Most Exciting Time For Retail, Just Don’t Get Caught In The Middle

Most Exciting Time For Retail, Just Don’t Get Caught In The Middle
SHARE
THIS



B&T’s latest iteration of its Breakfast Club took place in Sydney yesterday this time in Snap Inc’s stunning Sydney offices and focusing on the pointy end of marketing: retail.

Featuring a line-up of four speakers, attendees were treated to insights about what’s changed in retail marketing, what’s remained the same and what’s never been along side fresh fruit, bacon and egg sliders as well as bircher muesli and muffins.

ted shelton snap

“Now is the most exciting time to be a retailer,” Snap’s head of e-commerce, Ted Shelton, told the enthralled audience.

“Whether you’re a four-year-old HiSmile teeth whitening business based on the Gold Coast or a 164-year-old Louis Vuitton, now is a time like no other.”

Shelton ran guests through a series of examples showing how the rules haves changed when it comes to engaging with the younger generations.

HiSmile, for example, was able to scale its budgets with confidence after seeing ROI from its Snapchat campaigns. Ultimately, they were able to drive new qualified customers to their website, which led to a 15 per cent increase in revenue.

In order to drive consideration at scale, HiSmile leveraged Snap lifestyle categories like music, sports fans and gamers, and used its own customer lists to develop lookalike audiences.

This strategy allowed the company to scale its reach, while focusing its spend on high-potential Snapchatters who shared characteristics with its existing purchasers.

HiSmile complemented this reach tactic with a re-engagement campaign, using the Snap Pixel to develop audiences of past site visitors who exhibited high intent to purchase.

HiSmile also kept its creative fresh, constantly testing different lengths, talent, and styles to learn what worked best with the Snapchat audience. They ultimately found the most success with an endemic, direct to camera style featuring a singular focus on the product and logo to drive qualified swipe ups.

“Swipe up to go straight to the advertiser’s website, that’s really important for engagement,” Shelton confided in attendees.

philip corne

Next up was Louis Vuitton Australia’s non-executive director Philip Corne, who’s also the non-executive chairman of Cure Cancer Australia.

Since joining Louis Vuitton Australia in 1988 as head of finance, Corne has held a number of senior leadership positions within the LVMH Group, leading all aspects of business, including strategic planning, property, marketing and client engagement, supply chain and logistics, information technology and people.

Corne has a strong focus in developing contemporary and high performing retail businesses has been on building business practices that are efficient, leading edge, consumer-centric and strategically aligned.

A softly spoken immaculately dressed gentlemen (as you would expect from a Louis Vuitton lifer), Corne warned now was not a good time to find yourself stuck in the middle of retail.

“While luxury brands such as his employer’s have thrived since the global financial crisis in 2008, consumers now want “something special, or something super discounted… you don’t want to be in the middle of retail anymore”, he said.

Corne also suggested fundamentals of marketing had not changed and that “what was once true is always true”.

rebecca bezzina

Rebecca Bezzina, VP managing director, R/GA Sydney and Melbourne, ironically toting a Louis Vuitton handbag was next on stage.

Bezzina was one of the early team members of R/GA Sydney, where she joined as client services director in 2013 and was instrumental in its rapid growth.

After a stint as managing director of successful local independent Cummins & Partners, she returned to R/GA Sydney to take the helm in 2016 where she’s now spearheading new business and relationships, and driving digital transformation for clients.

She spoke to three key messages – experience matters, social has a huge impact on how people are purchasing and loyalty is real.

“People are no longer shopping by price, but are shopping based on what your brand’s experience is . . . Everybody in your business has to be worried about what your brand’s experience is,” Bezzina said.

mille staelenberg

The final contributor for the day was Australia’s largest online fashion retailer, The Iconic’s, customer marketing director Melle Staelenberg in the form of a panelist.

Customer data sits at the heart of how The Iconic operates, from product and sizing recommendations all the way to customer satisfaction surveys.

Before joining The Iconic, Staelenberg was working on the agency side at Salmat Digital as their Business Manager for Lifecycle Marketing.

Staelenberg has been working for and with retailers for the past 10 years, bridging the gap between offline and online marketing.

Other than sharing the news that The Iconic yesterday celebrated its seventh birthday, Staelenberg also told the audience customers now almost never go offline.

Please login with linkedin to comment

B&T Breakfast Club Snap Australia Snapchat

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]