Learn how YouTube is taking aim at TikTok and about Circle K’s new ecommerce tools. Plus, discover Uber’s Halloween deliveries and how experiential marketing budgets are changing.
In this week’s retail news, JCPenney looks to rejuvenate its brand by appointing a new chief marketing officer while Circle K introduces eCommerce tools to meet the rising demand for convenience store delivery. Discover why 82% of retail companies have boosted their experiential marketing budgets in recent years and learn about Spirit Halloween’s partnership with Uber for on-demand costume delivery. Plus, YouTube adds new features to compete with TikTok, and the global supply chain faces renewed pressure – find out what it means for retailers. Stay tuned for the latest commerce and retail updates in our weekly blog.
JC Penney looks to invigorate brand with new chief marketing officer
Marisa Thalberg joined JC Penney as consulting chief marketing officer, as announced in a LinkedIn post.1 Thalberg, previously marketing chief at SeaWorld, brings extensive experience from roles at Lowe’s and Taco Bell. Thalberg's new role comes during a critical period for JC Penney, which recently announced a $1 billion turnaround plan aimed at repositioning the brand to focus on value for working families.
In her LinkedIn post,2 titled "Try it On," Thalberg expressed enthusiasm about her new role, describing JC Penney as “ripe for brand reinvigoration.” The company, confirming her full-time consulting position, praised Thalberg's “three decades of experience leading transformative marketing initiatives to drive brand and business growth."
JC Penney recently launched its "Really Big Deal Reveals" advertising campaign, featuring Shaquille O'Neal and Martha Stewart, to promote limited-time offers during Amazon Prime Video's "Thursday Night Football" broadcasts. Despite ongoing efforts, the retailer reported a 9.2% drop in revenue to $1.5 billion for Q2, along with a net loss of $33 million.
Circle K adds ecommerce tools to franchised stores as demand for c-store delivery increases
Alimentation Couche-Tard, the parent company of Circle K, has partnered with Lula Commerce to bring ecommerce capabilities to over 800 franchised Circle K locations across the U.S., the companies announced Tuesday.3 Nearly 200 Circle K stores have already integrated Lula’s ecommerce toolkit, with the full rollout expected by Q1 2025, according to Lula co-founder and CEO Adit Gupta.
Lula also named Justin Jackson as its new president and chief revenue officer. Jackson, formerly head of Uber Eats and an Amazon sales leader, joined Lula in mid-August after advising the company for several months. Circle K joins other convenience retailers, including Jacksons Food Stores and Clipper, in using Lula’s services, which help automate tasks such as marketing, accounting and category management through AI. As labor shortages continue to challenge the convenience store sector, this push for automation frees up employees for more customer-facing roles.
82% of retail companies have increased experiential marketing budgets in the last three years
A recent study by experiential marketing agency Gradient revealed that 82% of retail companies have increased their experiential marketing budgets over the past three years.4 The study, which surveyed over 750 senior marketers and 15 C-suite executives, including 152 retail specialists, examined how marketers evaluate their campaigns and navigate challenges in the retail industry.
Experiential marketing engages consumers directly through immersive, hands-on experiences. For retailers, this approach goes beyond product promotion to create memorable in-store events, exclusive launches or digital tools like augmented reality.
Key findings show that retailers focus heavily on sales and brand awareness. While 41% prioritize driving sales – almost double the industry average – 34% aim to increase brand awareness. Additionally, 49% of retail marketers are very satisfied with their ability to measure ROI, using metrics such as earned media value (64%) and social engagement (51%).
Spirit Halloween and Uber partner for on-demand costume delivery
Uber Technologies has partnered with Spirit Halloween to offer on-demand delivery of costumes and seasonal décor across the U.S. and Canada via Uber Eats, Postmates and the Uber app.5 The collaboration supports Uber’s mission to deliver almost anything on-demand and caters to Halloween enthusiasts who can now conveniently shop Spirit Halloween’s 2024 catalog from their devices.
Spirit Halloween is opening a record 1,525 locations this year, offering costumes, accessories, exclusive décor and animatronics for families. The same in-store prices will apply to Uber orders, with Uber One members enjoying perks like $0 delivery fees and a 5% discount on orders over $35. All customers can save up to 40% on orders of $50 or more through Halloween.
“The holiday season officially kicks off this time of year, and households are relying on on-demand delivery to get what’s needed—now,” said Beryl Sanders, Uber’s Director of U.S. Grocery & Retail Partnerships. She highlighted the convenience for busy parents during Halloween festivities. Spirit Halloween joins other major retailers like Big Lots, Lowe’s and Party City on Uber’s apps, as the platform continues to meet consumers’ growing demand for fast, same-day deliveries.
YouTube adds features to compete with TikTok
YouTube recently announced several updates to its short-form video platform, YouTube Shorts, to enhance the creator and viewer experience.6 Beginning October 15, creators can upload videos up to three minutes long, a highly requested feature aimed at offering more flexibility in storytelling. Updates to the Shorts player streamline its design, ensuring the content takes center stage by adjusting interaction buttons and compressing creator information at the bottom.
The platform is also introducing templates, which allows users to easily recreate trending content. By tapping the "Remix" option on a Short, users can now select "Use this template" to make their own version of popular clips. YouTube will soon allow creators to pull content directly from other YouTube videos into their Shorts.
YouTube is launching a new Shorts trends page on mobile, helping users stay informed on trending content in their country, a feature aimed at bolstering its competition with TikTok. The platform is also rolling out a feature allowing users to preview comments directly from the Shorts feed. In the coming months, YouTube Shorts will integrate Google DeepMind's AI model, Veo, to create advanced video backgrounds and clips, further expanding creative possibilities for Shorts creators.
The global supply chain is under pressure again, and what that means
Global supply chains are once again facing immense pressure and disruptions due to various factors, including Middle East conflict, U.S. port strikes and environmental issues.7 Shipping through the Red Sea has been significantly impacted. Traffic has plummeted by two-thirds due to Houthi rebel attacks, causing many firms like Maersk to reroute via the Cape of Good Hope, adding 10 days to journeys and increasing fuel costs by 40%.
There are other supply chain challenges, such as a drought-induced reduction in Panama Canal traffic and the recent strike by nearly 50,000 U.S. port workers, affecting 14 East Coast ports. Marco Forgione, director general at the Chartered Institute of Export and International Trade, described supply chains as “highly fragile” and under “exceptional pressures,” with the Russia-Ukraine war and U.S.-China tensions exacerbating the situation.
The impact has led to a spike in container shipping costs and longer lead times. For instance, 40ft container rates between East Asia and Europe surged by 468% this year. Companies like Volvo and Tesla have been forced to suspend production due to delays. As Forgione warns, these disruptions will likely result in price increases, “shrinkflation,” or availability issues for consumers. Oil prices have also climbed, with potential further spikes depending on geopolitical developments.
About the Author
