April Berthene, Author at Chief Marketer

Retailers are absorbing tariffs, but is that the best move?

A majority of retailers are absorbing at least some of their increased tariff costs. The NRF says that’s not the best move for the economy. Here’s why.

Shopper/Retail

Google’s AI summary decreases retailer web traffic

With Google’s AI summary, consumers are less likely to click through to websites, a Pew Research study finds. A new Pew Research Center study confirms what retail marketers have likely known for the past year: When Google shows consumers an artificial intelligence-generated summary at the top of search results, they are less likely to click […]

Shopper/Retail

AI will reduce Amazon’s workforce

Amazon has more than 1,000 generative AI applications built or in the works, which will reduce the number of employees Amazon needs, CEO Andy Jassy says. Amazon is pouring money into artificial intelligence, and its investments are starting to take shape. CEO Andy Jassy detailed a few in his recent message to employees: Amazon […]

Shopper/Retail

ChatGPT beats Gemini in recent generative AI SEO test

ChatGPT gives SEO marketers more human-like responses to queries, while Gemini explains technical SEO better in generative AI test. Retail marketers have likely tapped generative artificial intelligence tools ChatGPT and Google Gemini in the past year to help them with their tasks, including search engine optimization. The large language models are valuable tools to […]

Shopper/Retail

Crayola CMO crafts campaigns that resonate for adults

How Crayola’s emotional storytelling marketing campaigns earn 6 billion impressions with targeting adults. Its latest campaign debuts for back-to-school shopping season. Crayola’s art supplies may be designed for kids, but it’s marketing campaigns often target adults. Crayola’s recent marketing and brand initiatives all center on the meaning and importance of creativity, said Victoria Lozano, chief […]

Shopper/Retail

How retail marketers explain tariff-driven price increases to shoppers: four strategies

Half a dozen major merchants — Fat Brain Toys, E.l.f., Topdrawer, Schmidt Brothers Cutlery, Swingline Staplers and The Honest Kitchen — share strategies on communicating their tariff woes and price increases. The 2025 tariff headlines have kept retailers and shoppers alike on their toes, with taxes on imports going from high to higher, to paused, […]

Shopper/Retail

Amazon’s four-day Prime Day drives $24.1 billion in US ecommerce sales

During Prime Day, an average household spent $156, likely over the course of two or more purchases. U.S. shoppers spent $24.1 billion online during Amazon’s annual Prime Day sales event, which lasted four days in 2025, July 8-11, according to Adobe Analytics. Adobe’s estimate is for all of U.S. ecommerce, including purchases from Amazon […]

Shopper/Retail

High prices, economic concerns flatten back-to-school spending

With high prices and squeezed budgets, consumers will purchase less this back-to-school season. U.S. consumers will purchase fewer back-to-school items in 2025, according to Deloitte Consulting LLP’s annual back-to-school spending survey. Parents are focused on essential products, and in every category except apparel, parents plan to spend less this year. Overall, U.S. consumers will spend $30.9 […]

Shopper/Retail

Quip taps QR codes to build omnichannel marketing program

Toothbrush brand Quip better tracks and remarkets to customers after implementing QR codes on its packaging. Like most direct-to-consumer brands, oral care brand Quip struggled to gain insights into shoppers who purchased its products at a retail store. Quip launched in 2015 as a direct-to-consumer electric toothbrush brand, coupled with a subscription service for shoppers […]

Shopper/Retail

How one US brand benefits as a Temu seller

Toys and entertainment brand PopMarket says Temu is its fastest growing sales channel. The time is right for U.S.-based retailers to sell on Chinese-based marketplace Temu, said Tim Hinsley, senior vice president of retail sales at Alliance Entertainment. PopMarket, which is owned by Alliance Entertainment, began selling on Temu in Q4 2024. Sales started […]