The Unofficial Most Interesting Retailers List (May) | Reimagining Retail

Summary

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

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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.

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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.

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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:

1. 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.

2. 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.

3. 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.

4. 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:

1. Instacart
2. Urban Outfitters
3. Dick's Sporting Goods
4. David’s Bridal
5. Kraft Heinz
6. Walmart
7. DoorDash
8. 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.

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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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Tune In:
Stay updated with EMARKETER's latest insights by subscribing to Behind the Numbers: Reimagining Retail. New episodes are available Monday through Friday on all major podcast platforms.

Transcript

[Sara Lebo]

Want to reach your customers where they're already talking? Over the past decade, giphy has built a platform used daily by millions. Everywhere conversations are happening now. Giphy Ads enables brands to connect with their audiences through ads. People share, not just see. For more, head to ads.giphy.com that's ads.G-I-P-Y.com hello listeners. Today is Wednesday, May 28th. Welcome to behind the Numbers Reimagining Retail, an E marketer podcast made possible by giphy. This is the show where we talk about how retail collides with all of our lives. I'm your host Sara Lebo. Today's episode topic, it's another one. It's our May unofficial most interesting retailers of the month list. Let's meet today's guests. First up for this episode is Ariel Fager. Hey, Ariel.

[Ariel Fager]

Hello.

[Sara Lebo]

Also with us in the studio is Rachel Wolf. Hi, Rachel. Hey. And joining us from overseas and by seas, I mean Lake Michigan is Zach Stambor. Hey, Zach.

[Zach Stambor]

Hey, everyone.

[Sara Lebo]

Lake Michigan is a sea. It's so big.

[Zach Stambor]

It is very big.

[Sara Lebo]

It's so big. All right, let's jump into our unofficial most interesting Retailers of the month list. Arielle and I are the committee. We're going to present our list in the first half of this episode. In the second half, Zach and Rachel will have the opportunity to edit our list. Okay. Before we get into today's list, I will be honest. We struggled this month. It's clear that retailers are cautious to make any crazy moves as tariffs take hold. And that was like really evident in May. With that in mind, here is our list. Number eight, Thredup. Arielle, why Thredup?

[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. So they're removing some upfront and monthly fees, introducing new services, and they're also going to launch their own peer to peer resale platform. And I think this is interesting because it, as we just mentioned, as you just mentioned, tariffs are really, really high on the mind of a lot of retailers and resale might be kind of a beneficiary of, you know, kind of higher prices. People might be, you know, seeking out lower priced items, resale. So I think threat of doing this ahead of the tariffs taking effect is just a really smart move to get more people involved in resale.

[Sara Lebo]

Yeah, I agree. For more on that, listen to last week's episode on resale and tariffs.

[Ariel Fager]

We didn't do that on purpose.

[Sara Lebo]

Yeah, I mean, this move is clearly related to tariffs, and for that reason, it made the list.

[Ariel Fager]

I also think Thredup is probably, you know, I think they've, they've been trying to figure out their recipe for success. And, you know, I think this is just another of them, you know, rejiggering their business operations to try to set up for more success.

[Rachel Wolf]

Yeah. I think one of the interesting parts, too, is that, you know, they're really going after brands. They're getting rid of fees for these branded resale shops, and I think that could be a huge boost for them as well if they just get more companies to sell on their platform.

[Sara Lebo]

Okay, number seven, DoorDash for bringing drone delivery to North Carolina. Okay. Neither Ariel nor I actually think drone delivery is going to happen.

[Rachel Wolf]

Stop trying to make fun of.

[Sara Lebo]

Stop trying to make drone delivery happen. It's not gonna happen. Maybe I'll sound so crazy, like five years from now. It's kind of weird. It's expensive, but it's interesting. Having your packages fall down from the sky is interesting. So it's on the list.

[Zach Stambor]

It's interesting. That's not why I thought you had it on the list.

[Rachel Wolf]

Right. I mean, I do think, what did.

[Sara Lebo]

I miss about DoorDash Deliveroo?

[Zach Stambor]

You thought so as well. The Doordash Deliveroo acquisition, where, you know, it seems to make sense to me, it is a risky move. It is an expensive move to combine these two companies, but it is certainly an interesting move that may actually work out. I mean, both companies have been leaning into groceries. They've been beefing up their retail media businesses. So there are synergies there. And so it kind of makes sense.

[Sara Lebo]

Okay, let's say that's why we had the.

[Ariel Fager]

I think. Well, I mean, I think sometimes when we talk about, you know, mergers and acquisitions, interesting becomes kind of a hard word to pin down, I think, you know, to me, it seems a little par for the course that two, you know, delivery companies would be.

