Shein broadens global presence: Acquires Missguided in strategic move ahead of U.S. IPO

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November 8, 2023

Shein (Representative Image)

Shein has recently acquired the British fast fashion brand Missguided from the Frasers Group, marking a strategic move aimed at broadening its market share and global presence in anticipation of an upcoming U.S. initial public offering. This acquisition, jointly announced by both companies, involves Shein taking over the production of Missguided’s items and independently selling them on both Shein and Missguided’s websites. Concurrently, the Frasers Group will retain ownership of Missguided’s real estate assets and staff, as outlined in official statements released by the involved parties.

As stipulated in the agreement, Shein will additionally grant a license for Missguided’s intellectual property to Sumwon Studios, a collaborative enterprise formed by Shein and Missguided founder Nitin Passi. Sumwon Studios will take on the responsibilities for the management and operation of the Missguided brand. The exact financial specifics of this acquisition have not been disclosed.

This acquisition comes about slightly more than a year after the Frasers Group stepped in to save Missguided from administration, a process similar to bankruptcy in the United Kingdom. The rescue came at a cost of £20 million ($24.3 million). Missguided had originally gained prominence through its viral success in offering £1 bikinis, establishing itself as a significant presence in the British fast fashion landscape. However, financial difficulties ultimately rendered the brand unable to meet its obligations to suppliers.

Shein’s move to acquire Missguided strongly resonates with its aim to broaden its marketplace model and enrich its product range for its extensive customer base of 150 million. This acquisition is positioned to strengthen Shein’s position in the market and enhance its global footprint even further.

Although Missguided’s product range aligns with that of its new parent company, with an emphasis on current fashion trends and competitive pricing, there are variances in terms of pricing that could potentially appeal to a distinct demographic. Shein’s executive chairman, Donald Tang, underscored the distinctive nature of this partnership in a press statement, underscoring the company’s commitment to revitalizing the Missguided brand and driving its worldwide expansion through the utilization of Shein’s on-demand production model, e-commerce proficiency, and extensive global reach.

Before this acquisition, Shein made a significant move by announcing intentions to introduce a jointly branded clothing collection in partnership with its former rival, Forever 21. This collaboration emerged from their previous alliance earlier in the year when Shein invested in Sparc Group, the entity overseeing Forever 21, encompassing brand management firm Authentic Brands Group and mall owner Simon Property Group. Expanding its footprint, Shein extended its clothing line to be available in physical stores operated by Forever 21.

Amazon India hits record high with 2023 festive sale, 80% orders from rural areas and small towns

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November 8, 2023

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Amazon India, a prominent player in the e-commerce sector, announced on Tuesday that its 2023 festive sale has achieved unprecedented success, marking the best performance in its 13-year history in the country. A company representative attributed this achievement to robust consumer demand. Market research firm Redseer Strategy Consultants predicts that online sales within the e-commerce industry during this festive season are poised to experience substantial growth, estimated at 18-20%, reaching a staggering INR 90,000 crore.

During the initial four days of the current year’s festive season sales conducted by online retailers, there was a 16% year-on-year increase, resulting in a gross merchandise value (GMV) of INR 29,000 crore.

Reports indicate that the government-supported Open Network for Digital Commerce (ONDC) has achieved a significant milestone in terms of retail orders, primarily focusing on food, beverages, and groceries, during this festive season.

“This is the best year festival sale in every parameter,” Amazon director (consumer electronics, personal computing, and large appliances) Nishant Sardana said.

Amazon observed no decline in rural purchasing, signaling a resurgence in demand that had been sluggish post-COVID.

Rural areas and smaller towns, in fact, displayed robust growth, with 80% of Amazon’s orders coming from tier II, III, and IV markets, as affirmed by Sardana. However, the gross merchandise value (GMV) of goods sold was not disclosed.

The company’s festive sale still has four more days remaining before it concludes.

Amazon has stated that it has increased its capacity and implemented technological enhancements to meet the heightened demand during the sale.

“Our pursuit has been to remain relevant to each and every individual and be their personal store through continuously improved personalization, lowered latency using the latest AI technology and through new features such as Amazon Live, visual search, and automated product videos,” said Kishore Thota, Director of shopping experience, India and emerging markets, Amazon India.

