Billie brings share gains, retail expansion for Edgewell

Author

Stephen Babcock
February 10, 2023

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After Billie entered Walmart last year, Edgewell Personal Care is expanding the digitally-native women’s shaving brand to more grocery and drug stores this quarter. Edgewell sees room to grow the brand into new categories, and it is also applying Billie's digital capabilities across its portfolio.

The second Shopify Editions release included upgrades across the ecommerce software company’s apps for merchants and developers. Highlights include a drag-and-drop checkout editor, tools to customize the Shop app and a deeper integration between the Shopify Fulfillment Network and recently-acquired Deliverr.

Brands on Pattern’s ecommerce accelerator platform will now have access to marketplaces powered by Mirakl, which include Kroger, Macy’s and Belk. The partnership underscores the continuing growth of options that brands have when it comes to third-party marketplaces. “Having a strong multi-marketplace strategy is essential to success in today’s ecommerce landscape,” said Mirakl’s Sabreena Khan.

The rise of CTV advertising and the importance of first-party data are highlighted in this partnership. LiveRamp’s people-based identifier, called RampID, will integrate with Disney's Audience Graph, providing marketers with a way to harness first-party data as they access inventory on Disney+. It’s a move to put “choice and control back in the hands of buyers,” said Disney’s Jamie Power.

Just like in Microsoft and Google, Chinese companies are moving fast to adopt chatbots powered by generative AI. JD.com said it will launch an “industrial AI” product that can generate content for product descriptions, among other uses. Alibaba said this week that it is also developing a ChatGPT rival. – CNBC

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