[Sara Lebo]

Yeah, but Deliveroo is, like, UK based.

[Ariel Fager]

That's true.

[Sara Lebo]

It's clearly a global expansion. All right.

[Rachel Wolf]

Yeah. I think the international aspect of that. They also bought another company as part of that sort of acquisition spree.

[Sara Lebo]

Ariel, don't argue against our own link.

[Ariel Fager]

I'm sorry, I, I, I'm, I stand corrected.

[Sara Lebo]

Number six, American Eagle. Ariel, why this?

[Ariel Fager]

Um, so American Eagle has launched a substack. I think it's kind of interesting. It's called off the cuff. It's in collaboration with Casey Lewis, who has her own substack called called After Skool, which I actually subscribe to. And I really like. And so it's, it's really, it's. It's targeting gen zers. It's kind of meant to be more of a dialogue, less of a, you know, product catalog. And I think it's just an interesting way for a brand to try to reach Gen Z ers in a different way.

[Rachel Wolf]

I thought it was really interesting. But my question is, how many gen zers are on?

[Sara Lebo]

That's what I said. Now I'm arguing against our list, but I was like, Substack feels like a little more millennial to me. I mean, I'm looking at substacks, but I'm not a gen zer.

[Ariel Fager]

I feel like it's a specific. I think there's like a lot of fashion forward.

[Sara Lebo]

There's a lot of fashion on Substack.

[Ariel Fager]

Yeah, Substack. And I think that that's like where the gen zers who are really interested in fashion are gonna be, you know, congregate. I don't think it's meant to be, like, reaching every Gen Z. It's just a way to cultivate kind of a niche audience.

[Rachel Wolf]

Yeah, I think, I mean, it's interesting, right, because Substack, so much of it is the personality writing the substack. And if it's a brand, I don't know if you can sort of build that same level of trust that individual contributors like Casey Lewis have. So, you know, I think it's an interesting move. I was surprised to see how many brands are launching substacks. Rare Beauty being one of them, which.

[Sara Lebo]

Okay, Selena.

[Rachel Wolf]

So, you know, maybe it could work for them.

[Sara Lebo]

Rare Beauty is Selena Gomez's beauty brand. If you didn't catch that, look out, amateur writers of Brooklyn. American eagles coming for your crown on Substack. All right, number five, Walmart. Walmart launched a small business program called Grow with Us or Grow With Us, depending on how you read the capitalized us. This is interesting to me because, like Thredup, this is a clear post tariff play to me. Walmart is positioning itself both in the eyes of its consumer and also the US Government as an incubator of US Business. Whether or not the actual products that are being sold are US manufactured, Results may vary, but clearly they're trying to associate themselves with US Small business.

[Zach Stambor]

The one other thing about Walmart, quite obviously and prominently, is that they said they're raising prices. And I think that is a bold, very interesting move that attracted the eyes of the White House.

[Sara Lebo]

Yeah, the president is not happy with Walmart for not eating their Own costs. That actually brings up something that, that didn't make the list because it was like a little too much of a slippery concept to make the list. But Amazon this month maybe it leaked that they were going to add a like tariff, what do you call it, like a surcharge or a. Yeah, tariff surcharge item. On their website, Amazon claims that this was never the case, that this was like an incorrect rumor. It's unclear if this ever was the case. The administration was also upset with Amazon, so.

[Rachel Wolf]

Yeah, well I think what they said was they were kicking it around as a suggestion, but it never would have made it. But I think that's up for debate. Right? I think it would have probably made sense in that specific. Well, specifically related to Hall.

[Sara Lebo]

Yeah, yeah. I mean the big companies are deciding how to position themselves to make themselves a friend to consumer and regulator alike. Number four, David's Bridal. Ariel, why them?

[Ariel Fager]

So David's Bridal has opened up a high end boutique. It's called Diamonds and Pearls. Kind of like that name. I don't know why. And so basically I don't. You don't like it? You don't like Diamonds and Pearls?

[Sara Lebo]

It sounds like a 2012 Tumblr.

[Ariel Fager]

Yeah, that's why I like it.

[Sara Lebo]

Okay, keep going.

[Ariel Fager]

You forget that I was famously on Tumblr in 2012 and still am. But anyway, so this is like a smaller store. It's a more curated experience, a more curated assortment. It's also got like touchscreens and customers can consult Pearl, the brand's AI powered wedding planner assistant. So you know, it's obviously kind of definitely 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.

