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Jaime Lee

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Before the internet came along, brand interaction with customers was mainly a one-way street. Whether a commercial on TV or a printed catalog, the content generated by brands was largely self-centered, and the audience just passive consumers. The “advertorial” concept tried to remedy that by being more than an ad, providing the reader with interesting — albeit promotional — content.  The internet (and particularly social media) finally gave brands a responsive platform to interact with…

For over forty years, Americans could count on three things: death, taxes, and ending their week with a celebrity excitedly shouting “Live from New York, it’s Saturday Night!” from their television screens. Since 1975, the sketch comedy variety show has racked up awards and accolades, faced controversies, fended off multiple cancellation attempts, and managed to somehow remain culturally relevant week after week. After 45 years on the air, the show has been written about and…

For digital brands and e-commerce retailers, changes in the market this year have been swift and momentous. Shifting consumer habits, new demographics, wild fluctuations in demand, and a constant need to adjust messaging to suit the circumstances on the ground — just keeping up is the biggest challenge of all. As the world edges toward a new milestone — there will be over 2 billion online shoppers worldwide this year — there are several e-commerce…

It’s now more imperative than ever for brands to have an owned digital presence — companies without an e-commerce presence need to build one out to remain viable. This guide will help brands understand the challenges and opportunities for moving their business from physical to digital, from relying on third-party platforms to managing their own thriving e-commerce presence. In this article: Types of E-Commerce Platforms Overview of Major E-Commerce Platforms Product Considerations for Moving Online…

In the previous post, Offline to Online: E-Commerce Platforms and Product Ideas, we covered the different types of e-commerce platforms and which kinds of products to sell. Now, let’s explore the elements of an online customer acquisition strategy and how to get your products into the hands of consumers.   In this article:  E-commerce Customers vs. In-Person Customers Identifying the Best E-commerce Customers Building ICPs and Personas Finding Customer Data Finding Customers Online Setting Up an…

Read enough brand profiles and a couple of things become very obvious: profile writers all use the same thesaurus, everyone forgets that the primary activity of meteorites is falling down (making “meteoric growth” a strange way to describe something not actively crashing and burning), and startup success is easy, instantaneous, and directly controlled by an all-powerful founder who’s cofounders are really just along for the ride. After a while, the profiles all run together into…

The world after the coronavirus will be a very different place. As the shockwaves subside, people everywhere are debating what the new “normal” will look like. The big repercussions for globalization, urbanization, and foreign trade will take years — if not decades — to unfold. In the meantime, brands are focusing on better understanding what consumers want and need during this time of transition. Here are 13 ways that consumer behavior is evolving post-pandemic, and the…

As the post-coronavirus era gets closer, no one knows exactly what it will look like, or how the Great Lockdown will affect consumer behavior in the long term. During the crisis, many retailers shifted their focus online, creating a new e-commerce landscape with more competition than ever before. Having said that, direct-to-consumer (D2C) brands are by nature digital-first, so they’ve already got a leg up over traditional B2C brands. This pandemic is an unprecedented event…

Q1 of 2020 turned out to be a complete surprise (and not in a good way), due to the unprecedented COVID-19 pandemic that upended the global economy within just a few weeks. For many consumer segments and brands, Q1 has a sad story to tell, reflected in some of the dismal earnings reports that recently came to light. For other companies, Q1 results are unexpectedly better than forecast, and in some cases, even very good.…

These are testing times for big retailers. The struggles of some of the largest and oldest consumer retail brands have only been amplified by COVID-19, and many who were teetering on the brink are now finding themselves on the plummet to bankruptcy.  At the time of writing, the list of endangered big-box retailers is long: JCPenney, Neiman Marcus, Lord & Taylor, Forever 21, Sears and Kmart, David’s Bridal, and many more. Even after the coronavirus…