CHARMING INSIGHTS

With an increasing number of consumers willing to spend more for products they believe to be more sustainable, it can be tempting to focus your marketing and messaging efforts on the most eco-friendly aspects of your products. 

Unfortunately, that is often the first step onto the slippery slope of greenwashing: making unsubstantiated claims that can mislead consumers into believing that a company’s products are more environmentally friendly than they really are. 

It’s not news that the retail landscape is now driven by the digital-savvy who seemingly have limitless shopping and buying opportunities at their fingertips. The way they discover, find and receive products has been evolving at a rapid pace in the last decade.  According to a 2019 BRP Consumer Engagement Study, 87% of customers are interested in a personalized and consistent experience across all channels and 68% of customers would choose a store that offers personalized promotions/discounts over a store that doesn’t offer them.  While the answer to this seems simple with the latest in ecommerce tools, one critical consideration is often overlooked -- having the inventory visibility to pay off those preferences and get product in the hands of your consumers.