By Alizah Asif Farooqi

Snapchat just found its niche in the unlikeliest of places-Wendy’s. The platform paired up with the hamburger joint to encourage hungry Snappers to make donations to the Dave Thomas Foundation for Adoption via a lens that uses the former’s marker tech augmented reality technology. Here’s why the initiative could act as a helping hand to both brands, as well as those in need.

Starting May 20th, cups in Wendy’s restaurants nationwide will feature a Snapcode that users can unlock. From there, the Wendy’s logo comes to life and displays quotes from children and parents brought together by the DTFA. For every use of the lens, Wendy’s donates $5 to the nonprofit. …


By Evan Bakker

Retailers have made significant strides digitally over the past year, outfitting their sites with store appointment booking, live in-store inventory, and same-day pickup. However, many fail to broadcast these capabilities across digital marketing channels, allowing competitors to upstage them in the process.

Best-in-class retailers like Walmart invest in promoting their fulfillment and drive-to-store services across digital marketing platforms. Gartner L2’s most recent omnichannel report reveals a variety of approaches, from display advertisements emphasizing fulfillment capabilities to Instagram images seeking to drive users to stores.

We’ve launched a choose-your-own-adventure interactive that illustrates the relative strengths of each digital marketing platform and reveals optimal tactics for your brand. Experience it here (view on desktop for best results!)

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Originally published at https://www.l2inc.com on May 13, 2019.


By Alizah Asif Farooqi

Nike knows what the consumer wants-according to its latest digital addition-a shoe that fits just right. The brand says it has developed technology, coming this July, that will allow its app to achieve near-perfect size accuracy. If the technology proves successful, it would be a huge step forward for Nike and raise the stakes for the activewear industry overall.

Is pinning down the perfect-sized shoe really that important? Like Prince Charming potentially picking the wrong Cinderella, ill-fitting footwear not only has an effect on the wearer, but on the brand. …


By Lakshmi Kalluri

Amazon Prime is launching a Gartner’s Cultural Attitudes and Behaviors Survey. It’s not surprise that in Amazon’s Q1 earnings call, the retail giant range of features, but the most frequently used? Two-day shipping, according to announced a planned $800 million investment in developing one-day shipping capabilities.

Given the size of Amazon’s logistical operation, the e-tailer has a detailed network of warehouses running around the clock to keep the company in prime condition. …


By Brett Finkelstein

With A-list celebrities lining up to one-up each other on the red carpet, the Met Gala is sure to capture consumer attention. But how much can a brand really get out of the high-end costume party?

Sponsor brand Gucci was expected to drive the conversation of the night, as creative director Alessandro Michele co-hosted alongside Anna Wintour, Harry Styles, Lady Gaga and Serena Williams. Indeed, the brand was mentioned more than 45,000 times on Instagram by the time all the guests had entered at 9pm, dwarfing other brands and proving why it earned a Genius rank in Gartner L2’s . However, the brand also committed a major faux pas.


By Alizah Asif Farooqi

Natural skin, undone hair, and a swipe of red lipstick. Over the years, the core of French beauty has mainly stayed the same. However, the way French consumers are shopping for beauty products is changing, thanks to digital.

“Traditional” has long typified the average French consumer’s beauty product preferences and shopping habits. But while the majority of beauty-related transactions are completed offline, the share of purchases made online is rising. E-commerce in France grew 13% last year, while mobile commerce increased by 22%, according to Gartner L2’s report on the topic. …


By Alizah Asif Farooqi

Venmo just beat banks at their own game. The mobile payment service turned viral sensation is officially the most popular financial app in the nation, counting over 40 million users in the past year-more than some of the biggest names in the business. Here’s what brands can learn from Venmo about how to get online consumers to pay attention in one of the most offline industries.

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The world is Venmo’s playground. Millennials and Gen Xers (some of the most mobile consumers around) will represent the plurality share of national wealth by 2030. Delayed entry into the workforce, high ratios of student debt, and limited prioritization of retirement savings among younger segments of the population have created a truncated period of wealth transfer, according to Gartner L2’s Digital IQ Index: Wealth Management. While wealth management brands face a narrowing window of opportunity to adapt their conventional customer acquisition strategy to this young, newly profitable group, fintech disruptors have stepped in to court the cohort and fill in the growing gap between customer expectations and existing service offerings. …


By Mai-Hanh Nguyen

After a year of conducting a homesharing pilot, Marriott is officially expanding its homesharing portfolio into the US market with the launch of Homes & Villas by Marriott International.

Despite Marriott’s status as a hotels behemoth, its homesharing options are limited compared to Airbnb and Booking.com, which both claim well over five million home listings.

When competing for rental bookings, and Online Travel Agencies (OTAs). On search, luxury hotel brands struggle to capture the shrinking organic real estate that remains on Google search results pages. During the study period for Gartner L2’s hotels fall at the mercy of Airbnb Digital IQ Index: Luxury Hotels, seven of the ten most visible sites organically surfacing against nonbranded keywords (e.g. “beach vacation” or “miami hotels”) were either OTAs or metasearch sites (Booking.com appeared for nearly half of relevant searches). …


By Griffin Carlborg

Yesterday, Amazon reported record earnings and announced a plan to offer Prime subscribers one-day shipping, setting a tough standard for retailers already struggling to satisfy shifting consumer expectations for rapid fulfillment.

Even though revenue growth decelerated, the retail giant doubled its profit over the comparable quarter last year through higher-margin businesses. A business in transition, Amazon continues to drive the most growth outside of its traditional Online Stores business through AWS, subscription services, and advertising. Growth from advertising also slowed down significantly in Q1; however, Amazon’s four quarters of nearly triple-digit growth make clear how the e-commerce giant was able to quickly become the third-largest digital advertiser behind Facebook and Google. …


By Alizah Asif Farooqi

Express is challenging the traditional notion that influencer collaborations must always be “on brand”. The retailer is rolling out its latest influencer collab with Instagram idol Rocky Barnes in May, not long after its partnership with Miss Universe winner Olivia Culpo and NBA star Stephen Curry. Here’s how injecting such contrasting influencers could affect the brand.

Though it might seem like choosing so many different influencers could dice up the brand’s identity, Express VP of brand and performance marketing Patrice Croci says that each collaboration “ serves its own purpose: giving Express access to different segments of their core audience.” How? Instead of breaking the news to fans on its own account (where confusion could come into play to those who don’t know the particular influencer), Express makes use of its chosen ambassadors’ diverse audiences is by having each influencer announce the respective collaborations on their own pages. For Barnes, this means broadcasting the news to her 1.6 million followers, while Olivia alerted her 3.9 million followers. …

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L2 Inc

Research that benchmarks the digital performance of consumer brands. Read more at L2inc.com/daily

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