[Sara Lebo]

I feel like they're trying to do like a reformation. This is really similar to how Reformation stores operate. Reformation is a really popular higher end wedding guest dress destination and regular listeners to this pod will know that I am currently trying to find a bridesmaid's dress and can't find anything good. So it's an interesting move to me.

[Zach Stambor]

Yeah, I think there's a lot of space here for David's Bridal to grab between largely the mass retail David's Bridal space and the independent boutiques. And so if they can go slightly upscale, I don't think they're going to actually capture that like high end space but occupy that middle ground. There's a big space and big market opportunity for that.

[Sara Lebo]

Okay. Number three, Urban Outfitters. Also a Gen Z play. They did a few things. They did a cool out of home scavenger hunt in Manhattan. But the thing that I'm most excited about is Urban's new on rotation store program which will feature installations from brands. The first one being Nike. Susie and I did. Wow, I'm really promoting all our old episodes. Susie and I did an episode a few months ago on the new Printomps store in the financial district in Manhattan and they had something they called a Nike residency in the store which was like kind of. Kind of like a Nike shop and shop, but like high end, similar function. Urban Outfitters has clearly chosen one of Gen Z's favorite brands and Nike is clearly finding new ways to be featured in store which is definitely part of a years long. Now pivot away from a D2C push.

[Ariel Fager]

They made new drinking game. Take a sip every time we say Gen Z in this episode.

[Sara Lebo]

Do we sound like so old when we're like they're doing it for Gen Z.

[Ariel Fager]

But I also think it's true they are doing it for Gen Z.

[Rachel Wolf]

Well, I mean I think a lot of what appeals to Gen Z also appeals to older shoppers as well.

[Ariel Fager]

That is correct.

[Zach Stambor]

They explicitly called out that this is for Gen Z as well. So I don't think we're going out on a limb or shoehorning this into a broader trend. This is what they are doing. It's interesting that they're partnering with Nike because this is a rotating concept. Given the name on rotation, it's not just a clever name. It is going to rotate. 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.

[Sara Lebo]

That's a great point.

[Ariel Fager]

Yeah.

[Sara Lebo]

Okay. Number two, Instacart. Arielle, you're particularly excited about this one. Why?

[Ariel Fager]

I think I just wish that this was around when I was in college. So I think that's why I'm so excited about it. So Instacart has launched a new standalone app called Fizz. And the whole idea is to help groups kind of plan for parties, order party supplies and pay for party supplies. But I think that kind of one of the most interesting parts is that, you know, one person starts a cart, everyone throws in the drinks. There's. They sell alcohol and party snacks. They throw in whatever they want and each person pays for what they added. So there's kind of no need to split payments afterwards, which I think is just kind of a nice skipping a step. There's also, you know, something called Snack Bucks, so brands can kind of feature rewards for certain alcohols and, you know, consumers get money off snacks. I think it's just really fun. Again, something that I think is great to kind of help you plan and throw a party.

[Sara Lebo]

Yeah, you can split the cost of rides on other kind of like similar intermediary ish apps like Uber. So it makes sense to me that like the next sort of move in that would be splitting the cost of delivery.

[Rachel Wolf]

Yeah, I think, you know, the branding is fun. They partnered with Partyful, so that basically gives them a guaranteed audience right there. I just wonder. It is a standalone app, so I wonder what the benefits to Instacart will be. Will they be able to get those choppers to get to its main platform?

[Ariel Fager]

I did have the chance to talk to them about this and it is like all connected, particularly when it comes to ads. They still, like brands are still getting all of that data, which is kind of cool that it's like all connected.

[Sara Lebo]

It may also be like an entry point to Instacart for like a younger audience. I don't know. Anecdotally, I don't feel like. I feel like Instacart is maybe Skew's like not older, but not like college kid age. And so this is like an Instacart for beginners.

[Rachel Wolf]

They've said that their target demo tends to be families. So yeah, for sure. This is a way to get younger shoppers aware and using Instacart.

[Sara Lebo]

Number one, Kraft Heinz. This one's controversial. Heinz teamed up with Uber Eats to launch Heinz Verified, which singles out restaurants that serve Heinz products. To me, 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. And restaurants may be incentivized to use Heinz products. So also like a wholesale incentive. I also think this is a good idea because Heinz does have the best ketchup product. I'm not like a Heinz loyalist. They just do have the best ketchup. So it's helpful for customers from my perspective. Also, a few hours before we started recording, there was a rumor swirling that Heinz was looking at M and A opportunities after it announced it was considering, quote, strategic transactions to unlock shareholder value. So.

