Cash, the bodega cat
from a Chewy ad, appeared in a top 10 story.
While some years it might feel like algorithmic whims dictate what stories rise to the top, this year’s 10 favorite (most-read) stories reflect focused themes: purpose-driven branding, inclusivity, simplicity, and the evolving role of retail media networks.
These stories don’t just highlight what’s happening in the retail world. They offer lessons that readers can apply directly to their strategies, whether strengthening loyalty programs, navigating generational shifts, or aligning with cultural causes.
One of the most significant ideas this year was simplicity, especially when it comes to communicating values to shoppers. Those included stories like "Albertsons CMO: Simplifying Loyalty Value," a Q&A with Sean Barrett about the challenges in breaking through the clutter and competition in the grocery business, or "New Chewy Campaign Asks: What's In A Name?," an interview with chief brand officer Orlena Yeung. That effort stemmed from the most straightforward insight -- that the very name of a pet is enough to conjure up all the emotions of fur-baby love.
"Brands Must 'Get Boring,' Brace for Retail Therapy" takes the “simplify” mantra even further, based on Kantar findings that consumers are increasingly yearning for bare-bones communication from retailers, with back-to-basic messaging. “People don't want bells and whistles,” Anita Watkins, Kantar’s client solutions lead, told Retail Insider. “They don't want drama. They are burnt out, exhausted and looking for ways to detox.”
And readers are keen to track the less-than-rational reasons that impact behavioral trends, as shown in "Why Retailers Are Losing Faith In Self-Checkout," an interview with EY’s Jennifer Fagan. Hint: People don’t mind weighing their own bananas, but self-checkout has lit a slow burn of consumer resentment. Instead of conveying a sense of “We’re glad you chose us, shopper,” those associates hovering to help say, “You’re probably a shoplifter.” And besides, consumers are now asked to perform a task that they used to get for free.
Readers were quick to click on stories that detail ways brands are finding causes that fit them best. The best-read story of the year, for example, was "Saie Launches 'The Every Body Campaign' For Abortion Rights," about a relatively young, small brand that got 60 other beauty brands on board with a fund-raising effort. As founder and CEO Laney Crowell explains, the campaign sprang from recognizing just how huge a cultural heartbreak the repeal of Roe v. Wade was for her Gen Z audience, tapping that mood in a way that addressed the gravity. Giveaways didn’t focus on lipstick or eye cream: The campaign sent influencers a copy of “The Turnaway Study,” a book detailing the enormous impact of reproductive healthcare on women’s lives.
Diving deeper into women’s psyches -- particularly at the generational level -- also propelled "QVC Debuts 'Age Of Possibility' With 50-Plus Celebs" and "Vera Bradley Preps For Rebranding," a Q&A with chief marketing officer Alison Hiatt into the Top 10.
Finally, readers showed us that interest in the boom -- and maybe the potential waning -- of retail media networks is still top of mind. "Spending On Retail Media Networks Begins To Decline," "Meijer Expands Media Network, Deepens Data Sharing," and "Focusing On Content, Home Depot Cranks Up Retail Media Hiring" all made the Top 10.