Thursday Round Up: Harnessing the positives of consumer culture, why personalisation goes beyond the product, and The Ordinary goes beyond the ordinary with its latest launch.
#62: This is In The Loop’s Thursday round-up where you’ll find retail, fashion & beauty news and trends, through the lens of a retail strategist who loves to shop, share & dive in to all the latest.
Confession: Since the start of 2025, I’ve been thinking even more about shopping than I usually do.
I’ve always been unable to open an email, walk down the street, or watch TV without analysing what we’re being sold, how, and why.
And I love it because I love fashion and beauty, and the psychology behind why we shop and how we buy; I find it fascinating.
But lately I’ve been thinking a lot about how I shop and what I really like to see from brands as a customer. That’s why this week I’m reflecting on consumer culture and giving you my thoughts on personalisation, and how this thread should carry through the entire customer journey.
As a shopper, I hope you’ll find these insights helpful.
If you’re a retailer, I hope I can inspire some ideas on what you could do next to increase sales, minimise returns and provide a customer experience that exceeds expectations. On that note, in case you missed it, this week’s Retail Lab was all about forging an emotional connection with your customers to drive sales and increase satisfaction; I hope you’ll have a read if you haven't already.
With that in mind, here’s a rundown of what you can expect in this week’s round up:
Reflections of a Retail Strategist on consumer culture
So Many Thoughts on personalisation
I got mail - a round up of the best of what hit my inbox and social media feed this week
Bookmarked articles you need on your radar
Updates on my consulting business, Retail Collaborative
💫 Reflections of a Retail Strategist
On consumer culture.
We could say that “consumer culture” sums up modern society. The need for instant gratification is insatiable, driven by influencers and algorithms that keep us in an infinite loop of products we need to improve our lives. There’s always an upgraded version of a product we already own that we should buy; there’s always a need to have the next best thing and owning what others have (or better, don’t have yet).
It’s easy to focus on the negatives of overconsumption culture but we must also be realistic; shopping drives the global economy, and the idea that shoppers will shop less or only buy what they need isn’t compatible with the corporate goals of many organisations.
So what can we do?
What if there was a way to manage consumption in a way that reduces wastage and minimises returns, without compromising on sales and product discovery?
Consumer culture is multifaceted and incorporates more than just the sale:
It’s about discovery, temptation, research, marketing, customer service, loyalty, product efficacy, and more.
It’s emotionally driven and retailers need to understand the correct levers to pull if they want to provide the best products and experience for their customers.
Here are some ways retailers and brands can embrace the positive aspects of consumer culture:
Use social media and feedback loops to their advantage by listening to what the customer really wants. I loved the teaser for the new Bare Minerals Skin-Perfecting Pressed Powder Foundation that highlighted the smashed compacts customers had previously complained about because that led perfectly in to the launch of this upgraded product.
Give customers what they really want in terms of experience, and make what they actually tell you they need. Paying attention will benefit the bottom line, the customer experience, and the environment. I truly believe waste can be reduced without compromising on the excitement of shopping; we just have to get creative about how we do it.
Focus your strategy on core products and values without rapid over-expansion to ensure you grow at a rate that makes sense for your business. Bonus points if you can create multi-use products in the first place to reduce the number of SKUs you stock.
Let customers try before they buy. When I’m trying something new, I love to dip my toe in and get a feel for the brand before going all in, which is why I often first buy basics from new-to-me brands and full routines in mini-format if I’m trying new beauty products. For example, the Victoria Beckham Discovery Set is the perfect solution for the business and the customer when in-person sampling isn’t an option.
Have a universal size chart with clear measurements and dimensions (as well as measuring instructions) for customers so they can choose an option that makes sense.
Clear product descriptions can make the difference between a sale and a return.
A laser-focused strategy leads to tighter messaging and clearer marketing to ensure you reach the right customers with your offering.
Increasing the number of touchpoints you have with the customer before a sale will lead to fewer returns. Think about ways to improve customer service by offering expert advice, personal styling, and make up lessons to ensure the customer makes the right purchase in the first place. Conversations can also improve your understanding of what customers are looking for, allowing you to fill in any gaps in your offering.
Sensible retailing doesn’t have to be boring- if anything, it offers a chance for true innovation in the sector.
💡 So Many Thoughts
On personalisation.
This article about Ulta on Retail Dive got me thinking about personalisation and how it can be leveraged to create the ultimate customer experience that delivers lifetime value, and not just in transactional terms.
Here are some fun examples of product personalisation that I’ve seen:
Adidas offering fully customisable trainers at their New York flagship store is more than a gimmick; it could change the landscape for good;
via Adidas UK website Apple have been offering personalised AirPods for a while;
Charms are having a moment and it’s easy to see why when they offer endless opportunities for design, creativity and personalisation. Pandora’s charm bracelets are ever-popular years after their initial launch as customers add to their stack when they mark important milestones.
We often think personalisation applies only to products, but tailored experiences can add even more value.
I love it when I receive vouchers that are relevant to me, product recommendations that tell me what I need before I know it, and email alerts for products I might be running low on.
In other words, having a personalised piece of jewellery is nice, but personalised communications leave a lasting impression because it shows the customer you care about their needs and aren’t solely focused on the sale.
📌 Takeaway: In fact, post-sale nurturing is a huge gap in the retail market. What can you do to follow up on a purchase? Surveys are obvious, but what about how-to videos as a guide to using make up? Or styling ideas emailed to a customer post-purchase so they can make the most out of their new clothes? Asking for feedback and photos via hashtags on social media doubles up as free marketing. People love to share what they bought so encourage them and bring them in to your community.
💌 I got mail
A round up of the best of what hit my inbox and my social media feed this week.
If you haven’t seen it already, the Oscar de la Renta Instagram page is mesmerising. The video of their artisans at work show craftsmanship at its finest; if these don’t stop people buying single-use clothes I don’t know what will.
Coverage of Paris Couture Week is everywhere right now and what a treat it is for the eyes and the imagination. If you only watch one of the shows, make it this one from Chanel.
I love transitional seasons and honestly believe that they’re an underrated part of the fashion calendar so I was pleased to see this email from The White Company land in my inbox this week promising wear-now-and-in-spring knits that are multifunctional and versatile.
The Ordinary is launching their GF 15% Solution and took the opportunity to dispel common beauty myths. This is the perfect example of a brand playing to their strengths in terms of products and giving their customers the knowledge they need to make informed decisions about their purchases.
🔖 Bookmarked
News you need on your radar.
Mango is going from strength to strength with their products and customers are paying attention. As demands rises, Mango is opening a second flagship store on London’s Oxford Street, and that’s just one of it’s upcoming high-profile openings.
Free returns might be a thing of the past with H&M increasing their postal return cost and extending it to members. Far from hindering sales, the initial decision was successful in reducing postal returns- does this mean we as customers are accepting the processing cost of returns and being more mindful about what we buy?
WHSmith has put its high street business up for sale as it looks to capitalise on the growth of its travel business. What this means for jobs and the WHSmith name remains to be seen.
Let’s end this week’s Bookmarked section on a high with news that Rituals has exceeded 2bn euros in annual profits. It’s great to see an innovative business that puts ethics and quality at its core succeeding in multiple markets.
⭐️ Retail Collaborative
Updates on what you can expect.
This is the perfect time to review your strategy and get your business in shape for 2025. I offer the option of a free call so don’t hesitate to get in touch to see how I can help.
I’m also launching new services soon so keep an eye on your inbox for more details on new ways you can work with me.
I’d love to hear what you think of this week’s edition, or about any suggestions you have for future topics I should cover, so get in touch!
Until next week,
Hina