April Berthene, Author at Chief Marketer

Google’s new AI Mode will disrupt retailers’ web traffic

Nearly 44% of a retailer’s web traffic that ends in conversion comes from paid or organic search. Google’s new AI Mode will change that. Google is rolling out AI Mode, a chatbot-style interface within search, the behemoth announced at its annual developer conference, Google I/O in May. Instead of shoppers typing in a few keywords […]

Shopper/Retail

Cosmetic brand E.l.f. raises its prices $1 due to tariffs

E.l.f. takes a casual tone to its Instagram announcement of its tariff-driven price increases, which start Aug. 1. Cosmetic brand E.l.f. announced on its Instagram channel that it is raising its prices by $1 on all of its products starting Aug. 1 due to tariffs. The brand made the announcement using a casual […]

Shopper/Retail

Shoppers notice tariff-fueled higher prices, adjust spending

A new study finds that shoppers report making fewer purchases recently, or have switched brands because of higher prices. While shoppers may be struggling to keep up with the on-and-off again tariff headlines, they are noticing the result: higher prices. According to a survey of 1,000 U.S. adults in April conducted by ecommerce platform Vtex […]

Wayfair’s physical store pulls double duty: marketing and sales

The flagship store has increased local sales 15% higher than Wayfair’s national average and more than half of store shoppers are new to the brand. Wayfair’s inaugural large-format store in Wilmette, Illinois, is driving new customers to its brand and boosting sales. In fact, sales in Illinois are 15% higher than Wayfair’s national average […]

Shopper/Retail

Retailers invest in AI with few gains to the customer experience

A new survey finds that most U.S. ecommerce companies rate their artificial intelligence ROI as good, even if the impact today is minimal. About a quarter of U.S. ecommerce companies that have invested in artificial intelligence say it has made a “slight improvement” to their customers’ digital experience. Yet, 97% say that this ROI is […]

Swingline staplers makes its pitch with Take Your Swing campaign

With fewer consumers using paper, Swingline taps into broader markets and design-forward staplers to spur sales. Swingline’s marketing VP shares more marketing tactics in a challenged category. Swingline wants shoppers to buy another stapler. Or just one. For years, the 100-year-old stapler brand has faced a slow, single-digit decrease in sales, along with the […]

Shopper/Retail

How affiliates drive long-term value at Topdrawer

Topdrawer’s top marketer talks tariffs, physical stores and the Wirecutter. When marketers have to choose between driving conversion and building brand awareness, Topdrawer’s Poonam Chitnis says affiliates can hit both goals. Chitnis is vice president of operations and marketing executive at Topdrawer, a manufacturer and seller of leather goods, accessories and other “creative tools.” Akira Ito […]

Shopper/Retail

The Honest Kitchen CMO bets on authenticity in new marketing campaign

The 23-year-old pet food brand highlights messy pet moments in its first full-funnel marketing campaign. Chief marketing officer Miki Dosen details the campaign’s inspiration, strategy and early results. For the first time in its 20-plus years, pet food company The Honest Kitchen launched a full-funnel marketing campaign. With its launch into PetSmart stores across […]

Shopper/Retail

Ulta wants in on Beyoncé’s Midas touch

Retail chain Ulta announced it was the official beauty partner for Beyoncé’s Cowboy Carter concert tour. The retail chain will reveal seven looks inspired by the superstar’s most recent album — Cowboy Carter — and seven cities where the tour will be. Ulta will curate an assortment of makeup and skincare to create that look. […]

Shopper/Retail

Influencers bolster image assets at PeachSkinSheets

Influencer marketing is a known tactic to drive traffic and sales. But PeachSkinSheets says one of the main benefits for its brand is asset creation. While the brand manufacturer of bedsheets had basic product images, it did not have a well of content that showcased the sheets on a variety of beds, or with consumers […]