Hi! I’m Brittany

This is my Blog for my SNHU class, Social Media & Marketing Com.

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  • Falling For The Display: How Bath And Body Works Uses Visual Mechandising To Promote Fall

    Fall is one of my favorite times to shop at Bath and Body Works because the store seems to completely transform with the season.Even before smelling a candle or testing a fragrance, the visual displays tell customers that fall has arrived. This Bath & Body Works display is a great example of how visual merchandising can support a seasonal sales promotion while also creating an experience for the customer.

    The first thing that caught my attention was the large tree covered with orange, yellow, and red leaves. The oversized prop creates a strong focal point and immediately establishes the fall theme. The bright “Once Upon a Fall” sign continues that theme, while the 3-wick candles are positioned directly in front of it. This is important because the decorations do more than make the store look attractive, they guide the customer’s attention toward the merchandise being promoted.

    The promotional signage also plays an important role. The $10-off sign is placed where customers can easily see it while looking at the candle display. Instead of separating the promotion from the seasonal merchandise, Bath & Body Works combines the two. This allows the customer to see the product, understand the seasonal theme, and notice the savings almost at the same time. Bath & Body Works continues to use this strategy with its current fall merchandise, offering seasonal fragrances such as Leaves, White Pumpkin, Pumpkin Pecan Waffles, and Pumpkin Apple. Bath & Body Works

    My Recommendation: One improvement I would make would be to add a small interactive scent-testing area to the display. For example, several featured fall candles could be placed at the front with scent descriptions such as pumpkin, apple, spice, or cozy. This would add another sensory element to the display and encourage customers to stop instead of simply walking past it. I would also keep the promotional signage close to those featured products so customers can immediately connect what they are experiencing with the sale.

    For someone new to visual merchandising, this display is a good reminder that a successful promotional display should do more than look nice. The theme, merchandise, signage, color, and promotion should all work together. Bath & Body Works accomplishes this by creating the feeling of fall first and then placing the promoted products right in the middle of that experience.

  • The Right Mannequin For The Right Store: Making Retail Displays Work.

    Have you ever walked past a store and noticed how the mannequins immediately caught your attention? Mannequins are more than just a way to display clothing. They help create a store’s atmosphere, showcase merchandise, and give customers ideas about how different outfits might look on them. When choosing mannequins, retailers should consider their target audience, brand identity, available space, and the type of merchandise they sell. After reading the Mannequin Mall article about the different styles of mannequins, I believe specialty boutiques, mass merchants, and department stores would each benefit from different approaches to their displays.

    Specialty Boutique Stores

    For a specialty boutique, I would recommend using abstract or realistic mannequins that complement the store’s unique style and personality. Boutiques typically focus on a specific target market and offer a more personalized shopping experience. Abstract mannequins with modern poses and neutral finishes could create a sophisticated appearance without taking attention away from the clothing. Realistic mannequins would also be a great choice for boutiques that want customers to visualize how complete outfits might look when worn.

    For example, a boutique specializing in women’s formal wear could use realistic mannequins dressed in elegant gowns, paired with handbags and jewelry, to create a complete look. I would also recommend incorporating mannequins in different body sizes so customers can better visualize how the clothing might fit them. By choosing mannequins that reflect the boutique’s merchandise and customers, the store can create an inviting and memorable shopping experience.

    Mass Merchant Stores

    Mass merchants, such as Walmart and Target, serve a broad customer base and carry a wide variety of merchandise. For these stores, I would recommend using headless mannequins and torso mannequins because they are practical, versatile, and can be used to display different types of clothing. Torso mannequins are also a more economical option, making them useful for retailers that need multiple displays throughout a large store.

    For example, a mass merchant could use torso mannequins to display seasonal T-shirts, sweaters, or athletic clothing near the corresponding merchandise. Full-body headless mannequins could showcase complete outfits in the women’s, men’s, and children’s clothing departments. I would also recommend keeping the displays simple and easy to update so employees can quickly change outfits to reflect seasonal promotions and new merchandise. This approach allows customers to see how clothing items work together while keeping the shopping environment organized and accessible.

