April 22, 2021
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Target introduces new digital ad platform
(Justin Sullivan/Getty Images)
Roundel, Target's retail media group, is rolling out a new integrated ad platform to make it easier for advertisers and brands to reach the retailer's growing base of digital customers directly through its Target Product Ad campaigns. The self-serve platform will be introduced in May to take advantage of Target's booming digital demand, which saw a sales increase of $10 billion in 2020.
Full Story: Progressive Grocer (4/21) 
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NRF spotlight
Earth Day is today, which is a good time to think about sustainability and how businesses can help consumers feel like they are making a difference. In this episode of the Retail Gets Real podcast, NRF's Vice President of Corporate Social Responsibility and Sustainability Scot Case discusses the makings of a sustainable brand, and what retailers can do to ensure they are making progress and communicating transparently with consumers. Listen to the episode.
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Company watch
Pinterest is expanding its Shopify partnership with the addition of 27 countries for a total reach of 1.7 million merchants and giving them access to dynamic retargeting and multifeed support for catalogs. Pinterest reports its platform catalog feed uploads increased by more than 14 times worldwide for the year ending last month, and Shopify noted social commerce channel installs increased 76% between February 2020 and February 2021.
Full Story: Adweek (4/21),  Social Media Today (4/21),  Digiday (tiered subscription model) (4/22) 
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Crocs has transitioned its influencer strategy from big names, such as Drew Barrymore and Priyanka Chopra, to microinfluencers who have smaller but devoted followings. "We think about our influencer strategy as a rich tapestry of interests and affinities and geographies -- and we stitch it together like a quilt," says Crocs President Michelle Poole.
Full Story: Modern Retail (tiered subscription model) (4/22) 
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Customer engagement
Australia-based fashion retailer Princess Polly has expanded to become a US powerhouse thanks in part to its early efforts on TikTok and an influencer team that forms relationships with ambassadors who collaborate with the brand, writes Mark Faithfull. Princess Polly is particularly popular with social media-savvy Generation Z females, and celebrities such as Ariana Grande have been seen wearing the brand's clothing.
Full Story: Forbes (tiered subscription model) (4/19) 
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Clubmarket helps brands monetize Clubhouse efforts
Clubmarket has launched as a third-party app that helps brands make financial handshakes with influencers for Clubhouse branded rooms, shoutouts, co-hosting and other activations. The app plans to roll out additional features, including a digital marketplace with "profiles, payment, booking and everything you would expect in a marketplace."
Full Story: Digiday (tiered subscription model) (4/22) 
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Direct-to-consumer brand Rothy's uses the Pinterest Shopify app to scale its advertising. Shopify catalogs Rothy's product information for Pinterest, which publishes paid ads that automatically update if new information is added, including stopping an ad if the product sells out.
Full Story: AdExchanger (tiered subscription model) (4/21) 
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Today I have grown taller from walking with the trees.
Karle Wilson Baker,
poet, writer
April 22 is Earth Day
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