Shopper/Retail
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Schmidt Brothers invests in content marketing with live cooking show for customers
Cutlery brand Schmidt Brothers knows that with a lifetime warranty for its knives, driving repeat purchases can be a challenge. So the Schmidt Brothers focuses on loyalty initiatives that engender positive brand affinity and keep its brand top-of-mind. Its most recent effort is a live, online cooking show called The Cutting Edge. In celebration […]
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Q&A with Brooks Running CMO on its first lifestyle shoe
Editor’s Note: Brooks is known for its running shoes. And the brand hasn’t deviated from performance footwear and apparel since its launch more than 50 years ago — until now. Melanie Allen, chief marketing officer sat down with Multichannel Marketer’s sister Chief Marketer to talk about why the time was right to launch a lifestyle shoe […]
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Trendwatch
‘Era of less’ continues for CMOs
Retail chief marketing officers report a marketing budget that is 7.1% of a company’s revenue, a decrease from last year and lower than the average across industries. Gartner’s annual CMO Spend Survey finds that marketers are continuing to operate with a reduced budget post-pandemic, with a mean budget of 7.7% of a company’s revenue in 2025. […]
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Tech & AI
Google’s new AI Mode will disrupt retailers’ web traffic
Nearly 44% of a retailer’s web traffic that ends in conversion comes from paid or organic search. Google’s new AI Mode will change that. Google is rolling out AI Mode, a chatbot-style interface within search, the behemoth announced at its annual developer conference, Google I/O in May. Instead of shoppers typing in a few keywords […]
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Cosmetic brand E.l.f. raises its prices $1 due to tariffs
E.l.f. takes a casual tone to its Instagram announcement of its tariff-driven price increases, which start Aug. 1. Cosmetic brand E.l.f. announced on its Instagram channel that it is raising its prices by $1 on all of its products starting Aug. 1 due to tariffs. The brand made the announcement using a casual […]
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Shoppers notice tariff-fueled higher prices, adjust spending
A new study finds that shoppers report making fewer purchases recently, or have switched brands because of higher prices. While shoppers may be struggling to keep up with the on-and-off again tariff headlines, they are noticing the result: higher prices. According to a survey of 1,000 U.S. adults in April conducted by ecommerce platform Vtex […]
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Wayfair’s physical store pulls double duty: marketing and sales
The flagship store has increased local sales 15% higher than Wayfair’s national average and more than half of store shoppers are new to the brand. Wayfair’s inaugural large-format store in Wilmette, Illinois, is driving new customers to its brand and boosting sales. In fact, sales in Illinois are 15% higher than Wayfair’s national average […]
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Tech & AI
Retailers invest in AI with few gains to the customer experience
A new survey finds that most U.S. ecommerce companies rate their artificial intelligence ROI as good, even if the impact today is minimal. About a quarter of U.S. ecommerce companies that have invested in artificial intelligence say it has made a “slight improvement” to their customers’ digital experience. Yet, 97% say that this ROI is […]
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Swingline staplers makes its pitch with Take Your Swing campaign
With fewer consumers using paper, Swingline taps into broader markets and design-forward staplers to spur sales. Swingline’s marketing VP shares more marketing tactics in a challenged category. Swingline wants shoppers to buy another stapler. Or just one. For years, the 100-year-old stapler brand has faced a slow, single-digit decrease in sales, along with the […]
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How affiliates drive long-term value at Topdrawer
Topdrawer’s top marketer talks tariffs, physical stores and the Wirecutter. When marketers have to choose between driving conversion and building brand awareness, Topdrawer’s Poonam Chitnis says affiliates can hit both goals. Chitnis is vice president of operations and marketing executive at Topdrawer, a manufacturer and seller of leather goods, accessories and other “creative tools.” Akira Ito […]
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