Marketing

COVID-19 Has Drastically Changed Your Customers: It’s Time to Re-Get to Know Them
August 5, 2021 at 3:29 pm

According to Bloomberg, Americans have saved a whopping $1.7 trillion since the onset of the pandemic. Economists expect a good portion of this will be spent during the so-called “revenge economy” this summer. Industries in travel, retail, and entertainment will surely have the most to gain as they were hit the hardest, but one question…

Tips for Optimizing Digital Marketing Performance
August 4, 2021 at 8:04 pm

Total Retail, in conjunction with SMG, a leading experience management firm, recently produced a new report, The Changing Consumer: Adapting Digital Marketing Strategies to Acquire and Retain Today and Tomorrow's Customer. The comprehensive report addresses how retailers must adapt their marketing tactics to acquire and retain digital-savvy, channel-agnostic shoppers. This week I address best practices that retailers…

How to Stand Out in a Sea of D-to-Cs
August 3, 2021 at 11:02 pm

In today’s retail landscape, building connectivity with your consumers is more important than ever. Amplified by the past year’s events, e-commerce as a percentage of retail sales is rising at an accelerated pace. Online searching and one-click purchasing have conditioned us to a more transactional style and faster speed of consumerism, while viewers and shoppers…

Friend Not Foe: How Contextual Advertising Can Be a Consumer's New Best Friend
August 3, 2021 at 10:17 pm

Global content consumption doubled in 2020, and in 2021 it has shown no signs of slowing down. As consumers, we have access to an incredible amount of articles, videos, social media pages, and all kinds of media that can publish ads alongside it. Today, you'll rarely see content without an ad — and if you're…

A Marketer’s Guide to the New E-Commerce World Order
August 2, 2021 at 7:32 pm

It’s 2021 and the world offers more ways to shop than ever before. Brands must make an effort to integrate promotions and purchase functionality directly into the digital channels where consumers are spending time. Here are a few things to keep in mind when putting your best foot forward to boost sales and visibility in…

Express Launches Community Commerce Program
July 26, 2021 at 6:44 pm

Fashion apparel retailer Express on Monday announced the launch of Express Community Commerce, a social commerce experience for fashion enthusiasts to style, inspire and earn commission. According to Express, the Express Community Commerce program brings together a network of like-minded, entrepreneurial style experts — called Express Style Editors — through coaching, education, mentorship and meetups.…

Retailer Success Means Being Agile Marketers in a Post-COVID World
July 22, 2021 at 5:00 pm

The notion of “Agile Marketing” has been around for a while. As a superior operating paradigm, it has been sketched out across more whiteboards than any of us could begin to count. What started as an IT construct to adapt to an accelerated pace of software and systems development has bled into all sorts of…

Big Lots' SVP of Marketing Details its "Be A BIGionaire" Campaign
July 19, 2021 at 7:29 pm

In episode 307 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Joice Wirkus, senior vice president of marketing at Big Lots, a national neighborhood discount retailer. Wirkus discusses Big Lot's new "Be A BIGionaire" marketing campaign, the consumer research that factored into this campaign, and the shifts in customer behavior the retailer experienced during the…

The Brands and Media Defining the Next Era of Retail
July 12, 2021 at 10:17 pm

We all know how much the effects of the COVID-19 pandemic have altered consumers’ buying and shopping habits. As a result, brands have spent the past 16 months changing their business approaches, operations and delivery models to meet constantly shifting expectations. Retailers have had to first abandon and then reinvent their brick-and-mortar stores. Consumer goods…

Leveraging the Rise of Digital Marketing to Drive Post-Pandemic In-Store Traffic
July 5, 2021 at 12:15 pm

The pandemic fast-tracked the growth of e-commerce on an exponential level. In 2020, e-commerce accounted for over 21 percent of retail sales — a monumental jump from the 15.8 percent of retail that it accounted for the year prior. There’s no doubt that e-commerce will continue to be an important part of the consumer journey,…