Drugstore beauty is known for its affordability and access to mass brands, but in recent years the channel has veered into the prestige and indie beauty territory with elevated merchandising, marketing and expanded assortments.
A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase, with a spotlight on the Internet of Things.
While it can be difficult to deliver the best customer experiences across a multitude of physical and digital touchpoints, there are examples of a job well done. Consider the automotive industry.
Facing stricter limits on third-party data collection, digital marketers must seek new ways to engage with consumers without relying on behavioral targeted ads.
To help our readers keep the pulse of the new, ever-evolving consumer, we polled 1,000 primary household grocery shoppers to understand their purchase activity.
Edge Marketing's Elizabeth Fogerty offers her unique perspective on the implications for brands within the Institute's research on "Purchase Preferences at the Category Level."
Unilever's SmartyPants Vitamins tapped Tarrytown, NY-based Ripple Street to run a pandemic-friendly, digital sampling program aimed at driving trial and purchase of SmartyPants vitamins at Walmart.
Seeking to break through as a brand and drive the burgeoning American single malt whiskey category, Westward tapped Aki Technologies to implement a hyper-focused marketing campaign as part of its broader digital media strategy.
Pamela Velarde's background is in computer engineering. She spent seven years working with semi-conductors before getting an MBA, then worked in management consulting and eventually joined Mattel.
With traditional gatherings on hold for much of 2020, Cheetos could not rely on a standard marketing approach to break through during the critical holiday season.
When Nightfood launched its “sleep-friendly” ice cream at more than 1,000 Walmart stores in April 2021, the manufacturer wanted to solidify that connection and drive trial by pregnant women.
Colleen Kelly has been fortunate to grow over the past 10 years in various roles at Anheuser-Busch. After completing the company’s global management trainee program, she had the opportunity to work in a strategy role and then move into distributor and field roles.
