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How Can Retailers Avoid Marketing Fatigue and Inspire Deeper Shopper Loyalty?

"We need to stop blaming ‘message fatigue’ and start addressing ‘relevance failure.’ The issue isn’t that retailers are talking too much -- they're talking at the wrong time."

- Anil Patel, BrainTrust panelist

Are retailers too reliant on persistent messaging, via e-mail, social media, or SMS, to shoppers?

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Should Aritzia Be Buying Fred Segal?

"I think this makes a lot of sense. The value is in the name, the history, and the Melrose location. That address still carries weight, especially in LA."

- Pamela Kaplan, BrainTrust panelist

What's happening in retail?

Here are our picks for top news impacting retailers today:

  • New research from Gartner suggests that AI will be central to supply chain operations in the immediate future. Leaders in the supply chain space must redesign processes and ways of working with AI to create value, and reimagine the workforce for a “human-machine future,” per researchers (via Gartner).

  • Burger King is upgrading its Whopper sandwich after customer complaints suggested it might be prudent. The new Whopper comes in a box, features premium mayonnaise, and has a premium-quality bun to keep things together. Franchisees are asked to shoulder an annual $4,000 cost tied to the upgrade (via CNN Business).

  • Stellantis delivered its first-ever full-year loss of $26.3 billion, largely based around write-downs on a large portion of its EV business. “In 2026 our focus will be on continuing to close the execution gaps of the past, adding further momentum to our return to profitable growth,” CEO Antonio Filosa said (via CNBC).

  • Spirits company Diageo saw its shares fall by more than 12% recently upon news that it expected a weak 2026 on falling consumer demand in the U.S. and Chinese markets. Further, net sales tumbled by 4% in the six months ending in December, reinforcing a decline (via CNBC).

  • Recent reportage indicates that review frenzy is expanding in all spheres of shopping, including traditional retail, ecommerce, and services. However, fatigue may be setting in: “They are excessive,” customer Audrey Morris said. “I get tired of them” (via NPR).

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