Offline retail

Let’s get physical. “Offline retail,” as physical stores are also known, is still the undisputed shopping channel of choice. Don’t miss the opportunity to make yours shine.

We also look at how sustainable packaging can deepen customer loyalty, why wearable tech will soon be everywhere and how you can train your team to provide exceptional customer experiences.

Plus, this week we chat with Kelle Knight, senior director of PR for Kendra Scott, to find out why public relations is more must-have than a nice-to-have. Let’s get started.

Getting carded. It’s a good thing, because people love gift cards. 

Beating Google. Which social media platforms do people use for discovery instead?

Chew on this: Pet marketplace Chewy teams up with lifestyle brand Life is Good.

Plush life. How Chinese toymaker Pop Mart captured the attention of Gens Alpha, Z.

“Girlfriends” reunion. Tracee Ellis Ross brings cast together for Pattern Beauty’s first ad.

How Kendra Scott uses PR to drive sales, brand loyalty

Austin-based jewelry and lifestyle brand Kendra Scott owes much of its early exposure to good public relations—the story of how Scott started her company with $500 and a collection she designed in her spare bedroom is the stuff of accessories legend. Twenty-three years later, the company is valued at $1B and still relies on PR to drive sales and build brand loyalty. Kelle Knight, who leads PR for the company, shares why “public relations isn’t a nice-to-have, it’s a core growth engine for brand awareness and credibility.” —Marcy Medina

What do you do at Kendra Scott?

As the senior director of PR, I lead the overall communications strategy for both Kendra Scott and Yellow Rose by Kendra Scott—from shaping thought leadership for our founder and designer Kendra Scott and our CEO Tom Nolan to driving our celebrity and cultural strategy for both brands. Every day, I’m thinking about how to connect with customers and better understand how they are discovering and digesting news or incorporating their favorite celebrity’s style. PR is like fashion: just when you think you’ve nailed it, it changes. My job is to keep us not only caught up, but ahead.

What’s the connection between PR and retail sales?

Measuring ROI in PR is challenging because it centers on long-term brand awareness, emotional connection and reputation—factors that aren’t always tied to immediate sales. In my role, I serve as the bridge between our brand strategy and our retail strategy, using storytelling to transform stores into meaningful, memorable destinations—not just places to shop. In 2024, we hosted over 24,000 retail events—half of them were Kendra Gives Back events. These aren’t just activations; they’re community-building moments that drive real connection and loyalty. In fact, 70% of our revenue comes from repeat customers who shop five to six times a year.

When does a retailer know they are ready to hire a PR person or agency? 

Public relations isn’t a one-time broadcast feature or a quick transaction—it’s a two-way street built on trust, strategy and long-term partnership and brand vision. For brands and retailers considering hiring a PR agency, it’s important to approach the relationship not as a simple service exchange, but as a collaborative journey.

PR becomes truly effective when a brand has a clearly defined identity, consistent product or service offerings and a desire to expand its reach beyond its existing audience. But even more crucial is the brand's readiness to communicate its why—the core reason it exists and the unique perspective it brings to the market. This foundational message should be developed in partnership with your PR agency, and it will guide everything from messaging to media outreach. 

Before hiring an agency, think deeply about the types of stories you want to see told about your brand. Then ask: Does our "why" align with what the media is interested in right now? It’s about connecting your brand’s point of view with what’s timely, relevant and resonant in culture. A good sign that you’re ready for PR is when your team starts asking, “How do we get people talking about us in a meaningful way?”

What are three things that retailers can do now to help their PR efforts?

Rather than simply hosting events, think about experiences that reflect your brand’s personality and resonate with your core customer. A VIP preview could become a hands-on styling session with a local designer or a behind-the-scenes tour tied to a new collection drop. Influencer previews should feel like intimate brand moments—not transactional invites, but curated gatherings that reflect your brand’s values and aesthetic.

Instead of defaulting to the most visible influencer, collaborate with partners who help expand your story, not just your reach. Likewise, empower store teams to lead from their lived experience—what do they know about the community’s rhythms, habits and cultural cues? PR becomes powerful when it feels intentional, local and emotionally relevant—when the experience isn’t just newsworthy, but something your customer wants to be a part of and talk about.

