April Berthene, Author at Chief Marketer

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.

AI

Qualia Life CMO Lays Foundation for AI to Crawl, Source its Pages

After noticing an uptick in traffic from generative AI, supplements brand Qualia Life is investing in an AI friendly marketing strategy.

Archer goes for wacky and bold in its first national campaign

Branding/Marketing

Marketers on Fire: Archer’s VP of Marketing Dishes on Meaty Sales Uptick and First Brand Campaign

After a 90% surge in sales, meat stick brand Country Archer invests in a redesign and a national brand awareness campaign. Andrew Thomas, Vice President of Marketing, shares Archer’s marketing journey with Chief Marketer.

generative AI shoppers research more on your site instead of buy

AI

Shoppers From Generative AI Browse More, Convert Less

Generative AI is bringing an increasing amount of traffic to online retailers, but these shoppers are 23% less likely to convert.

Marketers

Big Green Egg Shifts to Storytelling Marketing to Modernize its Approach

Big Green Egg and Ace Hardware partner for contest giveaway to showcase neighborhood heroes. The initiative is part of the grill brand’s new way of marketing itself with lifestyle storytelling.

Shopper/Retail

Furniture.com Taps Agentic AI to Double its Repeat Shopper Rate

After listening to customer surveys, Furniture.com moves from being a lead generator to a marketplace with the help of AI agents. GM Dan Russotto says the goal is to double its repeat shoppers.