The company announced its plans to feature over 1,000 streams as part of Amazon Live, with a curated roster of more than 300 influencers spanning tech, gaming, fashion, lifestyle, home, sports, and beauty. This concept has been performing admirably.

The regulators are gradually scrutinizing the role of influencers.

Amazon India operates three significant fulfillment centers in Bengal, boasting a combined storage capacity exceeding 3 million cubic feet.

“We have close to 55,000 sellers from West Bengal selling everything from apparel, sports goods, hosiery items, consumables, and a lot more on the Amazon India platform,” Thota said.

Amazon India has asserted that it has generated over 100,000 seasonal employment openings throughout its operational network for the Indian festive season. These job opportunities encompass both direct and indirect positions across various cities in India, including Mumbai, Delhi, Pune, Bangalore, Hyderabad, Kolkata, Lucknow, and Chennai.

Rural India drives 9% growth in India’s packaged consumer goods sector

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November 8, 2023

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India’s packaged consumer goods sector saw a remarkable 9% increase in value and an 8.6% rise in volume during the September quarter compared to the previous year. This growth can be attributed to higher spending in rural India, encompassing both essential and discretionary products, according to research conducted by NielsenIQ. Factors contributing to this growth include moderating inflation, a decline in unemployment rates, and reduced LPG prices. However, experts are cautious, emphasizing the need to assess whether this trend will continue beyond the festive season, with much depending on agricultural output.

“With kharif output to be sub-optimal, I believe revival cannot be taken for granted,” said Madan Sabnavis, chief economist, Bank of Baroda.

This follows four consecutive quarters of sluggish growth in rural markets, where there was a decline of 2-5%. During this period, consumers had been either opting for downtrading (purchasing lower-priced products) or reducing their overall consumption of goods, influenced by the sharp increase in food and fuel prices.

Roosevelt D’Souza, the head of customer success at NielsenIQ, expressed that the “renewed optimism” bodes positively for the ongoing festive quarter, encompassing both urban and rural markets.

“We see recovery in habit-forming categories such as biscuits, tea, noodles and coffee after five quarters,” D’Souza said.

He mentioned that the rise in consumer expenditure on non-essential categories like personal care and home care products indicates that rural consumers are starting to extend their spending beyond essential necessities.

“We are increasingly optimistic of the future as we are seeing green shoots of recovery in rural sentiments; the gap between rural and urban growth has declined,” said Mohit Malhotra, chief executive of Dabur, for which 48% annual sales come from the hinterland.

The company behind Real juice and Vatika shampoo has announced its investment in distribution infrastructure and brands, with the aim of achieving growth driven by increased volume and profitability. Furthermore, it plans to expand its reach in rural areas, extending coverage to 110,000 villages, up from 100,000 in the previous year.

Over the past six quarters, the FMCG sector has experienced a period of substantial growth primarily driven by price increments. This growth was accompanied by a notable pressure on volumes due to the persistent surge in inflation. However, the recent easing of commodity prices has instigated a change in this trajectory.

India’s rural areas, vital for the overall health of the fast-moving consumer goods (FMCG) sector, account for more than a third of its total sales. In a sequential analysis, rural markets have exhibited a growth of 6.4% in volume, compared to the 4% growth observed in the preceding June quarter. NielsenIQ, recognizing enhanced consumption patterns across the nation, reported that urban India continued to experience growth in both volume and value, while rural markets displayed signs of recovery. Economists emphasized the importance of monitoring the continuity of this trend.

“Most of the lead indicators right now are pointing towards rural demand picking up. But we have to look beyond the festive demand,” said Upasna Bhardwaj, chief economist, Kotak Mahindra Bank. She noted that urban consumption had held up and that rural demand is picking up. While India’s unemployment rate had dropped to 7.1% in September, it increased again in October to over 10%, according to data from the Centre For Monitoring Indian Economy.

Sunil D’ Souza, managing director at Tata Consumer, which makes Tata Tea and Soulfull breakfast cereals said, “We expect rural demand to further stabilise in the festive quarter, aided by deeper distribution and sops like MNREGA.”

