2020 has inspired many brands to rethink their business and marketing strategies. Check out some of the latest campaigns and changes this week in our Weekly Must Reads.

Amazon’s Prime Day Strategy

Amazon Prime Day is typically held in July as a mid-year shopping boost for the online retail giant. Because of pandemic-related shipping delays, Amazon chose to reschedule their shopping extravaganza until next week, from October 13-14. In addition to the deals on Prime Day, Amazon will offer early bird sales in the days prior, and the brand plans to roll out additional weekly deals in the lead-up to Black Friday.

Many may wonder if Amazon is equipped to handle the increased volume of orders and shipments, but logistics experts say the timing of the event is actually brilliant. Holiday shoppers may use Prime Day and other deals to get a jumpstart on their purchasing, relieving some of the strain the business will surely feel during Black Friday and the weeks leading up to the holidays. Find out more about Prime Day and Amazon’s holiday marketing strategy here: https://www.fool.com/investing/2020/10/01/the-genius-of-amazons-october-prime-day/

Crocs Comes Out a Pandemic Winner

Who would have guessed that one of the brands who best navigated the pandemic would be Crocs? In order to show their support, the cult favorite shoemaker has given away nearly one million pairs of their shoes to healthcare workers – an estimated $40 million value. The initiative was inspired by ideas from Crocs fans, and Crocs’ audience has certainly repaid them. The company saw a 52.4% increase in e-commerce revenue in Q2 this year.

According to Crocs’ head of global marketing, during the pandemic, “we learned that doing the right thing for our fans is absolutely the right thing for Crocs.” In addition to their healthcare campaign, Crocs also partnered with model Ruby Rose during Pride month to create rainbow-colored clogs that benefit LGBTQ advocacy group GLAAD. Learn more about Crocs’ donations and involvement here: https://www.marketingdive.com/news/how-crocs-stepped-up-during-the-pandemic-and-built-on-fans-trust/586119/

Pandemic-Inspired Superstore Design Changes

Here at Radius, we’ve been keeping an especially close eye on pandemic-related changes that might impact business for years to come. One adjustment that seems destined to stay long-term is new supermarket store designs. Walmart is one of the first retail brands to begin overhauling their store layout, which involves consolidating items into separate sections, adding directional signage, and integrating new categories and icons into the brand’s app. These new designs will roll out at the first stores at the end of the year, and 800 more will see changes in 2021.

The design adjustments reflect an overall audience attitude change during the pandemic away from casual browsing and toward speed. Walmart even plans to add airport-esque map kiosks to store entrances to help with customer navigation. Check out all the new design details here: https://www.fastcompany.com/90557727/walmarts-new-store-design-proves-browsing-is-dead

Hugh Jackman Gives Clothing the Boot

2020 has effectively exhausted the world, leaving many feeling disheartened. Enter some much-needed Hugh Jackman & Ryan Reynolds humor. To promote Australian bootmaker R.M. Williams, actor Jackman bares nearly all in a new ad led by pal Reynolds’ studio, Maximum Effort. In the commercial, Jackman assures a R.M. Williams executive that he won’t be seen wearing anything other than the brand’s boots. Jackman means that literally – a well-angled shot shows the boots are the only clothing he’s wearing.

“2020 has been an uncomfortable year, and we’re hopeful that…our latest brand effort will bring a uniquely Hugh Jackman bit of laughter and joy,” said a spokesperson for R.M. Williams. Take a mental break and enjoy the ad here: https://www.adweek.com/brand-marketing/bare-ass-hugh-jackman-proudly-swears-to-only-wear-the-boots-hes-now-endorsing/