Brands emphasize customer experience at Shoptalk
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At Shoptalk 2019, retailers were buzzing about customer experience. From established brands like Barneys New York and newer companies such as lingerie startup Lively, all retailers are exploring how to use marketing, and both online and in-store offerings, to acquire and retain shoppers.
Barneys is modernizing its marketing, messaging and products to reach a younger consumer. The strategy, which comes on the heels of Barneys’ recent announcement that it will be entering the cannabis space, includes a new marketing campaign and loyalty program.
“We have been around for 100 years, but the point is not to look back and allow our history and our legacy to define us,” says Danielle Vitale, CEO of Barneys. At Shoptalk 2019, Vitale talked with Ad Age about the brand’s new campaign, “Don’t Put Us in a Box.”
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