Commentary

How to Take Your Digital Brand into the Physical Space Successfully

You’re a digital brand and you want to increase knowledge and awareness and deepen engagement. A physical store is a great way to tap into new markets and test new strategies. When Blue Nile approached JGA, the challenge was how to extend the virtual into the physical without becoming a traditional jewelry store. What customers…

Know Your Customer and Technology Will Fall Into Place

By Drew Patrick Back in the day, shopping was a simple affair. People went to the store to buy things. Then the internet happened. In order to keep up, traditional brick-and-mortar retailers rushed to create an online experience for their customers. Most didn’t do a great job. The digital realm was a new frontier, and…

Cause and Effect: Retail On Purpose

By Andrew Levy In 2015 the United Nations (U.N.) unanimously approved 17 Sustainable Development Goals  (SDG’s), goals addressing the most consequential issues of our time for the next 15 years. The SDGs are clear-cut, and more importantly, are easy to adopt and promote. Why does that matter to brands and retailers? Because studies show that…

Every Toy Store Needs a Mascot

When you think about a toy store’s audience you have to step outside your normal retail approach. Kids want play and discovery. Gift-givers (usually parents) want organization and convenience. How do you design a store that speaks to both sets of generational desires? Enter the first upscale toy store in the Al Rai area, Kuwait.…

Before You Go Outside, Step Inside Orvis

Since 1856, Orvis has offered customers distinctive clothing, the world’s finest fly fishing rods and tackle, upland hunting gear, dog beds, luggage, and travel accessories. Today, Orvis is the trusted source of discovery and adventure in the natural world. They are also a premier source for education and information on fly fishing, sport shooting and for…

Every Brand Has a Story to Tell

Strategic storytelling can help brands win over customers, gain trust and loyalty, and ultimately transform transactions. The successful ones are the ones that invite their customers to be part of the story. Brands do this with stories and content that balances both connecting with customers and potential customers on an emotional level and a rational…

Multi-Generational Retail: The Bass Family

By Nancy Bass Wyden For three generations and 92 years: my grandfather, Ben Bass, my father, Fred Bass, and I have run the Strand Book Store in New York City. Family businesses are the oldest and most common model of economic organization. The vast majority of businesses throughout the world—whether it is farms, corner shops…

TOY: A Tiny Word For Such A Powerful Category

Commentary by Linda Postell Once upon a time, a toy was defined as something you held in your hand. At some point, it evolved to include something you played on a screen. Then, the time came when a toy was something collected by an adult to fondly remember their childhood. Today, a toy is defined…

Surprising Discoveries in a City on the Comeback List

As a world traveler I have been lucky enough to experience retail from most of the corners of this planet and recently I have been requested to give my opinion on which place (or city) could be a prime example of a good relationship between community and retailers. I didn’t hesitate to mention Detroit as…

Knowing How to Pivot

At The Grayson Company (TGC) we have the privilege of working with some of the most exciting retailers, brands and investors in the world. Some are well established world class companies whose names you would instantly recognize. Others are digital natives or early stage companies all growing at a blistering pace. The best of these…