Introducing The SKM Report: A new newsletter every marketer needs

Hey hey, 

Welcome to The SKM Report. Our newsletter for marketers and business leaders that’s all about how to reach and engage women. Which we’ve spent the last decade getting prettttty good at, if we do say so ourselves.

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Let’s dive in. 

VIBE CHECK

Let’s talk shop(ping).

Millennial women control or influence $170 billion in household spending, but inflationary times mean they’re being more thoughtful about what they're adding to cart. So brands and platforms are fighting for their attention (and their dollars), and taking bets on tactics to cut through the noise. A big one experts say could be a winner? Live shopping, which is predicted to triple sales by 2026. 

We talked to Rachel Tipograph , Founder and CEO, MikMak and Sarah Hofstetter , President and board member, Profitero , hosts of the BRAVE COMMERCE Podcast , to find out how women are responding to online shopping trends and what the near future might hold. 

What are some trends you're seeing in how women are shopping online this year? Has anything surprised you?

Women (female-identifying) shoppers have higher-than-average purchase intent rates across almost all categories: especially when it comes to beauty, personal care and health care items. This means that they have a higher likelihood of seeing something they want on social media, for example, and clicking through to buy it in that instant.

Big companies are making big bets on live shopping. What do you think it will take for this to be successful with US consumers? 

As influencers in the US continue to become more ubiquitous with celebrity status and more people look to their phones for video and shopping content, the national acceptance of livestream commerce will grow with it. 

The best way companies can attract shoppers with any new tech is as simple as understanding what pushes a consumer further down-funnel. Livestreaming isn’t measurably different from late night DRTV ads – but it has clickable tech so it makes it more actionable. The beauty is when the tech evolves to make the purchase process easier and we as consumers just don’t even notice the difference. 

In 5 years (or 10), what's your prediction for how the online shopping landscape will change? 

We will likely see major retailers like Amazon and Walmart continue to cross over into entertainment to power more video-based shopping in both social and OTT/CTV environments. Here virtual/live shopping will exist at a more one-to-many level. The growth potential for these markets, while relying heavily on retailer integration and expansion of virtual and live shopping, may even be greater as the role of influencers continues to mature.

What should brands keep in mind about how women are shopping right now and this year? 

Our shopping behavior is anything but linear. The nuances now are the fact that where the shopping process begins and ends is so incredibly personalized based on the shopper, the type of product in consideration (is it a $3 lip balm or a $300 dress), and geographic proximity. 

Ultimately, brands will benefit if they consider the full set of touchpoints to make sure they’re discoverable and available to ultimately drive the conversions, wherever and however they happen.

CAMPAIGNS, CONTENT, & CREATORS

Looking for examples of brands that recently took a smart, strategic approach to authentically connecting with women? Pencils out. 

• lululemon knows you’re looking for dupes. Instead of ignoring this trend, they leaned alllll the way in. We’ll let TikToker @Ashli_P explain why that was so smart. 
• Internet memes will tell you moms just wanted to be alone on Mother’s Day. Orangetheory Fitness actually granted that wish by giving moms and mother figures (including their employees) the day off on Monday. 
• There’s nothing millennial women love more than a good dose of ‘90s nostalgia, and American Girl has tapped into this perfectly. Listen to President Jamie Cygielman talk about how. 

CRYSTAL BALL

We asked experts to share trends we should pay attention to in the next few quarters. Here’s what they said. 

Ashley Cartwright , Vice President, Media at The Walt Disney Company

Value and loyalty. Brands and marketers, if they haven’t yet, need to hone in on how to provide value to their consumers to create brand loyalty. When there is authentic connection and dialogue between brands and their audience, those consumers become fans (and sometimes almost feel as though they are ambassadors). And those fans stay loyal and vocalize their love out loud. 

Kathy Sheehan , Senior Vice President, Cassandra

The “Phygital” world. The blurring of what is physical and digital. For example, 63% of older Gen Alphas say that they have friends online that they haven’t met yet, and half of Gen Zs expect that they will be working in the Metaverse – not necessarily in technology. The implication of this is that the gateways which will win in the future will be those that provide opportunities for people to share experiences and deepen existing relationships, regardless of where they are.

Until next time, 

Your friends at SKM Lab (who are we? Glad ya asked) 

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PS… Have questions or want to chat? Reach us at SKMReport@theskimm.com.