Kustomer’s Future of Retail event brought together business leaders from leading modern B2C and direct-to-consumer (DTC) brands, featuring a majority of female founders and executives across the agenda. Together, they discussed the trends that are shaping the retail and DTC landscape today, and what it takes to compete and thrive in this world.
We covered a range of topics, from understanding the customer to creating a consistent experience in-store and online and growing a business. However, four main threads emerged from all the conversations at the event:
1) Experience is the differentiator for modern brands
Now every retail brand, digital-first or established legacy, is in competition with Amazon. It’s unlikely that most will be able to compete on choice, ease of use, or connectivity of their product ecosystem. The only sure way to win is on experience—curation, community, and content is where you’ll be able to stand out.
A simple, clear business model means you can set yourself apart with your experience and service. Lola does more than deliver all-natural feminine hygiene products, their intuitive subscription service and direct-to-consumer prices, plus their commitment to a personal and engaging experience, makes them much more appealing than mass-market brands.
Fast delivery and a good website is not enough, instead customers crave a community and a genuine experience. Women’s workwear brand Argent even calls their pop-up stores “Community Centers”, where they host events themselves and from members of the community—with the end-goal of adding value to customers’ lives. You can learn more about using pop-ups as part of your retail strategy in our report here: Digital First, Store Next.
Similarly, cycling brand Rapha received a shout out for their innovative Club Houses. Instead of traditional brick-and-mortar retail, they’re a hub for Rapha customers, where they host events, local artists, athletes, and speakers, plus organise daily rides.
As Aniza Lall, Chief Merchandising Officer at Bluefly, summarised: “Commerce, content, and community: the brands that can monetize those channels are going to succeed.”
2) You need an omnichannel approach to connect every touchpoint
From first touch and acquisition to the post-purchase experience, you need to be able to trace a solid line following your customer along each.
More brands are getting their start on Instagram like AYR, or as a source of content like Glossier, and scaling from their with a handful of products. It’s crucial to be able to capture all the information about those early fans that you can, because they will form the core of your audience and define your brand experience.
Eleanor Turner, Co-Founder and Chief Creative Officer of Argent, described the importance of connecting these dots: “Experience is such a buzzword today, but it’s really all about creating an experience that’s unique to your brand, personal, and streamlined end-to-end.”
3) Subscription is the future of customer loyalty
New, digital-first brands are shifting their business model to become part of life and rhythm of the customer. For these businesses, profit comes from retention and lifetime value, and you need to know whether or not customers are happy based on their actions, not their words. Doing so can drastically raise their lifetime value.
Men’s subscription box Sprezzabox uses a loyalty programme to reward customers based on how long they’ve been a subscriber, giving them access to higher-quality items and delighting them with special offers.
Feminine hygiene brand Lola partners with other brands like Cuyana, Warby Parker, Equinox, and Harry’s to extend their value proposition and reach new audiences.
Material World has shifted their focus from being a marketplace for secondhand luxury items, to building an ongoing relationship by having customers exchange their old clothing and other items for a new pre-owned set each month. As Rie Yano, the company’s Co-Founder and CEO described, “People used to use the brands they shop for as their identity, but now identity is about how you spend your money, not what you spend it on.”
Brands like Rent the Runway and Material World provide more value for customers with a service that replaces ownership with an ongoing relationship with a brand.
4) Stay laser-focused on what your customers love.
Even as you grow, you need to keep the core facets of your brand and experience that your customers love at the forefront.
Women’s clothing brand AYR launched on Instagram and social 3 months before their product lineup fully launched, just to communicate with their customer and get feedback. It’s remained a huge driver for their business: “Our biggest win has been having a direct line to the customer. We launched our t-shirts, plus-size jeans, and eco-friendly products based solely on customer feedback.” Co-Founder Max Bonbrest also gave a big shout out to Glossier for the same reason, “Having an engaged community before you start selling a product is a huge benefit. The best example of this is Glossier, obviously.”
Similarly, Lola’s brand is built on what real women have to say about feminine hygiene. After having a number of conversations while coming up with Lola’s brand direction, founder Alex Friedman had an epiphany: “I realised that there are all these moments where stigma leads to a lack of discussion. I see our job as contributing to the conversation in those areas and extending the brand in those directions.”
Whether your brand is just getting started or has established itself over decades, the discussions at Future of Retail reiterated that success in the modern retail landscape is grounded firmly in gaining better customer understanding, and delivering a powerful, connected experience.
Thanks to everyone who helped make this event possible, we’ll have even more awesome events and informative conversations like this one coming soon!
