Marketing

Why Petco’s Genuine Connections Make for Brilliant Marketing
July 16, 2019 at 12:07 pm

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…

DTC Brands Use of the Email Address is the Canary in the Coal Mine
July 16, 2019 at 11:26 am

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…

New Research: How to Grow Revenue With Better Back-to-School Audience Targeting
July 15, 2019 at 11:06 am

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…

What D-to-C Brands Can Teach Legacy Retailers About Personalization and Data
July 12, 2019 at 11:03 am

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…

What Retail Can Learn From Publishing as the Industry Transforms
July 11, 2019 at 5:45 pm

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…

GDPR 1 Year Later: The Surprising Recovery of Marketing
July 11, 2019 at 5:06 pm

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…

How to Apply a Personalized UX Across the E-Commerce Buying Journey
July 10, 2019 at 12:08 pm

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…

Reaching the Omnichannel Consumer: Start by Listening
July 9, 2019 at 10:13 am

Gone are the days of the traditional path to purchase, where customers followed a linear track, considered a handful of brands, and narrowed choices during an evaluation phase. A plethora of interaction points across smart devices and channels coupled with unprecedented consumer choice has made today’s shopper more empowered than ever — and turned the…