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CNBC’s retail ‘fixer’ Marcus Lemonis headlines Emerson Group 10th Annual Industry Day

BY Michael Johnsen

PHILADELPHIA  — The Emerson Group will soon be hosting its 10th Annual Retail Industry Day with an all-star lineup featuring the kind of thought leadership pioneers who will help galvanize attendees into thinking differently about how they approach their respective businesses.

That’s the kind of reputation The Emerson Group has cultivated in the past decade with this event, as successful marketing and merchandising strategies continue to shift from the typical block and tackle mindsets of old to the embracing of initiatives that employ strategic disruption across the consumer purchase path, from search to shelf.

Headlining the day’s events is Marcus Lemonis, who breathes new life into dying businesses in his hit show “The Profit” on CNBC by focusing on the “3P” principle: “People/Process/Product.”

Lemonis drives results through collaborations, partnerships and relationships and advises aspiring entrepreneurs to stay focused, work hard, know their numbers and be disciplined.

“Entrepreneurs who have authored a product or a process that isn’t working today have to make the bold step of re-inventing themselves,” Lemonis recently shared. “Every single company in this country today, if they’re not evolving, they’re dying. And I don’t know why an entrepreneur would think that they would be exempt from that process. I’m not interested in their ego; I’m not interested in their pride; I’m not interested in their feelings. I’m interested in their business being successful. ”

Lemonis will be returning to prime time in November when CNBC’s popular hit series “The Profit” returns for a fifth season with 10 all-new episodes.

Also on the scorecard is Musab Balbale, VP and general manager for Walmart ecommerce, who will discuss capturing and keeping consumer attention in an omnichannel marketplace. Balbale has more than 15 years of experience in consumer and retail. Prior to Walmart and Jet.com, he was VP of International and Business Development at the Vitamin Shoppe, where he was responsible for merchandising and operations. Balbale began his career in strategy and investing roles at The Boston Consulting Group, Charles Schwab and Summit Partners and has his Bachelor’s Degree from Yale University and his MBA from Harvard Business School.

Colleen DeCourcy, chief creative officer for Wieden+Kennedy, joins the Emerson Group from “the world's most creatively-awarded agency,” according to AdvertisingAge, to discuss how to catch lightning in a bottle, something her agency successfully accomplishes quite often. “It’s a good time, this particular, challenging period in our industry, and in our world, to remind ourselves of the power of raw creativity, and what it takes for creative companies to conjure and harness it,” she shared during a presentation earlier this year at a D&AD conference. “Best-in-class, relationship-driven, integrated, digital-innovation-operations-technology-process companies can’t do that. Companies devoted to creativity can. Agitation, meaning, the unexpected — these are the things that can truly ignite a culture.”

Also presenting is Evan Neufeld, VP intelligence at L2 Inc., a subscription-based business intelligence service that benchmarks the digital competence of brands. L2 helps identify the must-have omnichannel features retailers need to meet the expectations of their consumers, and provides insights into the best-practices of brands using disruptive technology.

Finally, Carol Cruickshank, partner at ATKearney’s Health Practice, will be on hand to discuss a research initiative that examines the future state of retail and consumers and the key drivers of change on the horizon for brands and retailers. For example, looking ahead, 2026 will yield the first time six generations of consumers actively participate in the market, from an estimated 14 million from the “silent generation” to the 43 million in the “alpha generation,” or the generation that comes after “gen z.” By the time anyone in the alpha generation is making their first purchase decision, marketing will have evolved from a one-size-fits-all approach to a personalized approach.

 

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Report: Amazon playing big role in product research for consumers

BY David Salazar

TEL AVIV, Israel — Amazon is expanding into one of the go-to destinations for product discovery.

This was according to “Amazon: The Big E-Commerce Marketing Opportunity for Brands,” a report from Kenshoo. The study is based on 3,100 consumers in the United States, Germany, United Kingdom and France.

According to the study, Amazon is moving beyond its reputation as the biggest online marketplace in the United States, and playing a bigger role in people’s shopping journeys. For example, more consumers visit a broad list of online sources when researching information prior to a purchase. For 72% of shoppers, Amazon is a top resource for product discovery and research. This is second only to Google (85%).

For 56% of customers, Amazon is the very first site they visit when researching merchandise. Even if shoppers find a product elsewhere online, 51% usually check Amazon to find alternative ideas, compare prices, or gather more information before making a purchase, the study reported.

Amazon also augments research that shoppers conduct in physical stores. In fact, 26% of customers admit to checking Amazon for alternatives, background information, and prices when they find a potential purchase in a physical store.

According to the report, most consumers are attracted to Amazon as their go-to research resource based on the sheer breadth of products that the online retailer carries. Amazon’s customer recommendations also help customers make a purchase decision. Specifically, 23% will sneak a peek at Amazon recommendations under the “Customers who viewed this item also viewed” and “Customers who bought this brand also shopped for” categories while researching products.

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Nyx introduces Makeup Crew loyalty program, app

BY David Salazar

LOS ANGELES — Nyx Professional Makeup has introduced a new way for shoppers to bridge the gap between e-commerce and brick-and-mortar with the launch of its Makeup Crew loyalty program and app. Makeup Crew members will get access to exclusive rewards, dedicated shoppable content and in-app promotions for shopping in-store, online or in-app.

"Our beauty lovers value artistry, innovation, and accessibility,"Nyx GM Nathalie Kristo said. "With the launch of our new app and loyalty program, not only are we providing our fans with the entire line of NYX Professional Makeup at their fingertips, we are also providing them with exclusive, on-the-go shoppable content like never before. We are thrilled to bring this new technology to our community."

When it comes to bridging the online-physical divide, the app offers a product-scanning feature to read reviews and see user-generated content around the product. The app also includes a beauty on-the-go feature, which allows users to shop the brand’s products, check store inventory, track shipments and view their previous purchases. It includes video tutorials with a quick add-to-cart option and community content, as well as previews and promos along with other app-exclusive content.

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