The chain has hiked its TV investment by 275% year-over-year and has plans to advertise on TV for the rest of 2021 across network and cable in the 22 markets where it has a footprint.
It's been a crazy year for Ocean Spray. The 91-year-old cranberry product company not only saw an increase in sales over the last year, but went viral on TikTok. It saw increased demand in 2020, according to CEO Tom Hayes. "Ocean Spray as a category leader has probably disproportionately benefited [from the pandemic]," Hayes said on the Modern Retail Podcast.
At last week's Modern Retail Summit, professionals came together and spoke about how they're thinking about some of the industry's most pertinent problems, like how to stand out on Amazon and preparing for a post-cookie landscape. Leaders from top brands described the trials and tribulations they faced over fireside chats, and attendees shared persistent thorns in their sides at break out working groups.
Most people think Amazon's advertising revolves predominately around search. But the e-commerce giant's tentacles expand in many other directions. At Modern Retail's Amazon U event, we drilled down on video advertising. Here's our guide, featuring the top insights from the event.
While Reddit has 52 million daily active users whose passions span anything from stocks to skincare, brands and marketers alike have been scared to use it. But more companies are testing it out and seeing promising results.
According to Crocs president Michelle Poole, the company's success was thanks to the brand keeping its ear to the ground and remaining scrappy. "I'm most focused on how the brand comes to life across the globe, in all channels," she said on the Modern Retail Podcast. Poole spoke about how the company dealt with all the changes brought on over the past year, as well as how it approaches large branding campaigns and influencers.
Taika, which boasts a caffeinated canned drink that contains so-called adaptogens, launched in 2020 -- right when the pandemic hit. And it's used a text-based branding strategy to help it connect with customers. Co-founder and CEO Michael Sharon joined the Modern Retail Podcast this week and spoke about how the company has been able to grow over the last year.
Williams-Sonoma-owned homewares brand West Elm announced a program called the West Elm Collective. The company described it as an ambassador program that lets West Elm work with both bigger and smaller online celebrities, giving them their own storefronts to feature select items.
The Shazam for wine had quite a big year. Vivino, an app that lets users search for wines by taking a picture of the label and read customer reviews, raised $155 million last February. The app now has over 50 million users worldwide, and says it facilitated around $250 million in sales last year. Founder and CEO Heini Zachariassen joined the Modern Retail Podcast, and spoke about this newfound growth.
DTC furniture brand Article's ticket to growth is focused on the outdoors. Its new collection of outdoor furniture is prompting a wave of growth, the company told Modern Retail. Article already saw big growth in 2020, with sales up 70% year-over-year.
The days of the Facebook whiz who can type out a few keystrokes and acquire thousands of customers thanks to an algorithmically-provided lookalike may be numbered. And brands that have relied solely on quick and easy digital customer acquisition tricks to grow their businesses face a tough road ahead.
Sarah Rasmusen, chief customer officer at the apparel brand Lands' End said, "it could not be a better time to be in the elastic waist business." While the company's revenue slightly dipped year-over-year according to its most recent earnings, online sales grew nearly 8% and the company is bullish about its products remaining in demand. Rasmusen joined the Modern Retail Podcast and spoke about how the decades-old company has been navigating the changing tides.
At Digiday Media’s “Amazon U: Amazon Beyond Search” event, industry insiders shared current best practices, case studies and tips on how to make Amazon work for your brand in 2021. This was the first of three events focusing on different parts of the Amazon ecosystem.
Right now retail media is defined by an arms race between Amazon and Walmart. However, challengers like Target and CVS are looking to compete with their own offerings.
Virtual Dining Concepts is a ghost kitchen company -- meaning it connects industrial kitchens with restaurants that only distribute through dining apps like DoorDash. But there's a Planet Hollywood-esque spin: instead of simply ginning up a dark restaurant that will live on the various dining apps, he's aligning his businesses with celebrities and influencers. It's a growing online commerce trend, and hints at some business model hurdles.
At Modern Retail’s Livestream Commerce Trends, we’ll explore how the growth of livestream and video shopping trends are transforming how retailers, brands and marketing teams are engaging with consumers in-stream and live across social and owned-and-operated websites.REGISTER