Omnichannel Retail Strategies

Sampling is NO longer optional. With over 3,000 new launches annually only in fragrances, and Gen Z and Millennials, craving for experiences before commitment. Trying a products before buying is becoming a challenge for brands. +56% U.S. shoppers prefer to test a fragrance in-store before making a purchase. Gen Z and younger Millennials are driving the “Try Before You Buy” trend, often influenced by TikTok, YouTube reviews, and influencers. Sampling INCREASES brand recall by 30% and customer RETENTION by over 50%. >>FULLY Digital World<< As beauty shifts ONLINE, testers are the bridge between digital convenience and sensory experience. In e-commerce, where customers can’t test before buying, SAMPLE Kits and DISCOVERY Sets build the hype and boost conversions by 20–30%. Some Indie Brands have built entire models around SAMPLING, turning doubt into loyalty. For digital-native consumers, testers are how pixels become emotions. Also Digital PROFILERS, AI-powered tools are helping customers discover fragrances online without smelling them. >>Actionable TAKEAWAYS<< +Offer MINI formats → Sample sizes and discovery kits lower buyer resistance and encourage repeat purchases. +Create MULTI-sensory sampling experiences → Use in-store labs or AR tools to deepen customer engagement. +Leverage TESTERS in digital channels → Include samples in online orders or offer trial sets at checkout to reduce hesitation. +Use AI and personalization→ Recommend products based on user behavior and preferences for more accurate matches. +Align with SUSTAINABILITY values → Provide biodegradable packaging, refillable testers, and eco-conscious options. +Track KPIs → Measure conversion rates, return frequency, dwell time, and loyalty to optimize sampling impact. >>Regulatory LIMITS<< Sampling is effective, but free distribution is restricted in some countries due to safety, environmental, or cultural regulations, especially in the EU, Middle East, and parts of Asia, so: +Offer low-cost discovery sets online with redeemable value. +Bundle samples with orders. +Use sealed sample cards or scent-infused paper. +Implement virtual scent profiles using AI. The Outlook. As the global beauty market becomes more saturated, with over 3,000 new launches annually only in fragrances, brands that invest in innovative, strategic sampling programs will be the ones that truly cut through the noise. Find my curated search of examples and get ready for your next hit! Featured Brands: Boy Smells Dedcool Derek Lam D.S. & DURGA Dust & Glow KHUS+KHUS Maison Margiela RboW RetaW SMOKE X Neon Heart Scentery Tailor Made Essences UERMI Wild Rising Skincare White Zinfandel #beautyprofessionals #fragrancesprofessionals #luxuryprofessionals #beautybusiness #luxurybusiness #fragrancesbusiness

This isn’t a post about whether dopamine culture is good or bad. (I have plenty to say on that…) However, it is about marketing because, fundamentally, marketing is about meeting your audience where they are. And, today's audience is in their dopamine-culture era. For too long, B2B companies have relied on the same old content marketing playbook: churn out whitepapers (often gated behind forms!) and blog posts, rinse and repeat. But in the world of dopamine culture, plus the rise of AI, that alone is not enough. To win at content marketing today, B2B brands need to step up their game in several key ways: ↳ Develop a Strong, Authentic POV. In a sea of generic content, having a unique, authentic perspective is more critical than ever. What does your brand stand for? What insights and opinions can you bring that no one else is? Your POV is your secret weapon. ↳ Cultivate a Consistent Brand Voice. Is your content instantly recognizable as coming from your brand? Do you have a cohesive voice, personality, and style that shines in everything you publish? If not, it's time for a refresh. A distinct brand identity fosters trust and memorability. ↳ Get Creative With Formats. Blogs and whitepapers are great, but don't stop there. Diversify with engaging formats like video, interactive tools, data visualizations, podcasts, and more. Give your audience exciting ways to learn. ↳ Optimize for Recommendation Engines. It's no longer just about ranking in search (though that's still important). You must also optimize for recommendation engines on social media, audio/video platforms, and more. How "shareable" and algorithms-friendly is your content? ↳ Leverage AI-Powered Tools. Use AI strategically to streamline your content operations, personalize content experiences, extract deeper audience insights, and experiment with new AI-generated formats. Be proactive. When I started Zen Media almost 16 years ago, content marketing was 90% content and 10% marketing. Today, it's the reverse. Before we create an article for a client, we develop their POV, have a brand voice document at the ready, and have a distribution plan in place because we know the truth: for every one person who reads the article, ten other people will read the summary on social platforms. Image Credit: Ted Gioia, The Honest Broker,

