Express pilots are part of a commission-based influencer programme

Express pilots are part of a commission-based influencer programme

Dive brief:

  • In a bid to expand its influencer program, Express has launched Express Community Commerce, which allows style experts with the brand to earn commissions on special seasonal collections, the company announced on Monday.
  • Program participants, known as Express Style Editors, build looks from editor-exclusive items, create content for their digital storefronts and social media profiles, and earn sales commissions on products bought from their posts, according to the company’s website.
  • The pilot phase of the program is currently underway, but Express plans to expand the program nationally in the fall. According to the press release, Express will release additional details about the initiative at its Investor Day event this August.

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Dive Insight

Express Community Commerce is part of the brand’s efforts to reach new customers, and achieve $1 billion in online sales by 2024. Besides earning a sales commission, Style Editors can also get discounts on Express items, join its Facebook Group for Style Editors and participate in in-person gatherings, per the Express Style Editor FAQ.

Express recently attempted to make a comeback. In January 2020, the company announced plans to close 100 store locations by next year. By the end of 2020, it had also cut staff jobs at its corporate headquarters in Columbus, Ohio. The company saw its Q4 net sales decline by 29%, and its Q4 comps dropped by 28%.

Express CEO Tim Baxter stated that “We continue to move the Expressway Forward strategy. And Community Commerce is the next significant stage in our transformation.” Express’ strong influencer marketing program performance and our brand purpose, which is to inspire confidence and self-expression, have paved the way for Community Commerce to be an innovative and powerful way for customers to interact with Express.

Express joins other retailers like Macy’s, West Elm and Macy’s that have launched ambassador programs to help attract new customers. According to an Advertiser Perceptions survey, marketers plan to allocate 20% of their digital ad spending toward both branded content and influencer marketing, comprising a larger share of the ad budget than other categories.