Marketing

When launching or trying to scale their media networks, retailers often neglect to build strategic marketing and communication plans to drive sales and growth. As a result, they're losing opportunities to attract more brands, rise as a thought leader, and scale as a network. A marketing communications team (or agency) plays an essential part in…

Consumers are still looking for ways to shop smart and save due to overall economic uncertainty. According to a recent survey with over 2,000 U.S. consumers, many respondents are showing what’s known as the “split-brain budget mindset” and are feeling empowered to shop creatively to maximize the spending power they have in the moment. But…

The digital ad industry loves to talk about retail media, and it should. It delivers for commerce platforms (i.e., retailers, marketplaces) and advertisers, while ticking all the right boxes in terms of identity, attribution and privacy-safe signal. For commerce platforms, it’s high-margin revenue that can even be accretive to GMV and a positive user experience.…

During a keynote session earlier this week at Shoptalk in Las Vegas, Joanne Crevoiserat, CEO of Tapestry, parent of brands Coach, Kate Spade, and Stuart Weitzman, detailed the organization's strategy for strengthening its brands and winning over customers in a shifting retail landscape. Here are some highlights from Crevoiserat's interview with Sara Eisen, journalist at CNBC. On Marketing…

In episode 393 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kevin Miller, chief marketing officer of The Fresh Market, a specialty grocery retailer based in North Carolina. Listen as Miller discusses the business' vision to become one of America's most-loved brands (0:50), his professional background in marketing (2:18), and The Fresh Market's launch of the…

What do Mall of America, Kroger, Sam’s Club, Walmart, CVS, and Best Buy have in common? They’ve all added the fastest-growing ad-supported retail media channel to their marketing toolkit. Retail media networks (RMNs) — retailer-owned digital platforms that sell ad space — are expected to double over the next four years. How fast is the RMN…

For an advertiser looking for real-time conversions on its ads, retail media is nothing short of magic. Retail media ads connect impressions directly to purchases. You can see exactly how many people saw your ad and then completed a transaction. No other ad medium comes close. With retail media, brands can reach tens of millions…

Social media. TV. Influencer marketing. Search. They’re big, they’re glitzy, and often seen as the most popular advertising channels. But there’s another serious contender on the block: retail media networks (RMNs). Though online RMNs have been around since the launch of Amazon.com's ad business in 2012, it’s only recently that they're gaining real traction among…

Advertising these days is like taking precious marketing dollars into a casino and playing them at tables where the rules are forever changing. Yet ad performance will be measured against historical expectations that are becoming harder to attain. In 2023, advertisers will need to keep most of their budget invested in proven and dependable winners,…

Marketers at companies with multiple brick-and-mortar locations are likely familiar with the incessant turmoil of moving ad budgets around, usually at the behest of their agency. Say Facebook isn’t performing in a designated market area, so the agency suggests focusing on another channel for that entire region. Or maybe social advertising isn’t performing in one…