Behind the Numbers: An EMARKETER Podcast
Episode: The Unofficial Most Interesting Retailers List (May) | Reimagining Retail
Release Date: May 28, 2025
Host: Sara Lebo
Guests: Ariel Fager, Rachel Wolf, Zach Stambor
Sponsor: Giphy Ads
Introduction
In the May 28th episode of EMARKETER's Behind the Numbers: Reimagining Retail, host Sara Lebo, along with guests Ariel Fager, Rachel Wolf, and Zach Stambor, delve into "The Unofficial Most Interesting Retailers List" for the month. This episode explores strategic moves by various retailers amidst the challenging landscape shaped by rising tariffs and shifting consumer behaviors.
The Unofficial Most Interesting Retailers List
8. Thredup
Timestamp: [01:54]
Ariel Fager introduces Thredup as the eighth most interesting retailer, highlighting their strategic adjustments in response to elevated tariffs. Thredup has reduced upfront and monthly fees, introduced new services, and is set to launch a peer-to-peer resale platform. These initiatives aim to make it easier and more affordable for brands to participate in the resale market, potentially attracting consumers seeking lower-priced items due to tariff-induced price hikes.
Notable Quote:
Ariel Fager: “Thredup is doing some things to help make it easier and more affordable for brands to join their resale as a service offering...resale might be kind of a beneficiary of, you know, kind of higher prices.” [01:54]
Discussion:
Rachel Wolf adds that by eliminating fees for branded resale shops, Thredup could significantly boost brand participation on their platform, aligning with the current economic environment.
7. DoorDash
Timestamp: [03:35]
Initially presented as DoorDash's venture into drone delivery in North Carolina, the discussion quickly shifts to DoorDash’s acquisition of UK-based Deliveroo. Zach Stambor elaborates on the strategic synergies between the two companies, particularly in the grocery sector and retail media businesses.
Notable Quote:
Zach Stambor: “Both companies have been leaning into groceries. They've been beefing up their retail media businesses. So there are synergies there.” [04:02]
Discussion:
Sara Lebo humorously contemplates the feasibility of drone delivery, but ultimately acknowledges the global expansion aspect of the acquisition as the primary reason for its inclusion on the list.
6. American Eagle
Timestamp: [05:22]
American Eagle captures attention with the launch of its Substack newsletter, “Off the Cuff,” in collaboration with Casey Lewis. This initiative targets Gen Z consumers by fostering dialogue rather than merely presenting product catalogs.
Notable Quote:
Ariel Fager: “It's targeting gen zers. It's kind of meant to be more of a dialogue, less of a, you know, product catalog.” [05:22]
Discussion:
The panel debates the effectiveness of Substack as a medium for reaching Gen Z, with Rachel Wolf noting the involvement of brands like Rare Beauty also adopting similar strategies. The consensus is that while the approach is innovative, its success hinges on genuine engagement and resonance with the target audience.
5. Walmart
Timestamp: [07:49]
Walmart's "Grow With Us" program is recognized as a strategic move to support US small businesses amidst rising tariffs. This initiative positions Walmart as both a retail leader and a proponent of domestic business growth, potentially enhancing its relationship with consumers and the government.
Notable Quote:
Zach Stambor: “They said they're raising prices. And I think that is a bold, very interesting move that attracted the eyes of the White House.” [07:49]
Discussion:
Sara Lebo brings up Amazon's rumored tariff surcharge, highlighting the broader context of large retailers navigating regulatory pressures and consumer expectations during volatile economic conditions.
4. David’s Bridal
Timestamp: [09:10]
David’s Bridal steps into the high-end market with the launch of “Diamonds and Pearls,” a boutique offering a curated selection of wedding attire enhanced by AI-powered features like the "Pearl" wedding planner assistant. This move aims to attract Gen Z brides and those seeking a more personalized shopping experience.
Notable Quote:
Ariel Fager: “It's aiming at Gen Z brides, Gen Z weddings and also just kind of people who are looking for a little higher end assortment or a more curated store experience.” [09:25]
Discussion:
Zach Stambor points out the significant market opportunity for David’s Bridal to occupy the middle ground between mass retail and independent boutiques, suggesting potential for substantial growth.
