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STORES

Bricks and clicks…at Dick’s

Nurphoto/Getty Images

The advantages of shipping online orders from retail stores rather than warehouses and distribution centers are perhaps too obvious to mention, but since when did we let that stop us?

As Walmart notes on the website for its GoLocal delivery service platform, shipping from stores saves retailers money on building or renting warehouses, not to mention shipping to customers more swiftly and cheaply since their stores are likely to be closer to customers than regional distribution centers.

Leave it to a sports retailer to take the ball and run with it, and that’s exactly what Dick’s Sporting Goods has done when it comes to shipping from stores. Today Dick’s ships 80% of its online orders from its ~900 stores, up from 70% in 2021.

Dick’s has “transformed their stores into fulfillment engines,” Diego Mazzitelli, VP of technology at Globant, an IT services company that partners the sports retailer, said from the stage at a session at the recent NRF conference.

As the industry beats the drum for the omnichannel approach, wherein consumers can seamlessly switch between online and in-store shopping, Dick’s serves as “a true example of a retailer that converted omnichannel into an operation model, not just a strategy,” Mazzitelli said.

Keep reading here.—AAN

Presented By Bazaarvoice

More like status no

In today’s retail landscape, “business as usual” is a liability.

From the way AI reshapes how shoppers find products to the rise of video-first consumer journeys, the benchmarks for success have shifted. Watch the Bazaarvoice Summit on demand to start developing a playbook for an AI-first world.

They’ll help you move beyond the status quo, win the digital shelf, and learn how leading brands (Bayer, L’Oréal, Nestle, and more) adapt the signals that influence both shoppers and AI.

Watch it here.

MARKETING

Plan with the man

Dos Equis/Heineken USA

He’s baaaaccckkk.

After 10 years in retirement, Dos Equis’s iconic character, the Most Interesting Man, is making his return. While the Heineken-owned beer brand has been setting up the return of the Most Interesting Man with teasers since earlier this month, the full story and campaign are dropping Monday during the College Football Playoff (CFP) National Championship.

Dos Equis had been experiencing a bit of an identity crisis for the past couple of years, according to Heineken USA CMO Ali Payne. After some “soul-searching,” her team turned to its archive and decided it was time for the Most Interesting Man to sip again, albeit with some more modern twists meant to bring the “Stay Thirsty” campaign into the social media age for younger drinkers.

Keep reading here on Marketing Brew.—AM

COMMUNITY

Coworking with Ami DeWille

Ami DeWille

On Wednesdays, we ~~wear pink~~ spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Ami DeWille is VP of branding and marketing at returns solution provider ReturnPro.

How would you describe your job to someone who doesn’t work in retail? I help retailers manage one of their biggest headaches—returns. I have a clear memory from when I was an assistant buyer early in my career of being in a distribution center, digging through piles of returns to decide what could go back to stores, what qualified for return to vendor (RTV) and what had to be donated or destroyed. Fast forward a few decades, and returns have become a nearly $1 trillion challenge for the industry. Today, my job is to educate retailers on how ReturnPro’s three-pronged solution—returns SaaS, supply chain, and recommerce—not only manages that challenge, but transforms it into a revenue opportunity.

One thing we can’t guess about your job from your LinkedIn profile? It’s equal parts scientist, storyteller, and social worker. As the scientist, I use data to drive decisions about demand gen, attribution, and where to focus our efforts. As the storyteller, I shape the narrative so retailers can see how our solutions fit into their world and solve real problems. As the social worker, I spend time listening, understanding, and empathizing with retailers’ pain points because only when we truly understand their challenges can we create the solutions that reposition returns from being a burden to becoming a new source of value.

What’s your favorite project you’ve worked on? What excites me most is building a marketing function from the ground up. In my day to day, I help shape the strategy and marketing initiatives to help my team drive growth. That’s always been my favorite kind of challenge.

Keep reading here.—EC

Together With Hue

Tried shoppable video yet? You might want to. In a new case study from Foot Locker and Hue, employee-generated content embedded directly on product pages drove a +6% lift in conversion rate, a +21% increase in engagement, and a +5% boost in demand per visitor. Chat with the Hue team to learn more.

SWAPPING SKUS

Today’s top retail reads.

Taking a toll: Tariffs are starting to impact consumer prices, according to Amazon CEO Andy Jassey. (CNBC)

Sheer terror: Lululemon has paused sales of its new Get Low collection after consumers complained about the line’s see-through material. (Bloomberg)

Discounting calories: The grip that calories had over American society—from 100-calorie snack packs to WeightWatchers points—is starting to weaken in the age of GLP-1s. (the New York Times)

Retrain your retail brain: Watch the Bazaarvoice Summit on demand to start developing a playbook for an AI-first world. They can help you win the digital shelf and adapt signals that influence shoppers and AI. Watch here.*

^{*A message from our sponsor.}

FROM THE CREW

AI revolution in retail

Gif of a robot arm holding out retail shopping bags

Amelia Kinsinger

Explore how AI is revolutionizing retail, transforming customer experiences, and reshaping the industry with cutting-edge innovations.

Check it out

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Written by Andrew Adam Newman, Alyssa Meyers, and Erin Cabrey

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