Brands can take a page from lululemon athletica’s playbook and hold a dupe swap to show consumers what they’ve been missing or use social media to give a behind-the-scenes look at how a product is made. Other strategies include leaning into secondhand and adding less expensive alternatives.

Consumers expect personalized experiences. Despite the business benefits personalization delivers, many brands struggle to manage the complexity of an enterprisewide program. Engaged CMOs can elevate their organization’s approach and deliver success.

The tenure of chief marketers is shrinking each year, while responsibilities grow. To survive, CMOs need to redefine their remit to align with the business, advocate for the customer, and deliver results.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's directors of strategy and insights Kaitlyn Mitchell and Kenta Ogawa, along with Johnson & Johnson Vision’s Ysabel Zachman, director, customer marketing & brand commercialization. They discussed how the J&J brand Acuvue is planning to rebound and connect with its customers in the current climate, and outlined three “must-do’s” to prioritize and incorporate into re-emergence strategies.

Loyalty programs are a natural way to collect first-party data, but they suffer from low activity due to consumer dissatisfaction. We examine can be done to deliver rewards to customers and the marketers running the programs.