3. Urban Outfitters
Timestamp: [11:52]
Urban Outfitters garners the third spot with its new “On Rotation Store” program, featuring pop-up installations from major brands like Nike. This initiative not only engages Gen Z consumers through interactive experiences but also leverages partnerships to enhance in-store dynamics.
Notable Quote:
Ariel Fager: “It's interesting to see them go with Nike first. Also interesting to have this be a rotating concept so that you do regularly visit the store and see what's happening in the space.” [12:15]
Discussion:
The collaboration with Nike signifies a strategic alignment with a brand favored by Gen Z, fostering continual consumer interest through ever-changing store features.
2. Instacart
Timestamp: [12:55]
Instacart secures the runner-up position with the launch of its standalone app, "Fizz," designed to facilitate group party planning. Features include collaborative cart management, individual payments, and brand-driven rewards such as "Snack Bucks," enhancing the social aspect of shopping.
Notable Quote:
Ariel Fager: “There's kind of no need to split payments afterwards, which I think is just kind of a nice skipping a step.” [12:55]
Discussion:
The panel discusses how "Fizz" could serve as an entry point for younger audiences to engage with Instacart, potentially broadening its user base beyond its traditional family-oriented demographic.
1. Kraft Heinz
Timestamp: [15:07]
Topping the list is Kraft Heinz, which has partnered with Uber Eats to launch “Heinz Verified.” This program highlights restaurants that incorporate Heinz products, effectively positioning Heinz as a top-of-funnel commerce media player. Additionally, rumors of Kraft Heinz exploring M&A opportunities add a layer of controversy and strategic maneuvering.
Notable Quote:
Sara Lebo: “This is a really cool top of funnel commerce media play where Heinz gets its brand on people's minds even if they're not actively shopping for ketchup.” [15:07]
Discussion:
Zach Stambor critiques Kraft Heinz's broad strategy as potentially "throwing spaghetti at the wall," questioning the effectiveness of their diverse initiatives in driving consumer engagement and sales.
List Adjustments and Final Rankings
In the second half of the episode, Rachel Wolf and Zach Stambor provide their insights to refine the initial list.
Adjustments Made:
-
Kraft Heinz:
- Move: Up above Walmart initially, then downgraded.
- Reason: While the partnership with Uber Eats is strategic, questions remain about its direct impact on sales and brand engagement. Sara Lebo humorously notes her personal preference for Heinz ketchup, highlighting brand loyalty.
-
American Eagle:
- Move: Downgraded to the back of the list.
- Reason: Concerns about the alignment of Substack as a medium with American Eagle’s brand and the effectiveness of reaching a broad Gen Z audience.
-
Addition – Dick's Sporting Goods:
- Position: Moved to number three.
- Reason: Zach Stambor emphasizes Dick's Sporting Goods' bold move to acquire Footlocker, which would significantly expand their market presence and enhance their partnership with Nike. This high-stakes acquisition is deemed highly interesting despite its uncertainties.
-
Rachel’s Wildcard – Family Dollar:
- Proposal: Selling on Uber Eats.
- Outcome: Decided against inclusion due to skepticism about its effectiveness for the target demographic.
Final Adjusted List:
- Instacart
- Urban Outfitters
- Dick's Sporting Goods
- David’s Bridal
- Kraft Heinz
- Walmart
- DoorDash
- Thredup
Final Comments:
Sara Lebo concludes the episode by congratulating the finalists, particularly highlighting the success of intermediary platforms like Instacart. The team acknowledges the dynamic adjustments made to the list, reflecting the ever-evolving retail landscape.
Conclusion
This episode of Behind the Numbers: Reimagining Retail provides a comprehensive analysis of strategic movements within the retail sector, emphasizing adaptability in response to economic pressures such as tariffs and shifting consumer preferences. Through thoughtful discussion and critical evaluation, the panel offers listeners valuable insights into which retailers are navigating the complexities of the modern market with innovation and strategic foresight.
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