Marketing

All too often, the human side of e-commerce marketing is overlooked. It’s tempting to focus on new technologies that shape e-commerce marketing, but equally important are the marketing professionals who implement those tools. There's a gap in the industry’s understanding of e-commerce marketing teams and how they've evolved alongside technology. That is why the team…

Online retail had already been experiencing massive growth before the arrival of COVID-19 — and then the pandemic hit. According to recently published data from IBM’s U.S. Retail Index, the abrupt shift to quarantine and social distancing measures accelerated the rise of e-commerce by about five years. Unsurprisingly, the same trends behind the surge in…

Back in the "B.C. era" — you know, "Before COVID-19" — no one expected cleaning and safety protocols would have a featured role in 2020 marketing messaging for so many industries unrelated to cleaning products. But that’s what circumstances demanded, so companies recalibrated their approach with little notice. Now it’s time to strategize and plan…

The world of e-commerce is constantly changing, and we wanted to benchmark what areas retailers felt delivered the best customer experience (CX) and return on investment. We worked with Gatepoint Research to survey over 100 of the United States' biggest retailers and digitally native e-commerce brands to understand what was working and what wasn’t in…

2020 might be over on the calendar, but there’s still much we’re learning and adjusting to as we begin 2021. The pandemic forced retailers into a digital acceleration unlike anything we’ve seen before. Add to that drastic changes in consumer behavior. Needless to say, as we begin this new year, there are many trends retail…

In episode 283 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Anne Cavassa, president of Saucony, a global running shoes, accessories and clothing brand. Listen in as Cavassa discusses the history of Saucony, its target customers and distribution channels, and how the brand is catering to both new runners and the entire running community. In…

Quarate Retail Group's QVC last week made its debut on YouTube TV, a live TV streaming service with more than 3 million subscribers. YouTube TV is available across smart TVs, streaming media players, smartphone apps, tablets, computers, game consoles, and smart displays. QVC is currently the only livestream shopping channel on  YouTube TV, according to Quarte Retail. It now joins YouTube TV’s lineup of…

A common construct for consumer packaged goods (CPG) marketers is to divide the buying cycle into stages: before the store, in the store, and after the store. I've seen countless marketing plans built this way, and the objectives were usually pretty straightforward: Before the Store: Drive awareness and purchase interest. In the Store: Close the…

In this episode of Retail Right Now, Total Retail's Ashley Chiaradio and Kristina Stidham discussing an article recently published on Total Retail titled, “New From NRF 2021: Retail Marketing’s Need-to-Know Trends,” authored by Udayan Bose, founder and CEO of NetElixir. The highly anticipated NRF virtual show occurred in mid-January and brought industry leaders together to reflect…

Communication drives conversion. It moves customers from browsers to buyers, delighting them through each step of the purchase journey when done correctly. In a retail operation, these conversations lead to satisfied customers, those that begin to expect a level of excellence that only you can offer. Communication, though, isn’t always accessible. It takes focus and…