April Berthene, Author at Chief Marketer

Inside Nalgene’s marketing strategy to stay relevant in the crowded water bottle market

Water bottle brand Nalgene may not have the largest marketing budget, but the brand is still growing by relying on its longstanding heritage and scrappy marketing techniques. In this Q&A, Nalgene’s director of marketing Eric Hansen sits down with Multichannel Marketer to talk about its marketing budget, remnant advertising, Amazon ad success and stainless steel competitor […]

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Ulta grows its loyalty program 5%

Loyalty is core to Ulta’s long-term success, CEO Dave Kimbell told investors on its most recent earnings call last week. Cosmetics brand Ulta reported that it had more than 44 million active customers in its loyalty program Ulta Beauty Rewards in its fiscal second quarter ended Aug. 3. This is a 5% increase over last […]

Shopper/Retail

With high acquisition costs, Bean Box turns to its members for growth

More than 50% of BeanBox.com’s revenue is from recurring subscriptions, said CEO and co-founder Matthew Berk. It took Bean Box more than a decade to achieve this milestone. But now that the brand has reached this mark, Bean Box wants to ensure that its customers continue to both like and buy its brand, Berk […]

Shopper/Retail

How Nalgene rebounded after a martech flop

Water bottle brand Nalgene needed to upgrade its digital asset management system for its thousands of product images. The brand was using a system it built on content management system WordPress to manage its assets, said Eric Hansen, Nalgene’s director of marketing. The system was functional and effective but it “wasn’t great,” for the scale of […]

Shopper/Retail

Faster shipping speeds spend for Amazon customers

New data from CIRP finds that Amazon shoppers who opt for one-day or same-day shipping are among the highest annual Amazon.com spenders. Amazon.com shoppers who select one-day or same-day shipping spend $1,270 annually on Amazon, according to new U.S. data from consumer research firm Consumer Intelligence Research Partners. The longer the shipping time, the less […]

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Ace’s new store format to boost sales 11% and profit 5%

Ace Hardware gives Multichannel Marketer an in-depth look into its new experiential store format dubbed Elevate Ace. The stores showcase Ace’s anchor brands that drive incremental growth for the hardware cooperative. Ace Hardware unveiled a new store format that aims to elevate the merchandising of its most sought-after brands, enhance customer service and create a […]

Shopper/Retail

Mobile sales drive nearly half of all online sales in July

Sales through smartphones increase 10.2% year over year, according to Adobe. But the average mobile ticket is 32% smaller compared with desktops. Mobile drove 49.3% of all U.S. ecommerce spending in July 2024, according to new data from Adobe Analytics. In 2025, the web analytics vendor estimates that mobile shopping will consistently be half or […]

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Walgreens appoints new chief merchandising officer and head of digital commerce

Pharmacy retail chain Walgreens announced two leadership changes this month: It appointed Tracey Koller to chief merchandising officer and Sharmila Sudhakar to group vice president and head of digital commerce. Walgreens expects these new leaders will “significantly contribute” to its turnaround efforts, the retailer said in the announcement. Walgreens reported disappointing Q3 2024 earnings results […]

Shopper/Retail

Q&A with Balsam Brands CTO: Give the data team better tools

Balsam Brands CTO France Roy sits down with Multichannel Marketer to discuss how BalsamHill.com will better use its data to identify high-value customer segments and drive higher conversion rates. Balsam Brands chief technology officer France Roy needs its data and analytics team to do more than just pull reports. The team needs to […]

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FTC bans fake reviews

The Federal Trade Commission announced Aug. 14 a final rule that prohibits the sale or purchase of fake reviews and testimonials, and the agency can seek civil penalties for violations. By giving the FTC teeth against bad actors, the ruling will enhance deterrence and protect consumers from getting cheated, according to the FTC press release. […]