Retail / videos
Access the latest research and thoughts from leaders in the retail space. Whether your business is focused on in-store sales or online eCommerce, we provide multi-channel insights and case studies to help you evolve your retail strategy and connect with consumers in the moments that matter.
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Regional & Personal
Case Study
Regional & Personal
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, discusses the importance of personalized, relevant communication. Part of the My Macy's effort is to be local and relevant by region. The website will be customized according to customer ...
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Believe Campaign
Case Study
Believe Campaign
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, describes the holiday campaign that donates a dollar to Make-A-Wish foundation for ever letter to Santa Claus mailed from a Macys store. The campaign has been engaging and positive, ...
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In-Store Sales
Case Study
In-Store Sales
Peter Sachse, CMO of Macy's and Chairman and CEO of macys.com, explains that on-line and off-line marketing is focused on driving in-store traffic. Macy's uses Google to help customers track in-store product availability.
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Consumer Testimonials
Interview
Consumer Testimonials
Liz Cahill, VP of Marketing for Lee Jeans, discusses a recent trend that uses consumer testimonials. Marketers have to be careful not to cross the line into overproduced and inauthentic. Consumers will know if actors are being used.
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Levi's
Case Study
Levi's
Andy Murray, CEO of Saatchi & Saatchi X, admired the Levi's campaign with the pop-up shops in San Francisco, where fans could design and customize jeans. This approach engages people.
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Personalization Offline
Interview
Personalization Offline
Sameer Samat, Director of Product Management at Google, describes the future of commerce as the web catching up with how people live their lives. Marketers can create a value proposition that makes customers feel good about sharing content. Shared information ...
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National vs. Local
Case Study
National vs. Local
Rich Lesperance, Director of Online Marketing at Walgreens, talks about national and local marketing. National campaigns are important, but Walgreens is known for its local in-store experiences. They are experimenting with balancing the two, and a key element of this ...
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Co-op Marketing Online
Case Study
Co-op Marketing Online
Rich Lesperance, Director of Online Marketing at Walgreens, talks about co-op marketing. Walgreens is trying to move co-op marketing online by, for example, creating a L'Oreal site within Walgreens.com.
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Hyper-Locality
Case Study
Hyper-Locality
Julie Dexter Berg, EVP/CMO of Supervalu, describes the challenges of branding in a broad middle market with niche markets one one side and large retailers like Wal-Mart on the other. Supervalu competes as a hyper-local business, which necessitates deep knowledge ...
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Cautious with Mobile
Interview
Cautious with Mobile
Kim Feil, CMO of Walgreens, recommends being cautious and thoughtful in the use of mobile marketing. if real-time intrusion is not deeply relevant, it can damage the relationship.
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Digital Facets
Case Study
Digital Facets
Kim Feil, CMO of Walgreens, explains that digital is not a program in itself but a part of all programs. As Walgreens becomes more proficient at incorporating digital into larger campaigns, there will be more focus on digital-only campaigns.
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Scrutiny of Results
Interview
Scrutiny of Results
Kim Feil, CMO of Walgreens, believes that the changing face of marketing is characterized by more scrutiny of marketing results, in terms of both long- and short-term impact.