Marketing

Marketing in a Pandemic: Riding the Surging Wave of Commerce Advertising, Part 1
October 27, 2020 at 4:09 pm

As COVID-19 disrupted world economies, consumer buying behavior began to change. The pandemic has led to an increased shift in buying everyday items online, with some experts stating this crisis pushed e-commerce ahead by nearly four years. Already the fastest-growing channel in digital marketing, commerce advertising hasn’t slowed during the global crisis. Even as many…

Saatchi Art SVP on the Importance of Telling Rich Brand Stories
October 26, 2020 at 8:53 pm

In episode 270 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jeanne Anderson, senior vice president and general manager of Saatchi Art, the world’s leading online art marketplace, connecting people with art and artists they love. Listen in as Anderson discusses the company's history and mission, how Saatchi Art has evolved during the COVID-19 pandemic,…

Tips to Adapt Your Black Friday Marketing Strategy for 2020
October 26, 2020 at 5:16 pm

There’s no question that the upcoming holiday shopping season, and Black Friday in particular, promises to be the strongest on record. With major retailers such as Walmart planning to remain closed on Thanksgiving — the modern start of the holiday shopping season — both brick-and-mortar and online retailers alike are gearing up to maximize their…

Macy's to Skip Santa, Ending 159-Year Tradition
October 26, 2020 at 4:46 pm

Santa Claus won't be visiting any Macy's stores in 2020, ending a 159-year holiday season tradition. The department store's tradition started in 1861, but Santa meet-and-greets won't be happening this year because of concerns about the coronavirus pandemic. Instead, Macy's is creating an interactive virtual experience. "To replicate the magical experience of visiting Macy's Santaland for…

How Retailers Can Capitalize on Shoppers Spending More Time Outside
October 20, 2020 at 11:16 am

In a matter of months, COVID-19 has changed the way retailers think about and execute their businesses. Retailers are being challenged now to evaluate the experience they’re delivering to shoppers. On top of that, the pandemic has caused a major shift in consumer behavior that stretches beyond the shopping experience alone. Everything from how people…

Checking in on the Commerce Consumer: You OK?
October 19, 2020 at 11:14 am

For commerce practitioners, be it on the manufacturer, platform or agency side, 2020 has been a mixed bag. For many, it’s come with great gains — think food brands scooping up shoppers who could no longer eat out or wellness brands working the frontlines at home through flu and cold medication. That spike was definitely…

3 Essential Marketing Strategies for a Successful Holiday Season
October 15, 2020 at 5:32 pm

The holiday season will make or break revenue goals for almost every retailer this year. Thankfully, most states resumed in-person shopping in some capacity, but a lot of uncertainty remains about how the retail industry will fare. In this period of uncertainty, there's one constant: this upcoming holiday season will be critical for retailers negatively…

Late to the Party: How to Cater to Last-Minute Shoppers This Year
October 15, 2020 at 5:17 pm

As the holidays quickly approach, many early-bird consumers have already begun rounding up items on their holiday lists, eager to beat the holiday rush. But as any retailer knows, there will inevitably be plenty of shoppers who need a little — or perhaps a lot — of help making that final dash to get their holiday shopping wrapped…

3 Essential Strategies to Address in 2021 Retail Planning
October 14, 2020 at 2:55 pm

While COVID has been an “unprecedented disruption” for business and consumers, it’s clearly been an accelerant for existing trends. For retailers, this includes “Retail Darwinism.” Retailers filing for bankruptcy is nothing new, but regardless of a vaccine or another “unprecedented” event, failure to understand the context that made COVID exacerbate retail’s challenges will only leave…

How E-Commerce Marketers Pivoted in Response to Changing Consumer Needs Post-COVID
October 6, 2020 at 7:04 pm

“The only constant in life is change,” goes the ancient Greek saying. This sentiment has never been more true for retailers than right now. Even under normal market conditions, marketers in the e-commerce industry are constantly course-correcting their plans based on shifting customer needs and trends. It’s part of the job. This adaptability has served…