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Vice President, Marketing, Rocksbox
For a monthly fee, subscription service Rocksbox lets its members borrow three pieces of jewelry at a time. Each set is personalized, and subscribers have the option to purchase items they like. Older millennials have taken to the service—about half of Rocksbox customers are older millennials ages 25 to 35. Erin O’Leary, vice president of marketing at Rocksbox, spoke with eMarketer’s Tricia Carr about the most effective marketing channels for driving signups from this target group.
eMarketer: What have been the most lucrative channels for growth and customer retention at Rocksbox?
Erin O’Leary: Instagram has been a major growth channel, as well as an engagement and retention channel for existing members. Our Instagram page allows members to discover new jewelry that we carry, and they can add any of those pieces to their Rocksbox wish list directly from our page [by commenting with the hashtag #wishlist]. This allows our customers to learn more about us as they scroll through Instagram instead of always having to go to our website or open an email.
Sources of Social Posts/Reviews that Would Influence US Millennial Social Media Users' Purchase Decisions, Oct 2017 (% of respondents)
Frequency with Which US Internet Users Use Online Ratings/Reviews to Inform Purchase Decisions, by Age, June 2017 (% of respondents in each group)
US Internet Users Who Rely on Online Customer Ratings to Make Decisions, by Demographic, Q2 2017 (% of respondents in each group)
Frequency with Which US Internet Users Check Reviews Prior to Making a Purchase, by Race/Ethnicity, May 2017 (% of respondents)
Frequency with Which US Internet Users Check Reviews Prior to Making a Purchase, by Demographic, May 2017 (% of respondents)
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