Holistic consumerism is on the rise and its consumers are searching for the perfect blend of a healthy mind, body, and soul. According to the Global Wellness Institute, the wellness industry is now valued at 3.72 Trillion and Women’s Marketing Projections reports the the wellness market space is dominated by these three verticals:

 

  •      Beauty and Anti-Aging Product at $999 Billion
  •      Fitness and Mind and Body Exercise at $542 Billion
  •      Healthy Eating, Nutrition, and Weight Loss at $648 Billion

 

 

Global Wellness Economy

 

So there’s a lot of money being focused at these consumers, but who are they? Well, first it’s important to identify the consumer’s expectation to deliver a relevant and impactful experience. In a digital sense, holistic consumers expect to be connected across their platforms and devices. Industry experts from the beauty, fitness, and food industries are all looking to this opportunity. They’re implementing smart data capture and creating effective presentations of captured consumer data.

 

Take Under Armour for example. Under Armour has built a client base who embraces their digital presence by promoting product education and encouraging brand engagement. Reviewing their eCommerce landscape, the Under Armour team has implemented best practice features (rich and educational product detail pages, informative ratings and reviews, and supportive sizing guidelines). While not reinventing the wheel, they continue to make steady progress as they build out their digital presence.  

 

underarmour

 

 

The beauty industry is the largest vertical within holistic consumerism and the industry experts are not shying away from using data and technology. L’Oreal Paris has collected dozens of product attributes to overcome their industry challenges. This data capture resulted in over 1.5 million personas for their make-up offering. Their online experience is evolving as one for both problem solving and for increased product awareness.

 

Loreal

 

In 2013, L’Oreal began research to better understand the expectations of their consumers in regards to sustainable development within the cosmetic industry. As of 2015, 66.6% of their brands had participated and identified a sustainable innovation road map towards holistic betterment.

 

Lastly, there’s be a shift towards holistic nutrition. Blue Apron in particular has taken the food industry by storm. Their team has implemented best practices as they brought the brand to market: identifying a need, distributing how to content, engaging in direct to consumer delivery, promotion of helpful video content, communicating effective brand awareness, efficient cross-channel marketing (eg. Spotify).

 

blueapron

 

Their content marketing approach has set them apart from other players in the space. The team creates and heavily promotes content to communicate product ingredients, evolution of the dish, and other informative insight into the upcoming “meal.” By creating excitement and buzz prior to a recipe release, they are creating emotional and personal connections to a dish.

 

Good health and quality of life today go hand-in-hand, and the proof is in the numbers: according to Forbes, this established correlation has generated a $1.2-billion-dollar wellness market that is continuing to grow.

 

Marketers, are given an opportunity on this thriving industry with strategic message and deliberate brand communication. Consumers expect for goods to have 0% risk and 100% benefits. For brands, massive considerations are coming into play when assessing brand communication, product education, product development, ingredient transparency, and visible benefits/long term impacts.

 

Want to learn more? Download our white paper on holistic consumerism here.

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Nearing an end to a successful Q1, One Rockwell continued its outreach to industry digital veterans. Alex Soncini, co-Founder of VTEX eCommerce Cloud Software was top of the list.

 

VTEX, an incredibly powerful Commerce solution, has over 2,000 live customers in 16 countries (Lancome, Loreal, and Sony to name a few) and is quickly expanding within North America.

 

alex_vtexAlex is positioned in an interesting role: pivoting between how the advances in VTEX’s technology are catering to the industry’s ask, the collaboration during VTEX implementations with their partnering agencies, the complementary approach to third party technologies within the overarching digital eco-system, and ultimately how a marriage of all three (platform, agency + third party) can deliver a robust solution for a demanding enterprise client.

When looking back on 2016, as an agency, One Rockwell witnessed consistent asks from many of our current and future prospects: less technical responsibility, lower financial digital entry points, flexible brand presentation capabilities, and above all long term partnership + growth.

 

With Alex’s visibility into the needs of technology partners, brands, and agency’s alike, we appreciated a full digest from him on projected trends for 2017.

 

“User experience, devices and data drive the virtuous cycle of commerce growth. Consumers are continuously desiring better experiences on both old and new high-tech devices. As a result, the incoming flood of data from all these devices and experiences is forcing brands and retailers to improve their analytics capabilities in order to take advantage of this virtuous cycle.

