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Hi, everyone. Today is Wednesday, August 26th. Welcome to EMARKETER's weekly retail show, Reimagining Retail, an EMARKETER podcast made possible by Awin. This is the show where we talk about how [00:01:00] retail collides with every part of our lives, and I'm your host, Suzy Davidkhanian. On today's episode, we're back with our unofficial monthly retailer awards.

Yes, the UMRA's. So let's get started. Let's see what stood out this month. Joining me, we have podcast regulars Sarah Marzano. Hi, Suzy. Hi, Sarah. Arielle Fager.

Arielle Feger: Hey, pumped to be here.

Suzy Davidkhanian: Yay. In the studio. And also, we have Carina Perkins joining us from the UK. Hey, Carina.

Carina Perkins: Hi, Suzy.

Suzy Davidkhanian: I am so excited about this episode.

You guys humored me, and we're gonna talk about back to school. So as a reminder, here's how this works. Each month, we're handing out awards to the retailers we really think nailed it in a few key areas We've got three categories: Most Impactful Campaign, Best In Real Life Initiative, and the Greatest Under the Radar Move.

So Arielle, Carina, Sarah, let's get going. You each brought your own nominees for August, and I get to pick the winner based [00:02:00] on how convincing your case is. So let's get started. Award number one, Most Impactful Campaign. This is the marketing idea that broke through the noise, it resonated, it was memorable, and it drove performance.

And the nominees are, Arielle, I'm starting with you.

Arielle Feger: Awesome. Yeah, so my nominee for Most Impactful Campaign is Urban Outfitters with its first CTV commercial. It features 76 students sporting pieces from multiple Urban Outfitter brands including BDG and Out From Under.

Suzy Davidkhanian: I love this one because I feel like Urban Outfitter doesn't do a lot of advertising, and they've understood that their sweet spot is college.

I do love that it's an ad, but it sounds like they're also doing lots of other things around it, so maybe that adds to the influencer credibility.

Arielle Feger: Yeah.

Suzy Davidkhanian: Carina, what's yours?

Carina Perkins: Okay, so for mine Clarks has reworked the '90s classic Jump by teen hip hop duo Kris Kross for an ad which features kids from its hometown, Somerset singing a [00:03:00] reworked version of the song to promote its most affordable school shoe offer yet.

Suzy Davidkhanian: Wait, I didn't real- they're British, Kris Kross?

Carina Perkins: Oh no. No. Kris Kross are not British. The kids featuring in the ad campaign-

Suzy Davidkhanian: Are British ...

Carina Perkins: are British. Yeah. How many people- They're from Clarks' hometown in Somerset.

Suzy Davidkhanian: Oh, got it. Yeah. How many people sang the song to themselves when it- Oh ... be said? I did a little

Carina Perkins: there, yeah, sure.

Oh, me too.

Suzy Davidkhanian: Jump. Jump. It's crazy, right? Jump. Everybody is moving into this nostalgia, but is it relevant for Clarks, for their audience?

Carina Perkins: Yeah, I think 100% because you've got it's really going to bring some nostalgia for the parents, and Clarks is a brand that's been around for a really long time, so when all of the parents were going back to school, they would've gone to get their shoes from Clarks, 100%.

So you're kinda targeting those parents with the nostalgia moment, and then at the same time it's really relevant for the kids. It's a really fun, the kids do a great job. It's really fun, energetic, kind of feeding into that excitement of going back to school campaign. And I think it's really clever, because everything is about inflation and everything's very price-led, with the cost of [00:04:00] living crisis over here, like a lot of back to school campaign's around price.

But it's done something kinda genuinely fun and nostalgic, which really cuts through the, that noise, I think. But it has also paired it with its kind of biggest ever promotion and things, and lowest prices on shoes.

Suzy Davidkhanian: I kinda love Clarks, to be honest with you. And I find that they are, they have a very specific sort of brand ethos, and this sort of modernizes it in a way that, sometimes nostalgia doesn't make it more modern, it just makes it a look back.

But it feels like they're trying to spruce up their branding as well.

Carina Perkins: Definitely. And, I'm pretty sure that I'm firmly in the age group of sort of parent that would be targeted by this campaign and I absolutely love it, so I think they've done a great job.

