Marketing

It’s that time again. New outfits, new class schedules. Time to pack backpacks and lunchbags. The lucrative back-to-school season ramps up quickly, and with every passing year, making smart choices in ad buys is increasingly crucial. With more distractions than ever, how can brands stand out with a compelling value proposition that drives impressions and…

Most business leaders want to run an enterprise that's truly “great.” Some are satisfied with running a “good” business, and in many circumstances there's nothing wrong with that. Over the long haul however, there’s a problem with just being “good.” As the venerable Jim Collins has researched and proven, all businesses over time break one…

It may seem that the back-to-school season is only relevant to parents, teachers, and retailers that specialize in classroom essentials, but that’s not necessarily true. When back-to-school shopping is anticipated to generate $80.7 billion in sales, it would be wise for all retail marketers to adjust their e-commerce strategy for the fall. Here are a few…

In episode 211 of Total Retail Talks, Executive Editor Joe Keenan speaks with Jonathan Clarkson, managing director of loyalty, partnerships and products for Southwest Airlines. Listen in as Clarkson discusses Southwest's Rapid Rewards loyalty program, how the program differentiates from other airlines’ rewards programs, and the fundamentals of its revenue-based earn-and-burn points system. He shares Southwest Airline's…

Who ultimately “owns” the marketing strategy of your brand or organization? Who is pulling the strings? I believe any marketing leader would ultimately like to respond to those questions with the answer, “I am.” Based on my own personal experience, that's not necessarily always the case. Merchants in Control I’ve worked for a number of large,…

In a panel discussion at eTail East in Boston this week, a panel of retail executives discussed how their companies are creating authentic brand experiences for their customers. John Lacy, co-CEO, Burton; Sherill Kaplan, head of marketing, Zipcar; Catherine Lewenberg, vice president, digital and omnichannel, CVS Health; and Joe Megibow, CEO, Purple, detailed how consistent…

Whether it's a coffee shop, the train station, or the grocery store, digital out-of-home (DOOH) advertising effectively reaches consumers at key touchpoints during their offline journey. While Amazon.com and direct-to-consumer brands have dramatically shaken up the retail industry over the last few years, brands and retailers should be wary of solely relying on e-commerce, as…

In episode 208 of Total Retail Talks, Executive Editor Joe Keenan interviews Susan Beckett, vice president, digital, direct and e-commerce at Lovesac, a furniture retailer known for creating bean bag chairs and adaptable couches. Beckett discusses the origins of Lovesac, from its first showroom location in Utah to its continued efforts to create seamless experiences for…

Retail strategist Carl Boutet discusses the cultural and technological transformations retailers must make to create personalization and consistency across physical and digital platforms. Here's an exclusive interview I conducted with Carl Boutet. Anna Vander Wall: ​Tell us about your career path and what led you to retail. Carl Boutet: ​My formal retail career path started…

We recently visited some family friends who moved from New York City, where they lived for 35 years, to a village in rural Vermont. Knowing the business that I’m in, my friend complained about how the rugs she bought on SundanceCatalog.com follow her around the internet, as did the dish rack she purchased on Food52.com,…