Articles

Wholesale Without the Risk: How Modern Brands Are Scaling Smarter
Wholesale Without the Risk: How Modern Brands Are Scaling Smarter 1440 428 ASG
share this article

For today’s retail brands, wholesale can either be a growth catalyst or a fast track to brand dilution. When done strategically, wholesale expands reach, drives trial, and increases sales. But when mismanaged, it undercuts brand equity, erodes margins, and disconnects you from your customer.

In a world where direct-to-consumer (DTC) costs are rising and digital channels are saturated, more brands are reconsidering wholesale. The smartest ones are rewriting the rules.

Why Wholesale Still Works

Wholesale gives brands access to scale without the overhead. It taps into third-party retailers’ infrastructure, foot traffic, and loyal customer bases. For emerging brands, it can open the door to markets that would be too costly to enter alone. For established players, it can provide reach into new geographies and shopper segments.

But reach comes at a cost. Retailers expect significant discounts to maintain their own markups. That hits brands hard, especially those already operating on slim margins. Even more concerning is the loss of control. In third-party environments, you cannot always dictate pricing, displays, or brand messaging. And that matters—especially if your brand is built on exclusivity, storytelling, or customer intimacy.

Balancing Wholesale and DTC

The rise of DTC created a new standard for brand control. Full ownership of the customer journey, direct access to data, and higher margins made it the preferred model for a decade. But DTC growth has slowed. Rising acquisition costs, privacy changes, and digital fatigue have made scaling DTC expensive.

Enter: hybrid retail. Brands like Gymshark, Fenty Beauty, and Skims have shown that wholesale and DTC are not enemies. They’re complementary. These brands built direct relationships with customers first, then expanded into wholesale through highly selective partnerships. Skims aligned with luxury retailers like Saks and Selfridges. Gymshark went into stores only after creating a strong digital identity. In both cases, wholesale was not a pivot—it was a growth layer.

Modern Economics of Wholesale

Unlike traditional wholesale-first brands, DTC-native companies can be selective. They hold the power to dictate terms, control brand standards, and ensure channel harmony. Wholesale becomes a way to offset digital marketing costs and reach customers in real life—without sacrificing core brand values.

It also supports omnichannel behaviors. Customers want to discover a product in-store and reorder online. Or browse online and buy in-store. Brands that create seamless experiences across both win long-term.

Case Studies: Getting It Right

Crumbl Cookies used wholesale to extend its reach into premium grocery environments, while keeping limited drops online to maintain hype and exclusivity. The brand ensured its DTC and wholesale strategies worked together—not in competition.

Skims maintained luxury positioning by partnering only with select retailers that could uphold its brand standards. That allowed the brand to expand without losing control of its image.

YETI partnered with retailers like Dick’s Sporting Goods and REI to match its rugged, outdoor image. Every placement reinforced brand values.

Chewy, still a primarily DTC brand, has tested physical retail with PetSmart and Petco while maintaining strict control over how products appear in-store. This measured approach allowed it to test without weakening its identity.

The Takeaway

Wholesale is not a shortcut. It is a strategic growth lever that works best when layered on top of a strong DTC foundation. Brands that succeed use data to pick partners, maintain pricing and presentation control, and view wholesale as part of a long-term omnichannel plan.

The goal isn’t just reach. It’s profitable, aligned, brand-enhancing reach.

Want help scaling smarter?

ASG helps brands find, design, build, and manage retail locations with precision. We handle everything from site selection and lease negotiation to store design and construction management—powered by ASGedge, our real estate intelligence platform.

Let’s build smarter together: Schedule a strategy session

Smart CEOs Are Rebuilding Supply Chains for Resilience
Smart CEOs Are Rebuilding Supply Chains for Resilience 1440 428 ASG
share this article

For decades, “just-in-time” was the gospel of global supply chains.

It was efficient. It was lean. It kept costs low and inventory tight — a dream for margin-hungry CFOs and operations leaders alike. But in 2025, with tariffs soaring, logistics in flux, and geopolitical uncertainty lurking around every corner, the dream has become a liability.

Today, the smartest CEOs in retail are embracing a different mantra: Supply chain resilience over efficiency.

A Crisis Decades in the Making

The cracks in just-in-time logistics didn’t appear overnight. COVID-19 exposed them in brutal fashion. One delay in Vietnam or a port shutdown in Shanghai, and shelves in Chicago sat empty for weeks. Many retailers had no slack in the system — no buffer stock, no backup suppliers, no alternative freight routes. The impact was severe and immediate.

Some adapted. They diversified. They stockpiled. They invested in visibility and redundancy. But just as supply chains were beginning to settle, another blow arrived: a new wave of tariffs, not only on China but across Southeast Asia — Vietnam, Bangladesh, Cambodia, and others. With few low-cost countries left untouched, the old fallback strategy of “move production somewhere else” no longer works.

As one industry analyst recently put it,

“Retailers just learned there’s no place to hide.”

From Fragile to Flexible: The New Supply Chain Playbook

Smart CEOs aren’t waiting for stability to return. They’re building systems that don’t require it.
They’re making resilient supply chain design a core business function.

That means rethinking everything — from how and where goods are produced, to how they’re moved, stored, and sold.

Diversified sourcing is no longer optional. Retailers are spreading production across multiple countries — not just China and “+1,” but to three or four regional partners. Nearshoring, especially to Latin America, is accelerating. Why? Faster lead times, fewer surprises, and in many cases, duty-free access under trade agreements like CAFTA-DR.

At the same time, companies are reintroducing a concept they once abandoned: inventory buffers. After years of minimizing stock to cut carrying costs, retailers are now holding more — not recklessly, but strategically. They’ve learned that the cost of not having product can be far greater than the cost of carrying it.

And underneath it all, there’s a new foundation being laid: technology.
Supply chain technology trends like AI and predictive analytics are giving leaders real-time visibility into disruptions before they become disasters. Automated systems are helping balance inventory across networks. Some retailers have even stood up “supply chain war rooms” — cross-functional teams that monitor logistics, trade policy, and supplier health every day.

