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Elizabeth Preis has made a career out of shepherding the brands of some of the world’s most beloved retail and beauty brands – from Saks Fifth Avenue to J.Crew to Estee Lauder to her current role as CMO for Anthropologie.
While a big proponent of using data to inform strategy, Preis realizes that there’s more to the equation:
“Ultimately, you’re in the business to excite somebody. If you’re in the business to surprise me, then the surprise is going to be just that: a surprise. There may not be any data to support it, but you’re actually leading the customer to what they’re going to be excited to experience next.”
In the midst of a huge Mother’s Day brand campaign, her team recognizes that there’s more emotion than usual this year as the world comes back together:
“You need to be connecting in ways that are going to be meaningful and not just transactional. If you can start connecting the meaningful and emotional, you can eventually start (reaching) their heart. And, eventually, they will also want to shop with you.”
Hear more from Preis regarding her advice when jumping into a new industry, the best indicators of future shopping behavior, today’s version of influencers, and more.
This episode is also available on Spotify, iHeartRadio, and Apple Podcasts.
