Reimagining Retail: The Unofficial Most Interesting Retailers List (February 2025)
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Hello, listeners. Today is Wednesday, February 26th. Welcome to Behind the Numbers, Reimagining Retail, an eMarketer podcast made possible by Zeta Global. This is the show where we talk about how retail collides with every part of our lives. I'm your host, Sarah Lebo. Today's episode topic is our February unofficial most interesting retailers of the month list. We should really make that shorter, but we won't.

Joining me in the studio, we're all in studio today, rare episode. Joining me is, first up, Arielle Fager. Hey, Arielle. Hi. Thrilled to meet you.

Thrilled to have you also with us. Another analyst, it's Blake Drosh. Hey, Blake. Hey, everybody. Good to be here. And also in the room with us is our analyst, Susie David-Canyon. Thanks for having me. Thank you for being here. Okay, let's jump into our most interesting retailers of the month list. ♪

Arielle and I, we are the committee. We'll present our list in the first half of this episode. In the second half, Blake and Susie will have the opportunity to edit our list. So here is our list.

At number eight, we have Amazon. Amazon is opening a brick-and-mortar beauty store in Italy, and it's also testing linking to external brands that are not available on its site from its site. So it's a clear ad play for Amazon. Yeah, Amazon seems to be doubling down. I mean,

seems to be doubling down is kind of an understatement really on ads. It's making it clear they want that ad revenue more than they want to sell that product. So I think it's a pretty interesting play. Yeah. At a minimum, it shows how important Amazon's ad business is to it. Can we all

talk about how Amazon is going to partner with Saks to have more luxury coming into their website fold, which I think is pretty cool. I hadn't heard about this. They're putting Saks products on the website. What I understood from a very quick glance is that it's going to have

They're opening a shop on Amazon. Okay. Yeah, that's a pretty interesting move considering I think a lot of luxury brands, maybe not a lot, but certain luxury brands are a little hesitant to add their items to Amazon. So this is kind of a, you know. And it's a stamp of approval coming from Saxon Eamon. Yeah.

Okay, number seven, we have Reformation. Reformation is in here for an ad campaign, which we usually try to avoid just because they're not always interesting, but this one caught our eye. They debuted a sexy ad featuring SNL star Pete Davidson, depending on your concept of sexy. The ad was just in time for the SNL 50 event that took place this month. It felt like all over the city, although I guess it was just around 30 Rock.

Yeah, this one caught my eye out of Penn Station. It was a giant shirtless Pete Davidson billboard. He appears to have all of his tattoos removed. For real? Yeah. He looked that way on the board. Yeah. And he looked that way on the SNL 50. No, I'm pretty sure he got all of his tattoos removed. No, because you could kind of see the scars, yeah. Wow.

Oh, that's a big endeavor. I think the timing is just great with the SNL 50 thing. I think the tattoo removal is like a nice, like, is that really? Yes, it's earned media for the out of home. So I think it's just a fun campaign. But what was the tie into Reformation? Do people even, will they remember? Do we even know what, I mean, we do, but do people even know who Reformation is and what they sell? I think the population they want to know them knows them. Well, it is hard to,

to gauge if this is interesting outside of New York City. Because in New York City and around where these ads, these out-of-home ads are, there are definitely people who know who Pete Davidson is and who Reformation is and where to find Reformation and that SNL 50 is happening. I don't know if all of these things are as big a deal outside of the city. Yeah, fair. Okay, number six.

Coca-Cola. Arielle, what are they up to? So they have launched a competitor to Poppy and Olipop. The prebiotic soda is called Simply Pop. It's a nod to their Simply brand. And it's going to have some fruity flavors, pineapple, mango, lime, strawberry, fruit punch, citrus punch. I think it's an interesting move because it's like the established brand is disrupting the disruptors. And obviously, you know,

There's a lot going on in that space. So I think Coke putting its name out there is important. Yeah, this quote unquote healthy soda trend Coca-Cola is getting in on, it all feels very 90s to me. It feels like we're finding new ways to do a diet soda trend.

