Trendwatch Archives - Chief Marketer

Retailers are absorbing tariffs, but is that the best move?

A majority of retailers are absorbing at least some of their increased tariff costs. The NRF says that’s not the best move for the economy. Here’s why. The tariff headlines continue to roll in, and retailers need to decide how they are going to handle the increase in costs of goods they import from overseas. […]

Shopper/Retail

TikTok brings its content to the mall

TikTok’s ‘out of phone’ program allows brands to repurpose their TikTok content and target consumers with digital out of home ads in shopping malls, retailers, taxis and more. TikTok recently expanded where consumers can view its content to include taxis, malls, small businesses and water fountains. Placing TikTok content on screens outside of its app […]

Shopper/Retail

How retail marketers explain tariff-driven price increases to shoppers: four strategies

Half a dozen major merchants — Fat Brain Toys, E.l.f., Topdrawer, Schmidt Brothers Cutlery, Swingline Staplers and The Honest Kitchen — share strategies on communicating their tariff woes and price increases. The 2025 tariff headlines have kept retailers and shoppers alike on their toes, with taxes on imports going from high to higher, to paused, […]

Shopper/Retail

High prices, economic concerns flatten back-to-school spending

With high prices and squeezed budgets, consumers will purchase less this back-to-school season. U.S. consumers will purchase fewer back-to-school items in 2025, according to Deloitte Consulting LLP’s annual back-to-school spending survey. Parents are focused on essential products, and in every category except apparel, parents plan to spend less this year. Overall, U.S. consumers will spend $30.9 […]

Shopper/Retail

How one US brand benefits as a Temu seller

Toys and entertainment brand PopMarket says Temu is its fastest growing sales channel. The time is right for U.S.-based retailers to sell on Chinese-based marketplace Temu, said Tim Hinsley, senior vice president of retail sales at Alliance Entertainment. PopMarket, which is owned by Alliance Entertainment, began selling on Temu in Q4 2024. Sales started […]

Shopper/Retail

Roc’s new campaign aims for deeper emotional bonds with shoppers

The CMO at Roc Skincare shares how a 10-person study validating its eye cream works as a marketing tool in tandem with its clinical studies. “Clinically proven” is a staple tagline for skincare brand Roc. The words are prominently display on its logo and thus all of its products. The brand claims that third-party […]

Shopper/Retail

Lifetime value is key for beverage marketing, Bero VP says

Premium nonalcohol beer brand Bero, which is co-founded by ‘Spider-man’ actor Tom Holland, is using a paid membership model to help drive repeat purchases. Bero is untapping a niche for itself: premium nonalcoholic beer. The brand launched in October 2024 with actor Tom Holland as the co-founder. Bero is targeting affluent consumers who are transitioning […]

Shopper/Retail

Q&A with Bombay Sapphire brand director: Let’s make gin relevant

Bombay Sapphire’s brand director Jamie Keller details the campaigns and sponsorships the brand is using to ignite sales on the under-consumed spirit. Bombay Sapphire’s brand director Jamie Keller is working to “break the taste barrier” for gin in the U.S. Although growing in market share, gin only captures 3% of the spirit market in the […]

Shopper/Retail

Forbes’ most influential CMO Bozoma Saint John shares her top marketing tips

Former Netflix CMO Bozoma Saint John discusses how marketers need to understand culture and infuse their authentic selves into their work. Bozoma Saint John is unapologetically herself. No matter if that’s in the C-suite or the cast of The Real Housewives of Beverly Hills. Saint John’s executive tenure includes chief marketing officer at Netflix, chief […]

Shopper/Retail

‘Era of less’ continues for CMOs

Retail chief marketing officers report a marketing budget that is 7.1% of a company’s revenue, a decrease from last year and lower than the average across industries. Gartner’s annual CMO Spend Survey finds that marketers are continuing to operate with a reduced budget post-pandemic, with a mean budget of 7.7% of a company’s revenue in 2025. […]