In September, India’s retail inflation reached a three-month low, driven by a decrease in vegetable prices, while food inflation dropped from 9.94% in August to 6.56% in September.

The growth was also credited to the expanding reach of goods through channels like modern trade and e-commerce, making products more widely accessible. NielsenIQ reported that modern trade channels, including organized large-format superstores, experienced substantial double-digit growth in the quarter, with a 19.5% increase. Meanwhile, traditional trade, represented by neighborhood stores, which account for the majority of packaged consumer goods sales, also saw growth at 7.5% in the September quarter.

Packaged foods and non-food items both saw a year-on-year growth of 8.7%. The expansion in the food category was primarily propelled by impulse items, including salty snacks, chocolates, confectionery, biscuits, and tea.

Manish Aggarwal, director at Bikanervala Foods, said, “We are observing a significant shift in consumer confidence and purchasing power.”

He mentioned that the company, known for its production of packaged snacks and sweets, has established a new facility in Greater Noida. This strategic move aims to efficiently address the increasing demand, lower transportation expenses, and ensure prompt delivery to tier 2 and 3 cities, as well as rural markets.

NielsenIQ noted that smaller, regional companies are maintaining a quicker growth pace in non-food categories when compared to national players, a trend that has also been acknowledged by consumer goods companies.

Swiggy launches innovative AI-based ‘Photoshoot’ feature to transform restaurant menus and boost orders

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November 8, 2023

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Foodtech major Swiggy has recently unveiled an innovative AI-based feature known as Swiggy Photoshoot, designed to enhance the visual appeal of restaurant menus. According to a blog post made by the foodtech unicorn on Tuesday, this feature was introduced approximately one month ago.

Embedded within the Swiggy Owner app, this functionality empowers restaurant proprietors to conveniently capture and upload menu images through their smartphones and the app. Photoshoot harnesses the power of artificial intelligence to validate, improve, and perfect restaurant menu visuals.

The unicorn’s image AI model swiftly verifies images to ensure compliance with guidelines, minimizing the chances of image rejections, and simultaneously enhancing image quality and aesthetics. It also grants users the option to choose from a variety of backgrounds.

This enhancement is applicable to both real-time images and those previously uploaded by restaurant partners. Images captured by restaurant owners are made live on Swiggy within just a few hours.

The foodtech unicorn asserted that the improved image quality could potentially result in up to a fivefold increase in orders. Additionally, Swiggy reported that approximately 10,000 restaurants have integrated this feature within a month of its launch.

The introduction of this feature appears to be part of Swiggy’s broader initiative to utilize AI and provide an expanded range of capabilities to its affiliated restaurant partners.

Back in July, Swiggy unveiled a range of generative AI-driven products, which encompassed a food recommendation tool. CTO Madhusudan Rao elaborated in a blog post that Swiggy’s ‘neural search’ is an AI chatbot designed to deliver personalized recommendations in response to open-ended and conversational queries from users.

During that period, the startup had announced plans to conduct pilot tests for this initiative in September. However, as of now, there have been no subsequent updates regarding its progress.

In September of this year, Swiggy also initiated the rollout of a digital learning academy named Learning Station, with the objective of supporting the growth of its restaurant partners. This followed the earlier launch of a dashboard, titled Network Expansion Insights, which was introduced to empower restaurant partners in making informed decisions regarding their expansion plans.

These developments coincide with reports suggesting that Swiggy is contemplating a potential public listing in the upcoming year. Nevertheless, the company remains challenged by financial losses. Although Swiggy has not yet disclosed its financial statements for the fiscal year 2023, it recorded a loss of INR 3,628.9 Crores in fiscal year 2022, despite generating an operating revenue of INR 6,119.8 Crores.

Meanwhile, Swiggy’s competitor, Zomato, reported its second consecutive profitable quarter last week, with a profit after tax of INR 36 Crores in Q2 FY24.

The Science of Storytelling: Crafting Customer Journeys That Resonate

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November 8, 2023

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Telling narratives has long been a fundamental aspect of human civilization. Storytelling has always captured our hearts and minds, from prehistoric cave paintings to the newest blockbuster films. In marketing, customer journeys that are both engaging and resonate with audiences are created by utilising the power of storytelling.

