Branding

Product personalization has ancient roots in woodblock garment printing from around 200 CE in China, but it wasn’t until the advent of mass marketing of standardized goods post World War II that customization at scale became possible. Now, new production methods let retailers like Zazzle offer shoppers the ability to print their own images onto…

Consumers seek out brands that share their values, know them well, and provide the experiences they expect. Smart retailers leverage this knowledge to build customer relationships that endure. However, when it comes to relationship building with Gen Z — the cohort of consumers born between 1997 and 2012 — seasoned decision makers sometimes struggle to…

Volatility. It’s been the only constant in brand-consumer relationships since the start of the pandemic. Yet, despite shifting loyalties and evolving shopping behaviors, consumers still want to buy. Their eagerness offers exciting opportunities for beauty and self-care retailers that deliver exceptional brand experiences and connect with customers on deeper levels. Brand experiences are fundamental facets…

Ever since Josiah Wedgwood first marketed high-end china in the 18th century by seeking the sheen of associating with royalty, brands have sought celebrity endorsements to elevate their products in the public’s eye. But along with the reward of celebrity association comes risk, a lesson once again delivered in 2022 when major consumer brands found…

Brand consistency is one of the top techniques that tends to be overlooked in marketing plans. Yet it's key in setting your business apart and targeting your desired audience. It's crucial retail companies are maintaining and developing good customer relationships. To achieve this, the focus has to be on delivering brand consistency and building brand…

Providing a great in-store experience for your customers is one of the best ways they can engage with your brand. This could include having an easy-to-navigate store layout, signage for wayfinding, the ability to interact with products, the opportunity to learn from demonstrations or educational events, and technology to help find products and checkout smoothly.…

As e-commerce has rapidly accelerated, so have consumer expectations surrounding online brand experiences. Shopping has become an extension of everyday life; every moment is now an opportunity for discovery and connection. As a result, consumers are being more spontaneous in their purchases, making brand loyalty suffer and competition rise. The average person is estimated to…

More than 50,000 college student athletes will be eligible to become paid Adidas spokespeople after the sports brand announced a new "name, image and likeness" network for NCAA Division 1 schools. The announcement, made Wednesday, allows the 109 partner schools included in the network to profit off their name, image and likeness (NIL) across 23…

The growth of local supermarkets, an increase in the use of e-commerce for food and CPG products, and a focus on value were just three of five trends born during the pandemic that are here to stay, at least according to Steven Williams, CEO of PepsiCo Foods. Williams, who oversees all aspects of PepsiCo’s nearly…

In episode 323 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Andre Persaud, chief retail officer of Rite Aid, the trusted, everyday care connector operating over 2,500 retail pharmacy locations across 17 U.S. states. Persaud discusses Rite Aid's RxEvolution strategy, how the business is redesigning the in-store experience for its customers, and the internal cross-functional…