Marketing

Adapt: A Mantra for Retailers in the New Normal
July 6, 2020 at 3:57 pm

Just as many of us needed to adjust our personal day-to-day routines, retailers too, needed to adapt. Compared to just a few months ago, the retail industry has experienced an almost complete overhaul. We’ve seen businesses shift primarily to online, while others have closed shop altogether. And now, with stay-at-home orders beginning to lift in…

How Retailers Leverage the Value Exchange Economy
July 2, 2020 at 4:29 pm

Today’s consumers are abandoning the creepiness of third-party data. Many retail marketers bought lists of third-party data to guide marketing decisions in the past. What worked before, however, will not produce similar results in the future. As consumers better understand their data, they’ve realized how much value it has. Their personal data has a price,…

When Sex No Longer Sells: How Victoria’s Secret Can Rebuild its Brand
July 2, 2020 at 12:04 pm

The old way of using to sex to sell products has been “buy this toothpaste for a whiter, sexier smile” or “buy this sports car to feel sexy” or “buy this shampoo for shiny hair that will make you sexy.” Victoria’s Secret has been using sexy images to sell its lingerie for years, and it…

Evaluating the Personalized Customer Experience in Retail: 5 Key Lessons
June 30, 2020 at 3:32 pm

In recent months, we conducted two distinct audits as part of an ongoing series to understand how well brands are capturing and using customer data to deliver personalized marketing experiences. The first Customer Experience Audit focused on women’s retail; the second looked at lifestyle footwear. In both cases, we created distinct audit “shoppers” to interact…

Gap, Kanye West Partner for 'Yeezy' Apparel Line
June 29, 2020 at 9:56 pm

Gap is teaming up with Kanye West and Yeezy, his fashion company, for a new clothing line called Yeezy Gap, which will be introduced in the first half of 2021, the companies said on Friday. Yeezy’s design studio, under West’s creative direction, plans to create “modern, elevated basics for men, women and kids at accessible…

Test Your Way to E-Commerce Success
June 29, 2020 at 9:01 pm

Today, a retailer’s website is more important than ever. With the coronavirus pandemic dictating where consumers make purchases — increasingly online — retailers have no time for “moving target” projects like website redesigns. As studies show that one-third of marketers are unhappy with their most recent website redesign, it’s time for progressive retailers to improve website…

Embracing Consumer Trends for Faster Retail Recovery
June 24, 2020 at 5:20 pm

The retail industry is facing an extraordinary challenge. Stay-at-home orders in March drove consumers online, and retailers worked hard to meet the demand for stay-at-home staples, including athleisurewear and electronics. At the same time, retailers worked diligently to keep their own employees safe, whether that meant closing stores or shifting schedules in the warehouse to…

Patagonia is the Latest Retailer to Join the Boycott of Facebook Ads
June 23, 2020 at 6:22 pm

Patagonia has joined companies like REI and The North Face, saying it plans to pause advertising on Facebook and Instagram to show support for a movement called ”#StopHateForProfit,” reports CNBC. Last week, a group of six organizations called on Facebook advertisers to pause their spending on the social media platform during the month of July. The groups…

Paper Source's CEO on Marketing During COVID-19
June 23, 2020 at 3:12 pm

During last month's Women in Retail and Total Retail Virtual Lounge, Winnie Park, CEO of Paper Source, touched on everything from how the retailer is weathering the current pandemic to how Park’s leadership style particularly resonates during these challenging times. In this video clip from the session, Park discusses how Paper Source’s marketing and messaging strategy has shifted since the COVID-19 pandemic.

Why Zenni Optical is Well-Positioned to Weather the Coronavirus Crisis
June 22, 2020 at 7:28 pm

In this video, Editor-in-Chief Joe Keenan interviews Bai Gan, chief product officer at Zenni Optical, a leading online retailer of prescription eyewear. Gan discusses how Zenni was ahead of the curve in its response to the COVID-19 pandemic (the company's central manufacturing center is based near Shanghai), and why he feels the eyewear brand is…