Behind the Numbers: Reimagining Retail - The Unofficial Most Interesting Retailers List (July 2025)
EMARKETER Podcast Release Date: July 30, 2025

Introduction

In the July 2025 episode of Behind the Numbers, hosted by Susie Deva Canyon, EMARKETER delves into the dynamic shifts shaping the retail landscape. Titled "The Unofficial Most Interesting Retailers List," the episode features insightful discussions with senior analysts Ariel Figar, Blake Drosch, and Sky Canavas. Together, they evaluate and rank the most compelling retail moves of the month, providing listeners with invaluable perspectives on emerging trends and strategic innovations.

Retailer Rankings

Number 8: Amazon – Extending Prime Day to Four Days

Timestamp: [24:26]

Amazon made a significant adjustment to its Prime Day strategy by expanding the event from two to four days. This extension aimed to sustain consumer engagement and capitalize on the heightened shopping activity surrounding the mid-year sales period.

Ariel Figar highlights the move's success:
"The final results showed that this was pretty successful for Amazon in terms of retail sales and driving more ad spending for Amazon ads." [16:37]

Sky Canavas adds:
"They’re looking to expand into different categories with the launch of a marketplace and bringing on Ritual, tying into the wellness category." [17:19]

Number 7: Behr Paint – Introducing Chat Hue AI Agent

Timestamp: [03:24]

Behr Paint unveiled "Chat Hue," an AI-powered tool designed to assist customers in selecting the perfect paint color. Integrated with platforms like Google's Gemini, Chat Hue aims to reduce the stress associated with color selection during renovations.

Susie Deva Canyon praises the initiative:
"I think this is one of the best ideas ever. Picking the right color and committing to it is a big deal. It is so hard and so stressful." [02:36]

Ariel Figar echoes the sentiment:
"It's really fun... I kind of want to create my own color." [03:44]

Number 6: Misfits Market – Launching a New Household Goods Category

Timestamp: [06:01]

Known for reselling "ugly" fruits and vegetables, Misfits Market expanded its offerings by introducing a household goods category. This new line includes laundry detergents, cleaning supplies, and paper products, all vetted for sustainability by excluding harsh chemicals and single-use plastics.

Ariel Figar commends the move:
"It's still really following through on this ethos of sustainability and good for the planet." [06:01]

Sky Canavas adds context:
"This falls into the sweet spot of private labels and consumers looking to save money on essential products." [06:45]

Number 5: Walmart – Expanding Through Dark Stores

Timestamp: [20:12]

Walmart's aggressive expansion into dark stores signifies a pivotal growth phase for its e-commerce operations, particularly in grocery fulfillment. By leveraging its vast brick-and-mortar presence, Walmart has efficiently scaled its online order fulfillment capabilities.

Blake Drosch emphasizes the impact:
"Their e-commerce business has grown to the point where they need to open up more space through dark stores. It symbolizes a new chapter for Walmart's e-commerce business." [20:31]

Number 4: Away Luggage – Enhancing Customer Experience at JFK Airport

Timestamp: [09:44]

Away Luggage partnered with Uber to improve the airport shuttle experience at JFK. By gifting free luggage to Uber shuttle riders and incorporating a scavenger hunt element, Away not only enhances customer experience but also engages users through gamification.

Susie Deva Canyon notes the strategic brilliance:
"Gamification wins. It’s not only like gifting but also free shuttle service, removing friction, adding some sort of scavenger hunt." [10:53]

Number 3: Urban Outfitters – Dorm Makeover Contest with HGTV and Pinterest

Timestamp: [11:58]

Urban Outfitters launched an ambitious dorm makeover contest in collaboration with HGTV and Pinterest. This 360-degree campaign not only offers a $5,000 makeover to the winner but also gathers valuable consumer data through pinned room designs, enhancing Urban Outfitters' understanding of their target market.

Ariel Figar highlights the value exchange:
"When you give them the incentive to give you their data, they'll do it. It's a really good way to see that in real life." [11:58]

Sky Canavas adds:
"They’re getting user-generated content and free marketing through the campaign, which is invaluable." [12:19]

Number 2: PopMart – Capitalizing on the Labu Boo Craze

Timestamp: [13:26]

PopMart tapped into the burgeoning popularity of Labu Boos—collectible stuffed animal dolls sold in blind boxes. By leveraging live streaming and gamification through their "Pop Now" game, PopMart has successfully sustained and amplified the Labu Boo craze globally, particularly among Gen Z and young consumers.

Susie Deva Canyon shares her enthusiasm:
"I have a Labubu on my keychain... it's a masterclass in how to market them in the digital age." [15:02]

Sky Canavas provides international context:
"PopMart has been big in China and is now taking the trend global, spurred by celebrities like members of Blackpink." [15:34]

Number 1: Ulta – Expanding into K-Beauty and International Markets

Timestamp: [16:37]

Ulta Outlets secured the top spot by aggressively expanding into K-Beauty and international markets. Their acquisition of the UK beauty retailer Space NK and partnerships with Korean beauty brands signify a strategic push to diversify and rejuvenate their product offerings. Additionally, Ulta's upcoming marketplace launch and entrance into the wellness category with brands like Ritual position them for sustained growth.

Ariel Figar praises Ulta's strategy:
"They’re really just doing a lot, which is pretty smart at the moment because Ulta needs to reinvent itself." [16:37]

Sky Canavas explains the broader impact:
"Launching a marketplace will bring new categories and brands, creating more opportunities for their retail media network to grow." [17:19]

Honorable Mentions

• Mattel: Launched a Barbie doll designed for children with Type 1 diabetes, which sold out immediately, showcasing a commitment to inclusivity and representation.

• Walmart: Previously discussed for its dark store expansion, solidifying its e-commerce dominance.

Conclusion

The July 2025 edition of Behind the Numbers presents a comprehensive analysis of pivotal retail movements shaping the industry. From AI-driven customer experiences and innovative marketing partnerships to strategic expansions into new product categories and international markets, these retailers exemplify adaptability and forward-thinking strategies. Ulta Outlets, crowned as the most interesting retailer, stands out for its multifaceted growth approach, while other companies like Amazon, Behr Paint, and PopMart illustrate the diverse ways retailers are evolving to meet contemporary consumer demands.

As the retail landscape continues to transform, staying informed through such insightful discussions ensures marketers, retailers, and advertisers remain ahead of the curve, ready to navigate and leverage the ever-changing digital marketplace.

Notable Quotes from the Episode:

• "Picking the right color and committing to it is a big deal. It is so hard and so stressful." – Susie Deva Canyon [02:36]

• "It's really fun... I kind of want to create my own color." – Ariel Figar [03:44]

• "We’re looking to expand into different categories with the launch of a marketplace and bringing on Ritual, tying into the wellness category." – Sky Canavas [17:19]

Tune in next Wednesday for another episode of Reimagining Retail, and don’t miss Marcus's insights on Friday in Behind the Numbers, made possible by Quad. Subscribe wherever you find your favorite podcasts to stay informed and ahead in the rapidly evolving world of digital media.