April Berthene, Author at Chief Marketer

How a brand turned a Today Show flop into lemonade

ScanMyPhotos missed the opportunity to convert thousands of Today Show viewers into customers because its prices were too high. After listening to feedback and lowering its price, sales have escalated. Thousands of consumers flocked to ScanMyPhotos.com after the Today Show featured the photo-digitizing business as a Mother’s Day gift option on May 9. But only […]

Shopper/Retail

David’s Bridal: loyalty program members spend 30% more than average shoppers

Three million shoppers have said “I Do” to becoming members of David’s Bridal Diamond loyalty program — just a few years after it launched in late 2020. Average sales and transactions by loyalty members are 30% higher than the company’s typical shoppers, Kelly Cook, president of brand, technology and finance told attendees at the Retail Innovation […]

Shopper/Retail

How they did it: Email marketing conversions increase 54% at Aaron’s

It was 2019 and the email marketing program at retail chain Aaron’s needed a reset. The list was dirty. The sends were batch and blast. And the content was dry, said Hody Crouch, vice president of data and analytics at the lease-to-own retail chain. “At the same time, the company was digitizing. We were moving […]

Shopper/Retail

Online sales take off at Samsonite after site overhaul

Luggage brand Samsonite knew it was too dependent on its wholesale channel and wanted to make direct-to-consumer sales a larger part of its revenue. After replatforming eight of its brands onto the Salesforce Storefront Reference Architecture, Samsonite did just that. Samsonite’s brands had become too siloed, said David Oksman, Samsonite’s vice president of marketing […]

Shopper/Retail

Target slashes prices, reports sales decrease

Target will lower the price on 5,000 of its frequently purchased items across its assortment within the next few months, the retail chain announced May 20. Target said it already reduced the prices on 1,500 items. The mass merchant lowered prices on products including milk, meat, bread, soda, fruit, vegetables, snacks, yogurt, peanut butter, coffee, […]

Shopper/Retail

Ad dollars flow in for Walmart in Q1

Retail chain behemoth Walmart reported its revenue increased 6% year over year for its fiscal first quarter 2025 ended April 30, and its U.S. ecommerce sales increased 22% year over year. Walmart also reported that its global advertising business grew 24%, which includes a 26% increase for its U.S. advertising segment called Walmart Connect. This […]

Look inside Wayfair’s first physical store

After 16 years of selling billions of dollars worth of home furnishings online, Wayfair Inc. opened a flagship physical store today in Wilmette, Illinois. The store, located in the Chicago suburbs, carries roughly 12,000 products, a fraction of the millions Wayfair sells online. Wayfair selected items featuring a variety of styles and price points to […]

Shopper/Retail

PetSmart revamps its loyalty program

Pet retail chain PetSmart unveiled a revamped loyalty program called Treats Rewards earlier this quarter. After customer feedback of wanting a simpler program from the 67 million shoppers already in PetSmart’s loyalty program, the retailer decided to overhaul its offering, said Bradley Breuer, vice president of loyalty and customer relationship management at PetSmart. The new […]

Shopper/Retail

Paid search drives largest share of online purchases so far in 2024

Paid search was the largest driver of online sales for retailers so far this year, with 28.2% of online sales Jan.1-April 30 directly attributed to this channel, according to new data from Adobe Analytics. Direct web sales were the second largest driver, with nearly one in five purchases initiating in this way, followed by: This […]

Shopper/Retail

Starburst launches new marketing campaign powered by generative AI

Candy brand Starburst recently launched a new marketing campaign dubbed “Different Every Time.” The campaign uses generative artificial intelligence to create hundreds of assets for the ad, such as background imagery and caricatures. This is the first advertising campaign for Starburst in more than a decade. Read more about the campaign here.