Every brand tries to convey a certain personality or persona to its consumers, and the biggest and best have decades of experience instilling in shoppers positive and heartwarming feelings at the drop of a hat. Just look at Coca-Cola’s feel-good polar bear-centric marketing around the...
The near-total proliferation of consumer mobile devices has led many retailers to a dangerous assumption: because shoppers are able to research and buy their products at any time, they want to and will do so around the clock. However, retailers who do away with concepts...
For centuries, the retail formula has been more or less static: create a worthwhile product or service, drum up consumer interest, and try to parlay that attention into lucrative sponsorships and partnerships with other brands to grow even larger. This is the common sense approach...
This week, while watching the drama that was Square’s IPO unfold, something occurred to the PYMNTS staff. Everything you need to know about Square’s story up until now you can learn this weekend by binge watching the Star Wars movies. Or at least the first five...
In high fashion, sometimes the less functional a piece of clothing or accessory is, the higher its aesthetic prestige on the runway. However, when consumers are walking on the street or commuting to work, apparel isn’t just expected to be minimally cumbersome, but functionally complementary...
A hundred years ago, Hearst’s broadsheets and Pulitzer’s newspapers dominated not only how average Americans got their news, but also how advertisers reached their audiences. Fast forward to 2015 and pundits are heralding the long, slow death of print media at the hands of high-tech...
Ben Franklin was famous for advocating everything in moderation, but it wouldn’t seem like omnichannel retailers got that message. Advertisers list their products every place their customers might be, which is increasingly becoming everywhere. However, more digital opportunities create more white noise that separate the...
While the future remains uncertain for Amazon competitor Jet.com, there’s promise to be found in the type of shoppers who have so far taken the retail service for a spin: predominantly male, under 35. Is there a lesson to be gleaned for similar services to...
A general rule of thumb in marketing is to advertise wherever your consumers are, which is why commercials and campaigns around sporting events can be so effective. Minute-long or 30-second spots during the Super Bowl can cost millions of dollars, but brands still line up...
