April Berthene, Author at Chief Marketer

How Unilever-owned Liquid I.V. approaches retail media ad spend

Liquid I.V. is pouring ad dollars into online retail platforms to protect its top spot in search results and fend off competitors. “Being the No. 1 powdered hydration company in America definitely puts a target on your back,” said Danielle Fessenden, Liquid I.V.’s senior director of Amazon and omnichannel. Now that online retailers have opened […]

Shopper/Retail

Under Armour shakes up its marketing strategy

With revenue down 10% in its recent earnings report, sportswear brand manufacturer Under Armour discusses fewer promotions, fewer SKUs, more loyalty and more influencers. Every two in three emails Under Armour sent to consumers in 2023 included a discount or promotion. Likewise, 65% of Under Armour’s sales last year were on promotion and only […]

Shopper/Retail

Behind Liquid I.V.’s marketing strategy for Prime Day domination

Unilever’s hydration powder brand Liquid I.V. talks how it climbed to the third most-sold product during Amazon Prime Day. Liquid I.V. bulked up its marketing strategy for Amazon’s 10th annual Prime Day sales in July with homepage and event page placements, an exclusive product launch, branded packages prior to the event and a drone product […]

Retail marketers react to Google’s cookie deprecation reversal

Cookie depreciation is no longer a looming threat, but retail marketers still need to prepare for shoppers opting out of tracking. Google’s recent announcement that it will not phase out third-party cookies gives retail marketers more time to adjust their marketing strategy and bolster their first-party data. Cookie-based advertising allows marketers to track consumers […]

Shopper/Retail

Publicis Groupe to acquire influencer marketing platform Influential

Communications company Publicis Groupe recently announced it plans to acquire Influential, an influencer marketing company. Influential uses AI to match bands with an influencer’s audience. The vendor has 300 brand clients, including Ulta, Amazon, DoorDash and McDonald’s, and has 3.5 million influencers in its network. Influential has access to and data on 90% of global […]

Shopper/Retail

How AI boosts Ghirardelli’s conversion rate

Pam Perino, digital content operations and development manager at Ghirardelli Chocolate Company, shares how using an artificial intelligence software to help select, order and modify images increases the global chocolate brand’s conversion rate. Pam Perino has an endless number of product detail pages to manage, said the digital content operations and development manager at Ghirardelli […]

Shopper/Retail

Sam’s Club launches ads on Scan and Go app

Sam’s Club is the latest retail chain to allow outside brands to advertise to its shoppers while in store. This July, the Walmart-owned club store announced it will expand its retail media platform MAP to Sam’s Club’s mobile checkout app feature Scan and Go. With Scan and Go, shoppers can use their app to […]

Shopper/Retail

Amazon’s best Prime Day ever

Amazon said Prime Day 2024 was its best yet, with record sales and more items sold during this two-day sale than any other Prime Day. Amazon said it sold more than 200 million items during the 48-hour sale July 16-17. Amazon offered millions of deals to its 200 million paid Prime loyalty program members. Amazon […]

Q&A: U.S. Polo Assn. CEO grows brand with Olympic event

J. Michael Prince, CEO of the official apparel brand of the United States Polo Association, sits down with Multichannel Marketer to discuss event marketing and how it plans to use organic content to drive a 20% lift during the 2024 Olympic Games. The 2024 Olympics will have a tremendous impact on the U.S. Polo Assn. […]

Shopper/Retail

Etsy’s new marketing campaign highlights its handmade vision

Etsy debuted a new marketing campaign this July that advertises the marketplace’s foundation and commitment to being an online store for handmade goods. The campaign includes videos of sellers creating unique products by hand. One advertisement features a robotic arm at the start that is broken at the end of the video. “Recently, […]