[Zach Stambor]

They haven't been doing very well. They're just throwing a lot of spaghetti at the wall. Including this endeavor.

[Sara Lebo]

But also Kraft Mac and Cheese at the wall.

[Zach Stambor]

Yeah, for sure. And offering that Mac and cheese in different size packaging, trying to Just find some way to drive consumers to buy their brands rather than trade down. And it's not going that well. I don't know. That's all I've got.

[Rachel Wolf]

Cliffhanger.

[Ariel Fager]

I mean, I'm a Heinz loyalist. Heinz ketchup forever.

[Sara Lebo]

I just saw you earlier today, put so much ketchup on your fries. I didn't say anything. It was so much ketchup, honestly, I was holding back syrup. I was like, that's crazy.

[Ariel Fager]

I was. I could have put so much more on there.

[Sara Lebo]

Wow.

[Ariel Fager]

Yeah. I, I hide my ketchup consumption for until you really know me. But I mean, I think this is fun. It's cool. Like, you know, do I think it's gonna be like. I. I will say it must be a very hard thing for such an established brand to continue to, you know, get new customers and find new ways to get your brand in front of customers eyes. So I, you know, I will give it that it's trying and, you know.

[Sara Lebo]

Okay, so that concludes our list. To recap, we have number eight, Thredup. Number seven, DoorDash. Number six, American Eagle. Number five, Walmart. Number four, David's Bridal. Number three, Urban Outfitters. Number two, Instacart. And number one, Kraft Heims. Now it's time for the second half where Rachel and Zach get to tell us where we went wrong. And I'm guessing they have a lot to say about that. Each of them will have a chance to move a brand up or down on our rankings list and to add a new brand entirely. So, Rachel, why don't you go first and make a move?

[Rachel Wolf]

So, all right, I'm gonna go for the obvious choice and move Kraft Heinz.

[Sara Lebo]

That's not obvious to many of us. Where are you moving it?

[Rachel Wolf]

Let's see. I will move it. I'll be generous and move it above Walmart.

[Sara Lebo]

Okay, so to number five.

[Rachel Wolf]

Yes. So, you know, I think as we, you know, kind of mentioned, it's. I think it's a good move for them. It gets Heinz in front of a lot of people, but whether that's actually the thing that gets them to order from a restaurant, I don't know. So for that reason, I'm gonna downgrade them a bit.

[Sara Lebo]

I know I'm gonna lose this argument.

[Ariel Fager]

I agree with Rachel. I think that it's a pretty standard play for a CPG brand.

[Sara Lebo]

All right.

[Rachel Wolf]

The betrayal.

[Ariel Fager]

I'm so sorry, Zara.

[Sara Lebo]

All right, we will move them down. Zach, what is your move?

[Zach Stambor]

I think I will move American Eagle down to just. Well, at the very back of the list. I think it's interesting. Ish. It's interesting. Ish. I just don't know that it'll work. We talked about how does this align with their customer base and that's where I'm just like, not quite sure. And so for that reason, I'm going to move it to the back of the list.

[Sara Lebo]

I wasn't sold on American Eagle either. And my reason was it's like, interesting. They're launching a substack, but at the end of the day, it's a brand launching a newsletter. Like Substack is like fancy, but it's a newsletter. So yeah, I'm fine with moving them back.

[Zach Stambor]

I feel like you need to find the content medium that aligns with your brand. And I think, like Trader Joe's does this really well with their podcast. But like, does substack align with American Eagle in any sort of way?

[Ariel Fager]

See, I don't know. I think you guys are. I don't know. Maybe. Maybe I'm just like. I think because. Because I really do like Casey Lewis. I don't know if you guys have ever, like her after school. Substack is really great and I think she has a lot of knowledge about. I think it's backed. I think it's backed by facts. She has a lot of Gen Z knowledge. She's very in on what Gen Z is doing. So I feel like with her kind of involved, it's going to be better than if it was just like their marketing team doing it. I do think that there is at least some kind of research and thought going into it. Will it reach all of the Gen zers? I don't know. But long story short, I will accept the move. But I think you're all wrong under protest.

[Sara Lebo]

All right, so we'll make some. Some changes based on that. Now let's see who you all wanted to add to the list. I'm super curious because like we said, it was. It was a slow month. So, Zach, what is your wild card and where are you putting it?

