February 27, 2014
Red Carpet at the Oscars
Photo Credit: BDS2006

When it comes to the Academy Awards, even the losers end up big winners.

We know this, because our friends and clients at the excellent Acure Organics gave us the inside scoop on the Oscars 2014.

In particular, they let us know about the high-value gift bags that those nominees who miss out in five of the biggest categories will receive. These consolation prizes contain around $80,000 worth of goodies, including cutting-edge items from the Acure range of organic, fair-trade skin care products.

The gift bag value is a 45% increase on the one picked and packed for the Oscars in 2013, and also includes vacations, spa days, products for celebrity pets and, bizarrely, a his and hers set of Mace guns. For those awkward interviews on the red carpet, perhaps?

The goal is, of course, to have some of the biggest names in show business discover and delight in the products that go into these glamorous gift bags. For a more organic look at the feedback on Acure products, however, we thought a scan of the company’s Twitter feed would be more representative.

Acure Organics Birchbox Items

Living and loving pick and pack operations as we do at Capacity, it’s great to see so many happy customers discovering Acure Organics products in monthly subscription gift packages, like Birchbox, which are becoming more and more popular.

It’s amazing just how good it feels to receive a delivery of great new products, whether you’re in Hollywood or Hudson County… perhaps not as good as winning an Oscar, but still something to make you feel a little special, which is worth its weight in gold!

August 28, 2013

Image representing Twitter as depicted in Crun...

Twitter has appointed its first head of commerce, Nathan Hubbard, as it begins an e-commerce initiative. Details are sparse on how Twitter will facilitate retail in 140 characters or less.

Hubbard, the former president of Ticketmaster, said only that “We’re going to go to people who have stuff to sell and help them use Twitter to sell it more effectively,” in an statement to Business of Fashion. The article goes on to say that Hubbard will seek partnerships with retailers and payment services companies, rather than entering head-to-head competition. The move is intended to raise additional revenue as Twitter looks to an IPO in the months ahead.

How’s Social Media Working Out for Retail?

Twitter’s foray into social media comes at a time when social media is not working as well hoped for retailers.

Although some business sectors are taking a second look at Twitter for business marketing, a study of prestige retailers the digital consultancy L2  found that over the past four years, less than 0.25% of new customers have been acquired through Facebook and less than .01% from Twitter. In addition, the research disclosed that customers gained via social media spend less than other customers.

A number of retailers opened up Facebook stores to great fanfare in 2011. With the exception of Tory Burch, most are now closed, including:  Oscar de la Renta. the Gap, J.C. Penney, Nordstrom, GameStop.

It would appear that the strategy that works best on social media is word of mouth. When someone hears from a friend or other trusted source that something works, they’re more likely to go with it. Pinterest has provided a great example of this type of personal “show and tell.” Brands may be finding that what works best is to make it easier for people to find and order items that they see and hear about from their own networks.