Love it or hate it, Goop has revolutionized the lifestyle space and created a loyal following.
Its secret is by functioning as a “content company first, and everything else second,” says Evan Moore, Vice President of Product.
Many online retailers that launch content-driven marketing strategies are “optimizing for conversion,” he said, which may lead to some purchases but can be a double-edged sword.
“If you’re trying to take them away from the content experience too fast, or if you’re going directly from one piece of content directly into a shopping experience, you can lose the user right away.”
Goop launched in 2008 as Gwenth Paltrow’s personal blog and has evolved into an e-commerce platform selling a range of wellness products, including Goop-branded items.
“Goop existed for a full four years...before it ever sold a single product,” Moore said. That enabled the brand to become a trusted voice for its readers and build up “a lot of equity with the user base.”
Goop’s success is reflective of a wider shift in the retail industry, where social media has enabled influencers and celebrities to reach consumers directly.
The reason for that is the amount of choice that consumers have now, Moore explained. “Good design and good products are a dime-a-dozen.”
That pushes consumers to look beyond store shelves and turn to “people that they aspire to be or that they relate to in a strong way.”
The IRS said Tuesday it is going to waive penalty fees for people who failed to pay back taxes that total less than $100,000 per year for tax years 2020 and 2021.
Rite Aid has been banned from using facial recognition technology for five years over allegations that a surveillance system it used incorrectly identified potential shoplifters, especially Black, Latino, Asian or female shoppers.
The union representing Southwest Airlines pilots says it reached a new contract agreement in principle with the airline following three years of negotiations.
U.S. Bank has been hit with a $36 million fine for freezing debit cards that distributed unemployment benefits during the pandemic.
Construction of new homes rose by double digits in November, according to data from the Commerce Department.
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Stocks opened lower after the opening bell and on track for its first decline in 10 days after a recent winning streak.
Tesla drivers in the U.S. were in more accidents than drivers of any other car brand this year, according to a study.
The promise of self-checkout was alluring: Customers could avoid long lines by scanning and bagging their own items, workers could be freed of doing those monotonous tasks themselves and retailers could save on labor costs.
Monsanto was ordered to pay $857 million to students and parent volunteers at a Washington school.
