Gwyneth Paltrow's Goop Puts Content First, Everything Else Second
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.”
Much like all the upheaval shaking the world, the huge swings rocking Wall Street may feel far from normal. But, for investing at least, this is normal.
Joe Cecela, Dream Exchange CEO, explains how they are aiming to form the first minority-controlled company to operate an exchange in U.S. history. Watch!
A Michigan judge is putting sponges in the hands of shoplifters and ordering them to wash cars in a Walmart parking lot when spring weather arrives. Genesee County Judge Jeffrey Clothier hopes the unusual form of community service discourages people from stealing from Walmart. The judge also wants to reward shoppers with free car washes. Clothier says he began ordering “Walmart wash” sentences this week for shoplifting at the store in Grand Blanc Township. He believes 75 to 100 people eventually will be ordered to wash cars this spring. Clothier says he will be washing cars alongside them when the time comes.
