April Berthene, Author at Chief Marketer

Super Saturday brings in big bucks for mass merchants, off-price retailers and Ulta

The last Saturday before Christmas, Dec. 21, drove many shoppers to the store, with foot traffic surging compared to a typical Saturday in the holiday season. Beauty stores surpassed their pre-pandemic foot traffic levels, while department store foot traffic decreased 25% compared with Super Saturday 2019. The Saturday before Christmas Day, Dec. 21, dubbed […]

Why acquiring male customers might be a cakewalk for bridesmaid dress brand Revelry

Bridesmaid dress retailer Revelry plans to market its new men’s line of suits to the same target customers as it does bridesmaid dresses: the bride. Revelry’s senior director of marketing shares more, plus attribution challenges of tying its marketing campaigns to sales. Bridesmaid dress retailer Revelry wants to be the go-to destination for brides […]

Shopper/Retail

The most-read retail marketing stories of 2024

Top reads include Q&As with executives from Home Depot, Balsam Brands and Nalgene. Multichannel Marketer launched in Q2 2024 and we’ve been fortunate to have grown a loyal reader base over the past few months. Thank you all for taking the time to get to know us. Below are the most-read stories since our launch. […]

Shopper/Retail

Style quiz increases conversion, decreases returns at Carve Designs

Carve Designs vets all of its technology deployments on if it will produce a high return on investment, CEO Thayer Sylvester says. The style quiz checks all the boxes but robust personalization has not proved its worth yet. Apparel brand Carve Designs wants shoppers to find their ideal swimsuit fast, buy it and then keep […]

Shopper/Retail

Ecommerce claims growing share of Black Friday sales

Analysis shows a ‘modest’ increase in Black Friday foot traffic and store sales, while online sales surge year over year, according to new data from the NRF, Mastercard SpendingPulse and Placer.ai. On Black Friday 2024, U.S. retail sales increased 3.4% year over year, according to Mastercard SpendingPulse. Broken out by channel, however, and the disparity […]

Shopper/Retail

Walmart grabs the most TV viewers with Thanksgiving weekend ads

Macy’s scores big with actor Alison Brie, and Amazon increases its investment in Prime-specific holiday ads. Walmart captured the highest share of holiday TV ad impressions during the five-day period Thanksgiving through Cyber Monday, according to data from media performance vendor iSpot.tv. Macy’s and Amazon grabbed the next highest share of voice over the holiday […]

Cyber Monday online sales increase 7.3%, reach $13.3 billion

Larger-than-expected discounts from retailers and shoppers purchasing higher-ticket items drove the online sales increase, according to Adobe Analytics. Cyber Monday remains the king of online shopping days, with online sales increasing 7.3% year over year to $13.3 billion in U.S. sales, according to Adobe Analytics data. This is the single largest online shopping day […]

Shopper/Retail

Which affiliates drive the most value?

Hair styling products brand Ella Bella targets listicle blogs to drive traffic and conversions to its Amazon product pages. List-based articles, like “The Top-10 Hairdryers,” are key revenue drivers for hair products brand Ella Bella. The web-only brand primarily sells its products on Amazon.com, and Ella Bella needs outside sources like these blogs to drive […]

Shopper/Retail

We want to hear from you

Hello readers! With the year wrapping up, we’d love to take stock on how Multichannel Marketer was able to meet your needs with a short survey. Just one year ago, Multichannel Marketer was still an idea. Over the past few quarters, our parent company Access Intelligence honed in on our coverage area and […]

Exploding Kittens hides limited ‘Goth’ edition games at Target stores for Black Friday

Game manufacturer Exploding Kittens aims to make shopping more fun by hiding limited editions of two of its recently released games at every Target store. VP of marketing Daisy Ritz says the strategy aims to create buzz online and cement loyalty to its brand. As a game manufacturer, Exploding Kittens wants to ensure its customers are […]