In this episode of Winners & Losers in a Digital Age, Scott Galloway talks about Taylor Swift’s success as an omnichannel retailer. She sold over a million albums in over a week (or one in four albums sold in the US) by offering three exclusive songs in CDs sold at Target and retweeting fans who posted photos of themselves buying her CD.
Big losers were major network television outlets, which suffered double-digit declines in ratings.
Winners from L2’s Digital IQ Index: Specialty Retail were Aero and Abercrombie & Fitch. Both retailers fell on hard times but are using digital to climb back up.
Dominos was another winner of the week. Galloway says the pizza brand has become a tech company that delivers pizzas, spending more resources than ever on IT. The brand lets users track their pizzas from oven to doorstep.
But perhaps the biggest winner was Alibaba, whose manufactured Singles’ Day holiday (11/11) brought in more than $5.8 billion in sales in 24 hours.
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