As we head into 2022, we are still finding that COVID-19 is a constant headline. Upon writing, we learn that we may be facing a new and perhaps more virulent strain of the virus, newly-named Omicron. The health precautions implemented almost two years ago — masking, social distancing and, most importantly, getting vaccinated — are not only still with us but will seemingly be here to stay for some time to come. Protecting ourselves, our families, our society and our businesses has become an even more important component to our way of life.
Our retail businesses find themselves specifically in the dead center of the bullseye of disruption on so many fronts. Supply chain bottlenecks, increased consumer demand and renewed concerns about inflationary trends — the likes of which we last saw in the late 1970s and early 1980s — are rearing their ugly heads.
Increasing Brick-and-mortar Storefronts
Perhaps we need to ask ourselves, “Is this a natural course in the evolution of retail selling?” First, we had the general store, which gave way to department stores, and now we find ourselves with the advent of a new shopping emporium: the internet. The silver lining is coming, as was outlined in a recent front-page headline of the Wall Street Journal, in an article titled “E-commerce Needs Real Store Locations Now More Than Ever.” The article said that for the first time since 2017, we are seeing a shift in shop openings that will exceed closures. Brick-and-mortar stores are becoming integral to fulfilling e-commerce orders and are serving as hubs for pick-ups and online returns.
Attracting New Generations of Consumers
The cost of acquiring customers online has sky-rocketed, and physical stores are seeming like a less expensive and more tactile way to attract new customers. And the consumer is telling retailers how they want to shop and what they want at a speed like never before. Consumers want to be immersed in a brand’s authentic story and wish to fully understand a company’s values, ethics and sustainability, alongside its artistic roots and craftsmanship. It is no longer enough to produce products that are quality-driven or value engineered — companies now need to tell the stories of their brands.
To achieve this fully-immersed experience, retailers must utilize marketing via all channels. For several years, the word “curation” buzzed around how and why retailers brought products to store shelves. Curation works when one has a true point of view and can authentically explain it, which is why more consumers are looking to purchase items from company-owned, mono-brand stores. They can see the full product range and be serviced by employees who have been trained in the brand’s history. It could and should be a wonderful time for independent retailers to shine, and the ability to offer services, such as alterations, proper fitting and customer service, will rule the day.
How do we cultivate and drive the next generation to our products? Video game advertising (which is a simplistic way of saying “intrinsic advertising platform”) is just one way. I won’t bore you with statistics, and rather just say, what child do you know today that doesn’t play video games? Let’s consider printed magazines. Having online portals for engaging new readers is key, but how do you get the young reader to your platform? Today, there are companies who can support your efforts with game producers to interweave your products into their video games!
Customer Service in the Digital Age
A DoorDash driver makes a food delivery to an apartment building and decides to relieve themself in the lobby — which is caught on camera. The building manager writes and calls DoorDash to share the incident and ask that DoorDash be responsible for the cost of the cleanup. DoorDash responds by saying that the company would be more than happy to remove the charge for the delivery and offer a coupon for a future order. After many attempts to reach a senior executive at DoorDash to no avail, the manager (who is a noted celebrity) then goes to social media: the story becomes viral, DoorDash stock drops and the building manager becomes the lead story on all news channels. And, as a result, many local restaurants drop DoorDash as a delivery option.
What can we learn from this story? Your customer service team is your front-line contact with the consumer! We all know the general public is not easy to navigate — and today, businesses also need to investigate not only what the complaint is but also who the complainant is. By using the electronic tools at our disposal, we can quickly see if the consumer reaching out to us has an influential internet presence. The very last thing a company needs is for a consumer to go viral by defaming your brand.
I will leave you with hope. I recently had the opportunity to pitch a business idea to graduate students at the University of Southern California Graduate School of Business (USC) in a creative marketing class. During the initial pitch, the class was engaged but said very little. What they did say was that this pitch was the first time they were being asked to solve real-world issues and not just learning theory. A few weeks later, I returned to the class to hear and see their presentations, and I was in awe. The thing that got me most was the students’ ability to explain their reasoning for the creative approach they each took to solve the question at hand. Those of us with historic knowledge can be of real value to companies with our ability to guide new teams forward based upon a strong foundation.
Happy and healthy holidays to all, and here’s to a brand-new year!
As president of footwear for Informa Markets, Leslie Gallin developed the FN Platform, the footwear shows at Magic. Gallin scouts the world’s best new designers and trends, providing unparalleled business insights and access into the world of footwear and beyond. Gallin is a board member of Footwear Distributors/Representatives of America; American Apparel and Footwear Associate; Two Ten-Footwear Charity and From Fashion with Love.org, among others, and has held positions at World Shoe Association, Geoffrey Benne, Escada, Louis Feraud and Pauline Tigere. She has been featured in Footwear Plus, Footwear News, O The Oprah Magazine, Vegas, Fox’s Good Day LA, Extra TV and more. missfashion@cs.com.
