April Berthene, Author at Chief Marketer

How FragranceNet Weighs the Cost of RCS Marketing

The newer form of text marketing, rich communication services, delivers more engagement from shoppers but a richer price tag for retailers.

Shopper/Retail

How Helzberg’s New Product Data System Drives Customer Acquisition

Fine jewelry retailer Helzberg increased online sales by 25% and accelerated product launches after implementing a new data asset management system.

Shopper/Retail

Advance Auto Parts Returns to Brand Campaigns in Time for America’s 250th Birthday

Following its best quarter in five years, Advance Auto Parts is highlighting its 94-year heritage in a new top-of-funnel marketing campaign, said Bruce Starnes, Chief Merchandising Officer.

Shopper/Retail

Florastor CMO Shares Creator Challenges and An Unexpected Male Customer

Florastor just launched a skin probiotic. CMO Bindu Shah shares why the product is resonating with men, how it keeps tight guardrails on its influencers and how it’s launching a product with Lindsay Hubbard.

Shopper/Retail

Martha Stewart Shares Marketing Tips To Stay Relevant

In her keynote address at Salesforce Connections, Martha Stewart discusses taking risks, trying new technology and authenticity as a way to stay relevant across generations.

Shopper/Retail

Fenty Strategizes To Rank in Agentic AI Platforms

After noticing a ‘seismic shift’ in consumers using agentic platforms, Chief Digital Officer at Fenty Beauty Brands shares pillars of how the brand is adapting to the shopper’s new way of discovering products.

Shopper/Retail

Hint Water Launches Sexy Campaign To Tap Into Culture

Hint Water doubled its marketing investment from last year with a lust-forward campaign that showcases its brand evolution. Here’s the company’s plan to re-energize its decades-old brand.

Shopper/Retail

Low Prices Drive Gen Z Shoppers To Resale

A new survey finds that Gen Z shoppers are most likely to buy secondhand items and purchase goods after discovering them on social media than older generations.