Arielle Feger: Yeah. I think that's fantastic. I mean- immediately the song comes to your head. I don't even wanna

Sarah Marzano: go now. Suzy loves Clarks. Yeah.

Suzy Davidkhanian: I also love cereal, if that helps. Sara, who's

Sarah Marzano: your nominee? That's the thing. All right. So I also was charmed by the nostalgia callback, so mine is General Mills, who's celebrating the 30th [00:05:00] anniversary of their Box Tops, which is a fundraising program for schools where you clip a coupon out of the box of cereal.

And they reunited the cast of Saved by the Bell- ... campaign. Oh, wow. So calling back to 1996- Wow ... when they first launched Box Tops. And I am firmly the target audience for this. And I love the idea of targeting my generation of parents with this very nostalgic callback that also goes to a good cause.

Suzy Davidkhanian: It is a nice example of an older program, like the Top Box and- ... and raising money revitalized in a new way.

Arielle Feger: Similar to Carina's I love that it's r- right at the parents,

Sarah Marzano: yeah. I think we can all think of that theme song in our head. Yeah. Yeah. Using all the nostalgic imagery and, like- Yeah

yearbook clippings- Yeah ... and some of the cast in the commercials.

Suzy Davidkhanian: They're in the commercials, which is- ... wild, right?

Arielle Feger: Yeah, that is.

Suzy Davidkhanian: Parents now and- Yeah ... assuming that they're parents, but they're at that age where- Yeah ... they could be parents. Yeah. And they're talking about this cereal. Do we even know which cereal?

Because everybody's enamored with them.

Arielle Feger: I think it's all of them. All of I think- All the cereals, yeah ... General Mills. Yeah. Which is,

Suzy Davidkhanian: Is that [00:06:00] a Friz? Yeah, it was- Quite

Arielle Feger: many,

Suzy Davidkhanian: I would

Arielle Feger: assume ... it was a

Suzy Davidkhanian: good question. You guys, one of the ones that stood out to me was American Eagle is in the news a lot for all kinds of things around their d- and we talk about them a lot.

But now they're also doing something for back to school as a 10-week sort of much more not controversial, "Here's how you get ready for school, and here are some mailers, and here are some campus sort of images, and here's a little bit of TikTok." And I thought that it was a really good way for them to insert themselves in the conversation in a different way than what they usually do.

Sarah Marzano: They're doing something cute with mall culture, too, right?

Suzy Davidkhanian: Yeah, they're doing lots of, they're doing lots of- I

Sarah Marzano: love

Suzy Davidkhanian: the mall ... big influencery sort of things that- Yeah ... hit home or not, and then they're doing some, now they're starting to, I guess it sounds like round out-

...

Suzy Davidkhanian: Some of their imaging.

Guys, this one's really hard for me, because all the examples were so good. And- ... based on the conversations that we had before, I don't want you to think that anybody's influenced me in any way, but I too was a Saved by the Bell [00:07:00] person. And I think the idea that General Mills can figure out how to get parents, they already have the kids are already asking for the cereal, right?

But how do they get the parents to agree to the sugary cereals? Plus they're raising money, and it doesn't feel like it's all about the donations and that, that sort of angle. It just feels so much more authentic and seamless. They win.

Sarah Marzano: I wish that this was a video podcast so we could've captured my face when I went, "Oh, you picked me."

I

Arielle Feger: know, you ... There was genuine shock

Sarah Marzano: and awe. I've been pressuring her behind the scenes.

Suzy Davidkhanian: No, I do n- we all know, our avid listeners who repeat listen to the UMRAas, not to be confused with the UMRAs, know that I can be swayed. So nobody needs to- I told

Sarah Marzano: her hair looks nice earlier.

Suzy Davidkhanian: Which never happens. I hope my mom is listening.

So it's

Sarah Marzano: genuine.

Carina Perkins: No, I agree with you on that one. I love Clarks, but Saved by the Bell, they've got the actual actors, yeah. Yeah.

Suzy Davidkhanian: It's

Carina Perkins: pretty great.

Suzy Davidkhanian: And now on to award number two, Best in Real Life Initiative, the in [00:08:00] real life move that got people off their screens and into stores, creating an experience worth checking out.

