Alicia L. Criner

Spot on. AI is reshaping consumer behavior and expectations at an unprecedented rate, and brands must look beyond generative AI to stay ahead of the curve. Embracing a comprehensive and innovative AI strategy is essential to remain relevant and competitive in this rapidly evolving landscape.

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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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Ok one more post today because *love* this memberships/subscriptions example of how brands can create offerings that coexist with dynamic pricing. The Lyft Price Lock feature is super smart, rewards loyalty, and easily would save users money. This is a smart rollout that many retailers could mimic in their own ways. It's effectively pay-as-you-go bulk buying. #retailstrategy #culturetocommerce #subscriptions

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There's a lot of focus on how generative AI will negatively impact creativity. One way to combat this is through the lens of critical insights. "Instead of prioritizing generative AI tools solely for improved content efficiency, there is actually more short- and long-term value if we use them to drive greater insights to inform campaign briefs and media planning, as well as collaboration among the marketing teams." The valuable consumer insights that AI can provide enables marketing teams to use that saved time and effort to be even MORE creative. #GenerativeAI #AdTech #PerformanceMarketing #MarketingAI #MarketingLeadership

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Exciting news for the haircare category from Fenty Beauty! The launch of Fenty Beauty's new haircare line by Rihanna is an exciting development with both promising prospects and potential challenges. As a voice-of-consumer expert, I couldn't ignore this much-anticipated launch, as Fenty Beauty is often highly praised in my conversations with consumers for its quality and inclusivity. I personally see the following factors that play in favor of this launch: Strong brand equity: Leveraging the success of Fenty Beauty, Fenty Hair can definitely attract a loyal customer base as consumers anticipate the brand's product to be high-quality. High market demand: The global haircare market is growing, with a projected value of $107 billion by 2027. Fenty's focus on diverse hair types aligns with consumer needs and can be a significant point of differentiation in this category. Rihanna's personal brand: Rihanna’s influence and deep involvement with the brand is crucial for attracting a broad audience and helping spread awareness about a new product line. However, navigating market competition and maintaining authenticity will be essential for success. The #haircare industry is crowded with established brands and other celebrity-endorsed products which compete for consumers’ attention. Additionally, there has been ongoing public discussion about the perceived authenticity of the Fenty Hair brand and its founder, Rihanna, who is known for wearing wigs and extensions rather than showing her natural hair. Addressing these perceptions will be critical for building consumer trust and not losing a loyal customer base. I’m personally excited to see how Fenty Hair performs in the haircare industry.

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