Adam Schwartz

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

The customer acquisition strategy put in place last year by BustedTees, an online retailer of T-shirts that was started by the founders of CollegeHumor.com in 2004, is no joke. The strategy involves placing display ads across the web on targeted sites. When prospects click on the ads, a box pops up that asks for their email address in exchange for a 20 percent discount on their first order.

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