Express Drives Customer Engagement Through 360-Degree Marketing Approach

Express drives customer engagement through a dedicated marketing approach.

“We adopted a 360-degree approach to marketing and focused on many new branding activities to drive engagement with our customers,” Express CEO David Kornberg said during Wednesday’s fourth-quarter conference call, according to Seeking Alpha. “We are also partnering with key influencers, which is elevating the image of Express. While much was accomplished last year, we have significant opportunity to further build awareness and familiarity as it relates to the Express brand, and we will seize these opportunities. We continue to upgrade our systems and processes. Significant omnichannel opportunities lie ahead, once we transition to new foundational systems.”

Fourth-quarter sales increased 5%, while full-year sales rose 9%.

“We achieved many successes last year, and I believe Express is set up to continue winning,” Kornberg said.

Express introduced new disciplines around product testing, inventory management, and speed-to-market.

“Collectively, these are bringing better product to our customers faster, reducing fashion risk, and ensuring a tighter control of inventory and open-to-buy dollars,” Kornberg said. “Express, as it is functioning today, is quite different than the Express organization of the past. For example, we believe that our fashion and our brand are more relevant and appealing to our customers. We are more efficient and adaptable. We are more financially disciplined and we are more technologically capable.”

Kornberg noted that the shopping habits and priorities of Millennials have been written about in various articles.

“They’re technologically astute, fashion-savvy and want to wear things that make them feel confident," Kornberg said. "Each new collection is comprised of carefully-curated items, which exemplify the best of the new season. We have a strong value proposition and are proud of our high quality and fair prices." 

And while today's customers may shop differently than in the past, they still like to shop in stores and online. We believe one of our competitive advantages is that we offer customers a chance to shop across channels. In fact, many online-only brands are opening stores to give customers a chance to experience their product and the human touch firsthand.

Change is a constant in our industry, and our focus is on providing our customers with the best possible store and e-commerce experiences. When our terrific product is supported by new systems, we will use omni-channel tools to bring increased flexibility to the shopping experience and new capability to customize shoppers' interactions with Express. Our management team is fully committed to the concept of continuous improvement to ensure we remain highly relevant and successful.

We expect continued gains for 2016, and we'll get there by continuing to deliver compelling product with high emotional content, providing a steady stream of newness to keep the collection fresh, expanding our casual collections and further improving the customer experience.

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