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Leaders, Retail Learning Practical Ways To Make Your Brand Stand Out by Shine+ Drink CEO Steve Chapman

October 30, 2018   By: Esther Cole

There’s a lot of buzz around how Shine+ Drink is making waves as a leading health drink for mental performance. Shine+ has become an exemplary brand that caters to the taste and lifestyles of modern professionals. So what’s the secret sauce to their success?

We interviewed Co-Founder and CEO Steve Chapman to know more about the innovations behind the brand and how retailers can learn from it. Steve is also one of the speakers for New Retail ’19 this coming February. Tickets are selling fast, so it’s best to book now before they run out!

We can now listen to our customers, and hopefully turn products around quicker to suit their changing needs, demands or aspirations.

RLC:  What are some of the most innovative or intriguing things you’re seeing in retail at the moment?

Steve: I’m a big fan of using data insights learnt online and applying them in offline advertising and marketing. For example, A/B testing headlines, messages and graphics to measure and compare conversion rate, click-throughs or engagement on social media and then taking the best performing combination for your offline and in-store advertising. We are moving to a world where we can understand far more about our customers and fans, making it easier to grab their attention and find more customers like them.

RLC:  What do you see for the retail industry moving forward over the next 2-5 years?

Steve: I think we will see more omni-channel marketing and distribution bridging the experience from online to offline. For example, the traditional mindset that supermarkets, malls or retailers own the relationship with the customer will be outdated and they will lose some of the power in the relationship. Brands are getting smarter about how they can integrate their online and digital marketing to drive offline sales and distribution.

RLC:  What do you think retailers could do to improve their business to continue to stay ahead of the market?

Steve: I’m humble enough to know we are just figuring out all the ways we can improve, but I do like brands that shorten the product innovation cycle by releasing smaller batch or limited editions tailored to a certain segment of their consumers. We can now listen to our customers, and hopefully turn products around quicker to suit their changing needs, demands or aspirations.

Brands are getting smarter about how they can integrate their online and digital marketing to drive offline sales and distribution.

RLC:  What kind of knowledge and inspiration can attendees at the upcoming New Retail ’19 event expect from you?

Steve: I’m excited to share some of the Shine+ story, and how we’ve taken advantage of the big data insights available to us to target our marketing and product innovation. Furthermore, the benefit of ecommerce for testing new product ranges, messages and building a loyal following!

 

About Steve

Steve Chapman is the Co-Founder and CEO of Shine+ Drink. He developed and launched Australia’s first Smart drink, and continually leads operations, marketing and business development for the company. A multifaceted leader in the industry, he is one of the Top 25 Entrepreneurs Under 25 from Startup Smart 2013.

Join Steve in New Retail ’19 this coming February at the retail capital of Melbourne. Learn from more than 70 speakers, network with thousands of delegates, and check out top brands exhibiting at this biggest gathering in retail. Book your seats now or partner with us on this much awaited event!

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