Before delving into the art of crafting customer journeys, it’s essential to understand why storytelling is so effective. Our brains are hardwired to respond to narratives. When we hear a story, our brains release oxytocin, often referred to as the “love hormone.” This chemical is associated with bonding, trust, and empathy, making it a potent tool for marketing.

Stories have a remarkable ability to tap into our emotions. When individuals engage with a compelling narrative, it triggers the release of oxytocin, a neurochemical associated with trust, bonding, and empathy. This emotional connection forms a profound link between customers and your brand. It goes beyond mere transactions and cultivates a sense of belonging and loyalty. Customers who feel emotionally connected are not just one-time buyers; they become repeat purchasers, brand advocates, and even storytellers themselves, sharing their positive experiences with others.

Stories are at their most influential when they include characters and scenarios that resonate with the audience. When customers can see themselves or their challenges reflected in your brand’s narrative, it forges a powerful bond. This connection is based on shared experiences, needs, or aspirations. As a result, customers are more likely to identify with your products or services, making them a natural choice when it comes to fulfilling their needs or desires.

The human brain is wired to retain information in a narrative format. Stories provide a structure and context that aids in information retention. When your brand’s message is delivered through a well-crafted narrative, it has a greater chance of being etched into the memory of your audience. This memory retention ensures that your brand remains top-of-mind when customers consider their options. In a competitive market, being memorable is a distinct advantage.

Traditional advertising often struggles to captivate audiences on a profound level. Stories, on the other hand, have an innate ability to engage the audience emotionally and intellectually. They draw customers into the narrative, inviting them to become active participants in the story. This involvement fosters a sense of investment in your brand’s journey. Customers who feel engaged are more likely to stay connected, exploring your products and services, and advocating for your brand within their own circles.

In sum, the impact of storytelling on customer journeys goes far beyond superficial marketing techniques. It leverages the core of human psychology, nurturing emotional connections, strengthening relatability, enhancing memory retention, and driving deeper engagement. By understanding and harnessing these elements, brands can create narratives that not only capture attention but also resonate with their audiences on a profound and enduring level. This, in turn, transforms casual customers into loyal supporters and brand champions.

The Elements of Effective Storytelling

Firstly, Introduce relatable characters, whether they are customers who have benefited from your product or employees who embody your brand’s values. Develop these characters throughout the customer journey. Every good story has a conflict that is eventually resolved. Showcase how your product or service can solve a problem or fulfill a need. This creates a sense of satisfaction and closure for the customer.

Further, authenticity is paramount. Customers can sense when a story is disingenuous. Share real experiences and customer testimonials to build trust. Use visuals, such as images and videos, to enhance the storytelling experience. Visual elements make the narrative more compelling and memorable.

Crafting the Customer Journey

Audience Understanding:

At the core of every compelling story is a deep understanding of your audience. This understanding is not merely a superficial appreciation but a result of thorough market research. By delving into the needs, desires, and pain points of your target demographic, you gain valuable insights. These insights serve as the foundation upon which your narrative is built. Tailoring your story to directly address these concerns allows you to establish a genuine connection with your audience.

Defining the Customer Journey:

The customer journey is a multi-stage process that individuals go through when interacting with your brand. It spans from the initial awareness of your products or services to the eventual purchase and, importantly, extends beyond that point. To maximize the impact of your storytelling, it’s imperative to outline and understand these stages. At each juncture, you should seamlessly incorporate a part of your brand’s narrative into the customer’s experience. This alignment ensures that your story guides customers at every step, facilitating a consistent and engaging journey.

Consistency as a Pillar:

The integrity of your brand’s narrative relies heavily on consistency. To establish trust and reinforce the story, it’s vital that the narrative remains unwavering across all touchpoints. This includes your website, social media channels, advertising campaigns, and customer support interactions. Consistency ensures that customers receive a coherent and reliable message, solidifying their understanding of your brand and its values.

Personalization for Relevance:

Generic, one-size-fits-all approaches are no longer sufficient in the modern marketing landscape. Personalization is key. By segmenting your audience and crafting content and messages tailored to each group, you demonstrate an acute awareness of their unique needs. This tailored approach not only resonates with your audience but also showcases your commitment to addressing their individual preferences, resulting in a more meaningful connection.