    Department Stores

    Department stores, such as Macy’s and Dillard’s, carry multiple clothing brands and offer merchandise for different ages, sizes, and lifestyles. Because of this variety, I would recommend using a combination of realistic, abstract, and specialty mannequins throughout the store. Each department could select mannequins that complement its merchandise while maintaining a consistent overall store appearance.

    For example, the women’s formalwear department could use realistic mannequins to showcase dresses and coordinated accessories, while the athletic department could use sport mannequins positioned in active poses to demonstrate how the clothing looks during movement. The children’s department could use child and teen mannequins, while the maternity department could use pregnant mannequins to display clothing designed for expecting mothers. I would also recommend incorporating mannequins representing different body types throughout the clothing departments to help customers visualize the merchandise on a wider range of figures.

    Final Thoughts

    Overall, I believe choosing the right mannequin is an important part of creating an effective retail display. Specialty boutiques can use mannequins to express their unique brand identity, mass merchants can focus on practicality and versatility, and department stores can combine different styles to accommodate their wide variety of merchandise. Regardless of the type of store, mannequins should help customers visualize clothing, highlight products, and create an enjoyable shopping experience. A well-planned mannequin display can turn a simple clothing presentation into an opportunity to inspire customers and encourage purchases.

    References

    Mannequin Mall. (2016, July 1). The 18 styles & types of mannequins for your store.

    Image Attribution By: Pixabay.com

    Image by <a href=”https://pixabay.com/users/pixelanarchy-555/?utm_source=link-attribution&utm_medium=referral&utm_campaign=image&utm_content=8545″>PixelAnarchy</a&gt; from <a href=”https://pixabay.com//?

  • More Than Shelves

    How Store Fixtures Help sell the Experience

    Image From Displays2go.com

    When we think about visual merchandising, our attention usually goes straight to the products, colors, signs, or decorations. However, store fixtures play an important role in how customers actually experience merchandise. Fixtures can include shelving, tables, clothing racks, mannequins, display cases, wall systems, and other structures used to organize and showcase products. As shown in the video on store fixtures, the fixture itself should not overpower the merchandise. Instead, it should help organize products, create focal points, and guide customers through the store.

    One recommendation I would make when creating a visual display is to match the fixture to the type of merchandise being displayed. For example, mannequins work well in an apparel store because they allow customers to see how individual pieces can be styled together as a complete outfit. Display tables can also be used to group coordinating clothing, accessories, or seasonal products together. This creates opportunities for cross-merchandising because a customer who originally notices one item may also become interested in the other products displayed with it. Gondola shelving and endcaps are especially useful in stores with a large amount of merchandise because they keep products organized while giving retailers opportunities to feature promotional or seasonal items. Glass display cases, on the other hand, are better suited for smaller, expensive, or delicate products such as jewelry.

    Another important recommendation is to avoid overcrowding fixtures. Filling every available space may allow a retailer to display more inventory, but it can also make the shopping experience overwhelming. A well-planned fixture should make important products easy to see and reach. Retail merchandising guidance recommends using fixtures, lighting, signage, and store layout together to draw attention toward merchandise and encourage shoppers to explore the store. The Retail Doctor provides several examples of how retailers can use product placement, endcaps, varying display heights, and coordinated merchandise to create displays that act almost like a “silent salesperson.”

    The store environment also contributes to sales because customers are responding to more than just the products on the shelves. Lighting, color, music, signage, cleanliness, fixture placement, and the amount of space available to move around all contribute to the shopping experience. For example, a higher-end boutique may use fewer products on each fixture with more open space, focused lighting, and carefully coordinated displays to communicate exclusivity. A discount or warehouse retailer may use larger fixtures and higher merchandise density because convenience, selection, and value are more important to that shopping experience. Fixtures should therefore support the retailer’s overall brand rather than simply provide somewhere to place merchandise.

    One display style I particularly like is the use of modern minimalist fixtures, such as the examples shown by Displays2Go. Their coordinated fixtures use simple shapes and neutral finishes so that the products remain the main focus of the display. This demonstrates why fixtures should be considered part of visual merchandising instead of just store furniture. When fixtures, lighting, product placement, and the overall atmosphere work together, they can attract attention, make shopping easier, encourage customers to explore more merchandise, and ultimately influence purchasing decisions.

