The Modern Retail Podcast
Marketers sound off on tariffs and retail strategies, plus how Hanna Andersson built its loyalty program
Apr 12, 2025
Lisa Perlmutter, Chief Customer Officer at Hanna Andersson, shares her insights on building a successful loyalty program for the premium children's apparel brand. She discusses innovative strategies that go beyond discounts, prioritizing customer feedback and personalization. The conversation also touches on how marketers are navigating tariffs and economic challenges while maintaining marketing efforts. Perlmutter highlights the importance of genuine relationships with customers, especially parents, to foster brand loyalty and trust.
39:59
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Quick takeaways
- Marketers are considering various strategies to manage tariffs, including implementing surcharges and optimizing SKU selections to counteract rising costs.
- Hanna Andersson's loyalty program emphasizes the importance of personalized customer experiences and engagement to foster long-term brand loyalty.
Deep dives
Impact of Tariffs on Marketing Strategies
Tariffs significantly influenced discussions at the Modern Retail Marketing Summit, where attendees frequently shared their challenges and strategies surrounding this topic. Many brands debated the pros and cons of presenting a tariff surcharge at checkout to maintain transparency with customers while managing price sensitivity. Some companies suggested maintaining regular pricing on their platforms and adding tariff fees at the point of sale, addressing the fears of customer backlash due to unexpected price hikes. Others opted to analyze product performance to identify which SKUs would be disproportionately affected by tariffs, leading to strategic cuts that could optimize their pricing and inventory management.
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