FRONT LINES

{NOVEMBER 2015}
The Hot List

Info Bites to Fuel Your Business

1
KNOWLEDGE = SALES

A university study shows that training retail associates in product/brand leads to a
23%
lift in sales.

Furthermore, the study found that associates trained on the attributes of one brand still led to an aggregate gain across all brands.

Source: RetailWire, Wharton School of the University of Pennsylvania

2
#BEWARE

Credit: Tanuha2001/Shutterstock.com

The burgeoning use of social media for advertising has blurred the lines between consumer engagement, privacy, and copyright infringement.

Brands (or optical shops) may be tempted to “share” an Instagram pic of someone wearing X brand. But the original photographer may hold publicity rights. Or the person may claim a violation of privacy if her image is used for advertising purposes. And if that photo subject is a child? A whole new set of issues comes into play.

According to legal experts quoted in a New York Times article on the subject, unless brands, retailers, and merchandisers want to risk a potential legal issue, they should seek written permission before reusing that cute consumer photo.

Source: New York Times, “Redefining User Engagement”

3
UP ON MAIN STREET

America’s homogeneous malls may be a dying breed, but affluent consumers are definitely “up” on independent retailers that can offer something out of the ordinary.

Main Streets are on the cutting edge of a shift in retailing, particularly when it comes to attracting the affluent shoppers upon whom specialty retailers rely, according to marketing consulting firm Unity Marketing. Those shoppers want unique experiences, not cookie-cutter ones.

Unity’s study of 1,200 affluent shoppers found they spend 10% more than before on specialty retail and experiences [travel and dining]—something that Main Street has in spades.

Source: Philadelphia Inquirer; Unity Marketing’s “Small Is the Next Big Story at Retail” white paper