April Berthene

1 week ago | mcmarketeronline.com | April Berthene

Wayfair’s inaugural large-format store in Wilmette, Illinois, is driving new customers to its brand and boosting sales. In fact, sales in Illinois are 15% higher than Wayfair’s national average in the year since the store opened in May 2024, the home furnishings giant reports.  “The results have been fantastic, both financially and for the brand and for our customers,” Liza Lefkowski, vice president of merchandising and stores, tells Multichannel Marketer.

2 weeks ago | mcmarketeronline.com | April Berthene

About a quarter of U.S. ecommerce companies that have invested in artificial intelligence say it has made a “slight improvement” to their customers’ digital experience. Yet, 97% say that this ROI is “good,” according to a survey of 300 global business leaders in March conducted by content management system Storyblok. One third of respondents were from the U.S., and the remainder in the U.K. and Germany.

2 weeks ago | mcmarketeronline.com | April Berthene

Swingline wants shoppers to buy another stapler. Or just one.  For years, the 100-year-old stapler brand has faced a slow, single-digit decrease in sales, along with the rest of the stapling industry as consumers use less paper, said Matt Smith, vice president, marketing and new product development at Acco Brands, which owns Swingline. This makes marketing a challenge, but not insurmountable.

2 weeks ago | mcmarketeronline.com | April Berthene

When marketers have to choose between driving conversion and building brand awareness, Topdrawer’s Poonam Chitnis says affiliates can hit both goals.  Chitnis is vice president of operations and marketing executive at Topdrawer, a manufacturer and seller of leather goods, accessories and other “creative tools.” Akira Ito co-founded Topdrawer, and also is the founder of Japanese stationery brand Itoya.

3 weeks ago | mcmarketeronline.com | April Berthene

For the first time in its 20-plus years, pet food company The Honest Kitchen launched a full-funnel marketing campaign.  With its launch into PetSmart stores across the U.S. and Canada, the brand’s distribution footprint increased 16% year over year, and the time was right to invest in a marketing campaign, said Miki Dosen, chief marketing officer of The Honest Kitchen. The Honest Kitchen launched in 2002 and sells human-grade pet food.