{"id":10205,"date":"2019-12-12T12:27:47","date_gmt":"2019-12-12T17:27:47","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=10205"},"modified":"2020-05-21T12:23:11","modified_gmt":"2020-05-21T16:23:11","slug":"how-knix-is-defining-the-future-of-retail-online-and-offline","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/how-knix-is-defining-the-future-of-retail-online-and-offline","title":{"rendered":"How Knix is Defining the Future of Retail \u2013 Online and Offline"},"content":{"rendered":"

As a Director of Brand Marketing at Knix, Michelle Adams\u2019 days are packed. She\u2019s responsible for reviewing daily metrics, responding to PR inquiries and partnership proposals, working with brand ambassadors, and keeping an eye on the competition. Then, there are team meetings, product launches, brand meetings, and so much more.\u00a0\u00a0<\/span><\/p>\n

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During Social Media Week, Adams spoke with fellow brand and marketing experts to discuss social engagement, creating customer loyalty, and the omnichannel experience.\u00a0<\/span><\/p>\n

We spoke with Adams after the conference to learn more about the future of retail, what an omnichannel marketing strategy looks like, and the marriage of online and in-person commerce.\u00a0<\/span><\/p>\n

—<\/span><\/p>\n

\u201cExcite the mind and the hand will reach for the pocket.\u201d <\/i><\/b>Many retailers today seem to be putting an emphasis on this idea again. Why do you think the concept of creating \u201cexperiences\u201d has come back into fashion?<\/b><\/p>\n

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Consumers are really smart and there are a <\/span>ton<\/span><\/i> of options out there. To cut through the noise, you need to tell a story and have a\u00a0 purpose behind your brand. If you don\u2019t, you might get lucky and sell some products with the right ads, but for long-term success, you need word of mouth and customer loyalty, and to get those, you need to lead with your brand voice.\u00a0\u00a0<\/span><\/p>\n

This is where the experiences are coming in because it\u2019s often not enough to just talk about your mission, or tell a story through a campaign. You need to bring it to life and have your customers interact with it. The product or service you provide is, of course, the key to your success, but I believe the brands who are disrupting their industries are those who have recognized this demand for brands to have a purpose, and for that purpose to be authentically reflected in experiences that go beyond what you\u2019re trying to sell.<\/span><\/p>\n

You previously worked at Freshii. How has your experience with experiential marketing at Freshii helped in the work you\u2019ve done at Knix?\u00a0<\/b><\/p>\n

My experience with experiential marketing is extremely valuable to this role \u2013 we do a lot of events and IRL activations at Knix. At our core, we are an e-commerce company, but from a brand perspective, it\u2019s important for us to create activations that get us in touch with our customers in-person.<\/span><\/p>\n

What are some campaigns you\u2019re personally proud of from your career (Knix or otherwise)?<\/b><\/p>\n

At Freshii, I developed the brand\u2019s first-ever philanthropic strategy, which culminated in \u201cCommunitii Day.\u201d It was executed across hundreds of locations worldwide, and the purpose was to raise money to provide meals to children in need, with the support of our philanthropic partner. On one day alone, we raised enough money to provide over 300,000 meals, and the initiative continues to this day.\u00a0\u00a0<\/span><\/p>\n

At Knix, I was fortunate enough to be a part of the Life After Birth Project, which stands out both personally and professionally to me. The Life After Birth Project\u2019s objective is to create a platform for women everywhere to share their postpartum stories, and we brought this to life through a traveling photography exhibit that told these stories through imagery and quotes from over 650 women. The stories that are shared in the Life After Birth gallery spaces make me really proud to be part of a brand that invests in a campaign like this.<\/span><\/p>\n

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Postpartum is ___________ If you could describe how AMAZING your postpartum journey was in one word, what would it be? #LifeAfterBirth<\/a><\/p>\n

A post shared by Life After Birth Project<\/a> (@lifeafterbirthproject) on