Clear Out Excess Inventory With Strategic Promotions

Clear out excess inventory without negatively impacting profit margins.
The original version of this piece appeared as a Chain Store Age post. When retailers find themselves stuck with excess inventory after a holiday, the go-to solution is widespread, dramatic markdowns. But this technique can quickly eat into profit margins, and customers may even be hesitant to buy from the brand full-price.  To solve this ...
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3 Ways Collecting Consumer Data Boosts Customer Experience

Gather zero-party data while also improving the user experience.
This piece originally appeared as a Retail Customer Experience post. Marketers have entered a new era focused on data privacy. Google plans to retire the third-party cookie, and Apple has already downgraded its mobile identifier as part of ios 14.5. Plus, governments from California to China are cracking down on data collection without consumer consent. ...
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Is Invited Personalization the Future of Cookieless Marketing?

Marketers need to adjust their strategies for a cookieless world.
This piece originally appeared as a Digital Commerce 360 piece. Data gathered directly from consumers allows retailers to understand them on a deeper level, including such aspects of their identity as their life stage, the social or workgroups they belong to and their professions. Google’s recent announcement that it won’t allow cookie-based tracking in Chrome ...
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3 Customer Acquisition Strategies for Post-Pandemic Retail

Make sure your retail brand thrives post-pandemic.
This piece originally appeared as a Retail Customer Experience post. COVID has forced consumers online, and that's where they'll stay even after the pandemic is over. More consumers have gravitated in even greater numbers than anticipated to purchase online. According to the U.S. Census Bureau, Americans spent $791.7 billion in 2020 on e-commerce, up 32.4% ...
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Why ASICS and Other DTC Retailers are Turning to Zero-Party Data

Brands like ASICS are using zero-party data to their advantage.
This piece originally appeared as a Retail Touchpoints post. Google’s announcement earlier this year regarding “Topics” — its more privacy-sensitive solution to FLoC, or Federated Learning of Cohorts — shouldn’t be a surprise for any retailer following trends in digital marketing. The company’s move to become more privacy-compliant falls squarely in line with where everything is going. ...
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How Brands and Retailers Can Maximize the Value of Zero-Party Data

Make the most of your zero-party data.
This piece originally appeared as a Forbes post. It is now common to tout the importance of collecting zero-party data. This information, which consumers knowingly and proactively provide brands in exchange for value, powers privacy-safe marketing strategies and is generally more accurate than probabilistic, often cobbled-together third-party datasets. But how do brands and retailers that ...
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4 Steps Retailers Can Take to Market Themselves in a Recession

Don't slash your marketing budget during a recession.
This piece originally appeared as a Retail Touchpoints post. Marketing is often first on the chopping block during a recession, and with GDP contracting two quarters in a row, retail marketers are working hard to determine how to make each dollar go further. Many organizations will cut marketing spend in a bid to preserve margins. ...
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How Marketers Can Gather Zero-Party Data Through Promotions

Gather zero-party data to keep customers engaged.
This piece originally appeared as a TotalRetail post. Deal-based marketing has often been associated with competing for customers based on the lowest possible price point. Traditionally brands that needed to sell products or tickets in a hurry partnered with deals sites to move these items at a large discount. However, this model doesn't maximize the ...
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Why May is the New Black Friday

May has become one of the biggest shopping months.
This piece originally appeared as a TotalRetail post. When we think about big revenue-generating opportunities on the calendar, we typically focus on November and December, particularly Black Friday. But sales on Black Friday last year — both in-store and online — dropped below pre-pandemic levels. Heading in the opposite direction is May, which is quickly becoming one of ...
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How Zero-Party Data Improves on the Promise of First-Party Data

Your team should be prioritizing zero-party data.
This piece originally appeared as a TotalRetail post. Privacy changes have forced marketers to consider how they can consensually obtain consumer data, inspiring debate over whether zero-party data exists and how it differs from first-party data. While first-party data refers to information brands collect directly from consumers, zero-party data, as defined by Forrester, refers to information ...
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