Jessica Hulett

Why You Can't Ignore Omnichannel in 2025

Omnichannel isn’t just a strategy for growth — it’s the foundation of future-proof retail. As we approach 2025, it’s clear that the retail landscape is transforming at breakneck speed, and customer expectations are higher than ever. Research from Salesforce shows that 65% of shoppers expect merchants to adapt to their changing needs and preferences, but 61% feel that businesses still treat them as a number. Further, 80% of customers say the experience a company provides is as important as its p

What We Learned About Online Shopping from 1,000 Consumers

When shoppers enter a brick-and-mortar store, they have one way to purchase: in the checkout line. Online, it’s a different story. People can buy an item on a store’s website, using a marketplace like Amazon or Etsy, by clicking on an ad in their social feeds, or — increasingly — directly in their social apps.  When it comes to eCommerce, shopper preferences and motivations have a lot to do with demographics. Knowing who your customers are and where they are more likely to purchase gives you th

Social Commerce: It’s a Matter of Trust

Social commerce is the next frontier in online shopping, but U.S. consumers have been slow to embrace it. Why? It comes down to two factors: trust and security. We asked 1,000 shoppers to weigh in on their social commerce attitudes and habits, and found that for those who never shop via social media platforms, lack of trust was the biggest reason — 52% cited it as their primary concern. When asked what would motivate these shoppers to adopt social commerce, 44% said they would if they trusted t

When the Purchase Is Political: Navigating eCommerce in a Volatile US Election Season

In case you haven’t heard, there’s an election coming up in the United States. Not only do brands have to keep up with each other, but they also have to cut through the noise generated by political ads, polls, and a loud and divided electorate. How divided? According to Pew Research, 49% of registered voters are Democrats or Democrat-leaning, while 48% identify as Republicans or Republican-leaning. For the country, that will mean a close and contentious election. But for brands, wading into the

How to Improve ROAS This BFCM season

As a retailer, you’re likely seeing a lower return on ad spend (ROAS) than ever before. And the closer we get to BFCM, the more challenging digital advertising is going to be. Why? A few reasons, actually. First, there’s increased competition. Almost every brand runs a Black Friday deal, and they all use the same channels to promote them.  This demand leads to the second issue: climbing customer acquisition costs. They keep rising year over year, and during BFCM, they rise about 13% higher tha

4 Ways to Turn Black Friday and Cyber Monday Returns into Revenue

Black Friday / Cyber Monday is often discussed as a boon for retailers, with a huge influx of new customers taking advantage of deep discounts. But there’s a downside to increased sales that’s less talked about, and that’s an increase in returns. Impulse buying due to lower prices and limited-time offers can lead to buyer’s remorse and unmet expectations for shoppers — and for merchants, that often means lost revenue when items are returned. That doesn’t have to be the case, however. With these