And the nominees are, Corrina, starting with you

Carina Perkins: Okay, so mine is gonna be Decathlon, who has launched a sports middle aisle. So they've taken this middle aisle idea from the discounters, Aldi and Lidl. Everyone loves the middle aisle, those great discounts, and they've created one originally focused on back to school.

And I just think that's really clever because they've taken that kind of addictive middle aisle experience, and they've launched it with a back to school campaign. And I just think it's gonna get people going into stores because it is actually also available online, but I think people, for that middle aisle, you just love to go and rummage and have a bargain.

Arielle Feger: I have a question. Yeah, no, go ahead. Is middle aisle something ... I guess I don't frequent Aldi or Lidl often. Can you tell me more about what that actually is?

Carina Perkins: Yeah. Yeah. 'Cause you just don't- So it's a bunch of quite random stuff with great discounts. It's like a bin.

So like Aldi and it's a rotating- Treasure hunt ... it's not a, it's- Treasure hunt ... things are only in for a couple of weeks, and then it gets replaced with something else.

Arielle Feger: Ah.

Carina Perkins: So you could buy like [00:09:00] a dog bed, a romper suit, a garden spade, and a plant pot, and it's great discounts. But then you go in two weeks later, and it's gone.

Arielle Feger: Oh, that's really cool. There's like

Carina Perkins: kind

Arielle Feger: of

Carina Perkins: a- Yeah, it's a great idea.

Arielle Feger: Yeah ... a limited time only-

Carina Perkins: Yeah ...

Arielle Feger: and discount, which is like-

Carina Perkins: Yeah ...

Arielle Feger: yeah, that's a

Carina Perkins: win-win. And so people will hear about it, and you'll be like, "Oh my God, Aldi's got this in," and everyone rushes down to Aldi to-

Arielle Feger: Oh,

Carina Perkins: that's so cool ... get the thing.

Yeah.

Suzy Davidkhanian: And in America, it's what we call the treasure hunt. It's- Yes. I can't. I can't

Sarah Marzano: with you-

Suzy Davidkhanian: It is- ... right now ... this idea around- Treasure hunts. Sarah had an idea around some topic that will remain nameless 'cause she just shushed me, in case you didn't hear. And I was like, "Dude, that's not ... I don't know about that one."

So here we are talking about treasure hunts in a different way.

Carina Perkins: Oh.

Suzy Davidkhanian: This example, though, is a really, it's like a reused classic retail one, right? It's discovery. It's scarcity. It's like a really good discount. We know back to school is where it's the second-largest sales opportunity in [00:10:00] terms of dollar volume, but it's also difficult sometimes for parents to make it all happen.

And the kids want certain things, and so Decathlon probably has branded things in their bins for people to get to.

Carina Perkins: Yeah, and I just think it's really clever. They've launched it for back to school, but then they've given themselves something that they can then use for other kind of seasonal events.

It's something that's gonna, if it's successful for this, gonna keep people coming into their stores. So I just think it's a, a great move by them.

Suzy Davidkhanian: Love it. Sarah, who's your nominee?

Sarah Marzano: So mine is Target. They are expanding their back to college event. So this is something that they did last year, but this year they're moving it to 150 stores, and they have 120 stores that are actually timing their events around the different move-in dates of nearby colleges, right?

And then the larger locations are adding experiential things like DJs and mascots and samplings and giveaways to create the sense of like- A

Suzy Davidkhanian: buzz ...

Sarah Marzano: urgency and FOMO that you need to come into the store. And what I [00:11:00] like about this one is it for years we've been banging the drum on omni-channel means this seamless thing where what happens online is exactly what's happening in store.

And this sort of adds the next level onto that where actually some nuance in terms of personalizing what's happening at your physical stores based on the regional location can be quite additive.

Arielle Feger: Yeah, I love the idea that they're doing it around the move-in dates. Because there's always that one thing that you forget.

And then you're like, "Oh, I guess I'll just run to Target." But then once you're there you're like, "Oh there's so much stu- Then you keep getting ... there's all this other stuff. Yeah.

Suzy Davidkhanian: Gets you all

Sarah Marzano: excited.

Suzy Davidkhanian: So Arielle, who's your nominee?

Arielle Feger: My nominee is 7-Eleven for doing some back to school menu deals.

