How to Become a Retail Superstar: Honor Radical Transparency

Is radical transparency the latest retail buzzword? Consumers are demanding more information when deciding which products to buy or consume. Rightly so, thanks to E.Coli outbreaks on produce like broccoli and investigations that reveal some of the items they buy might be produced under sweatshop conditions, among other human rights violations. How do retailers reconcile[…]

The Glitter of Celebrity: How to Get Your Products in a Celebrity’s Hands

Does getting your product into a celebrity’s hands translate into sales at the retail level? Pick up any celebrity magazine or watch any awards show and you’ll notice how often celebrities show off their baubles or accessories and mention which designer they’re wearing. The reality is that we live in a celebrity-obsessed society and many[…]

How and Why Retailers Should Find Their Cause

Much has been written about how consumers engage with businesses that are active in cause-related marketing campaigns and its cousin, corporate social responsibility. Bottom line: it’s not whether a company decides to engage, since consumers expect companies to act responsibly and to see proof of their commitments, according to a 2015 Cone Communications / Ebiquity[…]

Participating in National Celebrations and Campaigns

Most retailers know about Small Business Saturday, the campaign launched by American Express in 2010 to encourage customers to shop independent retailers the Saturday after Thanksgiving but there are plenty of other national campaigns worthy of a retailer’s attention. Doing so not only shows your customers that you’re supporting various causes, but it introduces your[…]

Beyond the Press Release: How Retailers Can Engage the Media

It used to be that if you wanted to secure earned media coverage you’d send a press release to local reporters (or national magazines, depending on your reach) for consideration and if the reporter was interested, she would follow up with a request for an interview and/or product. Savvy retailers knew to get the attention[…]