But do people understand the difference between, apparently I don't give people a lot of credit these days. Do people know the difference between prebiotic and probiotic? They don't know the difference. And it's like, this is what they're- It's marketing. Yeah. Prebiotic is nothing, right? Prebiotic is just like- Well, that's the thing. I don't even understand why we're talking about prebiotic. Prebiotic is nothing. I think it's just like-

Before it's biotic. Before it's good bacteria in your gut. No, it's definitely a branding term. I think it's just one of those buzzwords that people see it and they're going to be like, oh. I had never heard of prebiotic until this week. I think it's because. I feel like I have, but I could also be confused. I think it was I have, but only in the context of these sodas. And they're just sodas. They're sodas.

All right. Number five, Wayfair. Arielle, tell us why. So Wayfair is releasing an AI-powered app called Muse, which is meant to help shoppers kind of find inspiration for their home purchases. Honestly, it kind of functions a lot like Pinterest. You can plug in a prompt like dining room or Moody's 1920s style living room, and it generates like photos or scenes with Wayfair products.

You know, like I said, it's a lot like Pinterest. I don't think it's a competitor to Pinterest by any chance, but I do think it's an interesting way for Wayfair to kind of get people thinking about their furniture in a different way. And, you know, visuals are such an important part of home design. This made the list because Ariel compared it to Pinterest and that caught my attention. Just having an app or like a tech on its own did not seem as interesting to me, but the Pinterest comparison really did.

Okay. Number four, Poppy. We're back in prebiotic territory. Arielle, tell us why. So this is an interesting and maybe a possibly slightly negative way. So as part of its Super Bowl campaign, Poppy sent kind of full-sized vending machines to a bunch of different influencers. And people on social media got kind of fired up about it and

What helped them also get fired up about it is that Olipop joined the kind of voices and commented on one of the posts that, did you know this vending machine costs $25,000? That has since been debunked. But I do think it kind of was this fuel to the fire of this out-of-touch marketing move where people, you know,

felt that influencers didn't deserve it. Someone said, why didn't you send this to teachers or nurses? So I think it's just kind of one of those miss the mark campaigns. And I think it's important to kind of just keep your eye on. Yeah. Poppy paired this up with a Super Bowl campaign that had like two major creators in it, Jake Shane and Alex Earl. And so that I think they were really

on the like right beat with. They know that their key consumer is going to know who those people are who got huge on TikTok. But yeah, the vending machine thing, I don't know. I mean, I'm not going to like criticize any brand too much, but...

I don't get why they would do that. I'm not sure one person needs an entire vending machine. They'll just say that. It kind of sounds like it's an interesting case of selective outrage, though. Yes. Because you consider that, like, all of these brands are paying millions of dollars for, like, a little bit of airtime, and they all just pile celebrities who are probably getting paid a lot into those ads. But I guess it just goes to show you, like, as a brand, like...

Sometimes you're damned if you do, damned if you don't, right? That's a great point. The wastefulness is another thing, but if we're just upset about the money, even if $25,000 were real, the Super Bowl spot alone costs $8 million, and then there's however much we're paying the creators. It's a very fine line that brands have to walk. Yeah. All right. Number three, Lidl. Lidl just launched a TikTok shop pop-up in the UK selling grocery items on TikTok.

It's calling this a small scale promotion and not a permanent e-commerce position. So in other words, Lidl is not selling groceries on TikTok shop forever now. And it's specifically in the UK, which is worth noting because in the US we have the potential TikTok ban looming over us. But it was fascinating. We have not seen a grocery retailer do this yet.

There was some data, I believe, from Earnest Analytics that behind, I think, beauty and wellness, food and beverage is like the second biggest category on TikTok shop. So, I mean, I think it makes sense as a strategy. Does it make sense as a full-on e-commerce platform?

Not really, but I think it's a fun way to kind of get some attention. Yeah. I think it's a good, yeah, I mean, it's definitely not going to like move the needle on their e-commerce business, but it's definitely like good brand marketing if you want to reach the TikTok demographic, right? Why not be on there?

