Goodfair is a finalist for the Most Innovative Retail Model in this year’s Modern Retail Awards
Necessity is so often the root of invention — and the events of 2020 certainly gave rise to unprecedented necessities. Countless brick-and-mortar stores closed their doors, and the ones that stayed open saw traffic slow to a quarantine-driven trickle. Fortunately, as brands were already increasing their reliance on e-commerce and digital experiences, some quickly found themselves capable of inventing, innovating and personalizing — despite the times.
This year’s Modern Retail Awards will honor the retailers that survived and thrived in 2020 by doubling down on customer-focused experiences, even when it meant swiftly pivoting their campaign and product strategies to accommodate new shopping behaviors.
Some of this year’s shortlisters enjoyed the benefits of digital nativity, while others ventured into the digital wilds with newfound courage.
Take eBay, a finalist for Most Responsible Retailer and Best E-Commerce Experience. Among many other initiatives, eBay developed a new light-on-dark color scheme for its iOS and Android platforms, honoring shoppers’ device preferences and improving accessibility and readability.
Then there’s Brooklinen, a finalist for Best Email Campaign, Best Customer Service Experience and Best Digitally Native Brand. Brooklinen drastically modified its launch schedule, its events calendar and its communications strategy — and it augmented its one-to-one approach to the newly online consumer journey with the rollout of a personalized email marketing campaign.
In another example, 1-800 Contacts, a finalist for Best Customer Service Experience, Best Use of Technology and Best Established Retailer, adapted to the necessities of the pandemic era with the launch of ExpressExam, an innovative first-of-its-kind app that enables consumers to renew their contact lens prescriptions from home.
Ultimately, the events of 2020 demanded near-instantaneous shifts in strategy, the launches of new digital products and a laser focus on personalization and customer experience. Finalists such as eBay, Brooklinen and 1-800 Contacts rose to the occasion — and they weren’t the only ones.
MaC Venture Capital company Goodfair is a finalist in the Most Innovative Retail Model category with the fantastic company of MagicLinks – Text2Shop™, The Yes, Adore Me – Elite, Stitch Fix, and Wine Insiders.