Edible rearrangements
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Edible Arrangements rebrands.
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November 06, 2023

Retail Brew

TikTok Shop

It’s Monday, and if you plan to reward yourself at the end of the day by ordering a spritz, you’re in good company. For the first time, the spritz made the list of the top 10 cocktails ordered at US bars, and a CNN story suggests Jennifer Coolidge’s character’s love of the drink on White Lotus is part of the reason.

In today’s edition:

—Andrew Adam Newman, Jeena Sharma, Katishi Maake

MARKETING

Basket case

Hands reaching for the food items in an Edible arrangement. Edible

There are many ways to measure a retail brand’s health, from customer acquisition to foot traffic to the inventory turnover ratio. But here’s one underappreciated indicator: Can your brand take a joke?

That’s the test that a certain purveyor of fruit arrangements faced recently, when one of the most popular shows on Netflix, The Fall of the House of Usher, made it a punch line.

In episode 3 of its inaugural season, Camille L’Espanaye (Kate Siegel) confuses an assistant when she orders him to send an Edible Arrangement to an adversary.

“Toby, damn it,” Camille says. “Everybody knows that Edible Arrangements are what you send to people you hate.”

So the company sent Siegal an arrangement.

“Hey Kate!...just wanted to say no hard feelings ;)” the note began. “Sending this to you because we love you.”

Siegal posted the note on Instagram, commenting, “Low-key brilliant @ediblearrangements.”

“People are not familiar with us like the previous generation was,” Kevin Keith, CMO of Edible Brands, told Retail Brew. “They think it’s like an old person’s kind of a gift from your grandma.”

There’s a way to be in on the joke rather than just the brunt of it, he continued.

“Brands that have a quirky and sometimes kind of a little bit of [a] punch line to them, I say, ‘Lean in on that; go with the grain as opposed to trying to fight it,’” Keith said. “But while you’re going with the grain you’re also resetting, you’re kind of surreptitiously changing people’s perceptions by leaning in on that joke.”

Changing perceptions, it turns out, is what the 24-year-old company is all about these days.

Keep reading here.—AAN

     

SPONSORED BY TIKTOK SHOP

Scroll, shop, and sell

TikTok Shop

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TikTok’s unique discovery engine gets its viewers, and TikTok Shop leverages the same deep understanding of its audience. With that power on your side, you can sell your product directly through TikTok Shop with shoppable videos, LIVE shopping, and your shop page.

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OPERATIONS

Bad Santa

A woman lays in bed with her hands over her face in despair. Oleg Breslavtsev/Getty Images

Although holiday spending is expected to still be somewhat strong this year despite rising costs, younger consumers are likely going to be cautious about their spending.

We’re talking, of course, about Gen Z and millennial shoppers in the US who say they’ll be carefully planning their spending this year, according to a new consumer behavior survey led by Qualtrics on behalf of Intuit Credit Karma.

In fact, because of the cost, about a quarter of American consumers would prefer it if the holidays were canceled this year, and 59% said they’ll likely take on debt this season, the survey found.

Keep reading here.—JS

     

E-COMMERCE

Let’s start here

Black Friday deals signs inside a Walmart store. Jessica Mcgowan/Getty Images

Welcome back, everyone. Yep, it’s that time of year when it gets dark at like 4pm, but we hope you enjoyed your extra hour of sleep on Sunday. You’ll need it, because there’s a lot going on this week.

In sales: If it wasn’t already clear, the holiday shopping period now starts months before December 25. Walmart cemented that last week when it revealed it’s having a “Black Friday” sales event that starts…this Wednesday?

In earnings: Also on Wednesday, Instacart will issue its first earnings report since going public in September. Shares are trading lower than their initial $30 IPO price, at $27.30 as of Monday morning’s opening.

Keep reading here.—KM

     

TOGETHER WITH HSBC

HSBC

Size up. French Toast is a school uniform brand working across the US and Asia—so they’re pretty busy. That’s why they tapped HSBC to help manage their financial needs internationally, which in turn helped their business boost sales in a big way. Learn more about HSBC’s thriving partnerships.

SWAPPING SKUS

Today’s top retail reads.

Call of duty…fees: Some retail trade groups want to change a 100-year-old law that exempts foreign online retailers like Shein from some US customs fees. (the New York Times)

Fulfillment centered: How an Amazon fulfillment center is different from a warehouse. (Insider)

Battle of the bulge: Why it’s harder to find small phones these days. (The Verge)

New customers ahead: Turn your sales up a notch (and reach a brand-new audience) with TikTok Shop. Its unique discovery engine helps customers find products and check out seamlessly without leaving the app. Learn more.*

*A message from our sponsor.

HOT TOPIC

At the mall, it’s where band tees are the only tees. In Retail Brew, it’s where we invite readers to weigh in on a trending retail topic.

Doordash is testing a new screen on its app that will warn customers they may have to wait longer for their food if they don’t tip, and the delivery app reports there’s been a “meaningful decrease” in non-tipping among consumers subjected to the screen.

You tell us: Do you think consumers who don’t tip when they order on delivery apps should face longer delivery times? Cast your vote here.

Circling back: Last week we told you about how, in an unusual move in the e-commerce era, HomeGoods recently stopped selling online to focus exclusively on its brick-and-mortar stores, and noted the strategy is not unprecedented among off-price stores; competitors Ross and Burlington Stores also lack e-commerce sites.

So we asked if, in an omnichannel era, you thought it was a sound retail strategy for some retail chains to have no online store. Most of you (63%) said yes, for some retail chains, it makes sense to forgo having an online store. Another 32.2% said no, every retail chain should give shoppers the option of purchasing online, while 4.4% did not know or weren’t sure.

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