Tracy Hermans’ Post

Last week's CommerceNext dinner was an amazing confluence of women in #DTC #ecommerce and #retail at the equally amazing République restaurant. This goes down as one of my favorite dinners: everyone was thoughtful, super smart and candidly honest. I had a blast getting to know Alexis Hoopes over at Mattel, Inc., Tracy Haefner at CALPAK, Jamie Arneson at Thrive Causemetics Inc., Anh Vu-Lieberman Nogin and Leela Macdonald. I enjoyed hearing their insights, career moves and travel adventures. I want to thank Happy Returns, a UPS Company for hosting and providing such a welcoming environment. Their solutions for improving #CX friction points and #customer #retention is one-of-a-kind. Leela Macdonald -- loved the personal touches including the aspirational République cookbook and wine. Can't wait to get started replicating the pastries and salads. 💕 Thanks again and can't wait to stay connected.

Here are my 4 takeaways from the recent CommerceNext Growth Show including highlights on #omnichannel wins, avoiding analysis paralysis, apps and loyalty, #CFOs and #CMOs alignment, and what #Gen-Z values. I'll share more on #AI, influencers vs creators, and some cool areas of innovation soon, but these areas really got us thinking and sharing. Thanks to everyone who made it out, and for sharing your stories and learnings! #retail #DTC #community

Lately, I've been thinking about community and what that means for marketers and professionals. I think it comes down to: 👉 a place to belong 👉 a voice that matters 👉 a sounding board for questions, topics, referrals, SOS signal... 👉 your next role, gig or company 👉 a hand to guide, help and challenge you -- am I missing anything else?? 😁 Personally, I witnessed this first hand when I attended our CommerceNext Growth Show in NYC last week. Admittedly, this was my first Growth Show with CommerceNext. What impressed me was the sense of connectedness from coast-to-coast and the depth and breadth of topics. I met so many people where we could nerd out on #retail trends, #technology, new brands and global retailers, ongoing (acquisition) issues, improving the customer journey and what inspires us at what we do. (I am still stoked from the feedback from the #CFO and #CMO keynote session with Tapestry, UNIQLO and Brooklinen, and can't wait to recap on that.) I think what distinguishes CommerceNext from other communities is the quality of relationships across solution providers and retailers. This is is largely due to the leadership and culture that co-founders Scott Silverman, Veronika Sonsev and Allan have built over the past years: authentic, actionable and knowledgeable folks that are eager to share and create that community. So onward and forward. I'm eager to hear everyone's feedback from my friends and colleagues who attended the show. How could we improve? What do you want to see more of? For any of my Western Region / West Coast folks that couldn't attend, I can't wait to share. And I'll see some of you at the LA dinner this Thursday 👀 💕 #ecommerce #DTC #retail #community

Stopped by Maybelline New York Carnival in SoHo with my girl Danielle Rose and loved the personalized charm bracelet station, novelty games and dwelling spots. Carnival opens to influencers and creators and the general public this weekend, and I got a sneak peek which umm yes: sign me up for all the things 🤗🚀 I love how the PR and brand marketing teams effortlessly pulled this event together with novelty, creativity and areas of self-exploration and sharing. NY has some of the best spots for these activations and I can’t think of a better neighborhood than this. While some brands have observed that “influencers are out” and “creators” are in, I’d argue that regardless of the label, it’s key to create the kind of brand moments that foster community, engagement and genuine fun. …that’s what I tell myself as I walk away with a unicorn strawberry gummy bear charm bracelet with 💯 inner child glee❤️🦄🍓 Well done guys 🙌💕 #influencer #creatoreconomy #beauty #NYC #brandmarketing #loreal

