Demand Generation
Store Programming & Events
Events are key because we know that programming is an NPS multiplier, increases daily traffic, reduces return rates, and enhances customer knowledge of our products and services. In 2022, we hosted 270 events and helped deliver 250K visitors to stores. In 2023 we are on track to host over 400 events with 4.5M social reach and over 320K store traffic. Recurring events include:
Pixel Photo Walks
YouTube Music Concerts
Behind the Design Series
Planting Workshops
Video Commerce
Platforms such as Youtube, Tik Tok, and Instagram are great tools to pair great creative content with shoppable tools. I have used both Google and Everlane stores as a content creation hubs to scale the rich experience that brick and mortar stores offer. Most recently we filmed the 2021 Made By Google Announcement and the 2022 Black Friday Shoppable Livestream in New York Stores.
In my role as merchant marketer for YouTube Shopping I have helped connect marquee brands with trusted creators to tell their stories and sell products at scale. This affiliate ecosystem is still emerging but seems to be the new frontier in global commerce.
Digital Marketing
In my role at Google, I oversee all store marketing elements including paid ads, SEO, business listings, and social media —both paid and organic. Whereas store programming and events are great levers for NPS, digital marketing tools are ideal for customer acquisition growth and building awareness. At Google we could directly attribute at least 10% of sales to display ads for the store for a relatively low CAC.
Checkout and Repeat
At both Google and Everlane, our team developed in-house points of sale with universal IDs and omnichannel tie-ins. These tie-ins helped improve the customer experience and generate rich data to continue engaging with the customer. At Everlane we pioneered a text-to-try-on system so customers could reserve a fitting room while they shopped or grabbed a coffee nearby. We also offered endless aisle functionality in stores to shop online-exclusives to grow UPT without having infinite square footage. At Google, BOPIS and set up appointments are key ways to convert and retain customers in the ecosystem. Without the set up appointments we found that product attrition was very high.
Brand and Influencer Partnerships
Forging relevant brand partnerships has helped to expand our audience reach. Between Everlane, Sephora, and Google I’ve helped develop the following partners:
Alexis Bittar
Bala
Derek Blasberg
Edward Enninful
Glossier
Hasan Minhaj
Our Place
Simu Liu
The Sill
Thuy
Ty Hunter
Virgil Abloh
Community Partners
Never to be overlooked, community groups, chambers of commerce, business improvement districts and the like are critical to fitting a business into a neighborhood. For each new store opening and continued success my team partners with these groups to sponsor, coordinate, and support the community’s activities.