Many brands rushed to re-evaluate their digital advertising strategy when they found that their ads had appeared in inappropriate places online. But there's much more they need to do to uphold brand safety. eMarketer’s Tricia Carr spoke with Elyse Burack, marketing director at bulk grocery delivery service Boxed, about how the company works to prevent threats to its reputation.
What does brand safety mean to Boxed?
It’s important to us to make sure that we seem safe—and are safe—to our customers. There are a lot of different ways we can be proactive about this. We make sure we’re transparent to our customers about savings on our site and product expiration dates, and we make sure the data we get is secure and private.
We also do a lot to show our customers that we have them at the forefront. We put handwritten notes in all of our boxes, and part of the reason we do that is to continue to have a personal touchpoint with our customers regardless of the scale we’ve reached. Initiatives like this go a long way to build customers’ trust and make them feel safe shopping with us.