The measure "90%" seems to appear much in my writings. One of the reasons is obvious: despite the strength of digital, more than 90% of retail spending still occurs in stores .
Here is another search criterion "90%". I would say that the average brand now has about 90% of e-commerce calculated. I mean by that they have a homogeneous infrastructure – a site that looks professional, that offers top-level security, that is easy to use and navigate. And although it's way beyond what most brands offer when it comes to e-commerce 1.0 or even early e-commerce 2.0, it's just about the Minimum requirement to be taken seriously today.
The 10% most difficult are the most difficult.
Since 90% of the way is insufficient, a brand can not claim to be an innovator and e-commerce leader. The degree of difficulty increases logarithmically beyond this point, much like the increasing orders of magnitude on the Richter scale. Thus, the brands that crush it are focused on mastering the remaining 10% – that is, they have gone beyond simply adapting traditional commerce to digital format and combining elements of both to create new experiences. exciting for consumers. And of these, most are native vertical brands. (I will refrain from saying that the figure is 90%, although I am tempted.)
The reason, again, is pretty obvious. The great digital creators, such as Wayfair, Boxed, Harry's, Parachute and Warby Parker, were free to start with a blue sky approach instead of being forced to adapt their digital tools to a model based on physical retail.
The irony is that one of the keys to success as a digital vertical brand is the ability to move to the physical realm. The pioneers of the field intuitively understood that the customer experience was a key differentiator – and many of those same pioneers now realize that customers no longer want a glove box-only experience.
Here are three ways in which digital natives. add touch extensions to their marketing directory.
Although Amazon is not a vertical, in fact, it is about as horizontal as a mark can get at this point – it is nevertheless the most obvious example of a growing digital native in physical retail. There are currently 18 Amazon bookstores from one ocean to the other, as well as a trio of "Amazon 4 Star" stores – not to mention Whole Foods, which is one of the most popular food stores in the world. acquisition gave Amazon another form of Cross Marketing Leverage .
The real estate research firm Green Street Advisors sets more than 600 the number of outlets opened by vertical digital native brands in the United States the only one to be closed by Warby Parker. out of 100 . Online eyewear retailers have successfully transitioned to physical retail not only through sophisticated market research at store creation sites but also by ensuring that l & # 39; 39, retail experience completes their digital identity well .
Pop-ups and Other Experiential Initiatives
Nonetheless, the transition from a digital native, like Warby Parker, to a physical point of sale, somewhat resembles the transformation of An indie rock band into a traditional band. The band starts selling self-recorded recordings and touring small clubs, where they appeal to decision-makers and influencers. Eventually, they reach an exhibition threshold that allows them to sign an agreement with a major label and begins to make headlines in the big arenas. The group was "successful" – but lost some of this "indie" hiding that attracted trends and influencers.
Ephemeral shops are more in line with that. the original and disruptive "indie rock" spirit of digital natives. Birchbox, the subscription beauty brand, played the role of "independent band" with an American tour of its popup store.
The MaisonMarche is another recent example of envelope pushers. popup stores in the house and The Dreamery in Manhattan, where guests pay $ 25 for a 45-minute nap in a pod equipped with Casper, the friendly start of the mattress online.
as they discovered that "traditional" sites can enhance their value by creating a tangible presence, many digital computer users now recognize the benefits of traditional forms tangible media. A Web site called the billboards "the hottest advertising trend of 2018." A recent Forbes article entitled "Direct Mail Directly Works" : how to use technology to elevate traditional marketing.
And Away, the startup of luggage, took the concept of native advertising to a new level. Instead of buying content in a magazine, they published their own magazine (printed and digital) as well as a glossy travel journal in limited edition format.
Amazon has been integrated into the game (of course!). this year with a catalog of toys that CNBC notes has "a distinct retro look". What is not retro, as CNBC points out, is that "readers can … scan product images in the catalog with their Amazon App to get more information and add them to their cart [online]. "
Just like the largest vertical brands of digital origin, Amazon – the horizontal monster of digital origin – understood that success was not a nil sum. e-commerce and physical retailing, or between digital marketing and tangible advertising material The true innovators combine all these elements into a larger ensemble than the sum of its parts.
The opinions expressed in this paper article are those of the guest author and not necessarily those of Marketing Land Associated Authors are listed here .
About the Author
Lewis Gersh is founder and CEO of PebblePost, leading the strategy and vision of the company with over 20 years of experience within boards of directors and leaders.
Prior to joining PebblePost, Lewis had founded Metamorphic Ventures, one of the first seed funds, and formed one of the largest portfolios of companies specializing in data-driven marketing and data processing. payments / transactions. Portfolio companies include leading innovators such as FetchBack, Chango, Tapad, Sailthru, Mobile Ink, Mass Suitability, iSocket, Proximity Buying Systems, Thinknear, IndustryBrains, Madison Logic, Bombora, Tranvia, Transactis and more. again.
Lewis received a B.A. from San Diego State University and a Master of Law and Intellectual Property from the UNH School of Law. Lewis is an accomplished endurance athlete who has competed in many Ironman triathlons, ultra marathons and parenting practices.