandising merchandising trends to prepare for holiday 2016Sarah Fletcher
Wondering what is coming in 2016? What to make the most of it? Larry Shaw, the Cat-U Dean of Merchandising looks at 8 Key trends that will absolutely impact holiday 2016. He also explains what each trend means for you and how to leverage it. This was a fascinating Pub Talk with lots a great take aways. Here are the trends Larry covers.
Aging of the Catalog Audience
Larry discusses how fast the audience is changing and what that means for prospecting. He talks about Baby Boomers and what they're looking for in both gifting and self purchase.
Gifting
Will it come back to where it was before the recession? What items are moving? What changes are we seeing in business gifting? Larry has some practical and interesting observations.
Amazon and Marketplaces
This was a real eye opener and offers some great advice for creating success with a younger audience.
Mobile
It's here and merchants can ignore it a their peril. Larry covers what is working on mobile now and techniques like real-time situational merchandising and "TenBestification".
Emotional Personalization
This is not your grandpa's personalization. Larry explains what customers are looking for and what categories it will work best with.
Products with Function
With entertainment on the rise, the shift to a purpose driven merchandise assortment is more important than ever.
Better for You
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DIY
It's the trend that's everywhere and growing. Larry offers some ideas on where this trend is heading and why it may prove to be very lucrative.
We always love having Larry in the Pub. He has a broad merchandising and marketing background and his insights can span both realms. This talk is a wonderful way to stimulate your mind and get it focused on what changes are ahead and how to get the most from them.
Guide | How Jewelry Retailers can Connect with Millennial ShoppersRaymark
The largest generation in history is about to move into its prime spending years. Millennials are going to reshape the jewelry industry; their unique experiences will change consumer behavior, forcing jewelry retailers to examine how they do business for decades to come.
In this exclusive guide, you will learn about:
• Who are the Millennials? And what do they really want?
• Millennial views on luxury
• The impact of social media
• Software tools to reach Millennials
The Secret To Marketing To Women is the guide you need that’s going to take you straight to the money if you do it right. Women are a different breed and if you don’t know how to capture their undivided attention you really need to zone into the way they think and perceive things.
The only way you can do this is to understand them and that’s exactly what this guide does for you. It shows you how to use this knowledge to your advantage so you can get them on board quickly and for good. The secrets to marketing to women gives you the power to connect with this highly lucrative niche target market and that’s golden if you like money.
The Secret To Marketing To Women is your solution to uncovering the facts to attract women to your product or service with their purse open. Sounds pretty sweet to me.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
1. Customer Strategy + +
Trendy, cool, and relevant appeals to this growing demographic.
By Lora Schrock
What Do You Have
to Offer Tweens?
has to do with something [the wearer finds]
very relevant.”
To keep on top of what’s trending in gift
products while getting them into the hands
of young teens can be a challenge, but the ef-
fort can lead to results at the register and for
the kingdom.
Know the customer.
To successfully sell gifts created for Gen Z,
retailers need to start, as the song says, at the
very beginning, by determining who the ac-
tual customer is.
Vicki Geist, buyer for Cedar Springs
Christian Stores (Knoxville, TN), says at her
store moms and grandparents are the main
buyers of gift items for tweens. “Hardly any
young people are buying without other fam-
ily bringing them in.”
AdultswantingtoinstillChristianvaluesinto
children are constantly on the look out for qual-
itygifts.However,saysEdNizynski,presidentof
LighthouseChristianProducts,retailersneedto
remember tweens are consumers, too.
“Mom will likely be the person to intro-
duce teens to Christian products,” he says,
“but we need to be careful to not underesti-
mate their interest in Christian products or
their buying power.”
In her experience, Laura Lung, president
of Bob Siemon Designs, has seen these kids
have strong opinions about what they want.
“They’re making their own choices when it
comes to apparel and accessories.”
Retailers should balance their efforts be-
tween who’s doing the buying and who’s us-
ing the gift item.
“While parents and grandparents may
purchase these products, I don’t think they
do it in a vacuum,” says Kerusso Creative
Development VP Lorri Carter. “It’s impor-
tant to target the end user, even it they aren’t
paying for the product.”
