As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing,
Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning
different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model
point towards a different idea of what a CPG company is in a channel agnostic future?
Loyalty discounts on products or services are most sought by 79% of U.S. consumers, up from 71% only two years ago.
Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
The key to building excitement around this campaign was a comprehensive roll-out across various social channels which started a month before with teaser content.
The videos show the back stories of each traveler before they are onboard. A brand logo with the person's seat assignment hovers nearby.