“Our strategy is not to be all about the brand - it's really about her (the consumer) and the stuff she wants to know about. It's really trying to figure out how to integrate content that they enjoy getting and how to soft-sell and make it relevant, so if they're looking for an article on spring cleaning, it makes sense to suggest some products to use.”
“As marketers, we're all realizing that establishing that relationship with a consumer is important, but how do we keep that relationship with her when she's being bombarded with all these other messages? We quickly found it wasn't good enough just to have a storefront.”
