Marketing Trendz Volume 24 Fall 2019 Edition Sample | Page 2

digital marketing LETTER FROM THE EDITOR publisher: Brian Lehn editor-in-chief: Myriam Beaugé art director: Christina Lehn freelance writer: Laura Shirk advertising sales and subscriptions: Marianne Svensson accounting: Fang Lu CANADA 4416 Dawson St. Burnaby, B.C. V5C 4B9 phone: [phone] fax: [phone] (Patagonia concept store) The End of the Retail Loop Is Near(er) With its Worn Wear ReCrafted line, Patagonia is proving At $327, a ReCrafted down jacket isn't cheap, but that closing the retail loop isn't just dependent on the pace fairly priced when you consider the hand work that goes of tech development, but also on corporate will. into it—a CSR mission need not be at odds with higher productivity. This pop-up makes the argument compelling Patagonia turned a few consumer and corporate heads (find out more at WornWear.Patagonia.com). Closing that back in 2011 when it took out an ad in the New York retail loop might finally be within reach. Times with the headline, "Don't Buy This Jacket." It was the outdoor fashion label's rallying call to encourage Myriam Beaugé Editor-in-Chief, Mall Media Inc. customers and everyone else to stop and think before [email protected] buying things they didn't need, contributing to growing waste, and increasing harm to the environment. It is only fitting that it should close the decade by unveiling a store that represents its core values: Worn Wear. Launched last month and open until February 2020 in Boulder, Colorado (in the old premises of a relocated Patagonia store), the pop-up offers deal-hunting and eco-consious shoppers gently-used clothing and hard goods such as backpacks and sleeping bags. The real novelty, though, is ReCrafted, a collection of garments and accessories made from reusable bits of fabric from other used goods and which offers customers new tees, down vests and jackets, travel bags, and more. Click above to view in our digital edition. UNITED STATES PMB 4416, 250 H St. Blaine, WA 98230 toll free: 1-800-665-2115 AUSTRALIA toll free anywhere phone: [phone] fax: [phone] UNITED KINGDOM toll free anywhere phone: [phone] fax: [phone] Trendz is published monthly by Mall Media Inc. Printed on recyclable paper Printed in Hong Kong Canadian Publications mail product sales agreement 40030424 Member ICSC THE DIGITAL CRYSTAL BALL: 3 Ways to Use Predictive Analytics to Grow Business By Adriana Lynch The crystal ball—often spoken of in folkloric terms, but never available when you need it—has entered the realm of possibility. In our switched-on world, where digital interaction is present virtually every moment of an individual’s life, we as marketers now have the tools to peer into the future using data, not crystalline, to gaze forward at where our business is going. Predictive analytics, or the process of using new and historical data to foresee the result, activity, behavior, and trends of our consumer base, is the key that is making successful businesses, well, successful. Enterprises primed for growth in today’s hyper-competitive marketplace are using predictive analytics to gain a deep understanding of the customer base to maximize revenue, efficacy of PAGE : 2 Adriana Lynch, CMO, Chief Outsiders