The pandemic accelerated online retailers' need for customer data, and platforms like Shopify and TikTok made it easier to acquire- Presented by AlightSolutions
As COVID-19 restrictions slowly lifted over the past year, retailers realized that consumer shopping habits created in lockdown were here to stay.
Those featured in this year's shopping vertical, part of Insider's 100 People Transforming Business in 2021 list, have adapted to these shifts in consumer preference and are advancing their companies and industries, from beauty and fitness to grocery. Retailers have found that levering customer data is the key to building brand loyalty and the seamless experience shoppers want.
Dollar General's Chief Merchandising Officer Emily Taylor has similarly relied on customer feedback in expanding the dollar store chain's pOpshelf concept. The chain's 16 pOpshelf stores, aimed at more affluent shoppers, currently sells party supplies, home decor, and holiday trinkets. Such investments have enabled Peloton to lower the cost of its flagship bike by $400 in August, Cortese said.
She has helped lure brands onto the social media app with ad formats aimed at companies trying to cash in on the online shopping boom. It also helps to have a tagline,"TikTok Made Me Buy It." "People don't just buy sneakers, they have interests beyond that," Moghaddam told Insider."Gaming, sneakers, and streetwear go together really well, so we started with some experiments and saw real interest from our users in electronics, particularly in consoles."
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