April Berthene, Author at Chief Marketer

Athleta Uses On-Site Search for Better Marketing Insights

Gap-owned Athleta overhauls its content management system and connects its digital and marketing teams to quickly produce more personalized content.

Dollar Shave Club taps real men for ‘edgy’ campaign creative for new razor launch

Campaigns

Dollar Shave Club Taps Real Men for ‘Edgy’ Campaign Creative in New Razor Launch

Razor brand Dollar Shave Club hosted 23 men on a three-day retreat and enlisted them to brainstorm campaign ideas. The output includes taglines ‘Sharp AF’ and ‘Me Shave.’

At Shoptalk Fall, Ace Hardware’s top marketer talks about how having a clear pursuit drives all of its initiatives, from marketing content to store layout.

Shopper/Retail

Ace Hardware CMO Says Consistency From Marketing to Store Floor Wins

At Shoptalk Fall, Ace Hardware’s top marketer talks about how having a clear pursuit drives all of its initiatives, from marketing content to store layout.

Shopper/Retail

Experiential Retail at Camp Keeps Shoppers Loyal, Buying

Camp, a children’s entertainment and retail brand, is attracting 2 million consumers to its locations each year by creating interactive experiences to its ticketed events, CEO Jenica Myszkowski said at Shoptalk Fall.

Tech & AI

How Target Is Revamping its Search Strategy

At Shoptalk Fall, Target’s VP discusses how the mass merchant is overhauling its on-site search technology so it can understand long queries, traditional keyword searches and interact with outside AI agents.

Shopper/Retail

Best Buy Unveils ‘Store Takeover’ Ad Spots to Cater to Large Non-Endemic Advertisers

Best Buy is making use of its in-store screens by allowing advertisers to do a store takeover with a new offering from the chain’s retail media network.

Loyalty Marketing

Shoppers Prefer Cash Back Over Points for Loyalty Programs

Rewards programs make shoppers more loyal to a brand and more likely to recommend it, according to a new study.

Shopper/Retail

Dude Wipes CMO on Experiential Marketing and Potty Humor

Flushable wipes brand Dude Wipes shares its growth path to 10 million households, its plan for 200 events this year and its recent ‘smear’ campaign.

AI

EBay Readies for AI Search Shift

Marketplace eBay says its decades of experience with SEO helps to ensure its listing pages are easily indexed so that AI search platforms can cite its product pages.

Campaigns

Sara Blakely’s Sneex Evolves Marketing to be More Approachable

Chief Marketing Officer Rachel Goldflam discusses future goals for the 1-year-old Sneex, and its latest campaign targeting the luxury heeled sneakers at commuting women during New York Fashion Week.