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

Boring content doesn’t build brands. So why are we still making it? Things are changing at a speed we never thought possible, and it's getting scary, especially if you're into marketing. A few years ago, simply providing valuable information was enough. There was less competition, audiences had more patience to consume detailed content, and social media wasn’t as saturated with endless options fighting for attention. But today? The way audiences consume content has evolved. They still seek information, but they also expect it to be engaging, easy to digest, and even fun. 🔴 The challenge? We’re competing not just with other brands but with everything else fighting for attention—trending reels, viral tweets, and endless scrolls of content. So what happens if we don’t adapt? 😕 Engagement drops → Purely educational content without an engaging hook gets overlooked. 😖 Brand recall weakens → People remember stories, humor, and emotions—not just facts. 😑 Reach shrinks → Algorithms prioritize engaging content, and if yours doesn’t hook people, it won’t be seen. The solution? Edutainment. Instead of choosing between educational and entertaining content, combine the two. Here’s how: ✅ Traditional educational content: Blog posts, case studies, reports, how-to guides. ✅ Entertainment-based content: Interactive quizzes, polls, short-form videos, memes, storytelling posts. ✅ Hybrid (Edutainment) content: Infotainment-style videos, gamified learning, storytelling-based lessons, social media threads with humor. Why does this work? Because people crave dopamine, not just data. → A well-told story makes an audience listen. → A fun quiz makes them engage. → A short, entertaining video makes them stay. If you make your audience enjoy learning, they’ll keep coming back. Remember, your audience doesn’t owe you their attention. You need to earn it. Thoughts?

NEW from me for Modern Retail: The application of artificial intelligence as a customer-facing element of physical stores is far from one-size-fits-all. In February, The Vitamin Shoppe opened an “innovation store” in New York City’s Upper East Side with a “Shoppe Advisor” touch screen. The AI-powered screen provides product information, wellness articles and videos, as well as information on in-store and online inventory. It aims to enable “more informed, interactive conversations throughout the shopping experience,” according to Retail Dive. Last summer, The Guitar Center Company launched Rig Advisor, an AI shopping assistant used by customers on the store floor to explore and compare gear. Customers can scan a QR code in the store and type in a question, and Rig Advisor will recommend products that are in stock at that specific location. Guitar Center CEO Gabe Dalporto told Modern Retail in December that Rig Advisor was built to fill the void when a customer walks into a store and the associates are too busy with other guests to help them. “This is basically everything an associate can do, on your app or on your mobile device,” Dalporto said. These two examples alone show how AI use cases for in-store shopping, in discovery, research and checkout, can vary. Not even considering behind-the-scenes use cases like supply chain tech and employee assistants, retailers are finding all sorts of ways to bring the technology into brick and mortar. These range from big kiosks to mobile app features, audio summaries or computer vision. Story below with Greg Carlucci of Gartner and Melissa Minkow of CI&T. https://lnkd.in/gYJF9CUg

You’ve spent hours crafting the perfect campaign. The design is flawless, the message is clear, and everything feels on point. But the results? Meh. The numbers barely budge. Every marketer’s fear is creating something that gets noticed but doesn’t connect. Because attention alone isn’t enough—it’s emotional resonance that drives action and builds loyalty. 🌱 Here’s how to create content that resonates: → Understand your audience’s why Go beyond demographics—tap into psychographics by learning what drives your customers. What problems keep them awake at night? What aspirations push them forward? → Focus on stories, not facts People are wired to connect with stories. Stories humanize your brand and turn abstract concepts into relatable experiences. Rather than listing product features, share a story of how your product solved a customer’s real problem or made a difference in their life. → Speak their language Choose language that aligns with your audience’s emotions and experiences. Whether it’s light-hearted humor or a sense of hope, using intentional language helps your content resonate with readers on a deeper level. → Be authentic in sharing your journey, objections, and goals Your audience can sense what’s real. Share your challenges, goals, and even vulnerabilities to build trust and reliability. → Invite meaningful dialogue and understand what defines their ideas Encourage your audience to interact with your content—ask questions, invite opinions, or run interactive campaigns. When people feel involved, they develop a sense of connection with your brand, making your message more impactful. It’s not about grabbing attention—it’s about making it matter.

