Earlier this month, meal-kit company Blue Apron introduced new product lines and meal choices, an upgraded digital experience and new creative. Even more significant, it shed the subscription model it’s used since launching in 2012. Having changed just about every aspect of its business, the brand is now taking a multi-pronged approach to communicating those changes to customers and prospects alike. Raina Enand, Head of Marketing at Blue Apron, lays out the thinking behind the strategy.

In a move to retain customers through subscriptions, cater to user requests and jump on the trend of gamified exercising, iFit brand NordicTrack has developed gamified racing content for its top level of loyalty members. Kirsten Spittel-Sloan, Global Vice President at iFit, explains why this made sense for the brand—and how member feedback was a large part of the story.

Smart glasses manufacturer Innovative Eyewear is slowly growing its sales and increasing its cache by securing brand licenses with known apparel brand manufacturers including Eddie Bauer, Nautica and most recently, Reebok. Read how the company landed the licensing and its contribution to sales growth.

Lastly, Ace Hardware is the latest merchant to open its website and stores to brand advertising. The hardware co-op with 5,000-plus stores will allow brands to advertise to shoppers on its website, app, emails and in-store signs—plus off-site ads with programmatic display, video, CTV and mobile ads. Here’s why Ace Hardware believes being a “late mover” to retail media is a benefit.

Until next week,