So here’s an omni-channel retail story that’s a bit different. In this one, the retailer has experienced a decline in e-commerce revenues, but sees that being more than offset by new physical store growth. Women’s accessories retailer Vera Bradley is undergoing a brand modernisation, with hefty investment in online and digital marketing pitched around the idea that it’s good to be a girl. “Whenever you put a new marketing campaign out and you’re starting a social movement, you’re starting a lot of conversation, you’re allowing the consumer to be a big part of that conversation, as opposed to maybe a more traditional marketing campaign where you’re controlling the message,” says CEO Rob Wallstrom.
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