Uncommon retail partnerships have been dominating the trade news recently. In March, Kohl's announced a partnership with Planet Fitness. In April, the department store chain announced the expansion of its Amazon.com return program to all of its store locations. There have been other partnerships as well, such as the Kroger pickup option inside Walgreens’ stores, Capital…
Molly Schonthal
In my last article, I discussed how the retail model which gave brands insight into their customers in the past has shifted. This has changed the demands placed on brands to show up in meaningful, personalized ways. The challenge presented was this: How can brands express themselves and message their products dynamically and continue to…
As brand marketers, we often believe we’ve seen the apex of new and unique ways to reach consumers as well as the levels of personalization a product can offer. As a brand marketer and digital strategist at Mars for eight years before joining Salsify, I’ve seen the struggle to maintain brand identity and relevance firsthand.…
