July 2020 - 25

DIRTY SECRETS
in it. But if it's discovery, it's always a surprise. Both forms of
subscription boxes are doing exceptionally well right now.
Employees as Brand Ambassadors
Keeping people safely employed is a new and innovative trick
that includes tactics never before tried. Grocers are doing this
now to a degree, but may take this a step further and use the
employees as brand ambassadors and suggestive sellers. Stores
could ask pickers to upload a photo or a brief profile and allow
customers to rate the pickers like Uber and Lyft drivers.
Through a combination of personal relationships and
algorithms, the shopper or picker could personalize
customers' orders by recommending an item. And they
could nudge customers toward higher-margin items and
discretionary purchases, too.
Creating ongoing value that makes sense to sell as a
subscription will be a major advantage. If you can create your
own in-house " Local Celebrity Pickers " who help you market
and create subscription boxes and even more important
employees who work behind the scenes with shipping, you're
creating an entirely new sales channel.
You're giving multiple opportunities for your fans to rave
about " Suzy in the annuals department who personally
shopped and picked out plants and items for my home and
garden this month that were AMAZING! " Of course, Suzy's
business card was in the box, offering a discount code for
the new customers they refer, too. High-end restaurants all
over New York have begun implementing this new model
as just one source of revenue in their new multi-channel
stream of revenue. It puts the power (and the responsibility)
in the hands of individual creators and experience-makers.
Savvy entrepreneurs could see greater income and stability
by turning to subscription models and leaning into both live
online experiences and synergy of income sources.
When the shutdown is over, there will be many more
people who will have learned about subscription options than
ever before. Because the best candidates for subscriptions
are people who already have a subscription, the market will
materially expand post-shutdown. All the consumers who
bought one subscription will be likely candidates to buy
others. Flower e-tailer Bouqs is applying subscriptions to the
flower business where it never existed before. Founder John
Tabis said, " It's not a key part of our business [now] but we
expect it will be more important over time. " It's applicable to
almost any retailer if they're willing to think creatively.
What We Do Now Will Determine
Our Future Success
The future has already changed. Are you proactively
finding creative ways to market your business? Even if that
means veering off of the business plan path - and also think
about how we need to pivot for the future. Thinking hyperlocally
can be thought of now as " buying milk from the cow
you can see. "
Circle 111
LGRMAG.COM | 25

http://www.LGRMAG.COM

July 2020

Table of Contents for the Digital Edition of July 2020

July 2020 - 1
July 2020 - 2
July 2020 - 3
July 2020 - 4
July 2020 - 5
July 2020 - 6
July 2020 - 7
July 2020 - 8
July 2020 - 9
July 2020 - 10
July 2020 - 11
July 2020 - 12
July 2020 - 13
July 2020 - 14
July 2020 - 15
July 2020 - 16
July 2020 - 17
July 2020 - 18
July 2020 - 19
July 2020 - 20
July 2020 - 21
July 2020 - 22
July 2020 - 23
July 2020 - 24
July 2020 - 25
July 2020 - 26
July 2020 - 27
July 2020 - 28
July 2020 - 29
July 2020 - 30
July 2020 - 31
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July 2020 - 33
July 2020 - 34
July 2020 - 35
July 2020 - 36
July 2020 - 37
July 2020 - 38
July 2020 - 39
July 2020 - 40
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July 2020 - 42
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July 2020 - 46
July 2020 - 47
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July 2020 - 49
July 2020 - 50
July 2020 - 51
July 2020 - 52
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