Customer Acquisition

The next generation approaches shopping in a fundamentally different way than earlier generations. They're frequently regarded as a more difficult audience to engage, having grown up with cellphones, making it more difficult to attract their attention than millennials. On the other hand, Gen Z alone has over $450 billion in buying power, and Gen Alpha…

Let me begin — as you’ve often heard — with a focus group of one. But I believe my grandmother, at least as a marketing data point — not as a unique individual — is extendable. Nanny as she is known in our family, turns 100 this fall. Like many in the centenarian club, she…

New data shows 30-day free trials had the highest customer acquisition (32 percent) and conversion rate (56 percent). Despite their effectiveness, nearly three in four e-commerce sellers didn't use free trials last year. These findings come from the Optimal Free Trial Length for Digital Products study, which was conducted to understand how digital retailers can…

Forward-thinking CPG and retail brands like Jiant, Kudos and Sienna Naturals continue to grow through consistent consumer connection and a steadfast commitment to building authentic communities. These brands show strong year-over-year growth, possess loyal customer bases, and prioritize strategic public collaboration efforts, very often through genuine celebrity and influencer partnerships. To cut through the noise…

We launched a simple innovation on a nipple cover in 2022 without a plan, investors, a following, and any money in a marketing budget. This was the beginning of CAKES body, which will generate over $30 million in revenue in its third year in business — and do so very profitably and donate over $1…

Despite cautious optimism about the economy leading to increased spending, rising prices are causing consumers to tighten their belts, resulting in fewer purchases across categories. However, a glimmer of hope exists for businesses: the rising spending power of Gen Z. This generation happily mixes brand names from familiar stores, like Target or Macy’s, with lesser-known…

Since 2020, U.S. households have been battling high inflation and navigating increased costs for groceries, gas and housing. As a direct consequence of this inflationary environment, consumers have had to make difficult spending decisions. Despite these challenges, the retail industry has remained nimble, adapting with new ways for consumers to purchase goods and services with…

When it comes to shopping, every element within a store can contribute to each customer’s overall shopping experience. For example, researchers from the University of Bath found that on weekdays, playing music in grocery stores can increase sales by more than 10 percent. Unsurprisingly, retailers across the globe are exploring how to use background music…

Why is there such an emphasis on buyer personas today? Because buyer-driven websites are two to five times more effective and easier to use by their targeted audience. Studying and understanding buyer personas — research-based profiles depicting a target customer — helped 82 percent of companies connect with their customers and create an improved value…

Multiple news sources report that Peloton, the fitness giant known for luxury in-home stationary bikes and related exercise classes, has quietly removed its unlimited free membership option on its app that was originally intended to capture new customers who may have been intrigued by the brand but weren't willing to spend thousands on its equipment.…