    Examples of Modern retail display fixtures from Display2go.com

  • 3 Digital Advertising Trends That Will Shape the Next 5 Years

    Digital advertising trends and predictions for 2024 including AI ads, video content dominance, data privacy, retail media networks, immersive ads, and personalization.
    Explore the major digital advertising trends and predictions shaping 2024 and beyond.

    Digital advertising continues to evolve as technology changes how consumers interact with brands online. Over the next five years, three developments are expected to have the greatest impact on the advertising industry: artificial intelligence (AI), Google Ads and advanced search advertising, and influencer and user-generated content (UGC). These trends will help marketers create more personalized experiences, improve campaign performance, and build stronger relationships with consumers.

    1. Artificial Intelligence (AI) in Advertising

    Artificial intelligence is rapidly transforming digital advertising by helping marketers automate tasks, analyze large amounts of data, and deliver highly personalized content. AI-powered tools can predict customer behavior, optimize ad placements, and generate advertising content in a fraction of the time required by traditional methods.

    One example is Google’s AI-powered Performance Max campaigns, which use machine learning to optimize ads across multiple platforms. According to Google (n.d.), AI can help advertisers improve conversions by automatically identifying the best audiences, placements, and bidding strategies. Additionally, a report by McKinsey & Company found that organizations using AI in marketing often experience increased customer engagement and improved return on investment (McKinsey & Company, 2023).

    As AI technology becomes more advanced, advertisers will be able to create more relevant and personalized experiences for consumers, making campaigns more effective and efficient.

    2. Google Ads and Advanced Search Advertising

    Search advertising will continue to play a major role in digital marketing because it reaches consumers at the exact moment they are searching for information or products. Google Ads allows businesses to target users based on keywords, demographics, location, and online behavior.

    Google reports that advertisers can use detailed analytics and conversion tracking to measure campaign performance and make data-driven decisions (Google, n.d.). Additionally, search advertising often reaches consumers with high purchase intent because users are actively searching for solutions to their needs. This makes Google Ads one of the most effective tools for driving website traffic and conversions.

    In the future, search advertising is expected to become even more sophisticated through AI-driven automation, predictive targeting, and improved audience segmentation. These advancements will help businesses deliver more relevant advertisements while maximizing advertising budgets.

    3. Influencer Marketing and User-Generated Content

    Consumers increasingly trust recommendations from real people more than traditional advertisements. As a result, influencer marketing and user-generated content (UGC) are expected to continue growing over the next five years.

    According to HubSpot (2024), consumers are more likely to trust content created by other consumers because it feels authentic and relatable. User-generated content often produces higher engagement rates than brand-created content. Similarly, influencer partnerships allow brands to connect with highly targeted audiences through trusted content creators.

    Platforms such as TikTok, Instagram, and YouTube have made influencer marketing an essential part of many advertising campaigns. As social media continues to evolve, brands will increasingly rely on creators and customer-generated content to build credibility, encourage engagement, and drive purchasing decisions.

    Artificial intelligence, advanced search advertising through Google Ads, and influencer marketing with user-generated content are likely to have the greatest impact on digital advertising over the next five years. These developments will help marketers create more personalized experiences, improve campaign performance, and strengthen consumer trust. Businesses that embrace these technologies and strategies will be better positioned to compete in an increasingly digital marketplace.

    References

    Google. (n.d.). About Google Ads. https://ads.google.com

    Google. (n.d.). Google Ads Help Center. https://support.google.com/google-ads

    HubSpot. (2024). State of marketing report 2024. https://www.hubspot.com

    McKinsey & Company. (2023). The state of AI in 2023: Generative AI’s breakout year. https://www.mckinsey.com

  • The Influence of Influencers

    How Digital Creaters Shape Modern Marketing 

    In today’s digital world, influencer marketing has become one of the most powerful tools brands use to reach consumers. The influencers I personally follow focus mainly on hair care, skincare routines, and Amazon fashion finds. These influencers create content that feels relatable, practical, and trustworthy, which is exactly why their marketing impact is so strong. Rather than feeling like traditional advertisements, their posts often look like everyday recommendations from someone you could know personally.

