Posts by Dave Sutton

5 Major Challenges in Retail Marketing

Success in the retail industry has always been tough, but the current environment presents us with some new and unique challenges. At a recent YPO event, I gave a presentation on the direction I see the industry taking in the coming years, making the case that the future of retail will be a kind of…

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The Winners and Losers of Super Bowl LIII

best and worst super bowl commercials

At no other time of year do viewers look forward to TV commercials with such ardor. Whether those ads actually work as marketing is up for debate, but the cultural spectacle of it cannot be denied. As a nation, the expectation is that we are entertained, amused, delighted by a score or two of celebrities…

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4 Ways to Lose Big in Retail

A retailer can take a nosedive for any number of reasons. The cause could be siloed corporate structure, poor data quality, lack of coordination, overall negligence, poor change management. It’s not necessary here to go through the full list of mistakes made by, say, Sears in recent years—once a retail company starts down the path…

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What Can Lawyers Learn from Retailers?

In recent years, we’ve seen a steady parade of retailers shuttering stores and filing for protection from creditors. We’ve watched as once respected brands like Payless Shoes, RadioShack, Sears, and Toys R Us were marched solemnly to their inglorious ends. Retail vacancy rates have skyrocketed as real estate developers scramble to revitalize strip malls and…

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Red Alert for Retail!

If you’re in retail at the moment, you may be panicking a little. Things are changing—a lot and very quickly. The latest reports show China rapidly outpacing the US in retail sales for the first time in recorded history. Amazon is now opening brick-and-mortar stores as is a whole slue of other formerly online-only shops.…

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The Risks and Rewards of Courting Controversy

Have you seen that new Gillette ad yet? If you haven’t, you’ve been hiding under a rock. As with most viral videos, there have been hot takes aplenty. Was the ad too hard on poor dudes? Was it condescending to women everywhere? Was it too much, not enough, too current, too Victorian, too long? In…

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Do Feelings Matter in Marketing?

In retail marketing, the short answer is Yes, of course feelings matter. Successfully inspiring consumers to associate a brand with a certain emotion or mood has long been considered the pinnacle of modern retail marketing. The long answer, however, is more complicated. It’s still a Yes—but not for the reasons you’d think. Essentially, in the…

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5 Essential Marketing Productivity Hacks

A productive marketing department works at peak performance every day and has an outsized impact on accelerating the growth of a business. However, given the pace of change across the global economy, increasing productivity in the marketing department can be an enormous challenge for the CMO and a discipline that needs constant care and feeding.…

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3 Reasons Online Gambling Brands Have Top Odds

Though gambling is a much debated and often banned activity throughout the world, it continues to grow in its various forms. In recent years, online gambling has emerged as the most popular and fastest growing consumer entertainment. The gambling industry has always been driven by marketing and technology innovation, and hardly a month passes before…

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Is Retail About to Get a Face Lift?

lolli and pops uses facial recognition technology

I have written many times before about how AI is changing the landscape of marketing. It gives marketers the opportunity to reach more people while delivering personalized, relevant and timely content to them. Particularly interesting, is the use of AI in the retail industry. Many people fear that e-commerce giants threaten the existence of local…

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Top 10 Most Popular Marketing Articles of 2018

In the spirit of the New Year, we at TopRight spent some time taking stock of the past year. What worked well, what didn’t, and what should we do more or less of in the next twelve months? When it comes to blogging, the answers are often surprising—some unsuspecting little pieces were enormously successful, while…

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