Brandshare partnered with InStyle magazine and astrologer Susan Miller to create a limited-edition ... [+]
Digital technology has revolutionized today’s retailing environment. While brick and mortar sales appear likely to remain significant, the modern shopping experience is ever evolving. We live in a retailing world in which groceries are delivered to doorsteps, products are discovered on social media, and voice assistants make purchasing products. In this dynamic environment, brands are seeking scalable ways to make shopping more convenient for customers. Changes in the retail landscape have necessitated changes in techniques used to attract and retain customers and necessitated the use of data driven approaches.
Against this backdrop of digital advances in retail intelligence, omnichannel marketing agency Brandshare have thrived as a result of innovating effectively. Originally focused primarily on in-store sampling and subsequently e-commerce sampling, the company has taken an impressive omnichannel approach, known as Connected Sampling™, by combining physical sampling with digital and social media for a fully integrated experience for brands, retailers and customers alike. The company’s list of customer experience partners is long and includes firms such as Amazon, Wal-Mart, Johnson & Johnson, Walgreens and Procter & Gamble, among many others across a wide variety of product categories.
In conjunction with the use of Connected Sampling™, the company has expanded its capabilities by using market research, segmentation principles, direct-to-cart promotions, and advanced database management to partner with retailers in order to drive awareness, trial, conversion, and ultimately build and maintain customer loyalty. Indeed, the company’s e-commerce sampling programs have achieved impressive conversion rates for many of its sampling clients by carefully targeting shoppers on a given e-commerce platform with samples that match their preferences and “delight and surprise” the recipient of the sample. With the consent of the consumers, Brandshare then works with brands to send offers/coupons to consumers, maintain two way communications, and with many consumers, create brand ambassadors.
Colleen McGovern, Senior Vice President of Customer Experience Partnerships, Brandshare
Colleen McGovern, Senior Vice President of Customer Experience Partnerships describes the company’s transformation as follows: “We use our expertise to get into the weeds with our partners to uncover areas of opportunities that drive results.” Consistent with this philosophy, Brandshare focuses on helping brands not only convert consumers, but also to build brand loyalty.
Brandshare has recently been building on and expanding its services. Experiences are now delivered at the location where customers are at through in-home, e-commerce, in-store events, or curbside and pick-up sampling. The company has delivered over three billion samples and inserts to customers through these various channels, driving innovative sampling programs around key marketing and retention strategies for their partners. Utilizing a consultive approach from concept through execution, Brandshare emphasizes its turnkey and tailored expertise for sampling executions. Reward, gift-with-purchase, e-commerce, retail, direct-to-consumer, and subscription are a few examples of sampling programs. No matter the type of sampling program, customers are encouraged to engage, either via promotional offers, or sharing experiences with family and friends on social media. Brandshare and its partners also conduct surveys from consumers who choose to participate that allow the client to garner shopper insights on trial and purchase conversion as well as deep insights into reaction toward the brand.
Casey Nider, Vice President of Business Development & Customer Experience
As observed by Casey Nider, Brandshare Vice President of Business Development & Customer Experience, business has grown in large part due to the ability help brands and retailers improve their results on key performance indicators (KPIs) that are downstream in the purchase funnel or more focused on long-term relationships with consumers. “We consult and listen with our partners to tackle key challenges or opportunities they need help with and create customized turnkey solution that leverages their strong points to drive incremental revenue.”
The work of Brandshare’s Customer Experience Partnership division is particularly interesting as the primary focus is on turning single transactions into repeat purchases and deliver programs that transform customers into loyalists. These programs go beyond e-commerce sampling alone by offering customized solutions for partners that build interest and loyalty. An example is Brandshare’s partnership with InStyle magazine and noted astrologist Susan Miller, of Astrology Zone, whereby a limited-edition beauty box, ‘The Beauty Season,’ was created for each astrological sign. Consumers are encouraged to buy the box, composed of well-known beauty brands and valued at $150 for $35 at http://thebeautyseason.com.
The omnichannel aspect of “The Beauty Season” program was particularly week planned. The launch was supported by InStyle.com article along with a series of social media posts. a live Instagram event with Susan Miller and an InStyle editor, as well as targeted emails. In addition, an unboxing video on TikTok, currently a key social media site for young women, provided a creative addition to the campaign’s support. Susan Miller herself provided more support via social features a dedicated box feature on monthly horoscopes, a purchase link, and a dedicated e-mail blast. Not surprisingly, the campaign has been a major success.
Another aspect that’s new this year from the Brandshare CXP team is focused around omnichannel events. Brandshare through its partnership with Walgreens, leads seasonal themed events promoting product innovation and educational tips for customer to learn the latest Beauty and Wellness trends for achieving healthy skin and an appealing look. This year, the teams and participating brands partnered to create a customized gift-with-purchase to extend the in-store events and provide an opportunity for customers to take part in the event from anywhere.
According to Senior VP McGovern, as Brandshare looks to the future, the company plans to expand its sampling and data-driven digital solutions to create even greater value for its retailer and brand partners to build loyalty among consumers. This continued effort to effectively apply data and key marketing principles using an omnichannel focus represents strong marketing.
