Reimagining Retail: The Unofficial Most Interesting Retailers List (November) | Nov 27, 2024
Nov 27, 2024
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Arielle Feger, an Analyst at eMarketer, and Suzy Davidkhanian, Vice President of Content at eMarketer, dive into the most intriguing retailers for November. They discuss innovative approaches from 7-Eleven, particularly its Gulp radio expansion. The conversation shifts to the beauty sector, spotlighting CeraVe's new hair care line and challenges in a crowded market. The duo also debates ranking retailers based on strategic partnerships and marketing tactics, with a focus on Rent the Runway's access-over-ownership campaign and KFC's quirky branding efforts.
7-Eleven's expansion of the Gulp radio network signifies a shift towards in-store media solutions aimed at enhancing customer engagement.
CeraVe's entry into the hair care market reflects a strategic brand extension, seeking to capitalize on growing industry trends despite market saturation challenges.
Deep dives
Retail Media Innovations
7-Eleven is gaining attention for its expansion of the Gulp radio network across 5,000 stores, a strategic move in the realm of in-store audio advertising. This development underscores the growing trend of retailers integrating media solutions within their shopping environments, aiming to enhance customer engagement and experience. Additionally, 7-Eleven is increasing its fresh food offerings, catering to the modern consumer's desire for convenience and quality. By broadening its product range and exploring innovative advertising avenues, 7-Eleven is positioning itself as a more appealing option for shoppers seeking value.
Beauty Brand Expansion
CeraVe, primarily known for its skincare products, is venturing into the hair care sector with the introduction of a new product line. This decision aligns with the projected growth of the personal care industry in 2024, particularly the haircare segment, which is forecasted to rise by 6.6%. The launch reflects a strategic move to leverage existing brand equity by tapping into a related category while appealing to a broader audience. However, the market's saturation raises questions about the brand's ability to compete effectively amid numerous established products already vying for customer attention.
Gimmicky Marketing Strategies
KFC is making waves in retail not just through its food offerings, but by introducing unique products such as a chicken-scented candle and Christmas wrapping paper that tastes like chicken. These novelty items aim to draw attention and engage customers in unconventional ways, highlighting the brand's desire to innovate beyond the traditional fast-food model. The collaboration with Build-A-Bear further emphasizes this strategy, creating themed merchandise that appeals to consumers' sense of fun and novelty. While these initiatives may not directly influence chicken sales, they enhance brand visibility and create buzz, showcasing KFC's playful marketing approach.
On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of November. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Analyst Arielle Feger and Senior Analyst Sara Lebow will defend their list against Vice President of Content Suzy Davidkhanian and Senior Director of Briefings Jeremy Goldman, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.