GA4: Short-term pain, long-term gain

It’s June 1. That means there’s only one month left until Google Analytics sunsets the current version, and ushers in GA4. The race to beat the deadline and learn a new platform is a tough change for marketers, especially since those who don’t complete the migration in time could lose valuable data. But Furlough cofounder Ophir Gadot believes that the expanded reporting and personalization capabilities of GA4 will make all of the stress worth it in th end.

Walmart is kicking off its annual shareholders meeting with announcements focused on sustainability. The company will switch to recyclable paper mailers, roll out new fulfillment center technology to “right-size” boxes and provide the ability to opt out of plastic bags in pickup orders. It’s a sign of what happens when you implement changes at scale. The paper mailers alone will cut 2,000 tons of plastic this year. – Axios

In this week’s hiring update, Unilever, Nike and BigCommerce are seeing major transitions in the executive ranks. Meanwhile, The Vitamin Shoppe named a permanent CEO, and At Home brought on a longtime Walmart executive as president.

Major retailers are reporting signals that high and middle-income shoppers are pulling back. That means consumers are opting for less expensive items in grocery and other essentials, while making fewer purchases of discretionary products like clothing, electronics and furniture. “The macroeconomic environment is more challenging than…previously anticipated,” said Dollar General. – CNN

Rent the Runway, meet rent my wardrobe. By Rotation is taking a peer-to-peer approach to fashion rental by allowing users to offer items from their closets. That means the company doesn’t own inventory. With 1,800 items listed across 15 states, the app is aiming to build community. – CNBC

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