Now, I know that food at 7-Eleven is not usually at the top of everyone's list, but they are making a concerted effort to bring in more food options and restaurant options. You're running late in the morning, you gotta stop for gas at the 7-Eleven. Oh, look, there's, some kind of biscuit sandwich that you can get real quick.[00:12:00]

Sarah Marzano: I used to get this probably tastes disgusting vanilla latte thing out of a machine at 7-Eleven every morning before eighth grade

Arielle Feger: Yep, there you go. See? Kids. That's

Sarah Marzano: when my addiction-

Carina Perkins: I was gonna ask, how is this a back to school? I'm interested, 'cause we don't have so many campaigns like that in the UK.

How is it a back to school thing? Because- Also, what child goes to- ... kids want breakfast before school. Yeah, who's going to 7-Eleven for breakfast?

Suzy Davidkhanian: I'm with

Sarah Marzano: you. I'm the- You took the question out of my- ... stressed parent who, like- ... mouth ... likes to grab breakfast on the-

Carina Perkins: But how is that back to... surely that's any, at any point, right?

Sarah Marzano: No way, 'cause you've gotta get your kids ready so effing fast. Okay. There's, it's a- School seems to se- I'm sorry I'm yelling. We can

Carina Perkins: see- it's g- ...

Arielle Feger: the

Sarah Marzano: spirit is in the room.

Arielle Feger: I don't have

Carina Perkins: kids, so I don't understand this kind of

Sarah Marzano: thing. I don't even, I wish I'd take her started at 7:00 AM, but I think regular school starts really early.

Arielle Feger: And also part of this is a limited time, like, menu. It's deals that are catered to breakf- it's something they could do any time of the year, but they are choosing to do.

Suzy Davidkhanian: So- And it sounds to me to answer your question because I had a question that [00:13:00] was not so much about the back to school marketing, 'cause they slapped back to school marketing on, so that's what makes it back to school.

Yeah. They have decided that there is- Yeah, this is

Arielle Feger: what they're going with ...

Suzy Davidkhanian: a need for convenience early in the morning, as Sarah is pointing out. It's hard for parents. Do kids eat 7-Eleven, and are there that many 7-Eleven- But it

Sarah Marzano: doesn't have to be for kids. A back to school campaign can also be for what- For parents

parents spend more money on- Yeah ... during this time.

Suzy Davidkhanian: I think back to school campaigns are probably mostly for parents who are spending the money. Yeah. But this felt like it was meant to be for kids, and it was about value and tangible and bogo and- you, it- Yeah ...

Arielle Feger: had a lot of choice. Some of them do, but I can also imagine my mom driving me to high school saying, "Okay, I gotta stop and get gas-

Suzy Davidkhanian: Yeah

Arielle Feger: at a 7-Eleven.

Suzy Davidkhanian: Yeah.

Arielle Feger: Do you want anything to eat? And me being like, "Yeah."

Suzy Davidkhanian: All of this is hard for me to compute, because, like, why would the parent not put gas the day before also, right? Oh, we don't- So we don't-

Sarah Marzano: Oh my God, how much time do you guys have? I could keep-

Suzy Davidkhanian: Ugh. Susie, you've never been late- I guess if you're-

somewhere

Arielle Feger: and having to fill up your gas tank, or-

Sarah Marzano: Yeah,

Suzy Davidkhanian: you've

Sarah Marzano: never been late before?

Suzy Davidkhanian: I'm always [00:14:00] late, but I walk or take the subway. But I don't remember my parents ne- not planning ahead, but that's a diff- Oh. This is a whole different story. What I will say, though, is this feels more like a promotion versus a real back to school activation where you leave your seat to go.

You know what I mean?

Arielle Feger: It fits into the wider strategy of what 7-Eleven is trying to do, which is build out their food offers. Are they

Sarah Marzano: making the food, or are they partnering with someone?

Arielle Feger: Offering promotions through Lurito Taco Company, Raise the Roost Chicken, Bis- and Biscuits, and C Cafe. 'Cause, yeah, are they, like, developing

Sarah Marzano: more in-house restaurant brands?

Arielle Feger: Yeah,

Suzy Davidkhanian: they're trying

Carina Perkins: even more. Are the recipes really good for kids because they- No ... build brain health or something? Yes.

Arielle Feger: No. Why would they be?