Crafting the Call to Action (CTA):

The climax of your brand’s narrative lies in the call to action (CTA). This is the pivotal moment when you guide customers along their journey, encouraging them to take specific actions that align with your brand’s objectives. Whether it’s enticing them to sign up for a newsletter, try a free trial, or make a purchase, the CTA is an integral part of the storytelling process. It propels customers from passive observers to active participants in your brand’s narrative.

Embracing the Feedback Loop:

Effective storytelling is a dynamic and evolving process. Encouraging customer feedback and reviews allows your audience to become part of your brand’s story. Positive feedback becomes a testimonial within the narrative, reinforcing the positive aspects of your brand. Constructive criticism, on the other hand, serves as a catalyst for story improvement. It demonstrates your receptiveness to customer concerns and your commitment to continually enhance their experience.

The science of storytelling is a potent tool for crafting customer journeys that resonate and drive brand success. By understanding the psychology of storytelling, incorporating key elements of effective narratives, and tailoring your stories to your audience, you can create customer journeys that engage, emotionally connect, and leave a lasting impression. In the world of marketing, it’s not just about the product or service you offer; it’s about the compelling story you tell that makes your brand unforgettable.

Viral Vulnerability: How to Protect Your Brand in a Social Media Crisis

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November 8, 2023

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Social media is a key factor in influencing consumer behaviour and public perception in the current digital era. Although it presents a strong platform for brands to engage with their audience, it also carries a number of serious risks. A single slip-up or a widely shared event has the potential to swiftly intensify into a social media crisis, severely harming a brand’s image and financial performance.

Viral vulnerability refers to a brand’s susceptibility to negative exposure or backlash on social media platforms. This vulnerability can stem from various sources, including customer complaints, employee misconduct, insensitive marketing, or even external events that trigger an adverse public reaction.

The speed at which information spreads on social media means that a seemingly minor issue can quickly turn into a full-blown crisis. To illustrate this point, consider the infamous United Airlines incident in 2017, when a passenger was forcibly removed from a flight. The incident was captured on video, went viral within hours, and caused immense damage to the airline’s reputation.

Protecting Your Brand in a Social Media Crisis

Develop a Crisis Communication Plan

The first step in safeguarding your brand against social media crises is to have a well-defined crisis communication plan in place. This plan should outline key responsibilities, messaging protocols, and a clear chain of command. It’s crucial to have a designated team that can swiftly respond to emerging issues and take the necessary actions.

Monitor Social Media Channels

Active monitoring of your brand’s social media channels is essential. Real-time awareness of customer feedback, mentions, and emerging trends allows you to respond proactively to potential issues. Consider investing in social media monitoring tools to automate this process and ensure that nothing slips through the cracks.

Engage with Your Audience

Engaging with your audience in a meaningful way can help prevent minor issues from spiraling into full-blown crises. Respond promptly to customer inquiries and feedback, and maintain a positive and transparent tone. Open and honest communication can build trust and help mitigate the impact of a crisis.

Empower Your Employees

Your employees are your brand’s ambassadors. It’s essential to educate and empower them with guidelines on social media usage and communication during a crisis. A well-informed and coordinated employee response can help mitigate the damage caused by a viral incident.

Take Responsibility

When a crisis occurs, taking ownership of the situation and issuing a sincere apology is a crucial step. Public sentiment often shifts when a brand acknowledges its mistakes and commits to rectifying them. Avoid shifting blame or downplaying the issue, as this can exacerbate the crisis. Assemble a dedicated crisis response team within your organization, consisting of individuals with expertise in public relations, social media management, legal affairs, and customer service. This team should be ready to address crises swiftly and efficiently.

Develop an Escalation Plan

Not all social media crises can be resolved at the front lines. A well-defined escalation plan should be in place to ensure that issues are quickly escalated to the appropriate authorities within the organization when necessary. This plan will help you make critical decisions and allocate resources effectively. After a social media crisis has been resolved, it’s essential to conduct a thorough post-mortem analysis. Identify what went wrong, what could have been done differently, and implement changes to prevent similar incidents in the future. This proactive approach will make your brand more resilient.