Stay current with trends.
Staying on top of what’s relevant to this audi-
ence is vitally important in creating and selling
Christian gifts, says Turner. “This age group is
very interested in gift items—if they’re trendy.
Retailers need to carry what’s ‘in’ right now.
You have to be quick with what’s cool.”
One way to learn what’s popular is to con-
nect and listen. “Use the tweens and teens
you know,” says Turner.
Lung suggests retailers visit stores tweens
frequent to see what they sell and how they
merchandise. “Just go into a Forever 21 or an
Anthropologie or look online to see how many
gifts and accessory items are being sold.”
Retailers who want to stay ahead of the
curve should set up a focus group by recruit-
ing children of regular customers or devel-
oping relationships with local youth groups.
Invite them in, order pizza, offer some free-
bies, then ask for feedback on your gift prod-
uct selection. You may be surprised at what
they consider cool (and it may not be what
their moms are buying for them).
You’ve seen them everywhere—
young teens taking selfies,
wearing earbuds, sending
texts. Known as Generation Z,
the iGeneration, and Tech Gen,
young teens born in the late
1990s and early 2000s are a
growing demographic the mar-
ketplace is taking note of. Not
only do these tweens have their
own spending money, they’re
interested in Christian gifts,
but only if they’re designed and
merchandised properly.
“I do feel it’s a demographic we need to be
going after,” says Michael Turner, director of
new market development at Send The Light
Distribution. “To have something a tween or
teen wants, it has to be relevant—and trends
are usually quick to change. Doing a cool t-
shirt or piece of jewelry isn’t trendy unless it
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continued on page 22
Feature_Tweens.indd 20 12/12/14 2:40 PM
2. Customer Strategy + +
The Official Magazine of CBA22 CBA Retailers+Resources | 01.15
continued from page 20
Other ways to stay up-to-date include
keeping up on social media, finding out what
youth workers are seeing and hearing, and
attending the 2015 International Christian
Retail Show in Orlando, FL, where gifts for
tweens and other children’s product trends
will be discussed.
Cross-market.
Retailers can promote this category to both
parents and tweens by creating attractive
lifestyle displays that include a wide array of
merchandise.
“The challenge will always be for ven-
dors to design appropriate gift items that
moms and grandmothers would choose to
buy and items that teens will actually enjoy.
There’s a similar challenge for retailers to buy
and merchandise the right products,” says
Nizynski. “Cross-merchandising and prod-
uct knowledge is key in selling the variety of
products for this age group.”
Lung thinks retailers can go a step further
and create an area in their stores that speaks
to the teen shopper. Anything related to tech-
nology, especially accessories to bling out cell
phones, should be displayed along with more
traditional gift items such as jewelry, books,
t-shirts, journals, and picture frames.
It’s important to remember that tweens
are much different consumers than their
older siblings, the Millennials. From the gift
product they’re interested in to how they
think about it, young teens are their own
unique group, and retailers need to market
accordingly. In Carter’s experience, impulse
items tend to be purchased predominantly
by young teens.
“I’ve been at events where teens and pre-
teens dig through a box of buttons to find all
the options before choosing their favorites,” she
says. “I’ve never noticed an adult doing that.”
Encourage spiritual
development.
Even as the Christian marketplace changes
with time, its core goal of encouraging spiri-
tual growth and spreading the Gospel mes-
sage remains the same. Nizynski sees reaching
the tween market as an outreach opportunity.
“Eveninstoreswhere[gifts]mightnotsellas
well, we encourage those retailers to continue
their efforts, as ministering to our youth is ex-
tremely important, needed, and is what we’ve
all been called to do,” he says. “Those who buy
things for teens and tweens can influence what
these kids see and read. Sometimes we need to
make our youth interested for their own good
that they’ll realize one day.” R+R
Experts caution retailers not to underestimate
the buying power of Gen Z.
Experts caution retailers not to underestimate
Feature_Tweens.indd 22 12/10/14 2:59 PM