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The Ad Industry Has High Hopes for Direct-to-Consumer Businesses
June 17, 2019 | WSJ | By Nat Ives.

Advertising has turned its attention to what it hopes will be the next new engine of growth for the industry: direct-to-consumer marketers.

Direct-to-consumer businesses, which offer everything from mattresses to toothbrushes to home workouts, start by cutting out middlemen such as physical retail distributors. And they relentlessly focus on measures such as the cost to acquire a new customer—while relying on advertising, usually on social media, as the main way to grow.......ad executives hope that the booming DTC business can become a major new revenue source for the industry.....DTC brands play in an apparently unlimited range of products and could have rapid expansion ahead.

A varied field
Measures of DTC activity vary, but all indicate rapid growth. For a picture of U.S. ad spending by DTC companies, Magna tracks a basket of 13 companies that it considers disrupters, including footwear seller Allbirds Inc. and bedding marketer Casper Sleep Inc. Their spending increased 35% last year to $378 million, and is likely to grow another 30% this year and 25% next year.

And they’re spreading out from their usual advertising havens such as social media. The 13 brands’ national TV spending soared 42% in 2018 to $137 million, for instance, and is expected to rise 34% this year and 25% in 2020, Magna says........For some DTC brands, diversification is partly about protection.....Bombas LLC decided to move a big chunk of its marketing budget away from Facebook .....fearing its strategy could be hurt if the social network unexpectedly changed an algorithm or shifted a policy......Diversification is also a matter of taking growth to another level. DTC brands are “reaching the scale where they want to talk to the mass market, to consumers everywhere in the country, not just the trendsetters,” ......After a certain point for a DTC brand, increasing spending in the same place begins to produce diminishing returns, says Heidi Zak, co-founder and co-chief executive at DTC bra company ThirdLove Inc. The company says it has sold more than four million bras since it started taking orders in 2014, and has had annualized revenue growth of 180% over the past four years. It declines to disclose its sales figures or ad budget.

“Today, when people ask me where we are, I say pretty much everywhere,” Ms. Zak says, rattling off advertising channels including Facebook, Pinterest , search, podcasts, radio, direct mail, print and TV. The company ran its first national branding campaign last fall to advance a theme of “To Each, Her Own”—with a longer-term goal rather than immediate sales.
advertising  advertising_agencies  booming  brands  customer_acquisition  direct-to-consumer  diversification  out-of-home  self-protection  social_media  store_openings 
june 2019 by jerryking
Supermarkets Face a Growing Problem: Too Much Space - WSJ
By Heather Haddon and Julie Jargon
July 31, 2017

A massive retail build-out has taken a toll on earnings, leaving the industry vulnerable to closures; ‘There’s only so much food we can buy’....Supermarket chains operating in dense areas where shoppers have more online grocery options are particularly vulnerable to future consolidation, according to Barclays Capital Inc., which said that 38 of the top 50 grocery markets in the U.S. are already too saturated by food retail per capita or are on track to be so by next year......the growth in groceries has extended across many types of retailers in recent years. Part of the expansion comes from grocers, who accelerated their store openings as a way to drive sales growth after the 2008 recession. At the same time, club chains, dollar stores, pharmacies—and even gas stations—increased their fresh food offerings to drive traffic and boost profits.....The food-retail sector has become even more saturated at a time when competition is only getting fiercer, particularly at the two ends of the shopping spectrum. Growing European deep-discounters Aldi and Lidl are vying for U.S. market share, hoping their prices will win over the budget-conscious shopper while internet companies like Amazon.com Inc. are trying to lure higher-income grocery shoppers online. Regional supermarkets and conventional ones such as Kroger Co. and Albertsons Cos. are the most likely to get squeezed in the process, according to analysts....... enduring changes in eating and food-shopping habits toward cheaper and more convenient options means consumers will increasingly spread their dollars among a variety of retailers.
retailers  grocery  supermarkets  oversaturation  e-commerce  barbell_effect  real_estate  store_openings  commercial_real_estate  prepared_meals  convenience_stores  pharmacies  overcapacity  Aldi  Lidl  consolidation 
july 2017 by jerryking
Oakland Seeks a Lift From Pop-Up Stores - WSJ.com
JANUARY 12, 2012 | WSJ | By LAUREN RUDSER.

Pop-up stores aren't a new phenomenon—often they are seasonal, setting up for holidays like Halloween or Christmas. Restaurants also occasionally pop up for a night or two to test a new menu or location. Such stores have become more prevalent nationwide with the increasing number of storefronts left vacant amid a weak economy, says Jesse Tron, a spokesman with the International Council of Shopping Centers.

What makes popuphood different is the number of stores opening simultaneously, and the goal of going from pop-up to permanent.
pop-ups  economic_development  urban  cities  weak_economy  shopping_malls  store_openings  testing  holidays 
january 2012 by jerryking
Success Is Always in Style
DECEMBER 14, 2009 | Barrons.com | By CHRISTOPHER C. WILLIAMS.
Customers are helping Coach--the New York-based manufacturer and
retailer of handbags, watches, wallets and other pricey
accessories--boost its market share and profit amid an economic
downturn. After slumping last year, Coach's earnings could recover
smartly this year, helped by new-product launches and store openings in
the U.S. and overseas.
luxury  Coach  accessories  economic_downturn  retailers  store_openings 
december 2009 by jerryking

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