Programs
Scotch & Soda Embraces the Rental Model as a Loyalty Play
The apparel brand is trying its hand at premium loyalty. “Dutch fashion brand Scotch & Soda is banking on just that with Wednesday’s launch of Scotch Select, its men’s-only subscription rental model. Customers pay a $100 monthly fee to receive up to three items at a time, exchanging them whenever they want and in whatever configuration they want (i.e., keep one piece, switch out two).”
7-Eleven Launches Mobile Checkout in Select NYC Stores
The c-store brand has enhanced its loyalty program to offer mobile checkout. “Shoppers use their smartphones to scan and pay for items while they shop in store via their 7-Eleven app. The payment feature is integrated within the 7Rewards loyalty program, allowing customers to automatically earn and redeem any available 7Rewards loyalty program points or coupons with each use.”
Customer Experience
MLB Sleeve Patches Could Be More Valuable than NBA Jersey Ads
We are seeing an opportunity in a potential change to advertising in sports: “As Major League Baseball considers introducing sponsored uniform patches in the next few years, a recent analysis from Nielsen found that such ads could prove even more valuable than those of leagues that already allow them.”
Tech
Coming Soon to Netflix: Movie Trailers Crafted by AI
Robo-trailer editing is being developed. “Gregory Peters, Chief Product Officer at Netflix, said in a July earnings call that the Los Gatos, California, company is investing in technology that can index characters and scenes in a movie ‘so that our trailer creators can really focus their time and energy on the creative process.’”
Corporate Social Responsibility
As Brand Purpose Becomes Mainstream, Some Brands Choose to Go the Other Way
Many brands are reconsidering being vocal about their social responsibility initiatives. “Over the past few years, brands have reached and then surpassed peak cause marketing, but not every brand is as committed to the causes they post about on social media. The push came to a fever pitch around consumer behavior: A 2017 study reported that 86 percent of customers expect brands to act on social and environmental issues. At the same time, customers are better at sniffing out the brands that are performing lip service over investing in better business practices, according to Max Lenderman, the CEO of the mission-focused agency School.”