    What I Notice About Influencer Marketing

    One of the biggest things I notice about this type of marketing is how natural it feels. Influencers often show products while getting ready for the day, styling outfits, or filming skincare routines. Because the products are integrated into their everyday lives, the marketing does not feel forced. This approach creates a sense of authenticity that traditional advertising often lacks. Instead of being told what to buy, viewers feel like they are discovering products through shared experiences.

    Another noticeable aspect is consistency. Influencers often use the same brands repeatedly, which builds recognition and trust with their followers. When someone uses the same shampoo, serum, or clothing brand over time, it makes their endorsement feel more genuine and less like a one-time paid promotion.

    Strategies Influencers Are Employing

    Influencers use several strategic marketing techniques to engage their audiences. One of the most common strategies is product demonstration. For hair and skin influencers, this includes showing before-and-after results, step-by-step routines, and honest reviews of how products perform over time. This creates transparency and builds credibility.

    Amazon clothing influencers use affordability and accessibility as part of their strategy. They often include direct links, discount codes, and try-on hauls that show multiple outfit combinations. This removes barriers to purchasing by making products easy to access and reasonably priced. Many influencers also use storytelling, explaining why a product fits into their lifestyle, rather than simply listing features.

    The Role Influencers Play in Marketing

    Influencers act as a bridge between brands and consumers. They are not just advertisers, they serve as trusted voices that help brands connect emotionally with their audience. Because followers often develop parasocial relationships with influencers, they feel more confident trying products that the influencer recommends. This trust plays a major role in purchasing decisions.

    Influencers also help brands reach niche audiences. For example, a skincare influencer may specialize in acne-prone skin, sensitive skin, or natural products, helping brands target very specific consumer needs. Amazon fashion influencers reach shoppers who are budget-conscious but still want trendy, wearable styles.

    Impact of the Marketing Perspective on the Brand–Consumer Relationship

    From a marketing perspective, influencer partnerships shift the relationship between companies and consumers from transactional to relational. Instead of simply selling a product, brands are building conversations and communities around their products. When consumers see influencers interacting with brands through giveaways, Q&A sessions, and behind-the-scenes content, the brand appears more human and accessible.

    This relationship-building approach increases brand loyalty. When consumers feel emotionally connected to a brand through an influencer they trust, they are more likely to make repeat purchases and recommend the brand to others. Influencer marketing also allows brands to receive real-time feedback through comments, reviews, and engagement metrics, helping them improve products and messaging.

    However, transparency remains essential. When influencers properly disclose sponsored content, audiences are more likely to maintain trust. Without transparency, the relationship between the company, influencer, and consumer can be damaged.

    In conclusion, 

    Influencer marketing, especially in the beauty and fashion space, has transformed how consumers discover and engage with products. Through hair care routines, skincare reviews, and Amazon clothing hauls, influencers create content that feels personal and trustworthy. The strategies they use, such as demonstrations, storytelling, and easy product access, make purchasing decisions feel natural rather than forced. Influencers play a critical role by building trust, shaping opinions, and strengthening the connection between brands and consumers. When done ethically and transparently, influencer marketing builds long-term brand loyalty while benefiting both companies and their audiences.

    Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001

    Influencer Marketing Hub. (2024). Influencer marketing benchmark report 2024. https://influencermarketinghub.com/

    Amazon. (2024). Fashion and apparel marketplace overview. https://www.aboutamazon.com

  • A Tale of a Stuffed Tiger: How Tampa International Airport Created a Perfect Digital Experience.

    Left behind at Tampa airport, stuffed tiger has a blast | CNN

    Imagine being a little kid, boarding a plane and realizing you’ve left behind your beloved stuffed animal. That’s exactly what happened at Tampa International Airport (TPA) when a young boy lost his stuffed tiger in the play area. What happened next? It turned into a small yet powerful story of kindness, creativity, and customer service that touched hearts across the world.

    TPA understood that its audience, travelers and families, value reassurance, kindness, and personalization. Instead of treating Hobbes as a lost item, the staff turned the situation into a magical experience. They photographed Hobbes going on adventures around the airport, then created a small photo book for the boy to take home.

    This directly met the emotional needs of the child and his family and aligned with what the public loves to see online: authentic, feel-good stories. The content struck the perfect balance between customer service and storytelling.

