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November 11, 2019

From Deepak’s neuroscience desk, Nielsen identifies exactly when readers attention is at its peak, and how publishers can benefit from it.

BRAND & MARKETING

RETAIL, SALES & SHOPPER

  • Google has incorporated shopping ads into the YouTube home feed and search results. It’s an effort to make the platform more shoppable at a time when “consumers are increasingly using the platform to inform buying decisions.”
    • Consulting POVThe 2020s are going to be about the collapsing of “the line” between above the line and below the line marketing.  Helping companies understand how to plan, measure and execute integrated demand creation and demand conversion campaigns will be critical for success. In particular, watch how the major retail footprints like YouTube, Instagram, Snap and Facebook extend into retail.
  • Kohl’s has launched an omnichannel campaign that, along with activations on Twitter and Pinterest, includes a pop-up in New York City which Snapchat users can shop from nationwide.
    • Consulting POVSee the above comment. Continue to watch how retailers evolve here; though (generally) less sophisticated marketers than their CPG peers, they are less constrained by historical infrastructure and are more able to respond to the changing marketing landscape in a different way.
  • The departure of Gap’s CEO last week may put the failing brand’s future (including the spinoff of Old Navy) even further in jeopardy – or, it may lay the foundation for the transformational change needed to revive the brand. This comes as 2019 has already seen the highest number of CEO departures on record.
    • Consulting POVApparel has been cursed with, during a time of massive industry transformation, some colossally poor management. It is truly impossible to tell whether The Gap is broken or was simply badly-run. The idea that anyone was the CEO of JetBlack, a tiny business that loses 10,000 per shopper, is really awesome. The marketplace, in general, likely lacks any idea what an apparel retailer CEO is supposed to do, which is part of the problem. An evangelist who can inspire design professionals, make an increasingly complicated economic model work, and understanding tech transformation are hard skills to find in one person.
  • Amazon’s search is increasingly featuring sponsored products, Amazon brands, and recommended products as it increasingly demotes organic results in search. Which products get shown in search results has real implications for how customers discover products, and brands trying to launch new ones.
    • Consulting POVWe’re continuing to dive into this in our work, but Amazon has been becoming a more paid search ecosystem for years. In essence, it’s like a retail store cluttered with displays and signage….each incremental display “works” until the whole works markedly less well. Our pieces on the essentials of online search and the essentials of Amazon are helpful companions to this piece.
  • Professor Scott Galloway believes we are seeing the mother of all shifts from a focus on growth at all costs to margin, also known as profitability.
    • Consulting POVProfessor Galloway has been having a field day with the demise of WeWork. The right way to interpret this may be as a move away from businesses with negative gross margins (who just lose more when they sell more) to businesses with positive gross margins (where they can eventually sell enough to offset startup costs like customer acquisition). 

 

ON THE HORIZON

ON THE GROUND

  • This week, our Global Streetscapes Network shares three global marketplace solutions for single women in South Korea.
    • Female “sanctuary” Sharehouse: This share house is created to keep young women safe and happy, and is particularly popular with young female adults who may feel unsafe/unhappy living alone. ‘Dalrem’ literally meaning ‘to soothe’ and ‘to comfort’ in Korean, is a sharehouse only for single women and abandoned animals.
    • One Glass: As single households in Korea continue to rise in number (they are predicted to hit an all-time high of 29.6% in 2019), more companies are focused on serving this market. One Glass is a kit created just for Honsul tribes, which means you are a single Korean who enjoys drinking alone.
    • Born Wedding: The South Korean hospitality and leisure company Daemyung Group is offering wedding packages called “Born Wedding” for singles, mostly women. As more South Koreans are opting to remain single in their early adulthood, single wedding packages provide the chance to indulge in the glamour of a wedding without actually committing to a relationship.

POWERFUL PARTNERSHIPS

GROWTH GOLDMINES