Resilience Isn’t Cheap — But It Pays

Of course, building supply chain resilience isn’t free.

It means more complexity. More relationships to manage. More capital tied up in stock. But after losing billions in missed sales, last-minute freight premiums, and brand damage over the past five years, most CEOs see the investment as insurance — not a luxury.

More importantly, resilience isn’t just about protection. It’s about positioning.

Retailers who’ve built adaptive supply chains are faster to market. They’re better at absorbing cost shocks. They can respond to demand swings with agility, not panic. And in a world where consumers expect instant availability, those capabilities translate directly to loyalty, share, and margin.

The Role of the CEO: From Efficiency Leader to Risk Architect

This shift requires a mindset change at the top.

Efficiency will always matter. But in a world defined by volatility, efficiency without resilience is fragility in disguise. CEOs must now think like architects of supply chain risk management. They need to empower their supply chain leaders not just to deliver products faster and cheaper, but to make the system stronger, smarter, and more shockproof.

That means funding the right tech. Supporting the right sourcing moves. And building a culture that embraces flexibility, not just optimization.

Because the question isn’t whether the next disruption will come.

It’s whether your supply chain — and your brand — will be ready when it does.

Price War: How to Maintain Margin and Brand Equity in a Tariff Economy
Price War: How to Maintain Margin and Brand Equity in a Tariff Economy 1440 428 ASG
share this article

Premium brands used to live in a different world. They spoke to a more discerning customer. They stood for quality, design, and identity. They didn’t chase the lowest price or enter race-to-the-bottom promotions. That insulation is fading—fast.

Today, premium brands are under pressure from both sides. A volatile tariff economy is pushing sourcing costs higher, sometimes by 30 to 45 percent overnight. At the same time, shoppers—especially upper-middle income ones—are becoming more value-conscious. That doesn’t mean they’re hunting for coupons. It means they’re looking harder at what justifies the price. What once felt aspirational now needs to feel earned. This is where value perception in retail becomes essential.

And this is where many premium brands find themselves stuck. Raise prices, and you risk alienating loyal customers. Hold the line, and you absorb costs that erode contribution margin. Promote aggressively, and you weaken the brand you’ve spent years building. None of those are great options. But they’re not the only ones.

The brands navigating this moment successfully are doing it with discipline—not by compromising who they are, but by tightening the link between value and price. They’re asking the right questions: What drives willingness to pay in our category? What can we deliver that lower-cost competitors can’t touch? What’s a true value-add, not just a margin drag?

The answer isn’t always about cost. In fact, it rarely is.

It’s about brand. And brand, at the premium level, is a compound asset. It’s built through consistency, creativity, and credibility—especially during hard times. In a tariff economy, reinforcing that identity becomes more than positioning—it becomes protection.

maintain brand equity

When Exclusivity Meets Economics

Premium brands have always walked a fine line. They justify their prices through quality, storytelling, aspiration, and design. But in a tariff economy, where duties on core sourcing countries like Vietnam, Bangladesh, and China are hitting 30–45%, many of these same brands are being forced to reconsider their pricing structures—or eat into already narrow margins.

Take RH (Restoration Hardware), for example. Ahead of the most recent tariff rollout, RH made an aggressive move: pre-purchasing large volumes of inventory to lock in costs and avoid tariff exposure. It was a bold—and costly—bet. But for a brand that targets high-net-worth customers and thrives on exclusivity, it was also a way to maintain pricing power without dilution.

Other brands are negotiating hard with suppliers, exploring nearshoring options, or re-engineering products to reduce reliance on tariffed components. These are not just supply chain decisions—they’re brand equity strategies. The goal? Preserve both brand perception and financial health.

Value Isn’t Always About Price

Consumers of premium brands are value-conscious—not in the traditional discount sense, but in terms of perceived worth.

In a down market, these customers don’t necessarily stop spending. But they do demand more for what they pay. Brands that recognize this are responding not with blanket markdowns, but with:

  • Layered loyalty programs

  • Exclusive access and personalization

  • Value-added experiences

Rather than undercutting pricing integrity, they’re enhancing the overall value proposition. Think: premium packaging, limited-edition drops, concierge-level customer service, or unique in-store experiences that reaffirm the brand’s worth.

When consumers feel like they’re getting more, they don’t mind paying more. In this way, value perception in retail becomes a brand’s most powerful pricing lever.

The Dangers of Discount Drift

In times of economic pressure, even premium brands can be tempted by the fast hit of a markdown. And while targeted promotions can be a smart lever, overreliance can be fatal.

Discount fatigue is real. Once a customer sees your product at 40% off, it’s hard to convince them it’s worth full price again.

Brands like Lululemon, Sephora, and even Apple have historically been disciplined with markdowns, choosing to limit promotional exposure even during downturns. The result? Stronger brand equity, more consistent margins, and loyal customers who are conditioned to expect value without a discount.

Premium retailers need to adopt a surgical approach to promotions: limited-time offers, exclusive access events, or channel-specific discounts that don’t devalue the brand across the board. This is how you survive a price war without eroding brand perception.

Build the Moat: Invest in What Others Can’t Replicate

While lower-tier competitors race to the bottom, premium brands have an edge—they can invest in what can’t be commoditized:

  • Brand heritage

  • Design innovation

  • Cultural capital

  • Customer intimacy

These are the elements that justify a premium price, even in a cost-conscious, tariff-heavy environment. And in many ways, now is the perfect time to deepen that differentiation.

Double down on storytelling. Strengthen your digital experience. Tighten your visual identity. Expand owned brand offerings where you control margin. These moves create brand gravity—pulling your customers closer while your competitors scatter to survive.

Premium in a Price War: A CEO’s Opportunity

The current tariff economy is testing every assumption in retail. But for premium brands, it also presents a clear opportunity: to emerge not just intact, but more distinct, more valued, and more protected from future shocks.