In the digital age, viral vulnerability is a reality that every brand must contend with. While you can’t completely eliminate the risk of a social media crisis, you can take proactive measures to protect your brand’s reputation. By developing a crisis communication plan, actively monitoring social media channels, engaging with your audience, and taking swift, decisive action when crises arise, you can navigate the turbulent waters of social media while safeguarding your brand’s integrity. Remember, a strong response to a crisis can sometimes turn the tide in your favor and even enhance your brand’s reputation in the long run.

Community Collaboration: How to Encourage User-Generated Content for Your Brand

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November 8, 2023

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User-generated content (UGC) has grown to be a significant force in brand marketing in the digital era. Content created by your customers or fans and shared with others is commonly referred to as user-generated content. This can include posts on social media, images, videos, reviews, and more. Using UGC to its fullest potential can revolutionize your brand by fostering a sense of community and offering relatable and genuine content.

Before diving into the “how,” it’s crucial to understand the “why.” User-generated content offers numerous benefits to your brand, including enhanced authenticity, increased engagement, and broader reach. Here we will explore the advantages of UGC and why it should be an integral part of your marketing strategy.

Your brand advocates are the heart and soul of your user-generated content strategy. Learn how to identify and engage with your most passionate customers, fans, and influencers. Discover ways to identify your most active supporters and how to approach them for collaboration.

Create a User-Friendly Environment

To encourage user-generated content, you need to make it easy and appealing for your customers to participate. This chapter delves into the importance of user-friendliness, offering tips on designing a seamless user experience that motivates users to create and share content.

Craft Engaging Campaigns

To jumpstart UGC, you must create campaigns that resonate with your audience. This chapter guides you through the process of crafting engaging campaigns, from brainstorming ideas to execution, and provides real-world examples of successful campaigns that have gone viral.

Select the Right Platforms

Every social media platform has its unique strengths and user demographics. In this chapter, we’ll discuss how to choose the right platforms for your UGC strategy, based on your target audience and the type of content you want to generate.

Implement Effective Hashtag Strategies

Hashtags are the linchpin of user-generated content campaigns. Learn how to develop a strategic hashtag approach that boosts discoverability, encourages participation, and ensures consistency across your content.

Leverage the Power of Contests and Giveaways

Contests and giveaways are excellent incentives for UGC. Discover how to create effective contests and giveaways, set rules, and select prizes that motivate users to participate enthusiastically.

Build Trust and Credibility

Credibility is key in encouraging user-generated content. This chapter focuses on building trust with your audience, including tips for honest reviews, transparency, and responding to criticism in a constructive manner.

Recognize and Showcase UGC

Showcasing user-generated content can inspire more users to contribute. This chapter offers guidance on recognizing and sharing UGC effectively, from acknowledging contributors to curating content that aligns with your brand’s image.

To refine your UGC strategy, you need to measure and analyze its effectiveness. Learn about the essential metrics and tools for evaluating the impact of user-generated content on your brand’s growth and visibility.

Legal and Ethical Considerations

User-generated content comes with legal and ethical considerations. This chapter provides insights into copyright issues, permissions, and the responsibilities of using UGC while respecting creators’ rights.

User-generated content is a dynamic and indispensable element of modern brand marketing. By understanding its power, engaging brand advocates, creating a user-friendly environment, and implementing effective campaigns, you can harness the potential of UGC to build a vibrant and engaged brand community. This guide equips you with the knowledge and tools to encourage user-generated content successfully, paving the way for authentic, relatable, and community-driven brand marketing.

Beyond the Box: Fostering User Engagement Beyond the Physical Purchase

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November 8, 2023

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Okay, imagine this: You’re at the store, and you buy a cool gadget, let’s say a brand-new smartphone. You’re super excited when you walk out of the store with the shiny box in your hand. But what happens after you open the box, and the newness wears off? That’s what we’re going to talk about today—how companies keep you excited about their stuff even after you’ve bought it. It’s like a secret sauce they use to make you feel happy and keep coming back for more.

