Retail Channels
10 May 2023
Etsy adds wedding registry for couples looking to personalize gifts
The marketplace has seen an 872% increase in searches for handmade gifts.
Photo by Jeremy Wong Weddings on Unsplash
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Forget the blender. Couples can now signal they want one-of-a-kind wedding gifts.
The marketplace on Wednesday launched Etsy Registry, which allows couples to register for personalized or handmade wedding gifts.
Through the feature, couples can create and share their wedding registries. True to Etsy’s penchant for unique items, couples can be very specific in their requests. They can add personalization to the items, such as names and colors.
“In addition to handmade and vintage, couples can also register for personalized items and specify the exact customization for their guests, making Etsy a one-stop-shop for gifts, wedding decor, and even bridal party items – all while supporting small businesses,” Etsy wrote in a blog post.
Etsy is already a destination for wedding gifts, so the registry feature was a natural extension of a behavior that is already being observed on the marketplace. Etsy said it was further fueled to create the new feature when it noted an 872% increase in searches for handmade gifts.
The registry is part of a wider effort to underscore that Etsy has specific categories, so that consumers think of the marketplace for a certain item when they are shopping. While there’s benefit to having a wide assortment, the marketplace wants to be thought of in “top of mind consideration” in certain shopping journeys.
“The more specific we can be, I think there's a tremendous opportunity because we know when they do come to Etsy for home furnishings, when they do come to Etsy for style, when they do come to Etsy for gifts, when they do come to Etsy for pets and babies and all weddings and all of the other things, there's a tremendous experience,” CEO Josh Silverman told analysts.
Intriguingly, the feature arrives at a time when another famed registry appears to be on the brink of extinction. Bed Bath & Beyond’s popular registry now has an uncertain future after the retailer filed for bankruptcy. Analysts have said Bed Bath’s failed adoption of ecommerce helped lead to its decline. In fact, the wedding registry happened to be one of the few examples of Bed Bath recognizing the digital shift.
As Gavin/Solmonese Founder Ted Gavin put it to The Current, “Nobody is going to buy online at Bed Bath & Beyond unless it’s a bridal registry.”
With Bed Bath teetering, Etsy no doubt stands to pick up some of its market share.
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Marketing
09 June 2023
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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