SEPHORA’s Post

The 9 Elements that Power the World’s Most Influential Retail Brands… The term “influencer” conjures up mental images of Cristiano Ronaldo, Taylor Swift, or Kim Kardashian, and their hundreds of millions of followers on social media. But brands can be just as, if not more, influential than people, and at last week’s World Retail Congress in Barcelona, the spotlight shifted to the best retail brands and the impact they have on the lives of billions of consumers and shoppers, as well as our society and culture. A new report by WPP’s BAV* in association with World Retail Congress 2023, (with retail analysis from VMLY&R Commerce**) researches and documents “The World’s Most Influential Retail Brands”. As David Roth, Chairman of WPP’s BAV told me, making the list is about more than bragging rights. “It pays to be influential. The top 5% most influential brands are literally the chosen ones,” Roth said. “They are selected regularly 2.4 times more often than rival brands, win double the level of advocacy, and have 1.5 times the pricing power.” Click below to read the full Forbes article. #packaging #retail #marketing https://lnkd.in/enSHiBbu

To Sell BOGO or Not to Sell BOGO, that's the question!! In the ever-changing world of marketing, there are two main strategies: Above-the-Line (ATL) and Below-the-Line (BTL). ATL strategies involve mass media, which creates brand awareness on a large scale, while BTL strategies target a specific audience with more personalized approaches. One of the most popular BTL strategy, especially in the FMCG sector, is the "BUY ONE, GET ONE FREE" aka "BOGO". It is no secret that consumer behavior differs between men and women. It is quoted jokingly that "A man might pay 20 rupees for a 10 rupees product that he needs while a woman might buy a 20 rupees product for 10 rupees, an item that she doesn't even need!" As a result, women are more likely to be drawn to the BOGO DEAL rather than to the product itself. Thus, the cycle of repeat purchases is based on the constant offering of BOGOs. This puts FMCG marketers in a difficult position. The idea of having to suffer initial losses to build a brand may not hold water when the entire strategy revolves around offering BOGOs all the time. It’s time marketers ask themselves if BOGO is really a launch strategy to create brand awareness or a long term compulsion. Long term BOGO dilutes the brand image rendering the whole “BOGO” campaign as nothing but “BOGUS.” So, when it comes to building consumer loyalty, there’s a big difference between creating value and falling into the trap of offering “permanent deals!” #buyonegetone #fmcg #marketing

Major #marketers are spending more time on brand refreshes — as Digiday previously reported, the recent wave of brand building requests for proposals makes that clear. Throughout 2023, #Fanta was one of those marketers as the #soda brand sought to modernize its look as well as its product to appeal to younger #consumers, particularly #GenZ. The #brandrefresh is just one aspect of how The Coca-Cola Company-owned Fanta is aiming to appeal to Gen Z today, according to North America brand manager Dane C., who explained that with this effort Fanta wanted to be more consistent across international markets given consumers’ awareness of global differences with brands now. Callis also detailed Fanta’s approach to real-time marketing and #TikTok trends, how the brand is managing Google’s third-party cookie depreciation and why marketers need to get comfortable with less control of their brands. In this piece by Kristina Monllos

ASOS is planning to spend £30m of it's marketing budget doing 'cooler work'... For the first time in the retailer's 23 year history, they've opened the doors to a series of pop-up activations, signalling a shift in the company's marketing strategy, as it looks to confront declining sales head on. As quoted in this The Drum article " The marketing team is eyeing cultural collaborations and experiential marketing and is seeking innovative tech to rebuild the Asos brand." This piece explores creative tech, phygital experiences and the use of experiential marketing to alter brand perception. #experientialmarketing #phygital #brandexperience

Have you ever wondered what makes a brand stand out from the rest? Well, our friends at ADWEEK have recently discussed how Kate Spade and Starface are winning in the world of e-commerce by staying true to their unique brand identity. The main takeaway is that consistency in messaging and staying authentic to your core values is key to building a loyal customer base. Here at Quill, we love helping brands develop a strong foundation and a clear voice that resonates with their audience. #branding #ecommerce #customerloyalty #consistency

The next step for Sephora is to create a Clean Beauty Roadmap. -Sephora Clean needs to get more stringent and keep raising the bar -Credo is an example of a retailer continusouly evolving Credo Clean Standard -"Sephora Clean" brands do better than "Only at Sephora" brands (in the categories we have studied so far). So, Sephora can maybe make "Sephora Clean" a pre-requisite to be "Only at Sephora" + Sephora has to figure out a way to educate consumers on Sephora Clean and help make comparisons with the non-Sephora Clean brands. Like, what's the tradeoff? This will be the key to consumer understanding & acceptance of Clean by all and sundry. And, for this, Sephora has to work with Non-Sephora Clean brands, Other clean beauty retailers like Credo, BeautyCounter to begin with and add more and more to the collab.... I do see greater good coming out of the clean movement with the right leadership. ........................................ Jump Accelerator: Reimagine Growth: Profit Goal, Cash Fuel Profitable growth on the path to $20M-$50M+ for women-led, early-stage beauty brands using first principles of diffusion W/O Breaking the bank on ads, influencers, reckless distribution Together, let’s create “A Woman’s World.” ........................................ 👆 FREE ONLINE COURSE Don’t forget to take your free online course via the website link above! 🌅 Follow me for counter-intutive insights on growing your beauty brand & founder stories #cleanbeauty #marketing #founders #shoppingandtheretailindustry https://lnkd.in/dxsdutiu

Opportunity missed by L'Oréal ❓ Last week, two videos posted by Maybelline blew up across digital channels. A Tube carriage and a red double-decker bus, had giant lashes installed for Maybelline promotions. It looked so real, but it was a digital stunt 😳 They nailed 𝘼𝙒𝘼𝙍𝙀𝙉𝙀𝙎𝙎 of the product. However, given it was a digital viral campaign....𝘾𝙊𝙉𝙎𝙄𝘿𝙀𝙍𝘼𝙏𝙄𝙊𝙉 and 𝙋𝙐𝙍𝘾𝙃𝘼𝙎𝙀, of the customer journey....was there for the taking as well. I looked across Asda, Superdrug, Ocado Retail Ltd, and Boots UK sites [Banners, Sponsored Products et al], Meta Ad Library, Google Ads Transparency Centre. PLUS looked across Maybelline's assets. To my surprise, I couldn't see any supporting activity driving Consideration nor Purchase. Some of the Retailers are still setting up fully Retail Media Networks, especially true Offsite. So this is a consideration for the lack of activity. It just goes to show that there is such a fantastic opportunity to engage full funnel touchpoint and activity, with integrated campaigns, to drive great impact for Brands and Retailers. #retailmedia #commercemedia #marketing #advertising Zitcha