Yes, costs are rising. But so is the reward for brands that can deliver consistency, creativity, and conviction in a time of volatility.

Maintaining margin and brand equity isn’t about holding the line—it’s about drawing a sharper one. One that separates your brand from the noise and reaffirms everything your customer already believes about you.

Because in a market that’s shouting about price, premium brands have the luxury of whispering something more powerful:

Worth it.

Turning the Tariff Crisis Into Retail’s Big Opportunity
Turning the Tariff Crisis Into Retail’s Big Opportunity 1440 428 ASG
share this article

If you’ve been anywhere near a retail boardroom in recent weeks, you’ve felt the tension.

Tariffs are rising—again. Supply chains, already restructured post-COVID, are being tested once more. Freight costs remain stubbornly elevated. And now, with new duties slapping not just Chinese imports but key partners like Vietnam and Bangladesh, it feels as if the ground is shifting underfoot.

At first glance, this may look like a tariff crisis. And for retailers caught flat-footed, it certainly is. But for those who are agile, well-capitalized, and clear-eyed about the long-game mindset, this moment could be something else entirely.

A once-in-a-decade opportunity.

A Familiar Shock, A New Landscape

Economic shocks are nothing new to retail. From the Great Recession to the U.S.–China trade war, and of course the unprecedented disruption of COVID-19, the industry has seen how quickly the rules can change. What’s different this time is the scope and simultaneity of challenges—the tariff crisis hitting multiple countries at once, rising input and labor costs, and a value-driven consumer who’s still spending, but watching every dollar.

And yet, it’s precisely in these conditions that some of the most successful retail transformation stories have been written. As Steve Morris, founder of Asset Strategies Group, reminded us in a recent conversation, the retailers that come out stronger are rarely the ones that simply “weather the storm.” They’re the ones who move—carefully, yes, but decisively—into the void others leave behind.

The Shift in Power

Right now, we’re seeing a quiet but meaningful shift in leverage. Landlords, many still recovering from the post-COVID shakeout, are more open than they’ve been in years to renegotiating leases. Retailers that once struggled to secure premium real estate are suddenly finding opportunities to lock in prime space—at favorable terms and with long-term real estate leverage.

Brands with stable balance sheets and vision can begin expanding with less competition and lower occupancy costs. This isn’t about reckless growth; it’s about strategic placement. As Morris put it, “This is a buy-in opportunity”—not just for real estate, but for market share itself.

The Supply Chain Reset—Again

Sourcing, too, is undergoing a second evolution. Many retailers had just finished pivoting away from China in the wake of the 2018–2019 trade war. Now, with tariffs spreading across Southeast Asia, the old “China+1” playbook is being revised in real time. The new model? Something closer to “China+N+Nearshoring.”

This might seem like a step backward. It’s not. It’s a progression—toward a more resilient, decentralized, and strategically balanced supply network. Retailers that move now to secure production capacity in less-affected regions will have the edge. Those who wait could find themselves at the back of the line when the next sourcing crunch hits.

The Curious Strength of the Consumer

Amid all this tariff crisis turbulence, one surprise remains: the consumer hasn’t stopped spending.

In fact, some categories are seeing a surge in preemptive buying, as shoppers try to stay ahead of anticipated price increases. It’s a behavior that mirrors early-pandemic stockpiling—not from fear, but from foresight. Retailers that lean into this behavior with strategic pricing, loyalty perks, and thoughtful messaging are finding they can keep the momentum going.

What’s clear is that consumers are more value-driven than ever. But value doesn’t just mean low price. It means trust. Transparency. The confidence that what they buy is worth what they spend.

For brands that understand this, there’s an opportunity to build loyalty that lasts well beyond this moment.

retail crisis

Investing When Others Retreat

In uncertain times, it’s natural to focus on defense. But history—and recent conversations with industry veterans—suggest that the biggest long-term wins often come from a different posture: thoughtful offense.

While many brands are freezing capital, others are making bold bets. Investing in automation, strengthening omnichannel infrastructure, enhancing the in-store experience—these are the moves that will define the next generation of leaders. Retailers like Target and RH are already ahead of the curve, having made proactive sourcing and technology investments before the current wave of tariffs hit.

And then there’s M&A. As smaller players struggle under the weight of rising costs and capital constraints, well-funded retailers have a window to acquire talent, product lines, or even entire brands at a discount. Retail consolidation is already underway—and for those prepared to act, this may be the cheapest growth capital available.

A Defining Test of Leadership

The truth is, this tariff moment is about more than duties and dollars. It’s about how leaders respond when the path forward is murky. Will they retreat, play it safe, and wait for clarity that may never come? Or will they look through the volatility and see what’s being offered—a strategic realignment of the retail landscape?

No one is saying this is easy. The risks are real, and the costs are high. But so is the potential upside.

Because when everyone else is pulling back, staying steady isn’t enough. The brands that win will be the ones that step forward—carefully, yes, but confidently.

The question for every retail CEO in 2025 isn’t just how to survive the tariff crisis.

It’s how to turn it into their greatest opportunity yet.

Bringing Your DTC Brand to Life: The Emotional Journey Into Physical Retail
Bringing Your DTC Brand to Life: The Emotional Journey Into Physical Retail 1400 428 ASG
share this article

There’s something deeply magical about stepping into a physical store. The moment you walk through the door, you’re immersed in a brand’s world—the textures, the atmosphere, the energy. It’s an experience that goes beyond the transaction. It’s about connection. And for DTC brands, expanding from the digital space into physical retail is a journey that taps into something more than just business strategy. It’s an emotional step towards deeper engagement and connection with your customers.

As a DTC brand, you’ve already established trust and loyalty online. Your customers know you, they follow you, and they believe in what you stand for. But when you move from pixels and screens to brick and mortar, it’s not just about replicating the digital experience in a store—it’s about enhancing it. It’s about creating a space where your story can come alive and resonate in a way that feels personal and unforgettable.

