In: Retailing Tips|Last Updated:
Inclusivity Over Profit: How To Show Support for LGBTQ+ Brands Beyond Pride Month

In June, many brands show their support for the Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ+) community with rainbow-colored merchandise, community partnerships, artist collaborations, proceeds donations, and more. Perhaps you have seen Lego’s Everyone is Awesome set or Skittles’ Pride Pack sitting on retailers’ shelves. However, while the intention to bring awareness to the LGBTQ+ community and celebrate Pride month may be genuine, these can quickly be perceived as ill-hearted marketing tactics known as “rainbow washing.”

What is rainbow washing?

Rainbow Washing

What is rainbow washing? It’s when a brand uses Pride colors to indicate their support of the LGBTQ+ community without taking any real action. Sentiment quickly falls flat for brands who simply swap out logos on social media during June and can backfire if consumers believe a retailer’s colorful products are released with the sole intention of boosting sales. 

Younger generations are quick to call out brands that aren’t practicing what they preach when promoting diversity, and Pride month is no exception. This shouldn’t come as much of a shock, with more than 20% of Gen Z adults self-identifying as LGBT in a survey done by Gallup, compared to the national average of 7.1%. Other common examples of rainbow washing …

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In: Wholesale Advice|Last Updated:

With the COVID-19 lockdowns across the globe, you may have realized by now that your current and future Consumers scattered across time, geography, and a plethora of digital platforms. A thorough grasp of your audiences and how they spend their time is one of the best strategies to give a boost to your online store. […]

The post Audience segmentation for beginners appeared first on Wholesale2B Blog.

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In: Retailing Tips|Last Updated:
How Airport Retail Is Changing for Good

For the owners of Gatwick Airport, the U.K.’s second biggest airport, April 2022 was a significant moment: for the first time since the emergence of the COVID-19 pandemic, the Express train route from central London to the terminal reopened. It’s a sign, Gatwick hopes, that some normalcy is returning to the travel sector. Still, that word “some” is doing a great deal of heavy lifting, airport bosses concede—they fear their industry will never be the same again.

For the retailers that inhabit the world’s airports—and particularly the luxury marques selling more expensive goods—such concerns raise some difficult questions. Will they again ever be able to rely on passengers passing through airports buying goods in segments such as fashion, beauty, consumer electronics, and food and drink?

Prior to COVID-19, airports represented a rare bright spot in the battle between physical retail and e-commerce; passengers passing through airports may have deserted high street stores, but they were still spending large sums when on their travels. The pandemic saw airports close and passenger numbers plummet as travel restrictions limited demand for flights, but retailers had hoped to see a resurgence as the world reopened.

Airport RetailSource: Forbes

Air travel is bouncing back

The good …

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In: Dropshipping|Last Updated:

You can’t list your products for sale just anywhere and expect sales to pour in. These days, the best and most sustainable model of success is choosing a few high-performing sales channels that empower the sale of your goods. This time-tested strategy is proven to result in better sales, better customer relationships, and better yearly profits overall—not something to be taken lightly.

Sales channels are one of the most powerful tools in the ecommerce world. Not only are they critical for boosting sales volume, but they help your brand remain competent and competitive in an increasingly complicated digital landscape. Leverage them to own every aspect of the customer experience—buying, returns, etc.—and reach end consumers in a way that makes a lasting impact.

But establishing a multichannel sales strategy takes a great deal of work—even in an ecommerce context. Today, 21% of marketers say that a lack of understanding of how to develop multichannel campaigns has kept them from leveraging a channel strategy. 

Let’s take a closer look at the myriad sales channels available today, as well as why you need them, what you need to get started, and how to establish a winning plan.…

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In: Retailing Tips|Last Updated:

When you have a fantastic product, you are nothing short of excited to get it into consumers’ hands. But it’s a wide road between an idea and a finished product. And sometimes an even seemingly wider road between finished product and store shelf. Trying to navigate that road can be challenging, but like the millions of products that have gone before you, it’s totally doable.

So, to help you drive that road to store shelf domination, we’ve put together a checklist of things you’ll want to think about when bringing your brand to market. Read on to find out more.

Product knowledge? Check.

If someone were to ask you, “How well do you know your brand?”  You’d probably answer, “It’s my brand. I know it well.” And you’re probably right; you probably do know your brand well.

But you can—and should—know it better.

Having detailed knowledge about every aspect of your brand is critical for suppliers to successfully bring a product to market. You’ve no doubt collected market research data (and if you haven’t, then stop reading now and get thee some market data for other brands like yours!), and studied over it, extracting insights left and right. Are you …

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In: Wholesale Advice|Last Updated:

There are currently thousands of courses and videos out there that talk about dropshipping with Shopify. And why wouldn’t they? It’s one of the most complete and versatile e-commerce platforms ever built. But to dropship on Shopify, you need a complete and automated dropshipping solution too. And that’s where we come in. Why Wholesale2B + […]

The post Sell from 1.5 Million Dropship-ready Products on Shopify appeared first on Wholesale2B Blog.

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