CommerceNext Insights

Behind The Scenes of Coach’s “In My Tabby” Campaign

Maeve Billings August 21, 2024

At the 2024 CommerceNexty Awards, Coach received the Most Effective Brand Storytelling Award for the “In My Tabby” campaign. The campaign highlighted the iconic Tabby bag through personal stories from the Coach Family, including Lil Nas X and Camila Mendes, focusing on transformative moments and the strength found in what we carry. We sat down with Kimberly Wallengren, Vice President of Marketing, North America at Coach, to learn more about the inspiration behind “In My Tabby” and the brand’s approach to marketing. Read on for the full interview. Katja Teichmann: Can you tell us about the inspiration behind Coach’s “In My Tabby”

Winning at Omnichannel in a Customer-Led World

Maria del Carmen Tume Saavedra August 21, 2024

In today’s retail landscape, customers expect a seamless shopping experience that spans both digital and traditional channels. The convergence of these experiences has made omnichannel strategies a crucial focus for businesses aiming to meet evolving consumer demands. At the 2024 CommerceNext Growth Show, industry leaders from Tapestry, Sephora, Lowe’s and Bluecore shared their insights on thriving in a customer-led world through effective omnichannel execution. This article explores the insights shared during the panel, inlcuding how to effectively implement omnichannel strategies, the importance of customer engagement and the future of retail in a customer-led world. Read on to dive deeper or watch the full

Behind The Scenes of e.l.f. Cosmetics’ True Crime Parody “Cosmetic Criminals”

Katja Teichmann August 8, 2024

At the 2024 CommerceNexty Awards, e.l.f. Cosmetics was honored with the Marketing Innovator of the Year Award for their creative and engaging true crime parody documentary, Cosmetic Criminals. This campaign humorously depicted the phenomenon of “e.l.f. pinching”—the act of borrowing makeup without any intention of returning it—prevalent in households everywhere. We sat down with Laurie Lam, Chief Brand Officer at e.l.f. Beauty, to learn more about the inspiration behind Cosmetic Criminals and the brand’s approach to marketing. Read on for the full interview. Katja Teichmann: Can you tell us about the inspiration behind Cosmetic Criminals? Laurie Lam: Cosmetic Criminals was born from

Exclusive Holiday Research: Insights into Retailer Strategies for the Holiday Season

Maria del Carmen Tume Saavedra August 5, 2024

Delve into a recent CommerceNext retailer survey, where we asked how companies are navigating the unique challenges and opportunities this holiday season brings. Understanding Merchant Sentiment Merchants are generally optimistic about the upcoming holiday season. Survey data reveals that while 25% of merchants expect this holiday season to be worse than last year, a larger 43% believe it will be better. This positive outlook suggests a strong performance for the ecommerce industry. However, it’s important to recognize that there will always be winners and losers in any economic environment. Companies often attribute poor performance to broader economic issues, claiming that if they are

Driving Ecommerce Growth with Full-Funnel Marketing and Measurement

Maria del Carmen Tume Saavedra July 26, 2024

At the CommerceNext Growth Show, a diverse of industry leaders covered all things full-funnel marketing and measurement, exploring challenges in implementing full-funnel marketing strategies, focusing on measuring ROI and attribution. They discussed how to leverage various marketing channels, AI’s role in customer acquisition and how brand marketing is key for feeding top of funnel strategies. Read on for insights from these speakers: Billy May, CEO of Brooklinen Doug Jensen, SVP Go-To-Market Analytics at Estée Lauder Renee Halvorsen, CMO of Marine Layer A.J Ghergich, VP of Consulting at Botify Moderator: Emily Hickey, Co-Founder and CEO of Chief Detective Watch the replay or read the

The CommerceNext Steps Part 2: Actionable Takeaways from the 2024 Growth Show

Maeve Billings July 25, 2024

At the 2024 CommerceNext Growth Show, we asked our industry-leading speakers to leave the audience with three key CommerceNext Steps to take back to the office. These actionable takeaways are designed to help you implement the strategies and insights shared during the conference sessions. Read on to explore the CommerceNext Steps shared during the breakout sessions in NYC on June 11-13, 2024, or click here to discover the Next Steps from the main-stage sessions. Day 1: June 11, 2024 Session 7: Results Your CFO Can Believe In: How Tapestry Is Winning With AI CommerceNext Steps: AI-Powered Customer Engagement: Leveraging AI technologies can transform product discovery

Behind The Scenes of Sephora’s SEPHORiA Event

Katja Teichmann July 25, 2024

At the 2024 CommerceNexty Awards, CommerceNext presented Sephora’s with the Best Use of a New Channel Award for Sephora’s SEPHORiA: House of Beauty, which merged digital and physical spaces in a tribute to beauty diversity, improving brand image and highlighting product distinction. We sat down with Kate Biancamano, Senior Director, Event & Experiential Marketing at Sephora to learn more about the inspiration behind the SEPHORiA event. Read on for the full interview. Teichmann: For those who haven’t been to a SEPHORiA event, can you paint a picture of what the event experience is like? Kate Biancamano: Absolutely! SEPHORiA is Sephora’s global annual beauty

Unlocking Growth Potential: Winning CFOs Over to Marketing and Ecommerce Investments

Maria del Carmen Tume Saavedra July 22, 2024

The Importance of CFO Buy-In for Retail Success No retail journey is complete without the buy-in from your CFO. CFOs play a crucial role in approving investments and ensuring that the company’s financial goals are met. It’s essential to bridge the gap between marketing and finance to secure necessary investments. Meet the Panelists A group of CFOs discussed how you can win over your CFO for marketing and ecommerce investments: Alex Goldelman, CFO of Uniqlo Susan Weisel, CFO of Brooklinen Alex Brocklehurst, SVP & CFO of Coach Emily Culp, Chief Brand and Strategy Officer at BodyHealth (Moderator) Watch the replay or read the

Transformative Insights on Generative AI from the 2024 CommerceNext Growth Show

Maeve Billings July 11, 2024

The 2024 CommerceNext Growth Show provided a wealth of insights into the evolving role of generative AI in the retail industry. Sessions from all three days highlighted how leading brands are leveraging AI to enhance customer experiences, optimize operations and drive growth. This article synthesizes these insights into a cohesive discussion on the transformative potential of generative AI in retail. WHAT WE LEARNED: Enhancing Customer Experience with AI Operational Efficiency and Agile Approaches Data-Driven Marketing and Personalization Collaborative Leadership and Strategic Alignment Future Trends and Innovations in AI Enhancing Customer Experience with AI Generative AI is revolutionizing how retailers engage with customers by

Silent Signals: How AI Hears What Customers Don’t Say

Maria del Carmen Tume Saavedra July 11, 2024

In the coming years, AI will revolutionize how people discover and purchase products, significantly raising expectations and the ability to find desired items. Businesses must listen closely to these evolving demands. However, as consumer knowledge decreases, behavioral AI will become crucial for creating real-time experiences based on actions rather than identities. Our latest webinar dove into these topics and more. What we learned: How AI is transforming ecommerce Unlocking the potential of anonymous visitors with behavioral AI How industry leaders are embracing the future with AI Speakers: Julie Evans, VP & CMO, Omaha Steaks Jane-E Yamamoto Johnson, Senior Director, E-Commerce, Forever 21 Michael

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