Author: Katja Teichmann

What Beauty Brands Can Learn from Glossier’s Ambassador Program

Katja Teichmann March 28, 2025

How Glossier Built Its Ambassador Influencer Program At CommerceNext, we notice when a brand excels in influencer marketing, and Glossier’s program is one of the best. Glossier’s community-first model was built on authenticity, real customer feedback and thoughtful, selective partnerships. We’ll share how they did it so you can build your own strong ambassador program. And don’t forget to register for the 2025 CommerceNext Growth Show to learn from more retail industry leaders. Turning Customers into Ambassadors with the Generation Glossier Affiliate Program Glossier designed its Affiliate Program, Generation Glossier, to build a community, amplify real customers and strengthen brand loyalty. The option

International Women’s Day: Honoring Iconic Women In our Retail Community

Katja Teichmann March 4, 2025

Happy Women’s History Month! To celebrate, we asked a few female leaders in our community to share career advice or marketing tips to help pave the way for future leaders in the retail industry. Kacey Sharrett, Former Head of DTC, GoPro “Life is too short to hate your job and burnout is rarely caused by just working long hours. Burnout is caused by working on goals that you don’t believe in for people that don’t treat you right. Know how to identify both and take another path before you have any regrets. Retail is tough enough as it is.”

Behind The Scenes of e.l.f. Cosmetics’ True Crime Parody “Cosmetic Criminals”

Katja Teichmann August 8, 2024

At the 2024 CommerceNexty Awards, e.l.f. Cosmetics was honored with the Marketing Innovator of the Year Award for their creative and engaging true crime parody documentary, Cosmetic Criminals. This campaign humorously depicted the phenomenon of “e.l.f. pinching”—the act of borrowing makeup without any intention of returning it—prevalent in households everywhere. We sat down with Laurie Lam, Chief Brand Officer at e.l.f. Beauty, to learn more about the inspiration behind Cosmetic Criminals and the brand’s approach to marketing. Read on for the full interview. Katja Teichmann: Can you tell us about the inspiration behind Cosmetic Criminals? Laurie Lam: Cosmetic Criminals was born from

Behind The Scenes of Sephora’s SEPHORiA Event

Katja Teichmann July 25, 2024

At the 2024 CommerceNexty Awards, CommerceNext presented Sephora’s with the Best Use of a New Channel Award for Sephora’s SEPHORiA: House of Beauty, which merged digital and physical spaces in a tribute to beauty diversity, improving brand image and highlighting product distinction. We sat down with Kate Biancamano, Senior Director, Event & Experiential Marketing at Sephora to learn more about the inspiration behind the SEPHORiA event. Read on for the full interview. Teichmann: For those who haven’t been to a SEPHORiA event, can you paint a picture of what the event experience is like? Kate Biancamano: Absolutely! SEPHORiA is Sephora’s global annual beauty

Retail IT, Innovation and Omnichannel Insights with Adorama’s CTO

Katja Teichmann October 3, 2023

It’s a busy world out there for the IT professionals in retail. Between rapidly developing technologies and economic challenges, they’ve got their hands full. Here to talk about the current state of IT, innovation and omnichannel strategies is Hani Batla, CIO/CTO at Adorama. As one of the largest specialty retailers for consumer electronics and professional audio reading photography, Adorama has been through some exciting adaptations and developments over the last few years. Read on for the full interview with Batla, as we discuss key challenges, technological trends, the integration of ecommerce and physical retail and more. Katja Teichmann: What are one or two

Retail Media Network Definition and Why It Matters

Katja Teichmann March 10, 2023

Retail media networks are advertising platforms hosted on retail websites and online marketplaces. Brands like Walmart, CVS and Amazon all offer retail media networks, allowing advertisers like Mars and TOMS to reach consumers more directly. At CommerceNext, we learn directly from these brands and others at our annual conference, and we’ll walk you through what a retail media network is, why it matters and how to integrate one into your digital advertising strategy. Retail Media Network Definition What is a retail media network? It’s a digital ad platform hosted on a retailer’s website. Schmidt’s Aluminum-Free Vegan Deodorant advertises on Amazon’s homepage. There

CommerceNext Team at CN 2022 Ecommerce Conference

CommerceNext Announces Majority Investment From CloserStill Media

Katja Teichmann January 16, 2023

NEW YORK, NEW YORK, JANUARY 16, 2023 – CommerceNext, the leading U.S. ecommerce conference and community, today announced a majority investment from CloserStill Media, the producer of market-leading business events, exhibitions and conferences. “Joining forces with CloserStill gives CommerceNext the resources to deliver even more amazing conferences and events for our growing community of ecommerce executives,” said CommerceNext co-founders Scott Silverman, Veronika Sonsev and Allan Dick. “We look forward to tapping into CloserStill Media’s deep experience in delivering best-in-class business conferences to bring more value to the CommerceNext community. CommerceNext produces highly-rated ecommerce conferences and events including its annual summit, The

How E.L.F. BEAUTY Connects With Gen Z Consumers

Katja Teichmann September 19, 2022

In a previous blog, we covered the best ways to connect with Gen Z consumers. We’re now back to talk about how one specific company, the #1 Favorite Gen Z Beauty Brand, E.L.F. BEAUTY, nails Gen Z marketing. The brand has consistently shown up and shown out: they’ve been awarded the CommerceNexty for Marketing Innovator of The Year two years in a row for their collaboration with Chipotle and their TikTok reality show. They also have a strong and dedicated social presence, with 592K followers on Twitter and a total of 11.7M TikTok likes. Read along as we see how E.L.F. got where

How To Activate TikTok Marketing: A Case Study With Walmart

Katja Teichmann March 24, 2022

It’s no secret that in order to build lasting customer relationships, you have to meet customers where they are. The latest place consumers are spending a big bulk of time is TikTok—after blazing onto the social scene in 2017, platform adoption has grown rapidly. While the platform finds its footing within the retail ad space, some retailers are struggling to find the right voice and create conversions via TikTok content right now. However, one brand has it down to a science. We got the chance to sit down with Sarah Henry, Sr. Director, Content & Influencer Marketing at Walmart to dive into the

CommerceNext Forrester Holiday Shipping 2021 Research

Holiday Shipping: How to Market When Inventory is Unpredictable

Katja Teichmann November 18, 2021

The 2021 Holiday season is finally here—with supply chain issues impacting holiday shipping, retailers are being forced to adapt their usual tactics. To help you prepare, we partnered with Forrester’s lead retail analyst, Sucharita, Kodali, to survey 80+ retailers, learning about their expectations and strategies for the 2021 holiday retail season. We also recorded a podcast earlier this week where Sucharita discusses the findings. Below are the key themes that arose from the study: Cyber Meh-day The majority of retailers reported they will promote either the same amount or less during promotional periods like Cyber 5 and the month of December. Island of

Author: Katja Teichmann

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