Yeah, this kind of move would be interesting in the U.S., obviously, of the stickiness of TikTok maybe being banned. But Lidl is a brand that's been expanding in the U.S., in competition with Aldi. And I don't think they have the name recognition in the U.S. that they would want. So I'd be interested to see if they do something like this in the U.S. Because if they can get some like Trader Joe's style, like viral products going on there, then they could have people visiting Lidl's. Yeah.

Number two, Walmart. Arielle, what's Walmart up to? I bought a mall. Walmart bought a mall. This is my favorite one on the list. I just, I don't know why it's tickled me. So Walmart bought the Monroeville Mall in Pittsburgh, Pennsylvania. Fun fact, it is the site where the horror classic Dawn of the Dead was filmed. I think that's really fun. It is? Yes, it is. Wow.

Wouldn't know. I've never seen a horror movie. Oh, yeah. But currently, I think tenants include Macy's and JCPenney's, Claire's, Victoria's Secret, your general mall retailers. But I'm really curious to see what Walmart does with this space. I think Chris McGuire of Cypress Equities, who helps Walmart scout real estate, said it's going to be a retail-driven mixed-use project. So I think

It's a very interesting possibility of what Walmart will bring in, what kinds of restaurants or activities or stores. I am so excited about this because in Canada, Walmarts are anchor stores at the mall, but in the U.S. they aren't. And so it'll be interesting to see if Walmart decides –

that the entire composition of the mall, including how we define traffic drivers and anchor stores, will change. And then if they'll pilot here and then move on. I'm surprised at their choice of mall because it is kind of in the middle of nowhere a little bit, right?

- I think so, yeah. - And maybe that's the point. It's not a class A sort of mall that is- - I'm interesting if they're trying to make experiences happen, almost like the American Dream Mall in New Jersey to make it a destination. There's been nothing said that would indicate that,

But that's what I'm curious about. Or was this just like a cheap piece of real estate and they needed the space and they got it? Yeah, or it's more in line with what their plans are. The Mall of America, though we love that mall or the one here in New Jersey, they're not doing well. So I think it depends on how Walmart decides to quantify this purchase as a success.

At number one, we have Nike. Nike did a few things this month. They had one of my favorite Super Bowl ads, the one that featured a whole bunch of prominent female athletes. The one that was like, they say you can't do it, so do it. It was really cool to see and really cool to see such prominent female athletes. Caitlin Clark was featured. By the way, do any of you know what Caitlin Clark's salary is? I just learned this in the WNBA. Less than a million dollars.

Oh, it's bad, huh? Yeah. $78,000 is how much Caitlin Clark is being paid in the NBA this year. NBA, pay her more. WNBA, I mean. Yeah.

Anyway, so it's cool to see these, you know, historically underappreciated athletes in this ad that was a really strong ad. And then they paired that, which we didn't realize when we saw the ad, with debuting Nike Skims in partnership with Kim Kardashian's shapewear company as, you know, really a clear play, I think, to connect with women and be a women's brand.

But Skims is the one, right? The one that's like shapewear. Skims is a variety of things. It was definitely, yeah. It definitely started as shapewear. And, you know, the Kardashians themselves are conflicting messaging there. Yeah, I think it's an interesting play with Kim Kardashian. She's obviously so incredibly famous. But I also think, like, as Susie noted, her personality,

position is kind of controversial at times. So it is like a little bit of an interesting play. But so is Nike's. True. We're matching controversial with controversial.

Okay, so our list for the first half, we've got number eight, Amazon. Number seven, Reformation. Number six, Coca-Cola. Number five, Wayfair. Number four, Poppy. Number three, Lidl. Number two, Walmart. And number one, Nike. Now it's time for our second half, where Susie and Blake get to tell us where we went wrong.

Each of them will have a chance to move a brand up or down on the rankings and to add a new company entirely. So, Blake, why don't you go first and make a move? So I would pull Reformation from the list.

I don't think that really that ad campaign really warrants a place on the interesting retailers list. I think it was already touched upon that it's probably not a super relevant campaign outside of New York City. And yes, it was like tied to the SNL 50 event. It also came early.

around the same time as the Super Bowl, which I thought a lot of the advertising was reliant on sort of these celebrity cameos and the creativity was really lacking. I thought that this was sort of very similar. I also think that like Pete Davidson, no disrespect, is sort of his status is kind of waning a little bit.