 

Currently, how this data is utilized is of utmost importance. It is now necessary to give meaning to the data, and it this aspect is becoming even more important than simply storing the data. Software companies that were once considered valuable are becoming increasingly outdated because they are of the “system of record”, and they are getting heavier and slower; a massive downside to today’s need for faster speeds.

 

On the contrary, applications that are giving meaning to the data, along with helping people to get their work done faster are seeing an elevated level of prominence. Slack is perhaps the best example. It was founded in 2009, going from $0 to $1B in 2 years, and in 2016 was considered the most valuable private cloud company by Forbes.

 

What matters now is how you consolidate and use the data to help the decision making process and to personalize the user experience in real time. Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR) and the Internet of Things (IoT) are really empowering the experiences and driving commerce transformation. Nothing is entirely new on that front, but we have been learning how to use it efficiently and it’s clear these innovations are transforming the future.

 

There is no more space or tolerance for long projects, as the consumer is evolving at a very fast pace. The need to prioritize launching early over everything else has taken absolute precedence. Companies doing this right now hold the leading edge, because the ability to learn as quickly as possible while getting their ideas off paper and into the real world are seeing things happen. We are entering a new era that is much more pragmatic, with new roles and a new dynamic where companies, teams and projects must be agile. The focus must be on developing experiences that customers are wanting to consume, as quickly as possible.”
Contact hello@onerockwell.com to learn more about our VTEX eCommerce Cloud Software offering.

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In theme with our 2017 campaign “The Simplification of Everything” we catch up with Shelly Socol, EVP and Co-Founder of One Rockwell, to see what shifts she is undertaking towards assessing and simplifying her own internal operations.

Shelly

When both brands and agencies alike begin to scale, both efficient process and inclusive communication becomes the corner stone of a healthy company, regardless of size.

Aside from the traditional consolidation of tools and funneling of various communication platforms, she begins talking to us about how employee empowerment has a direct impact on simplifying operations.

 

After reviewing Shelly’s insight on The Life Style Edit (read more here) we wanted to better understand her approach to managing employees

 

“I encourage you to help your team set goals for themselves, ensure to conduct regular and timely reviews, and make sure to communicate consistently. Ownership and empowerment are key elements. Bringing people along with you, by having them involved in the decision-making process inspires them and builds team loyalty. You get the best results when goals are defined and clear and you have benchmarks to go by. Grey area is not a great place to manage from. People want to see their path for growth. I am also not much of a micro-manager. I believe in hiring smart and talented people, who are good at what they do and in providing them with the tools and platforms to advance. The best advice I receive is almost always from my own team.  Listening to one’s team is so important to growing a stable, thriving business. My team represents my eyes and ears on the ground.”

 

 

Shelly, along with her other three founders at One Rockwell, have practiced what they preach. One Rockwell focuses on employee retention, internal promotion, and transparent yearly planning. The agency follows an open door policy and is inspired by a flat hierarchy, providing talent with both the guidance and the independence to be curious + effective performers.

Shelly-Socol-The-Lifestyle-Edit-6Empowering your teams seems to be a consistent foundation for brands and agencies alike.

 

Late Fall, Shelly joined the Unfiltered bandwagon, an exciting new event in NYC, that focuses on compiling New York’s talent with the world’s most creative companies to talk about what it really takes to thrive in today’s modern work culture

 

On behalf of Amanda Mintz, the brains behind Unfiltered, Shelly was asked to interview two founders who are making names for themselves in the market when it comes to employee growth and retention.

 

Matthew Brimer is the Co-Founder of General Assembly (http://ga.co), where he supports GA’s global efforts around social impact, alumni community engagement, and partnership development. Matt is also the Co-Founder of Daybreaker (http://daybreaker.com) a global community and lifestyle brand producing conscious morning experiences around the world.

 

Natalie Lam is Co-Founder of The Foxgrove, a high-end, boutique electronic music and DJ school in NYC, for beginners. Breaking down barriers and making music accessible.The Foxgrove has been featured in Fast Company, Rolling Stone, The Wall Street Journal, The Observer and The Daily Beast.

 

Shelly spoke with Matthew and Natalie, focusing on the following areas.

 

  • Continuing Education for Employees
  • Brand Awareness and Employee Retention
  • Internal Growth 

 

The trio discussed their approaches to living and working cleanly, openly discussed traditional verse alternative means of education, and in general shared ideas on how to nurture existent talent while running a profitable and expanding operation.

 

Contact us here to learn more about One Rockwell’s mentorship  and incubator programs.

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