Marketing

The holidays are right around the corner, and with 60 percent of consumers reporting they will mainly shop online this season, brands will need to get creative with their digital marketing campaigns to stay competitive. The pandemic has changed consumer behavior, both in regard to how they shop and what brands they trust. In fact,…

In episode 324 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Sarah Philips, vice president of marketing, and Tim Pitt, former senior vice president of marketing and merchandising, at Rent-A-Center, a rent-to-own industry leader. Philips and Pitt discuss how consumer behavior has shifted among Rent-A-Center customers in the last year-plus, how the business has reacted to those…

It’s clear that customer expectations are changing, with almost 90 percent of consumers wanting more meaningful relationships with brands. This has meant marketers are moving away from traditional marketing tactics to prioritize a customer-centric approach as failing to build relationships with consumers can be a costly mistake. To do this, marketers need to understand their…

2020 was full of surprises, but perhaps the biggest surprise of all was that despite a global recession, a worldwide pandemic, supply chain headaches, and a zillion other headwinds, including giant swarms of locusts, it was also the biggest shopping season ever. That’s right, last year’s Cyber Monday was the biggest online shopping day in…

According to Salesforce, nearly half of U.S. consumers have lost trust in a brand this past year, with many citing that they’d liked to have deeper relationships with the brands they love. As a result, brands are tasked with figuring out ways to build back that trust and keep customers engaged long term. While loyalty…

Noam Paransky, chief digital officer of Tapestry, parent company of brands Kate Spade, Coach, and Stuart Weitzman, gave the opening keynote at CommerceNext IRL last month. He focused on how Tapestry has been adapting customer experience and marketing in response to today’s evolving customer needs. Tapestry recorded $1 billion in digital sales growth in two years and…

Increasingly complex market conditions, global operations, and sudden disruptions, such as the COVID-19 pandemic, now demand that retail marketers can respond to new realities at a moment’s notice. Furthermore, retail marketers are under enormous pressure to keep up with fast-paced changes in consumer behavior to deliver a great customer experience while turning masses of data…

E-commerce marketers have been preparing for the future of work for some time now — and it's not simply because they're digital natives. What do e-commerce marketers know that other pros don’t? I’ll unpack that idea by turning to research Sidecar published earlier this year, the 2021 E-commerce Marketer Survey. A key question we asked…

This holiday season already looks different from last year and that’s a really good thing for marketers and brands. Thanks to increased vaccine availability and COVID restrictions easing in many areas, more people are expected to shop and spend on gifts this year. But since the pandemic affected consumer behaviors, marketers will need to shift…

In a digital world with so many choices on where to exert your effort and budget, the question for direct-to-consumer (D-to-C) merchants is really where you should be spending your time and what channels — new or old — can deliver the desired results. Smaller brands cannot be everywhere all the time nor do they…