The Power of In-Person Connection

Think about the first time a customer holds your product in their hands, feels its weight, and experiences its design up close. It’s no longer just a photo on a screen or a review online. It’s real. It’s tangible. It’s the beginning of a deeper relationship. As retail expert Rachel Williamson says, “The best retail experiences aren’t about just selling products—they’re about creating emotional connections that turn first-time visitors into loyal customers.”

When you open your doors to a physical store, you’re offering more than just products—you’re offering an experience that touches your customers’ hearts. There’s something undeniably powerful about seeing someone light up when they find something they love, hearing their excitement as they tell their friends, or simply watching them linger in your store because they feel at home there. This is what sets physical retail apart—it creates moments that stay with your customers long after they’ve left.

The CEO's Guide to Launching Physical Retail From DTC Roots

Entering physical retail is complex. Learn how the smartest DTC brands get it done, and get a step-by-step execution plan.

Get the Guide

Crafting a Space That Tells Your Story

Every brick-and-mortar store is an extension of your brand’s identity. It’s where your story unfolds in the real world, where your values and your mission come to life. But this doesn’t happen by chance. It requires intention, thoughtfulness, and a deep understanding of what your brand means to your customers.

Rachel Williamson shares, “A store is an extension of the brand—it’s where your customers experience the heart of what you do. It’s the chance to show them that what they’ve connected with online is just as authentic, real, and powerful in person.”

When you think about your store design, think about the emotion you want to evoke. Every detail should be a reflection of your brand’s essence. The layout, the colors, the displays—each element must tell your story and invite customers to immerse themselves fully in your world. This is your chance to create an environment that doesn’t just look beautiful—it feels like home.

Finding the Right Place to Build Connections

Location isn’t just about foot traffic—it’s about finding a space where your brand can thrive and connect with the right audience. Think about the neighborhoods, the communities, the people who align with your values. Your location should reflect the essence of your brand and attract those who will appreciate the experience you’re offering.

Rachel wisely says, “A great location isn’t just one with high foot traffic—it’s one that aligns with your brand’s values and connects with your customer base. It’s where your story can truly resonate and grow.”

The Heartbeat of Operations

Behind every unforgettable retail experience is an operation that runs like a well-oiled machine. From inventory management to customer service, the operational side of retail might not seem glamorous, but it’s what makes everything else possible. Think of your operations as the unsung hero that allows the magic to happen seamlessly. When everything is in place, customers don’t just shop—they are swept up in the experience, leaving with a smile and a story to tell.

Rachel puts it simply: “The real work in retail happens behind the scenes. It’s the operational excellence that ensures every interaction, every purchase, and every moment feels effortless to the customer.”

The Emotional Impact of Your Retail Store

Transitioning from a digital-only model to a physical one is more than just a business decision. It’s about creating an emotional experience that draws people in and makes them feel connected to something bigger than just a product. It’s about telling your story, building your community, and offering an experience that resonates deeply with your customers.

When you get it right, your store becomes more than just a place to buy things. It becomes a destination—a place where customers can connect with your brand in a way that feels meaningful. It’s a space where they feel valued, seen, and part of something important.

As Rachel wisely puts it, “A physical store isn’t just a retail space; it’s an experience that deepens the relationship you have with your customers. When done right, it becomes a place where your brand truly comes to life.”

The journey from DTC to physical retail isn’t just about selling products; it’s about creating a lasting impression, a deep connection, and an unforgettable experience. So when you open that door, make it more than just a store—make it a place where your brand and your customers’ hearts meet.

At ASG, we understand the emotional journey of expanding into physical retail. We’re here to help you make that leap with intention and heart, so your brand’s story can unfold in the real world. Let’s bring your vision to life, one unforgettable experience at a time.

photo of shopper walking into new DTC retail store

Now’s the Moment for DTC Brands to Go Physical—Here’s How
Now’s the Moment for DTC Brands to Go Physical—Here’s How 1440 428 ASG
share this article

The U.S. retail landscape is undergoing one of its most significant shifts in decades. In 2024 alone, over 7,000 stores closed their doors, and early signs indicate that 2025 could exceed that number. From mass market chains like Big Lots and Rite Aid to category-specific retailers like Joann and Forever 21, legacy brands are pulling back—leaving behind a trail of vacancies in once high-demand locations.

On the surface, it may look like traditional retail is collapsing. But the reality is more nuanced: retail isn’t dying—it’s being restructured. The contraction of underperforming legacy brands is clearing the way for a new generation of retailers. And at the front of the line? Digitally native direct-to-consumer (DTC) brands.

These DTC brands were born online. They understand how to connect with customers, build community, and scale through digital channels. But now, they’re turning their attention to physical retail—not because they have to, but because it’s a strategic advantage. And timing couldn’t be better.

Physical Retail Is Evolving—and DTC Brands Are Built for It

Physical stores have evolved from transactional environments into multi-functional brand hubs. They’re no longer just a place to sell products—they’re an extension of a brand’s digital presence, a tool for acquisition, a vehicle for retention, and a differentiator in a noisy marketplace.

Consider Warby Parker. The eyewear brand began online but quickly recognized the value of brick-and-mortar in improving conversion, lowering customer acquisition costs, and expanding brand presence.

Today, more than half of its revenue comes from physical stores. Parachute, Allbirds, Glossier, and Brooklinen have followed a similar path—relying on retail locations to increase average order value, reduce returns, and give customers a tactile experience that’s hard to replicate online.

DTC Brands

Importantly, these stores don’t follow the traditional playbook. They’re showrooms, not stockrooms. They’re built for service, not just sales. And they’re designed with data in mind—from site selection to staffing strategy to inventory planning.

The CEO's Guide to Launching Physical Retail From DTC Roots

Entering physical retail is complex. Learn how the smartest DTC brands get it done, and get a step-by-step execution plan.