Say Hello to Loyalty Programs

Have you ever seen those cards that some stores give you to collect stamps for every coffee you buy? When you collect enough stamps, you get a free coffee. Well, that’s kind of like a loyalty program. Companies offer you rewards or discounts if you keep buying their stuff. It’s like a little thank-you for being a loyal customer.

Exclusive Clubs and Memberships

Think of this like being a member of a super special club. Some companies offer exclusive clubs or memberships where you get access to things that others don’t. It’s like being a VIP. You get early access to products, special events, and sometimes even unique products just for being a member. It’s their way of saying, “Hey, you’re awesome, and we want to treat you like a rockstar.”

Stay Connected with Newsletters

Imagine if you could get all the inside scoops about your favorite products and brands right in your email. That’s what newsletters are all about. Companies send you emails with updates, news, and special offers. It’s like having a friend who tells you about the best deals and exciting news.

Customer Support – Your Lifesaver

Sometimes, things don’t go as planned, and you need help. Customer support is like your superhero when you’re in trouble. Companies have teams of people ready to answer your questions and solve your problems. They want to make sure you’re happy, even after you buy their stuff.

Games, Contests, and Challenges

Have you ever seen a contest on a cereal box where you can win a cool prize? Well, companies do similar things to keep you engaged. They create fun games, challenges, and contests to keep you excited. You can win prizes, get discounts, and have a blast while using their products.

Fun on Social Media

Social media is like a big playground where companies hang out. They post funny videos, cool pictures, and interesting stuff about their products. You can chat with them, ask questions, and even get sneak peeks of new things they’re working on. It’s like having a conversation with your favorite brand.

How-To Guides and Tutorials

Sometimes, products come with all sorts of buttons and features that you don’t know how to use. That’s where how-to guides and tutorials come in. Companies create videos, articles, and guides that show you how to get the most out of your purchase. It’s like having a personal teacher for your new stuff.

So, there you have it! Keeping customers excited after they buy stuff is like a big, fun game for companies. They use loyalty programs, exclusive clubs, newsletters, customer support, games, social media, and how-to guides to make sure you stay happy and engaged. It’s not just about selling you something once; it’s about building a long-lasting relationship. So, the next time you open that shiny new box, remember that the excitement doesn’t end there; it’s just the beginning of a fun journey with your favorite brands.

Bite-Sized Delights: Strategies for Crafting Irresistible Mobile Experiences in Food

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November 8, 2023

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In the fast-paced world we live in today, our mobile devices have evolved into more than just tools for communication; they have become the portals to our culinary journeys. From ordering our favorite meals, discovering new recipes, to exploring the latest food trends, our smartphones and tablets have become indispensable companions in the realm of gastronomy. For businesses operating within the food industry, harnessing the power of these digital interactions isn’t just a necessity; it’s an opportunity to engage, delight, and retain customers.

User-Centric Mobile App Design

The foundation of any successful mobile food experience is a user-centric design. Your mobile app or website should be intuitive, easy to navigate, and visually appealing. Ensure that users can quickly find what they need, whether it’s a menu, order options, or cooking instructions. The use of high-quality images and well-organized content can entice users to explore your offerings.

Seamless Ordering and Payment

One of the primary reasons people turn to mobile apps for food-related activities is the convenience of ordering and payment. Make sure the ordering process is seamless and hassle-free. Implement various payment options and consider features like saved addresses and payment methods to simplify repeat orders.

Personalization and Recommendations

Leverage data to provide personalized experiences. Analyze users’ preferences and behaviors to recommend dishes or offer promotions tailored to their tastes. Personalization can create a sense of exclusivity and keep customers coming back for more.

Interactive Cooking and Recipe Apps

For food-related businesses, sharing recipes can be a fantastic way to engage customers. Create interactive cooking apps that guide users through recipes step by step, complete with videos, images, and timers. This not only promotes your products but also provides valuable content that users will return to.

Gamify Food Discovery

Gamification is an innovative way to make food discovery exciting. Consider creating interactive food-related games or challenges within your app. For example, users could earn rewards for trying new dishes or sharing their culinary creations on social media. These gamified elements can boost user engagement and loyalty.

