Freshly Squeezed: 20.08.19

Ally Feiam By Ally Feiam | 20 Aug 2019

Three cashless and cardless stores open in Singapore and Tiffany & Co is trying to attract male customers. Get a healthy dose of news as we uncover the day’s top stories in e-commerce.

Tiffany & Co. Release Men’s Collection

Tiffany & Co. are releasing a line of men’s jewellery in an effort to reach a new demographic. This is not the first piece of jewellery that Tiffany & Co offers, but it is its first comprehensive line exclusively for men for the brand that’s often associated with women. “Men all over the world are wearing jewellery and more accessories as part of a wardrobe,” explained Reed Krakoff, Chief Artistic Director at Tiffany’s & Co. “You started to see it on the runways, in social media.” This relay to appeal to a new customer base is a somewhat new venture for the jewellery brand. Since its legacy customers are now ageing and its brand image focusses around women and the iconic 1961 film Breakfast at Tiffany’s, the brand sees itself steering for a new light.  The collection features nearly 100 pieces in a price range from $200 up to $15k and launches in October.

Kroger Partners with TikTok for Marketing Campaign

The US grocer, Kroger, has partnered with the social media platform, TikTok, for its latest marketing campaign. This is the first grocer to do so. Using the social app, users are encouraged to #TransformYourDorm with Kroger products. “Kroger is using one of the fastest-growing social media apps to reach younger shoppers with its back-to-school promotion. TikTok has emerged as one of the fastest-growing apps in the US, with a new platform launched last year following the merger with musical.ly. As the international version of the Chinese short-form video app, Douyin, it’s similar to Snapchat and Vine in many respects,” said a spokesperson for Kroger. “Users are encouraged to upload short, creative and quirky videos. Over half of the app’s users are in the 16-24 age group and are engaged with the platform, spending around 45 minutes per day in the app. Several brands have collaborated with the platform, often working with influencers, encouraging users to create their own content related to specific hashtags.”

Three Cashless Stores Unveil in Singapore

Three cashless and cardless stores have debuted in Singapore, including Octobox, OMO Store and Pick & Go. The stores include the use of ‘palm scanners’ to enter the store, RFID (Radio Frequency Identification) to track the items that are taken off the shelves and checked out, and AI to follow the shopper’s movement. “They show the spirit of the sector, that even in difficult times, we are still constantly innovating and trying out new solutions,” explained Chan Chun Sing, Singapore’s Trade and Industry Minister. “That gives me confidence that this sector will be in good shape. If we just play defensive then even when the upturn comes, we will not be ready. When we play offensive even in tough times and constantly test out new ideas, we put ourselves in good stead.” Read the full story here.

JUUL Raises $325 Million for International Expansion

e-Cigarette company, Juul, have secured $325 million funding for further international expansion, reports Forbes. The product is incredibly popular amongst Millennials and Gen Z, offering a ‘safe’ alternative to traditional cigarettes and vape. There has been mass backlash behind the new funding, as studies show the intense side effects behind the e-cigarettes, such as increased chances of strokes, heart attacks and nicotine addictions. The FDA in the US is currently investigating nearly 130 cases of seizures induced by JUUL and other e-cigarette companies. There have been accusations that the e-cigarette company targets its marketing campaigns towards the younger generations by offering flavours fruit, crème, mango and cucumber. This funding aims to target a new audience globally.

Catch up on yesterday’s Freshly Squeezed news here.

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