Get the Guide

The Real Estate Market Has Shifted in Favor of the Agile

Legacy closures are creating more than just empty storefronts—they’re creating opportunities in top-tier trade areas that were previously out of reach for emerging brands. Prime mall spaces, urban streetfronts, and neighborhood power centers are opening up—and landlords are more flexible than ever.

Why? Because they need fresh concepts that drive foot traffic and align with the modern consumer. Digitally native brands bring just that. Landlords are now offering:

  • Short-term lease options for pop-ups or pilot stores
  • Revenue-sharing agreements that reduce fixed costs for tenants
  • Tenant improvement (TI) allowances to help offset buildout costs

This flexibility lowers the barrier to entry and allows brands to test physical retail without committing to long-term leases or high capital investments.

DTC brand

Start Small. Think Strategically. Scale Smart.

The beauty of the DTC playbook is how it translates to real estate: test, learn, iterate, expand. Physical retail doesn’t have to start with a fleet of flagship stores. In fact, the most successful brands are starting with one or two test markets, validating demand, and refining the model before scaling up.

Pop-ups are a smart entry point—especially in high-footfall corridors or recently vacated spaces. A six-month test can reveal everything from foot traffic conversion rates to local inventory preferences. It also helps brands understand operational needs, from staffing to fulfillment.

Once the model is proven, brands can move into permanent locations, expand to similar trade areas, and begin building a portfolio of stores that are not just branded, but profitable.

The Moment to Move is Now

What’s happening in retail today is a rare moment of realignment. The big, legacy players are shrinking. The leases are available. The terms are negotiable. And the consumer is ready to meet you offline.

For DTC brands that have mastered digital, the next frontier is clear: own the physical channel on your terms. With the right strategy, you don’t just get into brick-and-mortar—you use it to strengthen your brand, grow customer lifetime value, and outperform your competition.

The window is open. Smart brands are already moving through it. The only question is: will yours?

Why Livestream Retail Matters Now More Than Ever
Why Livestream Retail Matters Now More Than Ever 1440 428 ASG
share this article

Bloomingdale’s leveraged livestream retail throughout the pandemic, transforming static shopping into dynamic, interactive experiences. These events weren’t just about showcasing products—they fostered direct engagement, exclusive access, and real-time purchasing.

Today, livestream shopping has evolved from an experiment into a core retail strategy. It doesn’t replace brick-and-mortar; rather, it enhances customer engagement by integrating digital and physical touchpoints.

With U.S. livestream e-commerce sales projected to hit $68 billion by 2026, leading platforms like TikTok Live, Whatnot, and eBay Live are setting new standards. For brands, this isn’t just a trend—it’s an opportunity to drive sales, build community, and create seamless omnichannel experiences.

 

View this post on Instagram

 

A post shared by WORLDEF (@worldefglobal)

The New Frontier of Retail Engagement

Retail success hinges on meeting customers where they engage most—whether in-store or online. Livestream retail isn’t just another channel; it’s a high-engagement, data-rich touchpoint that blends entertainment with commerce. In today’s digital-first world, livestream shopping offers brands a direct, interactive way to build real-time relationships, showcase products in action through live demonstrations, and create urgency with exclusive, time-sensitive offers. More than just another sales avenue, it is a powerful tool for driving both online conversions and in-store traffic, reinforcing an omnichannel strategy that strengthens brand loyalty and deepens customer engagement.

10 Emerging Retail Trends

Understand the other key factors impact retail and wholesale in 2025.

Download

Why Livestream Retail Matters for Physical Stores

Livestream retail isn’t just an online sales tool—it actively shapes in-store behavior. With 83% of shoppers researching online before visiting a store, brands that leverage livestreaming effectively can influence purchasing decisions before customers even set foot in a physical location.

Retailers that integrate livestream shopping into their strategy can bridge digital and physical retail, using online events to drive store foot traffic and strengthen customer relationships long before an in-person visit. Beyond sales, livestreaming provides real-time consumer insights, helping brands refine merchandising strategies, experiential retail concepts, and store layouts. In the evolving retail landscape, success isn’t about choosing between digital and physical—it’s about orchestrating both in a way that maximizes customer engagement and long-term profitability.

Modern Livestream Shopping vs. Traditional TV Retail

The rise of livestream shopping may resemble the era of QVC and home shopping networks, but today’s version is more powerful, interactive, and omnichannel. Unlike traditional TV retail, modern livestream commerce offers:

  • Direct audience engagement – Real-time chat, polls, and Q&A create a two-way conversation between brands and consumers.
  • Omnichannel accessibility – Shoppers don’t need a TV; they can join via TikTok, Instagram, YouTube, or a brand’s website.
  • Frictionless purchasing – Seamless, in-stream checkout options enable instant conversion with fewer abandoned carts.

“At the heart of livestream commerce is a simple yet powerful psychology: viewers tune in not just to buy products but to be part of a moment.”
– Hackernoon

The shift from passive viewing to active participation is what makes livestream retail a game-changer. Consumers trust influencers and brands they engage with in real time, transforming shopping from a transaction into an experience.

Where Livestream Shopping is Scaling the Fastest

Livestream shopping is growing rapidly, but not all platforms are equal. TikTok, Whatnot, and YouTube are leading the charge, each offering unique advantages for brands:

  • TikTok – The undisputed leader in live shopping engagement. Since launching TikTok Live Shopping in 2021, the platform has rapidly scaled its e-commerce ecosystem. In November 2024, BK Beauty’s eight-hour live event shattered expectations, generating $100,000 in sales—five times its initial goal. With 40 million U.S. TikTok shoppers projected by 2026, brands that master TikTok Live gain a competitive edge.
  • Whatnot – It’s the fastest-growing livestream shopping platform in the U.S. and initially popular in niche categories like collectibles and streetwear. Whatnot’s explosive success—$2 billion in 2024 sales—proves its potential across industries. With 175,000+ weekly livestream hours, Whatnot now outperforms QVC’s weekly broadcast hours by 800x.
  • YouTube – With 2.7 billion users, YouTube dominates livestream video consumption. While 40% of retail shoppers have purchased products from YouTube livestreams, its real advantage is discoverability. As the second-largest search engine, YouTube helps brands drive long-tail engagement far beyond a single live event.