This week's CommerceNext Growth Show begins tomorrow at the Hilton Midtown. I'm here in NYC and it couldn't be any better (the weather ✅ the people ✅ the food ✅ ... the shopping ✅ ) Here's a rundown of what sessions, roundtables and keynotes that I'm really looking forward to nerding out on on Day 1 (Mon, June 11): 👉 Session: "Ecommerce Reimagined: How Ulta Beauty’s Guest Experience Will Evolve With #AI" Speakers: Michelle Pacynski, VP Digital Innovation, Ulta Beauty, Payman Nejati, Owner Ownit AI -- the hook:  "This session will uncover areas where Amazon has launched AI-powered solutions in their shopping experience and an actionable playbook for how retailers can win eCommerce with AI." Guest experiences for Ulta are a prime real estate to create memorable interactions with beauty shoppers. So I'm curious what this playbook entails. 👉 Opening Keynote: Fanatics: "Creating 10x Growth and a Global Brand Through Culture, Agility and Innovation" Speakers: Doug Mack, former CEO Fanatics and moderator Elaine Rubin, President at Digital Prophets Network -- the hook: "Fanatics became the premier digital sports powerhouse, with revenue skyrocketing from $800M to $8B. " They had me at "...from $800 mm to $8 billion" and now I'm super intrigued so I'm really excited about this one. 👉Session: "Future-Proof Your Brand: Engaging Gen-Z for Long-Term Loyalty" Speakers: Bill Schneider, VP Product Marketing at SheerID and Allyson Piatt, Director of Performance Marketing, NASCAR. -- the hook: Gen-Z + Nascar? Do tell. 👀 There's something about this combo that hits different. I don't know much about Nascar viewers but assume they are incredibly loyal, passionate and invested. Curious how acquisition varies by generation. 👉Session: "The Brand/Creator Partnership for Driving Retail Growth on TikTok" Speakers: Sherry Shi, Head of Fashion Category TikTok, Addie Rintel, VP of Women's Merchandising & Design at PACSUN, Valera Djordjevic Creator. -- the hook: "Driving Retail Growth on TikTok" TikTok has been a buzzword for content creators especially in fashion and beauty, so I'm wondering how PacSun collaborates with creators to differentiate their assortment and creative spin. And finally: 👉Keynote: "Unlocking Growth Potential: How to Win CFOs Over to Marketing and Ecommerce Investments" Speakers: Alex G. CFO UNIQLO, Susan Colton Weisel CFO at Brooklinen, Alex Brocklehurst, SVP & CFO Coach, Moderator: Emily Culp, Chief Brand & Strategy Officer at BodyHealth, LLC -- the hook: "How to Win CFOs Over to Marketing and Ecommerce Investments"; in short, all of it. I've never seen so many CFOs on one stage. I can't wait for this one. Secretly, wish we had a KPI Bingo Card for this one. I'd love to cross off which ones are meaningful across the board. Which ones are you excited about? Text me if you're around! https://commercenext.com/

Checking out the Rivian showroom with the family at the iconic Laguna Beach movie theater. I’m impressed with the attention to detail in this historic dwelling space. The subtle selling experience from the woodblock electric toys, lifestyle coffee books, overall focus on adventure and even a co-working space. I love that they kept the Laguna Beach mezzanine DNA with #LagunaForever branded over the walls. It’s a compelling mixed use offering and it’s refreshing to see a breath of vitality and downtown discovery in the retail and commercial space.

Not many brands can do this but when they do: 💕

Liquid Death is running a jet sweepstakes giveaway. All you need to do is buy Liquid Death drinks, text your receipt, and each purchase is an entry (up to 400 total). Just another Tuesday. Liquid Death openly admits that this giveaway is a '90s throwback to a somewhat notorious ad campaign commercial from a major beverage company. I did some research and found that in 1996, Pepsi ran a TV ad where viewers that bought Pepsi beverages and merchandise could win prizes. The largest prize included a Harrier Jet --- at 7 million points as seen on TV. But as CBS news reports, one viewer, 21-year old business student John Leonard, read the fine print and purchased Pepsi points at 10 cents each. He "quickly did the math" and "convinced five well off investors to give him the $700,000" to purchase the Harrier Jet. When Pepsi responded the commercial was a joke, legal action was taken. But he lost. Ugh. Why do I love this campaign so much? It's a major bada$$ move that grabs your attention. But in a good way. And if I had to put my finger on it, I'd point out: 👉 They know their audience well: not just the 21-year old male business variety but thrill seekers alike. Anyone who wants to participate in the excitement, notoriety and stun value. In a CPG category of water beverages, Liquid Death keeps standing out. 👉 They establish trust. One way to reinforce trust? Point out a competitor fault and openly state that you're not like them. Viewers are not being lied to; you will get the jet prize if you win (and a hangar for 6-months, a year supply of Liquid Death for dehydration, a helmet and a personal favorite: a cockpit cup holder 🤣). Check out the FAQs where the first question: "Is this a joke?" response is, "This is 100% real. You won't have to take us to court to get a jet." If a mic could drop, it would. At a time when we have AI updates left and right, new EVs, rising gas prices (and cost of living) and limited attention, Liquid Death does their own thing. Hey, win a L-39 Aero Jet; in fact, we'll even help you store it for half a year. Gamification and notoriety paired so well with their brand ethos to be a bada$$ and go live your awesome life. What a way to stand out; major applause all around.👏 CBS News Source: https://lnkd.in/eUSrJ6pQ Entry: https://lnkd.in/e2ajmKfm source: https://lnkd.in/eUSrJ6pQ https://lnkd.in/eCWjaU4M

I keep hearing from my #DTC Friends community -- especially in fashion and beauty -- how #TikTok Shop has become a real game-changer for them for both brand awareness and testing their channel mix and influencer partnerships. So this CommerceNext session is on my radar 👀. And I love that local OC brand PACSUN with Addie Rintel, VP of Merchandising & Design will be in the breakout session with GM TikTok Marni Levine and creator Valera Djordjevic. I'll be taking notes. 🙌 #TikTok #creatoreconomy #fashion #DTC #retail