The retail marketing playbook is rapidly evolving, with massive changes underway in core channels such as search and social media — not to mention a turbulent geopolitical environment that can be tricky for communicators to navigate. So, in this episode of the Retail Remix podcast, we asked long-time retail marketer Sarah Crockett for her expert advice.
Crockett is currently the Global CMO at DSW following a wide-ranging career handling marketing for brands including Vans, REI, Backcountry.com and Dickies. She shared insights on everything from communicating with customers around tariffs to adapting to current evolutions in the marketing landscape.
“There’s this really important balance to strike in these moments. You don’t want to overpromise and underdeliver ever, but sometimes it’s just about saying, ‘Hey, we’re in this with you. We’re in this volatile environment with you as well,’” Crockett said, sharing how DSW is communicating about tariff and pricing uncertainties with its customers.
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Tune in to the episode to hear more on that topic as well as:
- How DSW is navigating the latest shifts in consumer expectations while moving forward with its Step Ahead transformation strategy;
- The importance of channel mix as a hedge against market volatility and the new channels DSW is entering;
- How to keep pace with rapid technological evolutions across search and social; and
- Her secret weapon for staying on top of social trends.
Check out the latest episode of Retail Remix here or on any other platform where you get your podcasts. And head over to LinkedIn to let us know who you want to hear from and what topics you’re eager to hear about this season.