Every PR strategy will look different depending on the brand’s identity, goals and audience. What matters most is staying authentic and asking, Would my customer enjoy reading about this or experiencing it in person?  When done thoughtfully, these efforts not only increase visibility but also deepen relationships throughout the customer journey.

Physical stores remain popular, but retailers must rethink the experience

Physical stores—or “offline retail”—account for 77% of overall retail spend in 2025, according to new research from EY (formerly Ernst & Young). Even though online retail is the fastest-growing channel, it still has a ways to go before it eclipses brick-and-mortar stores. “Stores are valuable assets,” says EY’s senior consumer analyst Jon Copestake. “If you were to consider cutting or eliminating store footprints because of the rise of online and the rise of AI buying, etc., then you may be missing a significant trick.” Even though three in five consumers surveyed use AI to shop, 94% make purchase decisions in a store after browsing multiple channels.

Why this matters: It’s a great time to rethink your store experience. “Stores are really valuable for product discovery,” Copestake says. “They’re really valuable for understanding promotions, offers, new product launches, etc., which you don’t necessarily get through AI curation, because that’s just going to give you what you want and what you’ve always bought.” (Customer Experience Dive)

It’s a wrap: the top trends in sustainable packaging

What’s the latest in sustainable retail packaging? Minimalist designs, digital printing and biodegradable, compostable and recyclable materials can influence purchase decisions and help brands build trust and loyalty. As more consumers look for brands that reflect their values, packaging is one of the most visible ways to achieve it. In fact, nearly 60% of consumers are willing to pay a premium for products that use eco-friendly packaging.

Why this matters: Minimalist designs weigh less, use fewer resources and reduce costs. Digital printing enables customized, on-demand packaging, which minimizes waste. Innovative materials can also be a storytelling tool, where brands can share sustainability messages directly on their packaging or call out reusable or refillable components. (My Total Retail)

Summer Prime Days spending topped $24B

IKEA gets smart with connected home products 

Digital marketing stats: 2025 by the numbers

Tariffs negatively impacting the luxury market

Online marketplaces drove 40% of e-comm growth last year

How to train retail staff to create exceptional CX

Retail strategist, speaker and consultant Deborah Everson shares three simple yet powerful ways that retailers can train their teams to deliver excellent customer service. First, train through modeling and assign a mentor to show how to greet customers, upsell and manage tough conversations. Second, build their confidence through role-playing to prepare for real-world scenarios. Finally, celebrate small wins with positive reinforcement.

“Too often in retail, we focus heavily on training employees for tasks: how to stock shelves, ring up a sale or follow a return policy. Those are necessary, of course, but they’re just the foundation. Customer experience lives in the moments between the tasks, in how a team member makes a customer feel seen, heard and valued. These moments turn casual shoppers into loyal fans."  –Deborah Everson, retail strategist, speaker and consultant

Why this matters: Many employees, especially Gen Z, have had fewer in-person interactions and need this type of hands-on training. Plus, most people learn best through doing. You’re also setting your employees up for success in situations like dealing with an angry customer if you role-play and give them specific, positive feedback. (HBS Dealer)

What Meta’s investment in world’s largest eyewear maker means

Both Meta and EssilorLuxottica, the world’s largest eyewear maker, are betting on the ubiquity of glasses to lead to mass wearables adoption. After early attempts to develop smart glasses failed, the Ray-Ban Meta collaboration has finally resonated with consumers. Meta is keen to absorb as much of EssilorLuxottica’s design expertise and street cred as possible. By embedding tech into fashion eyewear, Meta can control not just hardware margins but also data, software and app ecosystem layers—setting it up to monetize through ads, AI assistants, commerce and social integration.

Why this matters: Wearable tech is inching ever closer to the mainstream. Imagine having the features of a smartphone literally before your eyes. Advertising, social media, AI-generated search results and yes, e-commerce. While it’s looking like Meta may be positioned for market dominance, Google, Apple and Open AI will be spoiling for a fight, and soon we’ll have a multitude of options to choose from. (Vogue Business)

Thanks for reading this week's edition!

You can reach the newsletter team at theskupe@mynewsletter.co. We enjoy hearing from you. 

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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.