Suzy Davidkhanian: Guys, you know what the good news is? I think the winner is Decathlon, because I think they have taken a movement that is buzzy and s- they have all the right things implemented, whether it's back to school or not, and it's almost like they're testing to see if it works during back to school or whether they give up, 'cause if you can't do it during back to school, this middle bin sort of scarcity, promotion, [00:15:00] value it's all of it mixed together, and the reason why you have to get there immediately.

It's like a Zara. If you don't go immediately, it might not be there anymore, and so you gotta buy it.

Arielle Feger: Yeah, I think it is a really great campaign.

Suzy Davidkhanian: Okay, so- Me too. I'm so glad there's consensus. Okay, on to award number three, Greatest Under the Radar Move: the smart play that didn't make all the headlines but quietly moved the business forward.

And the nominees are... Sarah, let's start with you.

Sarah Marzano: All right, I feel like I'm gonna get Some, some, some guff for this because it's tangentially back to school related. Love it. But Suzy, it's like for you. This is one of your favorite topics. So Whatnot, which is a live shopping marketplace, just raised some funding and hit $20 billion in valuation.

Their first half 2026 GMV surpassed $8 billion. And the reason this is so relevant is because y- retailers and brands in the US have been trying to figure out and failing cracking live shopping for going on a decade now. And it [00:16:00] feels like Whatnot has finally found a formula around sort of gamification and urgency and competitiveness that I think is going to be important for any brand or retailer who targets a young audience to keep a very close eye on.

Suzy Davidkhanian: Yeah, and I like that because you're borrowing a platform, right? And it's everything from fashion to sneakers. They're really moving-

Sarah Marzano: And that was one of the things. Their fastest growing categories, they've said, are fashion and beauty, right? So they started with collectibles, but then they're branching out into more general merchandise.

Suzy Davidkhanian: And it's almost if you can't make it happen during back to school-

Sarah Marzano: Yep ...

Suzy Davidkhanian: then can you make it happen? Yeah. I have this one.

Sarah Marzano: Oh, yeah. I really thought you, I was gonna get a lot more grief for this one.

Carina Perkins: No.

Suzy Davidkhanian: No, because I think it's a really... as, as as you said, I am a firm believer that we are just not thinking about live stream shopping- Yeah

in, in a, in the holistic way because then you also have all these videos that you can use on your brand website. There's so much more than just that one minute, and it does sen- se- it does send them signals of like urgency and what my friends are doing and FOMO. And if everybody's buying this, then I need it too.

So I think it's a [00:17:00] great idea. On to the next nominee. Arielle, your turn.

Arielle Feger: So this is under the radar to me, but I did confirm with Sarah that she does know who Blippi is. You

Suzy Davidkhanian: had to Google them. You might wanna tell us who they are.

Arielle Feger: Okay. Wonderful Halos, which is the company that does, those little like clementine mandarins is working with a children's character, Blippi.

His costume is orange and blue, and the Halo logo is orange and blue, so it made sense for them to do something together. And apparently he's very popular.

Carina Perkins: I love this one because it's genuinely targeted at kids.

Sarah Marzano: Yeah, it really is.

Suzy Davidkhanian: Yeah. It is so

Sarah Marzano: cute. And the parents who try so hard to

Carina Perkins: keep the kid

Arielle Feger: away from flipping.

Suzy Davidkhanian: Exactly. To keep ... But I think it's so cute because who knew that tangeri- like, most fruits are not, there's very few fruits, fresh fruits that are branded- Yes. ... That people recall the brand, and now everybody's gonna remember this brand for better or worse. Everyone's gonna remember it, and the kids are gonna wanna eat it 'cause they see their favorite [00:18:00] cartoon doing it.

Arielle Feger: Yeah. And, and- I love

Carina Perkins: this one ...

Arielle Feger: yeah, and also I just think, those are in everyone's lunches. Like-

Suzy Davidkhanian: Yeah ...

Arielle Feger: it's just automatic grab, grab one or two, throw them in the lunchbox.

Suzy Davidkhanian: And, like- Yep ... how many fresh fruit brands do licensing type of partnership- Exactly ... agreements, right?

The whole thing is crazy. I love it. Carina, your turn. Who do you have?

