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Looking at the recent history of the global retail marketplace can tell us a lot about its future. In the last two decades, brick-and-mortar businesses have closed by the thousands, with record numbers continuing to shutter each year. The rise of e-commerce and web-based retail has generated momentum toward a direct-to-consumer (D2C) model of sales that prioritizes speed, convenience, and real-time service. This structure creates an environment where brands of all kinds can compete for…

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…

When starting a business and operating off a shoestring marketing budget, there’s always that one all-important question: “How can I conserve money and bring in results?” Because no matter how small your niche or how loyal your company customer base is, you need to have a robust marketing strategy to create and sustain a digital presence. So, how can small companies accomplish this with limited resources? Let’s explore how you can effectively run your business…

One thing is clear about the retail fashion industry — it’s absolutely huge. Worldwide, annual revenue stands at $2.5 trillion. But it’s not all smooth sailing. The industry is plagued with overproduction — 30 to 40% every season — which makes it incredibly competitive. Plus, the industry is moving away from the traditional spring/summer, winter/fall dual season concept in favor of a more economically viable, on-demand supply. Retail apparel brands are under constant, ever-increasing pressure…

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…

When the economy suffers, so do many people who find themselves unemployed. Professional, committed workers, accustomed to job security and satisfaction, have the rug pulled from under them, and suddenly have a new and highly undesirable job on their hands — searching for a job. Like the Great Recession of 2008, the “Great Lockdown” of 2020 is one of those times. It’s estimated that close to 200 million people worldwide could lose their jobs as…

On Friday, March 27, 2020, the U.S. government passed a historic relief package to help Americans through the COVID-19 pandemic. The economic stimulus package, coming in at a record-setting $2 trillion, is the largest emergency appropriations bill ever passed. Packed in the monumental piece of legislation are provisions to assist homeowners, regular Americans, and businesses — with over $349 billion specifically designated for loans to small businesses that need relief. That last provision is the…

In a consumer-driven, tech-based world, there’s no shortage of startups trying to turn great ideas into money-making products — but actually succeeding is quite another matter. About 90% of new startups never make it off the ground, and 95% of new products struggle to find a market and end up failing. Before taking on the risk and cost of developing an idea into a commercial product, there’s a crucial step that every business must first take.…