[Zach Stambor]

I am putting my wild card right at the top of the list because I cannot believe that you left out Dicks. Dicks made such a bold, interesting move announcing plans to acquire Footlocker. I know your apprehension including merger and acquisition deals, but this is not just a merger and acquisition deal. This is a massive play. It will take Dick's from about, I think it's about 850 stores to like 3,000 locations. It will enable Dick's to move into some urban location. Some international markets that it was not in previously, and that will more than double its total addressable market. It will enhance its position as a Nike partner. And it like, merges two very large loyalty programs together, which should provide a decent boost to its, to its retail media network. And then that doesn't even factor in the, like, the M and A stuff of just like the synergies there across merchandising and marketing and all of that sort of stuff. Now, I acknowledge that this deal is certainly not a sure thing either in terms of actually going through. Will it pass regulatory muster or will it actually work? I don't know. But this list is about being interesting, and this is certainly an interesting high stakes, high reward bet.

[Sara Lebo]

I'm so convinced by Zach's tone of voice. I'm so convinced by Zach talking to me like a motivational speaker.

[Zach Stambor]

There's just so much there. I thought this was such an interesting deal.

[Ariel Fager]

I appreciate Zach's enthusiasm. I definitely will agree it can have a spot on the list. I would not put it first. Think about if someone said to you, dick's Sporting Goods acquired Foot Locker, you'd be like, oh, yeah, that makes sense.

[Sara Lebo]

But I'd be like, I don't know what it'd be like.

[Ariel Fager]

It's not interesting to me. Evokes something a little bit surprising. So something a little bit unexpected. I don't feel like neither. Like, this is not unusual or unexpected. And so I just, I'm not interested by it.

[Sara Lebo]

I'm like, okay, what if we put them in number three, right below Urban Outfitters and above David's Bridal?

[Ariel Fager]

That's fine.

[Zach Stambor]

Okay, here we go. I'll take it.

[Sara Lebo]

All right, Rachel, what is your move? What is your wild card?

[Rachel Wolf]

Okay, so my wildcard is, I guess, kind of two companies, but basically it's Family Dollar beginning to sell on Uber Eats.

[Sara Lebo]

Oh, I was really hoping it was going to be the Khloe Kardashian popcorn.

[Rachel Wolf]

I was considering that, but I heard bad reviews. So I think this is interesting for a few reasons. One is that if you look at this list right, a lot of these moves involve food delivery companies of some sort. And it's clear that that's where the growth is, Right? So in that sense, it's not surprising that companies are rushing to jump on Uber Eats or the doordash bandwagon. But for Family Dollar to do it, I think is interesting for a few reasons. One is that people who use these delivery platforms tend to skew a little more affluent. So this would be an opportunity For a struggling retailer to get in front of that customer base, especially when those customers are now looking for deals. And for Uber, it's kind of the opposite. Right. It's a way to sort of make your offering more appealing to less affluent people who are looking for deals and looking for ways to stretch their dollar.

[Ariel Fager]

Yeah, I mean, I think similar. This isn't necessarily a surprising move. I think it's a smart move.

[Sara Lebo]

But like a company selling on Uber, like a grocery and stuff company selling on Uber, I don't know. That's what there is there.

[Ariel Fager]

Yeah. I feel like I also have, like, concerns about, like, you know, typically, you know, the family dollar consumer, the people who shop at dollar stores are very focused on value and deals. And, you know, with Instacart comes extra fees and maybe basket sizes. So, you know, I do have like a hesitancy of, like, is this really going to, you know, work for kind of lower income consumers? I think to your point, more affluent consumers who are looking for really good deals, this could be a pretty big hit with. So I don't know. I'm torn. What do you think, Sarah?

[Sara Lebo]

I don't think I'd add it to the list.

[Rachel Wolf]

Okay, fair enough.

[Sara Lebo]

And our actual list is number eight, Thredup. Number seven, Door Dash. Number six, Walmart. Number five, Kraft Heinz. Number four, David's Bridal. Number three, Dick's Sporting Goods. Number two, Urban Outfitters. And number one, Instacart. Congrats to the intermediaries, which really made their way onto that list. Okay, well, thank you for being here today, Zach.

[Zach Stambor]

Yeah, thanks for having me.

[Sara Lebo]

Thank you, Rachel.

[Rachel Wolf]

This is was fun. Thanks.

[Sara Lebo]

And thank you, Ariel.

[Ariel Fager]

Thank you.

[Sara Lebo]

Thanks to our listeners and to our team that edits the podcast and always ranks high on our list. We'll be back next Wednesday with another episode of Reimagining Retail. And on Friday, join Marcus for another episode of the behind the Numbers Daily, an emarketer podcast made possible by Giphy.

[Ariel Fager]

Cup.