Virtual Reality (VR) and Augmented Reality (AR)

Embrace emerging technologies like VR and AR to enhance the mobile food experience. AR can be used to provide immersive menu experiences, allowing users to see how dishes will look on their table. VR can transport users to virtual dining experiences, fostering a deeper connection to your brand.

Social Media Integration

Social media and food go hand in hand. Ensure your mobile app or website integrates seamlessly with popular social platforms. Users should be able to share their culinary experiences, reviews, and images directly from your app, creating a buzz and attracting new customers.

Loyalty Programs and Rewards

Implementing a loyalty program can keep users engaged and loyal to your brand. Offer rewards, discounts, or exclusive access to frequent customers. Loyalty programs not only foster customer retention but also encourage word-of-mouth recommendations.

Real-Time Updates and Alerts

Keeping customers informed about their orders is essential. Provide real-time updates on the status of their delivery or pickup. Push notifications can be used to alert users to special promotions, new menu items, or nearby restaurant deals.

User Feedback and Continuous Improvement

Encourage user feedback and actively seek ways to improve your mobile experience. Regularly update your app or website based on user suggestions and changing trends in the food industry. Being responsive to customer needs can set you apart from the competition.

Final Thoughts:

Crafting irresistible mobile experiences in the world of food is not just a necessity but an art. In a digital age where convenience and engagement are paramount, leveraging these strategies can be the key to success for food-related businesses. User-centric design, seamless ordering, personalization, interactive content, gamification, cutting-edge technologies, social media integration, loyalty programs, real-time updates, and continuous improvement are all vital components of a successful mobile food experience. By embracing these strategies, you can make the digital journey from menu exploration to the first delicious bite an unforgettable adventure for your customers.

Italian plant-based cheese startup Dreamfarm secures €5 Million investment to fuel growth

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November 7, 2023

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Parma-based startup Dreamfarm has secured €5 million ($5.3 million) to develop its portfolio of plant-based cheeses.

Giampaolo Cagnin, the entrepreneur and founder of Italiana Ingredienti, Campus, and Hi-Food, along with Francesco Mutti, the owner and CEO of the tinned tomato producer Mutti, contributed to this investment.

Cagnin said, “We invested in the project because we believe that it [has the ability to revolutionise the sector], thanks to important innovations in the technological field and an attractive and very recognisable branding on the shelf.”

Dreamfarm has reported that a portion of the funding has been allocated for the construction of a production facility in Sala Baganza, Parma. This facility has been equipped with advanced technology designed to enhance the efficiency of the start-up’s patented production process.

After investing two years in research and development to create a patented technology for manufacturing their plant-based cheeses, Dreamfarm introduced their inaugural products in May. These offerings consist of a plant-based cheese spread and a vegan mozzarella alternative that is stored in a preservative liquid.

The plant-based mozzarella has received an ‘A’ Nutri-Score, signifying the highest possible rating on the European nutritional labeling scale.

Dreamfarm has outlined its intentions to utilize the remaining funding for the expansion of its distribution network both within Italy and internationally. Additionally, the start-up has committed to directing resources toward research and development to facilitate the expansion of its product range.

Its product offerings can be found at niche retailers in Italy and Barcelona.

Established in 2021, the company was co-founded by Maddalena Zanoni, who previously served as the head of Alpro and Provamel (both owned by Danone) in Italy, Greece, Cyprus, and Malta. Mattia Sandei, formerly an R&D researcher at the functional ingredients group Campus, also co-founded the company.

In April 2023, Giovanni Menozzi assumed the role of CEO, bringing his experience as an angel investor at Heroes, a developer of consumer brands.

According to his LinkedIn profile, Cagnin took on the role of chairman and angel investor in the company in April.

Speaking on the start-up’s portfolio and future plans, Menozzi said, “The Dreamfarm alternative to mozzarella is an innovative product, with less than 1% saturated fats and which is therefore increasingly aimed at that large segment of consumers [who are] attentive to aspects related to sustainability and nutritional profile but who do not want to [give] up the goodness of a typically Italian product.

“The [plant-based cheese] sector is growing rapidly and we are convinced that we can have our say on a global level with the type of products we have and will continue to develop.”

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