Retailers must match platform selection to audience behavior—leveraging TikTok for viral engagement, Whatnot for passionate communities, and YouTube for sustained visibility.

Integrate Livestream Shopping into Your Brand Strategy

Livestream retail isn’t a side project—it’s a scalable revenue channel that deepens brand-consumer relationships. Breaking into livestream shopping doesn’t require massive budgets, but it does require precision and strategic execution. Brands that succeed in this space aren’t just selling products; they’re building communities, driving engagement, and converting passive audiences into loyal customers.

One of the most effective ways to drive livestream success is through influencer partnerships. Collaborating with trusted creators—especially micro-influencers with highly engaged audiences—allows brands to tap into pre-existing trust and credibility. Choosing the right platform is just as critical. TikTok drives impulse purchases, Whatnot fosters high-intensity niche communities, and YouTube ensures long-term discoverability. Each platform serves a different purpose, making it essential for brands to align their strategy with audience behaviors.

Beyond partnerships and platforms, brands must prioritize engagement over hard selling. The most impactful livestreams feel organic and interactive, incorporating live Q&A, behind-the-scenes content, and exclusive promotions that create urgency and excitement. Finally, livestream shopping should be an extension of a broader omnichannel strategy—used not just to drive online sales, but to increase store visits, build brand loyalty, and strengthen the overall retail ecosystem.

The Future of Livestream Retail

Whether consumers shop in-store, online, or through livestreams, every touchpoint shapes their perception of a brand. Success will depend on the ability to blend entertainment with commerce, leverage real-time engagement, and build seamless omnichannel experiences that drive both online and in-store transactions.

The next wave of retail isn’t about choosing between physical and digital—it’s about orchestrating both to create deeper customer relationships, maximize lifetime value, and drive sustained growth.

The future of retail is about creating immersive, real-time experiences that drive engagement and sales. Livestream shopping is revolutionizing how brands connect with consumers, blending entertainment with commerce to shape the next era of retail.

Learn how livestream retail fits into the bigger picture of emerging trends shaping the industry. Download our exclusive report, Emerging Retail Trends 2025, and discover the strategies leading brands are using to stay ahead.

The Dollar Store Disruption: What It Means for Retail’s Future
The Dollar Store Disruption: What It Means for Retail’s Future 1400 428 ASG
share this article

Look around your community, and you’ll likely spot a discount store like Dollar Tree, Dollar General, or Family Dollar. Once catering primarily to lower-income families, these stores now attract a much broader demographic, including middle-class and even affluent shoppers looking for ways to combat rising prices. As inflation reshapes consumer behavior, dollar stores have become formidable competitors in the retail space.

But while discount chains thrive, the success of the dollar store is no longer guaranteed. Expansion alone isn’t a strategy, and retailers that fail to adapt to changing definitions of value risk being left behind.

Higher Earners Are Trading Down—Retailers Need to Take Notice

Traditionally, the core customer base for dollar stores had a median income of $30,000-$60,000, according to research published in Retail TouchPoints. Today, that demographic is shifting.

Dollar Tree executives reported in a Q1 2024 earnings call that their fastest-growing customer base earns more than $125,000 a year. The reason? Rising interest rates and inflationary pressures have forced consumers across income levels to rethink how and where they shop.

Retailers beyond the discount sector need to take note: price sensitivity is no longer just a low-income concern. This means premium and mid-tier brands must reexamine their value propositions. Are you offering products that feel like a good deal? If not, consumers are increasingly willing to shop elsewhere—even if “elsewhere” is a dollar store.

Dollar General’s Winning Playbook vs. Family Dollar’s Expansion Mistake

Dollar General had ambitious plans to open 800 new stores and remodel 1,500 existing locations in 2024, continuing its aggressive push into rural communities. The company’s success is built on a clear strategy: providing essential goods, adding fresh food options, and maintaining operational efficiency.

In contrast, Family Dollar—purchased by Dollar Tree in 2015—planned to close 600 underperforming locations in 2024 alone, with hundreds more closures planned as leases expire. The reasons? Poor locations, misalignment with the Dollar Tree model, and operational challenges, including a $40 million fine for a rat-infested warehouse in 2022.

The lesson for all retailers: Expansion without differentiation is a losing game. Growth needs to be strategic, customer-focused, and operationally sound. Are you scaling smartly, or are you chasing market share without a sustainable plan?

10 Emerging Retail Trends

Understand the other key factors impact retail and wholesale in 2025.

Download

Shrinkflation: A Dangerous Game That Could Backfire

Dollar stores have become prime examples of shrinkflation—where products remain the same price but contain less product. While this strategy has helped Dollar General and Dollar Tree maintain profit margins of 31.5% in 2023 (significantly higher than Walmart’s and Kroger’s), it comes at a cost: consumer trust.

The question retailers must ask is: Is the short-term boost worth the long-term brand damage? Some retailers have an opportunity to take a stand against shrinkflation by offering clear, transparent pricing and “no-shrink” product lines. Brands that do so could earn lasting consumer loyalty at a time when trust in pricing is eroding.

What Retail Leaders Should Do Next

The evolution of dollar stores isn’t just their story; it’s a signal for the entire retail industry. Here’s what C-suite executives should focus on:

  1. Redefine Value Beyond Just Price – Consumers don’t just want cheap; they want affordability plus convenience, accessibility, and perceived savings. How does your brand deliver that?
  2. Be Strategic About Growth – Expansion for the sake of expansion leads to failure. Family Dollar proves that. Invest in location strategy, customer insights, and operational efficiency.
  3. Decide Where You Stand on Shrinkflation – Will you join the race to shrink products, or will you differentiate by prioritizing consumer trust and transparent pricing?
  4. Prepare for Even More Trade-Down Behavior – The next wave of shoppers trading down may not be who you expect. How are you adapting to serve higher-income customers looking for savings?

