Brittney Kleinfelter

Brittney is the Marketing Director for CommerceNext and part of the team at Chameleon Collective. She spent the early part of her career developing digital marketing campaigns for St. Martin’s Press and Macmillan Publishers. Her work in publishing led her to manage a project developing a custom marketing analytics dashboard with a local startup, which led to an interview with and a story in The New York Times. Later, Brittney moved on to work in high tech B2B for Intralinks and Synchronoss Technologies, where her team won an Acquia Award for High Technology Website in 2016. Over the last two years, she has turned her focus to retail and e-commerce companies, helping marketing teams grow their revenue and brand exposure through paid and organic search.

Posts by Brittney:

NRF Big Show is aptly named—it's a BIG show. Easy to get lost amongst the myriad of shiny new technology solutions and buzzwords of the day, our CommerceNext co-founder, Veronika Sonsev, tracked down four attendees representing leading direct to consumer retailers (Foot Locker, Party City, Teuful Audio and to find out how they stay focused in the face of all the noise, all while having to compete with the master of ecommerce innovation Amazon.

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Times Square at night

. According to HubSpot, 87% of people say there are more ads today than two years ago. To learn how leading brands are breaking through the noise, we sat down with Naomi Jacobs of Qurate Retail Group, Bree Casart of West Elm, Mark Chou of Away and Tomer Tagrin of Yatpo at last year’s CommerceNext conference to learn more about their tricks of the trade.

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The Role of Amazon in a World of Direct-to-Consumer Brands

Amazon’s ever-increasing presence, some larger brands find themselves facing an even bigger problem: third-party sellers and wholesalers selling their products either steeply discounted, or even worse, as knock-offs. Our CommerceNext panel, moderated by Ruthie Ackerman, Deputy Editor, Women@Forbes, shared differing opinions on whether to have an Amazon partnership and how to approach it.

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Glossier flagship store, courtesy of Glossier

There's no easy, step-by-step manual for starting a direct-to-consumer brand in this ecommerce age of Amazon. But Glossier seems to have faced little trouble figuring out how to sprint to the top of the beauty market and amass a customer following only household name brands traditionally experience. Co-creating every product with its customers, Glossier shaped its strategy, brand and social community right along side its target audience.

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According to Dimension Data, “84% of organizations working to improve [consumer experience] have experienced an increase in revenue.” So an investment in consumer experience has real payoff when it comes to the bottom line. This article summarizes the insights we learned from the panel and lays out what consumer behaviors shape retail and what that all means for 2019.

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