Marketing

How Will Generative AI Disrupt Retail Marketing?
August 28, 2023 at 1:16 pm

As generative artificial intelligence tools like ChatGPT rapidly evolve, companies across the spectrum are adapting as they try to capitalize on the technology’s potential. This potential ranges from disruptions to marketing efforts, search and consumer behavior to the impacts on workforces, workflows and more. Brand marketers for retailers have been especially focused on following the…

Retail Media Represents the Savior of More Than Just Retailers
August 24, 2023 at 12:32 pm

The evolution of digital platforms and increased privacy restrictions have cattle-prodded a reluctant advertising industry directly where marketers say they’ve always wanted to go: a future where success can be measured in actions, not ads. This evolution is most obvious in the rise of retail media titans and the growing number of retail media networks…

4 Steps to Shopper Identification Nirvana
August 22, 2023 at 5:28 pm

Everyone is unique, so why do many marketing initiatives treat everyone the same? The answer lies with identification. When retailers can’t identify shoppers, they have no choice but to lump them together in one undifferentiated group. Often, the issue is not that a retailer can’t identify site visitors, it's that its approach to identification isn’t…

How Pep Boys is Using Customer Data to Optimize Marketing
August 21, 2023 at 4:13 pm

In episode 415 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Chris Ebel, former assistant vice president, marketing and CRM at Pep Boys, the leading automotive aftermarket chain in the U.S. Listen in as Ebel discusses his role at the organization (0:40), why it's critical for retailers to track shoppers' paths to purchase (1:10), and how…

How Kroger Engages Loyalty Members With Agile, Sustainable Lifecycle Marketing
August 14, 2023 at 4:06 pm

In episode 414 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Valerie Grant, lifecycle marketing manager at Kroger, an American grocer operating a variety of banner names. Grant discusses her role leading engagement and retention membership marketing (0:45), how Kroger differentiates its approach between brand and lifecycle marketing (1:45), and the importance of agile, sustainable marketing…

Why Every Advertiser Needs Retail Data to Reach the Right Audience
August 9, 2023 at 3:52 pm

Mass reach advertising isn’t cutting it anymore. Radio voiceovers and commercial breaks in between TV segments might be the easiest way to reach large audiences, but it's no longer the most effective. Today, the way advertisers reach customers is constantly evolving with the emergence of new channels and innovations. In this fragmented digital landscape, it's…

A Behind-the-Scenes Look at the Launch of Evsie, maurices' Tween Brand
August 9, 2023 at 12:54 pm

How did a 92-year-old company dedicated to women's clothing successfully launch a tween brand in 2022? In an exclusive interview with Women in Retail Leadership Circle (WIRLC) and Total Retail last week, Laura Sieger, senior vice president and chief marketing officer of maurices, shared a behind-the-scenes look at the launch and expansion of Evsie, maurices' tween…

West Music Marketing Exec on Reaching Niche D-to-C and B-to-B Customers
August 7, 2023 at 5:40 pm

In episode 413 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Cathy Miller, executive vice president of sales and marketing at West Music Company, a family-owned, Iowa-based music instrument and education retailer. Listen in as Miller discusses the business and her role (0:40), as well as how the company tells the story of its over…

The Rise of Commerce Media and the Collapse of the Attention Economy
August 7, 2023 at 4:09 pm

The rise of commerce (or retail) media and the collapse of the attention economy go hand in hand. Case in point: The 2010s were good to direct-to-consumer (D2C) commerce. Most retailers experienced low customer acquisition costs (CAC) afforded through low-cost social media ads (mostly via Meta products like Facebook and Instagram). At the time, these…

Demystifying Retail Media Networks: 4 Steps for RMN Success
August 7, 2023 at 12:46 pm

When BCG researched commerce media, it sized an industry expected to reach $10 billion in ad spend by 2025. Major retailers like Amazon.com have normalized retail media networks (RMNs) and are already maximizing their income potential, but smaller RMNs are also growing fast. Why do RMNs continue to gain traction and grow in value? It’s…