Wow. Shots fired. I disagree. You think Pete is in the limelight? I think he's on the rain bound. I think he's going all the way back up. No one watched his show and it got canceled and he's not on SNL anymore. So I don't really think like, what's he doing? No, he hasn't been on an SNL in like two years. He went to rehab, I think. So I think that's what he was doing.

Blake's move is moving, let's say moving Reformation down below Amazon because they're at seven right now. The reason we put them at seven and Amazon at eight is because I found Amazon opening this beauty store and just having more ads pretty boring for Amazon. So I agree with you that Reformation isn't particularly exciting either, but I don't think that they should move below Amazon because I don't think what Amazon did was exciting either. Yeah.

But Amazon having Saks as a whole shop is a pretty big deal, I think. Okay. Yeah. All right. I would move Reformation to eight then. I'm okay with moving Reformation down, even though I have a weird love for Pete Davidson.

All right, Susie. You are not alone. Susie, what is your move? I am removing or moving down Coca-Cola because while I do think it's important to be cognizant of the movement in the market and to know about the adjacencies in your core business, I don't know that it's really interesting that Coca-Cola is launching a new product.

would argue to keep Coca-Cola where it is. I agree with you that there are definitely more interesting things happening than Coca-Cola launching a soft drink. But I think that this health-focused soda and the fact that we are now seeing, like, quote-unquote health-focused soda, and the fact that we are now seeing Coca-Cola, like the soda company, launching their own, shows that they clearly see Olipop and Poppy as competitors. And

I think that that is what's interesting there. So what I would say is they see that people

Everywhere you turn soda equals very unhealthy. Ditch the Diet Cokes. People don't even say Diet Pepsi. Like doctors, when you hear the news, it's almost always ditch the Diet Coke. Even Diet Cokes aren't good for you. So they definitely need to find new products that are more. And then if you think about all the Ozempic, you know, like all of the CPGs that are in the food business are looking for new snack products.

sort of options. Apparently yogurt is through the roof because of all of the health crazes that are going on. So I agree in that, but is it like that's, they're doing their job. Ariel, would you move them? I mean, I want to say, I want to say no.

I think it's interesting that they waited this long to do it. You know, I think that it feels very purposeful. It wasn't just a, oh, scramble to kind of protect their share. It feels like it's very purposeful. So I don't know. I mean, I agree it is part of their job, but I also think that they could be doing – they have been doing a lot. Hosting this podcast is part of my job, and I keep it interesting. There you go.

I'm keeping Coca-Cola where it is more than anything because the two brands below it are Amazon and Reformation, and I don't think that what they did is more interesting than Coca-Cola, but I agree with your take. Okay, now it is time for our wild card where you can both add a new company to the list. So, Susie, what is your wild card and where are you putting it? So I would like to start by saying I am not –

advocating for this brand, nor am I a staunch follower. However, I do think it's very clever that Meghan Markle, who is working and has been working with Netflix for a while now, and who is like always riding these ups and downs of waves, tried to launch or did launch really American Riviera Orchard. Is this her jam company? Yes, but it was more than a jam company. It was supposed to be a lifestyle company. And within a year, they just...

renamed it to as ever they are doing a whole new branding campaign and the retail component in this which I think is brilliant is that it's going to be available in the two Netflix stores just as her new show comes up so she is like riding the wave of her name in ways that is disruptive I think

To herself, really. And to her own business. I don't know, Susie. It's so hard for me to put Meghan Markle, who has been... As ever. Who has... The name is as ever. It's hard for me to put as ever created by someone that...

Very interesting, who has been trying to stake a spot in both media and retail for years now on the list for a rebrand. I just, I'm not convinced. Rebrand with a Netflix store. The Netflix thing is interesting, but it's still just two stores. They're doing the show.

It's launching in March, the show. And lo and behold, she has a whole new brand name because for whatever reason, the first one didn't seem to resonate. For whatever reason. Yeah.

