Marketing

How an Online Retailer is Bracing for a World After IDFA
April 19, 2021 at 6:37 pm

Since the first announcement in June 2020, online retailers have been preparing for the upcoming changes in IDFA tracking. Preparing for this has been a grueling process at times, where retailers must ensure that every aspect of their business is enabled to continue operations without significant risks to business once the upcoming iOS14 tracking changes…

How to Integrate Online and Offline Activity to Make More Informed Marketing Decisions
April 14, 2021 at 4:41 pm

How people consume and engage with a brand differs online and offline. Both are important for nurturing consumers and moving them along the journey to conversion. Integrating your online and offline marketing strategies can help to deliver a consistent brand message, and is more effective at driving action from consumers than treating both mediums in silos. In this article, I examine why businesses should look to integrate their online and offline marketing, and how successful…

CFOs to CMOs: Why Optimize for Revenue When You Can Optimize for Growth?
April 7, 2021 at 4:12 pm

The retail industry has experienced more bankruptcies in the past few months than we’ve seen in years. Naturally, financial teams have been auditing their investments and operating costs, and looking for opportunities to eliminate waste and redundancies. I’ve participated in a number of CFO-driven meetings over the last several months, designed to give financial executives…

Building a Successful Online Retail Company in a Post-Coronavirus World
April 6, 2021 at 4:42 pm

With the COVID-19 pandemic further shifting consumer retail buying habits online, it's more important than ever for companies to utilize tools that help them thrive in an increasingly competitive landscape. According to a recent McKinsey & Company report, “the shift to online retail is real, and much of it will stick.” However, only 60 percent…

Conversational Marketing is Key for Retailers in 2021
April 1, 2021 at 7:06 pm

It has never been clearer that mobile channels are where customers are. In 2020, consumers spent an average of 4.2 hours per day on their phones. At the same time, conversion rates for e-commerce hit a record, reaching 3.5 percent on Black Friday and Cyber Monday this past year. While that is way up from…

Engage in a 'Cookieless' World
March 29, 2021 at 4:48 pm

There has been a seismic shift in the user identity landscape, led in part by technology giants’ response to recent privacy regulations and constraints. While the shake-up ultimately impacts all aspects of the ad-tech industry, it's worth noting that the initial challenge of scalable consumer identity will undoubtedly lead to new opportunities for advertisers to…

Consumer Data Privacy: The Wave About to Hit Retail
March 29, 2021 at 4:25 pm

The consumer data privacy topic may feel like a slow rolling, deep water wave, far offshore without imminent threat, but in reality, there are many waves rapidly gaining in size and speed, and they’re hitting all at once. The first ripples started several years ago in the European Union with an abstract-sounding acronym “GDPR” and…

Playing a Game of E-Commerce Catch-Up? Adopt a Digital Mindset to Fuel Transformation
March 25, 2021 at 3:39 pm

As more people purchase groceries and consumer goods online, time tested in-store strategies such as shelf space and flyers have given way to digital commerce, retail media networks and more. Now, brands that haven't prioritized their e-commerce position are playing a game of catch-up. This is particularly true of brands in the CPG space, where…

Adidas, Peloton Partner on an Apparel Line
March 18, 2021 at 7:41 pm

Peloton and Adidas announced yesterday that they’re working together to create a new line of athletic apparel and lifestyle gear that come in inclusive sizes and unisex styles. The merchandise — which includes shorts, hoodies, tees, crewnecks, sports bras and jogger pants — sells for $30 to $85. Sizes go up to 2X, and unisex…