Morning Brew - ☕ Totes surprising

Trader Joe’s mini-totes on the resale market.
March 20, 2024

Retail Brew

Impact.com

Hello, hello. Subway announced yesterday that it’s signed a 10-year contract to make PepsiCo its beverage provider starting in January 2025, ending its long-running agreement with Coca-Cola, the sandwich giant’s largest US fountain drink partner. Perhaps demand for Coke’s beverages went flat once TikTokers figured out the perfect recipe for “crispy” Diet Coke at home.

In today’s edition:

—Andrew Adam Newman, Erin Cabrey, Jeena Sharma

E-COMMERCE

Orange is the new sack

An  eBay listing that's selling a Trader Joe's mini-tote bag, which costs only $2.99 at Trader Joe's but is selling out, for $700. eBay

So committed is Trader Joe’s to its claim of having low prices that it eschews popular discount practices that are nearly universal among supermarkets. Trader Joe’s items never go on sale, and—ironically for a brand whose shoppers can be particularly loyal—it has no loyalty program; its website explains that the reason for both is that it “believes every customer should have access to the best prices on the best products every day.”

That’s also why the brand explains on its website that it does “all [it] can to stop the practice” of reselling its products, which it says often are resold at “exorbitant” prices.

But surely never as exorbitant as what’s happening now.

The love tote: A mini version of Trader Joe’s logoed canvas tote bag, which it began selling in February for $2.99, has exploded on social media.

Sellers on eBay, meanwhile, are asking as much as $1,000 for a set of four of the totes and $700 for just one, the latter an increase of 23,233% over what Trader Joe’s charges.

Keep reading here.—AAN

     

PRESENTED BY IMPACT.COM

Influence like a boss

Impact.com

The quickest way to level up your retail game? Enlist an influencer. Influencers promote your brand, showcase products, and make your biz the talk of the town. But creating a successful influencer program requires some know-how.

That’s where impact.com comes in. Check out their uber-practical new worksheet: How to set up a successful influencer program. You’ll get the scoop on building a top-notch framework for influencer innovation.

What exactly is in the worksheet? You’ll learn how to:

  • Outline the criteria for potential influencer partners.
  • Consider your target audience and its demographics.
  • Discover the tools you’ll need to succeed.

If you’re ready to experience the power of influencer marketing, get a demo with impact.com.

STORES

London calling

The facade of a Topshop store in London, England covered in sale signs Isabel Infantes/AFP via Getty Images

Strolling along London’s Oxford Street is an exciting experience for a shopper. From Selfridges and John Lewis to a plethora of fast fashion stores, there’s something for everyone.

In fact, according to a new report, Oxford Street alone was responsible for 3.1 billion pounds in sales in 2023.

But a new wave of investments is set to elevate the already popular street to another level.

Per the report, Oxford Street will be central to the Oxford Street Programme, a 90 million pound project funded by the New West End Company, a firm that represents 600 businesses around Oxford Circus, and by Westminster City Council. The New West End Company authored the report with international real estate firm Colliers.

The program, which will start this fall and run until 2030, is responsible for revamping the streets across the West End neighborhood.

Noting a shift from transaction retail to immersive retail focused on experiential elements, the report emphasized the street’s international as well as domestic appeal.

Keep reading here.—JS

     

COMMUNITY

Coworking with Beverly Malbranche

Beverly Malbranche headshot Beverly Malbranche

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Beverly Malbranche is founder and CEO of Haitian coffee company Caribbrew.

How would you describe your job to someone who doesn’t work in retail? I work to make a difference in the lives of Haiti’s coffee and cacao growers. We partner directly with small-scale farmers through cooperatives in Haiti to pay above the fair-trade minimum per pound. This helps to create sustainable income for Haitians and also for everyone in our supply chain. Today, we supply our premium products to coffee shops, restaurants, grocery stores, subscription boxes, and sell directly from our website. On a day-to-day basis, I focus on partnerships with suppliers, retailers, and other stakeholders to grow the brand.

One thing we can’t guess about your job from your LinkedIn profile? One thing you wouldn’t know by just looking at my LinkedIn profile is that I love the innovation process. I have a huge passion for creating new products for our brand. I am constantly experimenting with new ideas, flavors, and packaging. I am even involved in creative processes like photo shoots. I’m always thinking about where we can take it next. For example, we’re about to open the doors of our first Caribbrew Café in New Jersey.

Keep reading here.—EC

     

TOGETHER WITH SAGE

Sage

Walk away with inventory intelligence. Learn how the biggest names in e-commerce and retail overcome inventory challenges in Sage’s masterclass series. Each month covers a new topic with expert tips and insights to help you avoid risk, boost profit, and build strategies for success. Register here.

SWAPPING SKUS

Today’s top retail reads.

Name your price: Dynamic pricing, the price fluctuation strategy informed by supply and demand and employed by rideshare companies like Uber, is now making its way to the food industry. (Vox)

Bell of the ball: A look at the recent marketing triumphs of Taco Bell under the leadership of its new CEO Sean Tresvant. (Fast Company)

AI on the prize: How fashion retailer Mango is utilizing AI across its business as it looks to compete with fast fashion players like Shein and Temu. (Glossy)

Number boost: Influencers can help you take your biz to the next level. Fortunately, impact.com just put together a worksheet to help you crush it. Get influencing.*

*A message from our sponsor.

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