Behind the Numbers: The Unofficial Most Interesting Retailers List (April)

Podcast: Behind the Numbers: An EMARKETER Podcast
Host: Sara Lebo
Guests: Arielle Fager, Blake Drosch, Susie David Canyon
Release Date: April 30, 2025

Introduction

In the April 30th episode of Behind the Numbers: An EMARKETER Podcast, host Sara Lebo dives into the "Most Interesting Retailers of the Month" list. Joined by industry experts Arielle Fager, Blake Drosch, and Susie David Canyon, the panel dissects the latest movements and strategies of prominent retailers shaping the digital media and retail landscape.

Initial Retailers Ranking

1. Hershey's
Sara Lebo kicks off the discussion with Hershey's entry at number eight, highlighting their ambitious move to produce a biopic about founder Milton Hershey, directed by the same director behind Mean Girls.

Sara Lebo [02:19]: "Hershey's... making a biopic telling the story of founder Milton Hershey. This made the list because I personally thought it was pretty interesting."

2. QVC
At number seven, QVC is recognized for launching the first-ever 24/7 live shopping stream on TikTok. This strategic partnership aims to leverage TikTok's vast and diverse audience.

Arielle Fager [03:43]: "I think it makes sense. I think it's a smart move."

3. Target
Number six spotlights Target, which has been experiencing a decline in foot traffic. The discussion touches on Target's attempts to address DEI (Diversity, Equity, and Inclusion) concerns by engaging with civil rights leaders like Reverend Al Sharpton.

Arielle Fager [04:24]: "...Target had its 11th week of foot traffic declines... the CEO, Brian Cornell, did meet with Reverend Al Sharpton..."

4. Ben & Jerry's
Securing the fifth position, Ben & Jerry's efforts to separate from Unilever amidst political and social disagreements are examined. Their commitment to progressive politics and brand loyalty are noted as key factors.

Sara Lebo [06:47]: "...people who are brand loyal to Ben and Jerry's because they like the Tonight Dough might not stop eating it even if they disagree with the politics because they like the flavor."

5. Walmart
In the fourth spot, Walmart's expansion of its retail media network, Walmart Connect, is discussed. Their acquisition of Vizio and subsequent move into CTV (Connected TV) advertising is seen as a powerful strategy.

Blake Drosch [08:35]: "I think for Walmart, it's okay... Walmart's got no shortage of money to kind of pull out from, you know..."

6. Sephora
Ranking third, Sephora's partnership with the WNBA's Golden State Valkyries and their top position among Gen Z teens in beauty brands are highlighted. The engagement levels of WNBA viewers with advertising are also noted.

Susie David Canyon [09:53]: "...Sephora... took the top spot among Gen Z teens as a beauty brand on Piper Sandler's semiannual taking stock with survey."

7. Temu and Shein
At number two, Temu and Shein's recent price hikes to counteract rising import costs and tariffs are analyzed. The discussion revolves around the potential impact on their low-price appeal and consumer retention.

Arielle Fager [10:24]: "...Temu and Shein are raising their prices to combat the rising cost of imports and any tariffs that are going to be applied to Chinese goods..."

8. Amazon
Topping the initial list at number one, Amazon's innovative "Buy for Me" feature is explored. This feature utilizes agentic AI to personalize and streamline the purchasing process for consumers.

Arielle Fager [13:39]: "So Amazon's testing a new feature. It's called Buy for Me... Consumer just has to check if it's right and then say buy."

List Refinement and Strategic Adjustments

In the second half of the episode, Blake Drosch and Susie David Canyon review and adjust the initial rankings based on their insights.

Blake's Adjustment: Lowering QVC
Blake argues that QVC's late entry into TikTok limits its potential impact compared to other retailers.

Blake Drosch [16:26]: "My first move would be to take the QVC TikTok collaboration off the list. To me that seems like something that QVC should have done two years ago instead of now..."

Susie's Adjustment: Elevating Walmart
Susie counters by highlighting Walmart's multifaceted strategies, including enhanced beauty events and advanced delivery technologies that outperform Amazon in certain areas.

Susie David Canyon [19:14]: "I would like to move Walmart up to number one... they're ramping up their beauty event... implementing virtual try on for colors... piloting a 40 store sort of like truly elevated experience with sampling and experts..."

Blake's Wildcard: Introducing ButcherBox and Target Partnership
Blake introduces ButcherBox's collaboration with Target as a strategic partnership that benefits both companies, especially in the growing e-commerce food segment.

Blake Drosch [26:01]: "...ButcherBox collaborating with Target was a good mutually beneficial move for both companies..."

Susie's Wildcard: Adding Lids
Susie adds Lids as a wildcard entrant, commending their innovative hatdrop.com concept and expansion into physical stores, which offers a sleek and personalized shopping experience.

Susie David Canyon [21:43]: "...lids... they just opened one and are planning to roll out 20 completely new custom hubs... it looks so sleek and so easy to navigate and it screams energy..."

Final Rankings and Honorable Mentions

After the adjustments, the final rankings of the Most Interesting Retailers of the Month are as follows:

1. Walmart
2. Amazon
3. Temu and Shein
4. Sephora
5. Ben & Jerry's
6. Target / ButcherBox
7. Hershey's
8. Lids

Honorable Mentions:

• Costco: Noted for increasing foot traffic while maintaining strong DEI policies.
• Michaels: Recognized for introducing innovative party goods, especially in contrast to Party City’s bankruptcy filing.

Key Insights and Conclusions

• Shift to Digital and Live Shopping: Retailers like QVC and Walmart are leveraging platforms like TikTok and CTV to reach diverse audiences and enhance their digital presence.

• Brand Loyalty vs. Political Stances: Ben & Jerry's demonstrates that strong brand loyalty can sustain consumer engagement despite political or social controversies.

• Adaptation to Economic Pressures: Temu and Shein’s price adjustments reflect the broader challenges retailers face with rising import costs and tariffs, emphasizing the need for adaptable pricing strategies.

• Innovation in Retail Experiences: Walmart's focus on experiential in-store events and advanced delivery systems underscores the importance of blending online convenience with physical store advantages.

• Personalization and AI Integration: Amazon’s Buy for Me feature highlights the growing role of AI in creating personalized shopping experiences, though its current practical impact remains debatable.

Notable Quotes

• Sara Lebo [14:21]: "This is so like the future is here. And I get that. I wrote a piece last week on Machine to Machine Marketing..."

• Blake Drosch [08:35]: "...advertisers shift to really hammering performance over brands. So it could be, you know, not super ideal, but definitely a longer term play."

• Susie David Canyon [20:23]: "...they have this sophisticated technology that's new that helps close the gap. So that if you have three Walmart stores that are within a radius, but one store doesn't have everything you're looking for, they can ship it from multiple stores instead of going out to a distribution center..."

Closing Remarks

Sara Lebo wraps up the episode by thanking guests Arielle, Blake, and Susie for their valuable insights. She encourages listeners to rate and review the podcast and teases upcoming episodes, including another installment of "Behind the Numbers." The episode underscores the dynamic nature of the retail industry and the continuous need for retailers to innovate and adapt in a rapidly evolving market landscape.

Stay informed and stay ahead with EMARKETER’s insightful analysis. Tune in to new episodes published Monday through Friday wherever you find podcasts.