Carina Perkins: Okay. I've gone for Very, which is a multi-brand online retailer, and they've frozen prices on 141 school uniform essentials at 2023 prices, and they've also added another 20% off for the first couple of the weeks of the campaign. And the campaign launched in June, so that's really clever.

It was only for a couple of weeks, that extra discount, so they're encouraging people to spread their back to school spending over a wider timescale, which is useful for parents because it means that they can spread their costs, but it's also great for them as a brand because they're stretching out that kind of campaign.

Suzy Davidkhanian: And, it feels like for us in the US, the price freeze is something we see often, and many- ... of our big box retailers have also done that, but it sounds like in the UK [00:19:00] it's a newer thing.

Carina Perkins: I wouldn't say a newer thing. We've seen it before. I think it's a new thing to freeze it at a price of three years ago.

Suzy Davidkhanian: Yeah.

Carina Perkins: This is why it was the under the radar for me because I think it's something that other brands are doing, other retailers are doing, but what I really liked was that kind of extra discount for the first two weeks of the campaign, 'cause then you're really incentivizing people to get their spending in earlier in the period.

Arielle Feger: Yeah. Also think the pro- like, the product is interesting. I feel again, we see it a lot with big box or- Yeah ... grocery, like CPG, but with school uniforms and stuff- ... I think that's, it's something you don't think about as being a necessity, an essential, or maybe, I don't know, I'm not a parent, again, but I think it's something that you don't think about as factoring into a lot of your costs, but it is.

Yeah.

Carina Perkins: And I think it really taps into, in this country at the moment a lot of people are really struggling financially. So that kind of back to school, kids have grown out of their uniforms, having to spend the money it's a real drain on households- Yeah ... at the moment. So I just think it's a really important thing for, for [00:20:00] brands to be doing, especially this year in the UK.

Suzy Davidkhanian: And also I grew up with a uniform. Uniforms are expensive. So that they're- Exactly ... frozen is really good. Yeah. You guys, I had one too. Honest Kids, I don't know if you saw this, they did an activation at the Chicago Lincoln Park Zoo where kids got to write and be brutally honest with their parents-

Arielle Feger: Brutally honest

Suzy Davidkhanian: about how they feel. I love that. But the packaging the actual juice box packaging, is a space for the parent to write the personalized note. Oh, that's cute. Oh,

Carina Perkins: cute. Yeah.

Arielle Feger: That's really nice. Yeah. I like that a lot.

Sarah Marzano: That is really cute.

Suzy Davidkhanian: Okay and the winner is, guys, this just happened on accident, that everybody gets to win one because for me, the Wonderful Halos and the Blippi- Yay

which is Ariel's- Yeah,

Carina Perkins: I love that one ...

Suzy Davidkhanian: was truly- I think that's a very deserving winner ... a very unexpected under-the-radar move that should hopefully create a lot of great habits for the school year ahead.

Carina Perkins: Indeed.

Suzy Davidkhanian: So the winners are, for award number one, most impactful campaign, General Mills. [00:21:00] Award number two, best in real life initiative, Decathlon.

Sarah Marzano: This is all very

Carina Perkins: diplomatic.

Arielle Feger: Yeah.

Suzy Davidkhanian: It never happens like this. Everyone

Carina Perkins: got a prize. She's not normally diplomatic, so yeah. Okay. I

Arielle Feger: think that-

Carina Perkins: This is

Suzy Davidkhanian: just a coincidence ...

Arielle Feger: I'm pretty sure that happened when I hosted that, the guest host of awards. See? I think I gave everyone one. It

Suzy Davidkhanian: happens, but it's very rare.

And award number three, greatest under-the-radar move, Blippi, and the mandarins from Wonderful Halo. That's all the time we have for today. Thank you, Carina.

Carina Perkins: Thanks, Suzy.

Suzy Davidkhanian: Thank you, Ariel. Thank you. And thank you, Sarah.

Carina Perkins: Thanks, Suzy.

Suzy Davidkhanian: And a big thanks to the team who edits the podcast, and of course, our listeners.

I'll see you next Wednesday for more Reimagining Retail, an EMARKETER podcast made possible by Awin. And we'll be back with the Umbras at the end of September. And on Friday, you can join Marcus for another episode of Behind the

[00:22:00] Numbers.