    The airport didn’t just return a lost toy, they created a moment. The social experience was thoughtful, personal, and human. The consumer experience was handled with empathy and creativity, making the family feel valued. This approach was extremely successful because it transformed a routine service situation into something memorable, shareable, and meaningful.

    Once the story was shared online, TPA handled engagement skillfully. They posted real photos from Hobbes’s “adventures,” and followers reacted with enthusiasm. TPA responded to comments, reshared positive messages, and allowed the public conversation to grow naturally.

    They didn’t try to over-market the moment. They simply shared the story, interacted with followers respectfully, and let the authenticity carry the post. That ethical, genuine engagement contributed to its viral reach.

    Honestly, the airport handled this situation extremely well. The storytelling felt natural and not forced. One small improvement could have been turning the story into a short video or Instagram reel, which may have increased engagement even more. However, the photo-storybook format worked beautifully for the time and platform.

    Because the experience was already efficient, heartfelt, and viral, there wasn’t much to “fix”, the airport met the moment perfectly.

    Looking at Tampa International Airport’s current social media and website:

    • They continue sharing real stories featuring travelers, employees, and community events.
    • Their posts remain friendly, transparent, and ethically aligned, no misleading promotions or overly polished marketing language.
    • Their mobile site and app provide quick access to flight information, parking updates, and terminal maps, meeting the needs of modern travelers.

    These platforms show that TPA values clarity, accessibility, and honest interactions. Their ethical communication style builds trust, which is essential for a large service organization.

    TPA’s app provides essentials that travelers want immediately:

    • Real-time flight updates
    • Parking availability
    • Terminal navigation
    • Food and shopping information

    The app is designed to reduce stress and make travel smoother, just like the stuffed tiger story reduced stress for one young traveler. It shows that TPA understands its audience and continues to offer a thoughtful, consumer-focused digital experience.

    The story of Hobbes the stuffed tiger wasn’t just cute, it was a masterclass in customer experience, storytelling, and digital engagement. Tampa International Airport showed how small acts of kindness can turn into powerful moments that strengthen a brand, connect with followers, and remind the world that good customer service is still very much alive.

    Tampa International Airport. (2015, June 12). Boy leaves stuffed tiger at TPA, returns to a tale of tiger’s big adventure.https://news.tampaairport.com/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure/

  • Social Media Platforms

    Picture this: morning sunlight sneaks through the blinds, and before I’m fully awake, my thumb is already doing its warm-up laps on my phone screen. Like many people, my day kicks off in the digital world, coffee in one hand, Facebook in the other. Facebook is my social home base: family updates, local news, random neighborhood dog sightings, and those oddly specific “you might like this” cooking videos that keep appearing (apparently, Facebook thinks I’m two steps away from opening a bakery). Later in the day, TikTok usually claims the spotlight. It’s my go-to for quick laughs, parenting humor, new recipe ideas, and the occasional hyper-motivating garden-renovation clip that makes me think I can build a greenhouse with three zip ties and a dream.

    Both platforms give me something different. Facebook feels familiar and community-driven, almost like hanging out on a digital front porch where everyone has something to say. TikTok is the opposite, fast, playful, unpredictable, and powered by an algorithm that sometimes knows my mood before I do. Most of the time, my reactions are positive: I love the inspiration, the laughs, and the connection. But I’d be lying if I said it’s all sunshine, sometimes the news cycle, comment wars, or “perfect life” filters can feel draining. It’s a reminder to scroll mindfully, not just endlessly.

    As for marketing today, digital media has become a shape-shifter, it blends into content so smoothly you barely notice when inspiration becomes advertising. Influencers are the new billboards, algorithm-powered ads follow us around like overly eager salespeople, and trends move faster than a toddler who suddenly found scissors. But I also notice how much smarter and more personal it has become. Brands don’t just sell anymore; they tell stories, create communities, and slide into our feeds like they’re our witty digital best friend. It’s fascinating, and sometimes a little eerie, but it shows just how woven digital media has become in everyday life.

    Image by Gerd Altmann from Pixabay 

     “Topic: Social Media Usage in the United States.” Statista, 13 June 2024, www.statista.com/topics/3196/social-media-usage-in-the-united-states/#editorsPicks

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