Adapt or Risk Irrelevance

The rise (and struggles) of dollar stores offers critical lessons for all retailers. Consumers are rewriting the rules of value, and retailers that don’t evolve will be left behind. Whether you operate in discount, mid-tier, or even premium retail, the question remains: Are you meeting the new expectations of value-conscious shoppers, or are you hoping they’ll return to old habits?

The future of retail won’t be defined by who offers the cheapest price—but by who understands and delivers on the new definition of value.

Enhancing Customer Experience with Digital Price Tags
Enhancing Customer Experience with Digital Price Tags 1440 428 ASG
share this article

Today’s shoppers demand transparency, convenience, and personalized experiences. Digital price tags—also known as electronic shelf labels (ESLs)—are emerging as a powerful solution to meet these expectations. By offering real-time pricing updates, detailed product information, and seamless integration with inventory systems, ESLs help retailers reduce costs and enhance both operational efficiency and customer satisfaction. Leading brands like Walmart and Carrefour are already harnessing this technology to stay ahead of the competition and deliver the exceptional shopping experiences that consumers now expect.

RFID vs. Digital Price Tags: Distinct Technologies with Unique Roles

RFID and digital price tackle different aspects of the customer journey—each enhancing the other. RFID (Radio Frequency Identification) works behind the scenes, using microchips embedded in products to ensure real-time tracking and accurate stock management. This allows retailers to streamline inventory processes, reduce stockouts, and accelerate checkout speeds by eliminating manual scanning.

In contrast, digital price tags, or electronic shelf labels (ESLs), focus on the consumer-facing side of retail. These digital displays on store shelves instantly convey up-to-date pricing, special offers, and even detailed product information like ingredients or customer reviews. Together, RFID and ESLs create an integrated, frictionless experience. While RFID optimizes inventory and backend logistics, ESLs directly engage customers with transparent, real-time data—resulting in smoother, faster, and more satisfying shopping experiences.

Streamlining Checkout with RFID: A Win for Customers and Retailers

RFID technology offers a game-changing solution, especially in high-traffic retail environments like grocery stores, where checkout speed is crucial. By automatically detecting every item in a cart without needing manual barcode scans, RFID accelerates the checkout process, drastically cutting down wait times and enhancing customer satisfaction. This means that retailers can serve more customers in less time, especially during busy periods, without sacrificing service quality.

As highlighted by Mediaset Retail, RFID-enabled checkout counters instantly scan and register all items in a cart, transforming what would typically be a lengthy checkout into a seamless, near-instantaneous experience. This efficiency not only reduces customer frustration, but also leads to increased spending, as happy and stress-free shoppers are more likely to make additional purchases. The smoother the process, the more likely it is that consumers will keep returning, creating a cycle of positive customer experiences and loyalty.

Beyond improving checkout efficiency, RFID helps retailers manage inventory in real time, ensuring that stock levels are accurate for both in-store and online orders. While the initial investment in RFID systems may seem significant, the long-term return on investment—through operational savings, increased customer loyalty, and improved shopping experiences—makes it a vital technology for the future of omnichannel retail.

Digital Price Tags Can Provide More Transparency to Consumers

Modern digital price tags, such as electronic shelf labels (ESLs), offer far more than just pricing information. Enhanced with technologies like Near Field Communication (NFC) and Quick Response (QR) codes, these tags provide consumers with valuable insights, including nutritional details, allergen warnings, stock availability, product reviews, and even real-time currency exchange rates. Some advanced Bluetooth-enabled ESLs take personalization a step further by delivering tailored promotions or price comparisons directly to shoppers’ mobile devices.

As Chute Gerdeman highlights, consumers crave immersive, personalized experiences, driving a compelling case for investment in “phygital” retail strategies that blend digital capabilities with physical environments. Personalized shopping experiences can increase consumer spending by as much as 40%, underscoring the financial upside of adopting ESL technology.

ESLs also streamline operations, allowing retailers to rapidly update pricing, sometimes as frequently as six times an hour. This minimizes confusion, reduces labor costs, and eliminates errors associated with manual updates. However, retailers must be cautious about consumer perceptions of dynamic pricing. While ESLs can support seamless promotional updates, 68% of US adults view dynamic pricing as price gouging. Transparency and clear communication about pricing strategies will be critical for retailers to maximize the benefits of digital price tags while maintaining customer trust.

Are Digital Price Tags Worth the Investment?

Digital price tags offer compelling advantages that go beyond their upfront costs, positioning retailers to stay competitive and meet evolving customer expectations.

Cost Savings: Replacing traditional paper tags with ESLs eliminates printing and labor expenses associated with frequent price updates. These savings contribute to a strong ROI over time. Moreover, ESLs enhance operational efficiency by notifying employees of low stock levels, enabling quicker replenishment. For example, Asda’s use of ESLs in Stevenage reportedly saved 60,000 sheets of A4 paper, as noted by The Grocer.

Integrated Logistics: ESLs provide real-time inventory alerts, improving supply chain communication and ensuring a seamless flow of products. When items are out of stock, digital tags can inform customers how long the product will be unavailable, enhancing transparency.

Less Food Waste: Grocery stores can rapidly reduce perishable foods using dynamic pricing before their expiration date, saving tons of food from the trash, and reducing methane from the environment, as well as expensive landfill fees and higher grocery costs for consumers.

Enhanced Product Discovery: By integrating with third-party apps, ESLs enable consumers to locate products, check availability, and receive accessibility-friendly alerts when they are near desired items.

Advanced Analytics: Digital price tags offer retailers valuable insights into consumer behavior. By tracking where shoppers spend the most time and identifying high-traffic areas, retailers can optimize store layouts and better cater to customer preferences.

