Expertise

Influencing Retail: The Brand Impact of Influencer Marketing

By 
Paula Lintner

“Test it out” is no longer an acceptable strategy for introducing influencers to the retail marketing mix. A playbook for impact has evolved, and retail brands must get on board.

At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.

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“Test it out” is no longer an acceptable strategy for introducing influencers to the retail marketing mix. A playbook for impact has emerged, and retail brands must get on board.

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How Influencers Have Evolved

The impact of influencers on retail sales began to gain momentum in early 2010 with social media platforms like Instagram, YouTube, and later TikTok, that provided a space for individuals to share their lifestyles, fashion, beauty tips, and product recommendations. Brands noticed that these influencers had the ability to reach niche audiences in authentic and relatable ways, leading to the first significant collaborations between brands and influencers.

The turning point for influencer marketing in retail was around 2014-2015 when brands started to see substantial returns on investment from these partnerships. The introduction of features like Instagram's "shoppable" posts and swipe-up links further amplified the role of influencers in retail by allowing them to directly link their followers to product pages, thus streamlining the purchasing process.

Among younger consumers, influencers became a trusted source for personalized and engaging content. This shift has significantly impacted how brands approach marketing, leading to a more substantial focus on influencer partnerships as a core component of their retail strategy.

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How Influencers Can Impact Retail Brands

1. Driving Sales and Brand Affinity: Influencers allow brands to connect with loyal audience bases, often driving significant sales. Their ability to create a sense of trust and relatability encourages followers to purchase products they endorse. This is particularly effective in retail sectors like fashion, beauty, and lifestyle, where personal recommendation and visibility on social media platforms can lead to increased sales.

2. Shifting Consumer Preferences: Influencers often set trends, especially among younger consumers, such as Millennials and Gen Z. These demographics are heavily influenced by what they see on social media, from skincare routines to the latest fashion, which drives demand for certain products and brands.

3. Personalized Marketing: Influencers provide a more personalized approach to marketing compared to traditional advertising. They often share products that align with their own values and lifestyles, which elevates trust and authenticity and is seen as an endorsement of sorts.

4. Long-term Brand Partnerships: Influencers are increasingly being brought into product development and creative planning, leading to long-term collaborations that benefit both parties. This deeper involvement allows brands to create more cohesive and authentic marketing campaigns that resonate with the influencer's audience.

Overall, influencers help bridge the gap between brands and consumers, making retail marketing more dynamic and consumer-focused.

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How One Local Influencer Is Doing It Right

One influencer who is near and dear to our hearts in Kansas City is Brittany Mahomes, the wife of NFL quarterback Patrick Mahomes. She has grown her influence primarily through her social media presence and involvement in various ventures. Her influence is particularly strong in the areas of fitness, lifestyle, and fashion.

Overall, Brittany Mahomes' influence is rooted in her authentic connection with her followers, her expertise in fitness, and her lifestyle branding, all of which combine to make her a significant figure in the realms she engages with.

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