YETI uses analytics to uncover unexpected consumer insights

Author

Stephen Babcock
May 15, 2023

YETI is putting advanced analytics to work as it hones in on demographics and geographies that are responding to marketing for its cooler and drinkware products. Sometimes, the results aren’t what leaders expect. It’s not only a result of applying technology, but also implementing regular collaboration between the brand’s chief marketing officer and chief commercial officer.

Amazon’s delivery network is now built around proximity. Instead of shipping items across the country, items are now positioned in regional fulfillment centers. Even search results are being honed to prioritize items that are closest to a customer. But some sellers are reporting restocking delays amid the shift. – The Wall Street Journal

Add the debt ceiling crisis to the mountain of matters weighing on consumers. Consumer sentiment erased half of the gains made in recent months as it clawed back from last summer’s all-time lows. According to the University of Michigan, the debt ceiling is the type of issue that will cause consumers to pull back in the already-tumultuous environment caused by inflation.

For years, ecommerce returns were free. Now, 41% of retailers charge to send an item back. The Atlantic’s Amanda Mull looks at the evolution of generous return policies, and what they show about how ecommerce is constructed. The takeaway: Bringing change will take more than adding a fee. – The Atlantic

This week, retailers take center stage in the ever-present effort to paint the most up-to-date picture of consumer demand. Industry heavyweights such as Walmart, Target and Home Depot report earnings, while the U.S. Commerce Department reports total retail sales for April. Plus, industry leaders gather at a Goldman Sachs forum, and in New Orleans for Future Forward.

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