The Human Touch in a Tech-Driven Future

While technology like digital price tags and RFID systems provides the foundation for automation and smarter decision-making, humans remain central to shaping exceptional customer experiences (CX). Retail associates play a pivotal role in driving satisfaction and loyalty through empathetic, personalized engagement.

By automating repetitive tasks and streamlining processes, technology empowers retail staff to focus on meaningful interactions with customers. This synergy between human connection and technological innovation elevates CX, ensuring a seamless and memorable shopping journey that resonates with consumers on a deeper level.

Retailer Takeaways from 2024 Holiday Shopping Trends
Retailer Takeaways from 2024 Holiday Shopping Trends 1440 428 ASG
share this article

As we look at the insights from 2024 holiday shopping trends, several key themes have emerged, shaping how consumers are approaching spending and how retailers can adapt to meet their needs. Here’s what we’ve learned so far:

1. Early Holiday Shopping Trends are Becoming the Norm

In 2024, consumers began holiday shopping earlier than ever. Many started as early as August, with more than half of shoppers beginning by October. Consumers planned to spend as much or more in 2024, but the shift to early shopping has been largely driven by a desire to spread out expenses and capitalize on early promotions. Retailers who ramped up supply chains and launched holiday campaigns early have seen the benefits of engaging shoppers before the traditional holiday rush.

2. Price Sensitivity Is Increasing

Economic pressures have heightened consumer focus on price, with two-thirds of global shoppers prioritizing affordability when choosing where to shop. Many shoppers are also turning to value-driven alternatives, including private labels, the sharing economy, discount stores, as well as platforms like Temu, AliExpress, and Shein, challenging retailers to deliver competitive pricing without eroding brand value.

3. Omnichannel Shopping Is Essential

2024 has shown that consumers are increasingly expecting a seamless omnichannel experience. They want to shop online, check in-store availability, and enjoy the convenience of buying online and picking up in store (BOPIS). Retailers are realizing that investing in a mobile-first strategy is key to capturing sales. Mobile shopping continues to dominate, with more than half of online transactions occurring on mobile devices, making responsive web design and mobile-optimized checkout crucial.

4. AI Is Revolutionizing Customer Experience

AI tools and generative AI (GenAI) are playing an increasingly important role in retail this holiday season. From personalized recommendations to inventory management, AI is helping retailers enhance the customer experience by predicting trends, offering tailored shopping suggestions, and providing chatbots for immediate support. Retailers leveraging AI are better able to deliver customized discounts and promotions at scale, which is critical for converting browsing shoppers into buyers.

5. The Rise of Self-Gifting

Self-gifting, particularly among Millennials and Gen Z, is becoming a significant trend. Many consumers are not only purchasing gifts for others, but are also buying for themselves. Retailers are tapping into this trend by promoting deals that encourage self-gifting, especially in categories like fashion, beauty, and branded merchandise. Offering “buy one, get one” promotions or personalized shopping experiences helps encourage these purchases.

6. Sustainability Remains a Priority

Consumers, especially younger generations, are making purchasing decisions based on sustainability. 80% of Millennials and 66% of Gen Z consider sustainability an important factor in their buying behavior—and they’re willing to pay 9.7% higher prices for it. Retailers are responding by promoting eco-friendly products, sustainable packaging, and integrating sustainability goals into their overall business strategies. Transparent sustainability practices are becoming a key differentiator in the crowded holiday marketplace.

7. Traditional In-Store Events Are Losing Ground

While in-person shopping is still important, traditional events like Black Friday are losing their appeal. Consumers are increasingly gravitating toward online shopping events like Cyber Monday, which has now extended into Cyber Week. The shift toward longer shopping events allows retailers to capture sales across a broader window of time and meet the demands of multiple generations. As a result, retailers are refining their marketing strategies to target specific demographics on the most effective platforms—TikTok for Gen Z, Facebook for older consumers, and email for others.

8. The Silent Generation’s Spending Power Is Underestimated

While much attention is paid to Millennials and Gen Z, it’s becoming clear that the Silent Generation (those aged 75+) holds significant spending power. Research shows that while they do not plan to spend as much as Millennials this holiday season, their buying behaviors are often overlooked by retailers focused on younger generations. Inclusive marketing strategies that speak to older consumers could prove to be a lucrative opportunity for retailers in 2024.

9. Social Commerce Is Booming

Social commerce has grown substantially, with platforms like Instagram, TikTok, and Facebook driving direct sales through engaging, shoppable content. Social commerce sales in the U.S. more than doubled between 2020 and 2023, and 2024 is expected to follow this trajectory. As mobile-first shopping continues to rise, retailers are increasingly leveraging social media to meet consumers where they spend a significant amount of time and to provide a seamless, shoppable experience.

10. Consumers Are More Willing to Shop Through Discounted Platforms

While big-box retailers and well-known brands are still dominant players, discount platforms like Temu and AliExpress are gaining traction. Offering a wide range of products at lower prices, these platforms appeal to budget-conscious consumers looking for deals. This competitive threat will likely shape the strategies of major retailers in 2025 and beyond, who will need to balance value-driven offers with maintaining brand loyalty.

How Retailers Can Thrive in 2025

As 2024 ends, the blueprint for retail success in 2025 is taking shape. The retailers thriving this season have embraced early shopping trends, invested in personalized experiences, and demonstrated a clear commitment to sustainability. These are no longer just tactics—they are strategic imperatives for future growth.

Looking ahead, retail leaders must prioritize agility and innovation to meet evolving consumer demands. Early and decisive action on AI-driven solutions, omnichannel excellence, and mobile-first strategies will set industry leaders apart. At the same time, the rise of self-gifting, value-driven platforms, and social commerce presents untapped opportunities that demand attention.

The path forward is clear: to remain competitive, retailers must lead with a customer-centric vision, seamlessly blend digital and in-person experiences, and foster trust through transparency and purpose-driven strategies. The retailers who execute on these priorities will not only navigate change but define the future of retail.

Type your search here
Skip to content