Which we all know why it didn't resonate. But I mean, like that's pretty quick. The American Riviera Orchard. But so she is like, I find it interesting that like Coca-Cola is like, oh, there's a lot going on in the world. I should reorganize myself that she's doing the same and that she is using media and entertainment as a vehicle to try and do more. There are so many creators who are doing this better than

and the Netflix thing is interesting because the other creators aren't doing it with Netflix specifically but there are so many creators that are launching products in partnership with creating media better and it's interesting that this one is Meghan Markle but not enough for me to put it on the list. Yeah, I just, it wouldn't be interesting if Stranger Things launched a like Backpack? Exactly. It's like

Okay, that makes sense to me. I get why. You can tell I've only seen the pilot of Stranger Things because they're always wearing their backpacks. But that is a perfect example. I'm pretty sure they do have Stranger Things backpacks. Sorry, Susie. I look forward to seeing what happens in the future. I look forward to the podcast episode where we try as ever. Yeah, let's get it. We should do an episode where we try creator products. Actually, that would be kind of fun.

Blake, what is your wild card and where are you putting it? I think we should put CVS on the list. Not like super high up, but around, I think number eight is where I want to place them. I think their solution to that all, not just CVS, but all pharmacies and many retailers are facing for having to lock up their cabinets. Their solution to basically create an app

where you have to log in in order to unlock the cabinet via your phone is an interesting potential solution to the tremendous level of friction that has been created for the customer to go buy products in stores.

And I think, look, we could say, well, locking up all of the products inside the stores was not the solution to begin with, right? But the fact that CVS is not alone in this scenario, I think, excuses it from taking the sort of the sole blame for this level of friction. And I think that the solution is actually –

relatively innovative because if you have the choice of shopping at one of three pharmacies and they are all locking up their products and one has the ability to go in and use the app, then I personally am going to choose that one. And then CVS also has, you know, better access to my information as a loyalty member because I had to log in in order to get this feature to shop. I

I will not go so far as calling the CVS move innovative, but that's not what we're testing here. We're saying interesting, and I do think it's interesting. So I want to say two caveats. One is that this technically happened in January, but it was the end of January, and we'd already made our list, so I'm going to let them be a February move. That's very gracious. Thank you. And then the other thing is, this isn't a caveat. This is my opinion. I've already said this on the podcast. I can't.

Can't express how much I don't like this CVS move. I think it's adding more friction. I think it's inaccessible to older consumers. I think it's a kind of weaselly way to get you to download their app. I think that it's a problem that they created. And I think that the Wi-Fi and CVS is not good enough for this to work.

But do I think it's interesting? Yeah, we were talking about this so much when it happened. So I would give them a number eight. Yeah, I agree. I mean, we've definitely talked about this enough for it to qualify, I think, being put on the list. All right.

So we've got our final list, which is number one, Nike. Number two, Walmart. Number three, Lidl. Number four, Poppy. Number five, Wayfair. Number six, Coca-Cola. Number seven, Vodafone.

Amazon, and number eight, CVS. And our honorable mention spots, we've got Reformation, which we just knocked off the list, and we'll give, as ever, an honorable mention spot as well. Congratulations, Meghan Markle. Yeah, I was going to defend myself, but I'm going to not bother. This has been my most successful episode of Retail Ranking. I think so. Because usually I'm the one where all of my things get denied. So I just want to thank Meghan Markle for being tremendously unlikable.

Because it really aided my success on today's episode. I also think that this has been Arielle and my most successful episode because usually people are sliding all sorts of things that we didn't want to hear. And Susie, I'm going to give you some credit because the reason that Amazon is still on the list is because you pointed out that Saks thing to us. That's true. So you also made it on the list. Everyone's a winner. Everyone is a winner. Especially Meghan Markle. Except for Meghan Markle.

Come on, it's so clever. Okay, that is all we have time for today. Thank you so much for being here, Blake. Thank you. Thank you, Arielle. Thank you. Thank you, Susie. Thank you. Thank you to our listeners and to our team that edits the podcast. We will be back next Wednesday with another episode of Reimagining Retail. And on Friday, join Marcus for another episode of Behind the Numbers, an eMarketer podcast made possible by Zeta Global. ♪

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