How India’s local shops are going digital and modernizing their shelves! Kirana stores, the backbone of India’s retail sector, have begun to modernize in a way we once reserved only for big retail chains. Driven by digital tools and tech solutions, these local stores are now expanding beyond traditional items, offering fresh stock and updated services that are reshaping customer experiences. This transformation, also called “Kirana 2.0,” is a blend of resilience and tech-savvy reinvention. Why is this change important? —> Efficiency & Convenience: Digital tools streamline inventory and payments, moving kiranas beyond cash-only transactions and manual stock checks. —> Expanded Product Range: Kiranas are now offering a broader selection, including premium and organic items, thanks to partnerships with suppliers. —> Enhanced Customer Loyalty: By adding digital payments and personalized service, kiranas are strengthening their unique bond with local communities. —> Data-Driven Insights: Digital platforms help owners make smarter stocking choices, reduce wastage, and boost profits. —> Support from Tech & Government: Initiatives from companies like JioMart and Amazon, along with government support, are providing resources to bridge the gap between small kiranas and larger retail players. This wave of modernization is transforming Kiranas from neighborhood stores into competitive retail players. As over 12 million of these shops go digital, the impact on India's economy is profound. Increased efficiency, customer loyalty, and expanded product lines contribute to an ecosystem that thrives on both tradition and innovation. The digital empowerment of Kirana stores isn’t just a trend; it’s a shift in India’s economic narrative. India’s retail revolution is happening one kirana at a time. #DigitalIndia #RetailRevolution #Kirana2Point0

If you've heard "half the money I spend on advertising is wasted", then this paper might be for you. A new study using Nielsen household-level data across 40 brands (mostly colas, cereals, and other low-differentiation goods) empirically found several nuggets of wisdom. TLDR for my fellow marketing science folks? It provides a microfoundation for positive and negative spillovers in advertising, especially among habitual buyers. 1️⃣ When consumers are exposed to multiple ads in short succession, their ability to remember any single ad suffers. The interference leads to misattribution (you remember seeing an ad, but forget for whom) or simple forgetting (you saw something, but it didn’t stick). Application: If you're running simultaneous campaigns across competing brands or categories, be careful. One campaign may cannibalize the effectiveness of another (yours or your competition!). 2️⃣ Advertising has positive spillovers when it reinforces memory for similar products (e.g. Coke and Pepsi), but negative spillovers when ads are for very different goods (e.g. cereal and shampoo). The framework helps explain both over- and underperformance in cluttered advertising environments. Application: This gives a theoretical grounding for media mix optimization. Context (category similarity, consumer habits, ad sequencing) matters just as much as spend level. 3️⃣ The strongest effects of advertising (good and bad) are seen among habitual consumers. Ads increase their probability of purchasing again, but also make them vulnerable to interference or confusion when exposed to rival ads. Application: Targeting loyalists with retention ads? Great. But make sure your competitors aren’t tagging along for the ride. Behavior isn't linear (surprise, surprise) because memory, attention, and habit shape how messages land. That means it has implications for measurement, budget optimization, and even MMM specs. 🔍 I'm attaching the NBER version of the paper. Check it out and let me know what your experiences are. Have you seen these effects in the wild?

Most Amazon optimisation still focuses on: → rankings → keywords → feature lists → bid adjustments But the longer I work with brands, the more I believe this: Amazon performance is fundamentally a consumer psychology problem. Particularly in emotional categories like pet care. Because customers are not simply buying: “daily multivitamins” or “premium ingredients.” They’re buying: → reassurance → trust → confidence they’re doing the right thing for their dog And in increasingly competitive categories, where CPCs continue rising and products become commoditised, conversion efficiency becomes one of the most important commercial growth levers available. That’s why our optimisation process at Zeal starts with: “The Why Behind The Buy.” Understanding: • emotional purchase drivers • trust signals • customer anxieties • decision barriers • premium positioning psychology Because the goal is not simply improving listings. It’s building PDP ecosystems designed to strengthen trust, differentiation and conversion efficiency. The strongest Amazon brands in the next 3 years won’t just win visibility. They’ll win consumer conviction. And if your PDP isn’t engineered to convert customer intent into purchase confidence… …increasing advertising investment simply becomes a more expensive way to leak demand.

Over the years, I've discovered the truth: Game-changing products won't succeed unless they have a unified vision across sales, marketing, and product teams. When these key functions pull in different directions, it's a death knell for go-to-market execution. Without alignment on positioning and buyer messaging, we fail to communicate value and create disjointed experiences. So, how do I foster collaboration across these functions? 1) Set shared goals and incentivize unity towards that North Star metric, be it revenue, activations, or retention. 2) Encourage team members to work closely together, building empathy rather than skepticism of other groups' intentions and contributions. 3) Regularly conduct cross-functional roadmapping sessions to cascade priorities across departments and highlight dependencies. 4) Create an environment where teams can constructively debate assumptions and strategies without politics or blame. 5) Provide clarity for sales on target personas and value propositions to equip them for deal conversations. 6) Involve all functions early in establishing positioning and messaging frameworks. Co-create when possible. By rallying together around customers’ needs, we block and tackle as one team towards product-market fit. The magic truly happens when teams unite towards a shared mission to delight users!