Marketing

How buy now pay later became an important part of holiday marketing

Buy now, pay later has become one of the biggest shopping trends of the pandemic. Thanks to a struggling economy and unpredictable holiday season, millions of consumers and hundreds of retailers are embracing installment payment services like Klarna, Afterpay and Affirm. And they're advertising them prominently during holiday promotions.

Latest Stories

  • NOV 24, 2020

    Retailers are increasingly uncomfortable with employee influencers

    Sherwin-Williams recently fired an employee allegedly over his popular TikTok posts. These types of terminations highlight the awkward relationship between retailers and a rising crop of employee influencers. On one hand, some companies have started encouraging and compensating their low-level workers to post behind-the-scenes snippets to TikTok. Meanwhile, other retailers seem terrified to have employees representing them online -- and might make themselves look worse in the process.

  • NOV 20, 2020

    Why food insurance is taking over holiday marketing

    This upcoming holiday season is an extremely hard one for any marketing department. Emphasizing family togetherness, as companies tend to during the holidays, feels out of touch given the requirements of social distancing. Yet beyond their sheer headline value, these marketing gimmicks are also a way to drive people to sign up for corporate membership programs. Whole Foods customers partaking in the insurance program, for example, must already Amazon Prime members.  

  • NOV 16, 2020
    uncommon goods

    Why Uncommon Goods is getting rid of its winter catalog

    Mail in catalog shopping may seem like a channel of the past, but one brand that still relies on its circular has found advantages in keeping it on over the years. Uncommon Goods, the online marketplace for gifts and crafts, has adjusted its print marketing this year. The company, which has seen an increase in new e-commerce customers and a huge influx of online traffic, is looking toward new digital tools to retain these new customers.

  • NOV 11, 2020

    Retailers are pushing their employees to become TikTok influencers

    For years, companies have invested in recruiting employee influencers who can put a face to the brand and offer a (favorable) behind-the-scenes glimpse into their companies. Companies believe that their employees can carry their message much further than a faceless brand account. But while the employee advocacy marketing tactic has existed for a few years, it is increasingly moving into TikTok -- in large part because TikTok is so good at creating a sense of intimacy with viewers.

  • NOV 10, 2020

    ‘They saw an opportunity with the pandemic’: How social media platforms gave multi-level marketing a coronavirus surge

    The major publicly held companies -- like Tupperware, Nu Skin and Primerica -- have posted sales increases. And 63% of companies reported to the Direct Selling Association, the industry’s main trade group, that they’ve seen a “positive impact” on their US revenue since the start of the pandemic. It turns out that the same algorithms that can amplify political social media posts are also great for spreading a multi-level marketing pitch.

  • OCT 28, 2020

    With a new Shopify partnership, DTC brands are bullish on TikTok once again

    Now that the threat of a potential TikTok ban has all but subsided, e-commerce startups are ready to give their advertising dollars to TikTok. And TikTok wants to make it easier for them to do so, thanks to a new partnership with Shopify, that will make it easier for Shopify merchants to run new ads on TikTok. The new partnership signifies that TikTok -- and e-commerce advertisers' interest in it -- is here to stay.

  • OCT 23, 2020

    ‘Shopping patterns will feel longer and flatter’: Gap’s CMO on preparing for holiday campaigns

    The start of the holiday ads run usually takes place during the long Thanksgiving weekend. However, this year's schedule is all over the place, to say the least. Even before Halloween and Election Day have rolled around, retailers like Gap are already rolling out their national end-of-year TV and digital ads. Gap’s CMO Mary Alderete spoke about the brand is navigating this new terrain.

  • SEP 24, 2020

    ‘Give your community what they want’: DTC brands are increasingly leaning on merch

    The days of tossed over branded swag seem long gone, thanks to young brands making branded apparel a core part of their marketing strategy. In recent years, brands like Glossier and SoulCycle proved a community of enthusiastic fans can act as walking billboards. Now, the awareness-growing tactic is being deployed even by new companies. Now, with in-person events out the window, merch is becoming even more important to DTC startups.

  • SEP 10, 2020

    How Grey Goose is using the U.S. Open to test out at-home cocktail kits

    This year, alcohol brands are getting creative in the ways they're making up for lost hospitality and on premise marketing. In recent months, this has mainly involved delivery platform paid campaigns and social media ads. But with live events at a halt for the time being, brands like Grey Goose are attempting to get customers to buy their drinks from the couch.

  • SEP 08, 2020

    Ghost trucks emerge as a potential solution to the disappearance of supermarket product sampling

    At most grocery stores, free samples are out the window. But one vegan frozen food company, Strong Roots, has been trying out a new program with a ghost food truck. Through this, Strong Roots can target regions where it's food is available in stores and then try and get customers to taste it via food delivery apps.

  • AUG 25, 2020

    Why Adore Me is trying to source its own influencers

    Lingerie startup Adore Me is encouraging more of its customers to become influencers. In February, the company launched its own self-serve platform called Creators, where social media influencers can sign up to promote product. Adore Me's self-serve approach is indicative of how direct-to-consumer startups' approach to influencer marketing has shifted over the past couple of years. Rather than trying to find the influencers with the most followers to promote their product, they're instead focusing on trying to find smaller creators who are more genuine fans of the company.

  • AUG 25, 2020

    Madewell CMO Derek Yarbrough on the brand’s rewards program expansion

    While parent company J.Crew streamlines operation after filing for bankruptcy protection this summer, Madewell is further building on its loyal following with a revamped rewards program. Chief marketing officer Derek Yarbrough spoke with Modern Retail about the points-based rollout, shoppers' loyalty and bridging the gap between stores and e-commerce during Covid-19.

  • APR 14, 2021
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    How brands are putting personalization at the center of e-commerce

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