With the holiday season in full swing, the Retail industry is heavily on the mind. As a part of our Industry Blog series, we interviewed Angela Johnson, the Chief Innovation Officer at edible, about her thoughts on the Retail space, and what trends she is noticing. Having periodic conversations with marketing leaders not only helps us keep a pulse on every industry, but reveals common trends and challenges that all marketers face.  

1. What innovative changes are happening in the Retail space? What changes made are going to remain permanent moving forward?

Due to having a number of options, Johnson emphasized that providing a great customer experience is “a key factor in creating brand loyalty to enhance both the digital and in-store experience.” 

She continued, “Retailers must meet shoppers where they are, and make the shopping experience easy and convenient.” 

Meeting the consumer where they are is important and, since most consumers are online, understanding that landscape is essential. “Social commerce and technology have completely changed the landscape of retail,” Johnson shared. “Social media platforms are becoming players in the e-commerce space where purchases can be easily made online in seconds, at any time of day, with only a few taps of a finger. Mobile payments, targeted advertising, and the use of QR codes will remain a part of the shopping experience to cater to today’s on demand consumer.” Essentially, retail is just as much a digital industry as it is a physical one. 

Johnson then shared how edible is currently prioritizing a great customer experience for their consumer. “At edible, we recently launched 1-Hour delivery, allowing our customers to send a unique and delicious gift to anyone in the U.S. with a few easy steps on edible.com. We are focused on providing a WOW customer experience both on-line and in-store, leveraging technology to make product discovery and checkout more streamlined, to offer customization and personalization, and to create a memorable gifting experience.”

2. Are there other industries or companies outside of this industry that you have looked to for inspiration + why?

For ecommerce trends, Johnson mentioned keeping an eye on Amazon. For gifting inspiration, they are inspired by subscription-based companies like Birchbox and Urban Stems. edible has identified a customer segment seeking to connect with others and create lasting memories. Johnson shared, “This segment desires a great in-store experience, [since] 92% said they missed shopping in a store during the pandemic. These are the consumers likely heading back to the store first, looking for products and services they feel are made just for them.” Johnson emphasized the importance of personalization for this segment. 

Her advice for retailers targeting these preferences is to create unique and innovative product experiences that can be enjoyed both in-store and online. “Apple is a master of the in-store experience, offering great customer service with product demos and in-store events. Our next gen edible locations launching in 2024 will provide a gifting destination like no other. As customers explore the store, they will be wowed by unique gifts while enticing their curiosity and tastebuds with the smell of delicious gourmet chocolate and hand dipped fruit being freshly made.”

Johnson also finds inspiration from beauty brands like Glossier because “they excel at engaging with customers on social, and encourage their customers to provide interactive product demonstrations and feedback.” 

Customer interaction and satisfaction is a top priority for edible. Johnson shared a peek into their focus for the new year: “As we look to grow the awareness of our new product offerings like decadent dessert boards made with brownies, cheesecakes, cakes, and cookies and fresh flowers, influencer campaigns and user-generated content will be key in showcasing product experiences that can be enjoyed and shared during everyday celebrations. Customer feedback is crucial to the success of future product innovation and actively engaging with customers on social media platforms, responding to inquiries, and showcasing user-generated content helps to create an environment for feedback and build a sense of community and strengthens the customer relationship.”

3. How have the last few years + virtual methods impacted the Retail industry?

“There's no denying that the pandemic impacted the retail business with cost of goods and labor increases fueling the rise of self-checkout, third party delivery, and pickup,” Johnson remarked. She also mentioned the rise of supply chain challenges and shipping costs, leading to a rewiring in retail companies to adapt to changes in the market.  “Whether that means shifting more of their business online, changing their products to be healthier or more sustainable, or simply changing marketing approaches to appeal to a more targeted audience,” things are changing. 

The shift is not only internal, however. Retail companies also need to adjust to consumer preference changes. “You combine that with shifts in consumer buying habits and a rise in tech savvy shoppers having the ability to now price-check on the fly and see other options in real time. It’s more important than ever to offer a variety of ways to shop for multiple products and price points.” To combat this, companies need to be innovative. Johnson shared how edible is standing out above the crowd. “With the launch of new edible products on third parties, we increased our product awareness in the gifting category, and captured an entirely new audience within the dessert category. As technology and customer behavior evolves, companies must continue to adapt and make the necessary adjustments to stay competitive.”

4. What marketing lessons can other industries learn from the Retail space?

“Creating a great customer experience online and in-store isn’t enough anymore, it also has to be memorable.” 

Johnson encourages marketers to look at everything they offer, and find opportunities to make a difference in someone’s day. “Find areas of focus that will elevate the customer experience. It could be a change to how you package your product, or how you train your employees to not only be experts in the service or product your company is providing, but encouraging them to find a way to connect with the customers. As Maya Angelou said, ‘People will forget what you said, People will forget what you did. But people will never forget how you made them feel.’  I believe the strongest brands will find ways to make every shopping moment unique, enjoyable, and meaningful to their customers, which, in turn, will drive brand loyalty. When you visit an edible location, we celebrate all our customers by giving them a little sweet treat because we are not just in the gift giving business, we’re in the business of celebrating life’s special moments and bringing joy to our customers.”

The retail industry, in addition to being consumer focused, is consumer facing. Having to adapt in real time to changing preferences and behavior, while interacting with consumers in real-time, is a challenge. Like edible, retail marketers need to constantly observe consumer behavior, and meet them where they are physically and digitally. Our conversation with Angela Johnson emphasized the importance of being memorable by evoking a spark of emotion in the customer. Here is a question to ask yourself: How has your customer base evolved in the last few years? Are you evolving with them? How are you celebrating your audience?