Marketing
September 19, 2019 at 12:17 pm
What is the greatest coffee secret at Starbucks you never knew? Simple answer: a cup of coffee from its Clover machine. I will get to the sales and marketing point of this blog post in a moment. But first let’s talk about a subject most of us love: coffee! If you've never had a "Clover," you're…
September 17, 2019 at 10:45 am
We’ve all heard the advice: meet customers where they are. But what does that actually mean for modern marketers? Years ago, this strategy was fairly easy to execute as brands could focus on a handful of channels (e.g., billboards and direct mail) and retain loyal customers. Today, the marketing landscape is far more complex. Customers…
September 12, 2019 at 1:59 pm
Last month, Foot Locker announced the launch of its “We Live Sneakers” digital campaign, celebrating the launch of the athletic brand's exclusive “Evolution of the Swoosh” footwear and apparel collection. Foot Locker and Nike have been at the forefront of the growth of sneaker culture, enabling self-expression and a sense of belonging from youth to adulthood. In an exclusive…
September 11, 2019 at 11:55 am
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…
September 10, 2019 at 11:18 am
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…
September 9, 2019 at 2:47 pm
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…
September 3, 2019 at 11:58 am
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…
August 27, 2019 at 11:34 am
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,…
August 23, 2019 at 12:14 pm
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…
August 13, 2019 at 12:25 pm
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…
