Marketing

In a panel discussion at the CommerceNext conference in New York City last week, Karen Clark, vice president of marketing communications and partnerships at thredUP, the world's largest online thrift store, and Tom Montgomery, co-founder and chief digital officer at Chubbies, a men's shorts brand, offered insights into how their companies are balancing the brand…

A recent Forbes article declares omnichannel is dead. But for the majority of retailers it’s only just beginning to come to life. Retailers understand the importance of seamless customer interactions. In fact, the majority of respondents in Gartner’s Retail Tech report stated that a unified commerce initiative is a top priority. However, they often fall…

Join us for this session to learn about ways to use data to provide a more customized onboarding experience.

Would you appeal to more consumers if you eliminated a large portion of your inventory? That’s exactly what Petco is doing. Petco announced that as of May 1, 2019, it will be the first major pet food retailer to sell only pet food without artificial ingredients. This bold move puts Petco’s brand ethos at the forefront and appeals…

How are direct-to-consumer (DTC) brands dexterous and competent in marketing trends where incumbents bumble? A few years ago, the marketing trend du jour was content marketing. Dollar Shave Club developed its “Bro talkin’ razors” campaign (not the official title!), creating the rare content marketing that didn’t make you cringe. But Dollar Shave Club was just…

School’s out for summer, which means now is the time for retailers to be formulating their strategies for connecting with back-to-school shoppers. With such a huge sales opportunity at hand, marketers can’t afford to rely on the same tired tactics. Back-to-school (BTS) shopping is a $82.8 billion market, second behind the holiday season, making this…

Legacy brands carry legacies for a reason. They have the history, heritage and name recognition associated with brand longevity, but sometimes all those years of experience can be a hindrance rather than a help when it comes to re-evaluating tactics to attract a new audience. This is where studying the strategies of direct-to-consumer (D-to-C) brands…

If anyone was hoping 2019 would be a gentler year for brick-and-mortar retail, those hopes have been dashed. A recent New York Times report showed that closures in the first few months of 2019 exceeded those for all of 2018, itself a tough year. Retail chains still face the migration of dollars to online and…

A year ago, marketers were experiencing a whole new kind of anxiety: the EU General Data Protection Regulation (GDPR) had just set in after months (if not years) of intensive scaremongering, and the wait was on to see what would happen. Would databases disappear? Would marketing results fall off a cliff? On the anniversary of…

Personalization has typically been an afterthought in the world of digital commerce, as limited insight into customer data and lack of technology often left marketers with few options. Today, with the rise of integrated CRMs, sophisticated website platforms, and advanced machine learning technology, brands and retailers have access to more data and more powerful technology…