Campaign corner
In this edition, we focus on March Madness. Let’s take a look at two great commercials.
What it takes. Powerade, the sports drink, introduced "It Takes More to Get This Far," a two-ad campaign building on the "It Takes More" theme, which originally debuted during the 2024 tournament. The campaign includes two Ogilvy NY-led spots, "The Ladder" and "What It Takes." It’s both inspiring and engaging.
It’s hard to be a fan. Building on its 2024 theme, “Fan Work is Thirsty Work,” the latest Coke Zero Sugar March Madness ad playfully aims to replace Rachel Platten’s “Fight Song” in viewers’ heads with the fight songs of North Carolina, UConn, and Indiana.
What happened in Retail tech?
AI tool. Walmart has launched Wally, a generative AI assistant designed to help its merchants streamline tasks like data entry, product analysis, and operational queries. Equipped with an advanced algorithm, Wally can process large volumes of product data and perform complex calculations. Walmart plans to enhance the tool over time based on merchant feedback.
Grocery personalization. Instacart introduced Smart Shop, a new AI-powered technology that personalizes shopping by understanding customers’ dietary preferences and habits. The company also launched an AI-driven system to analyze product nutrition data and debuted “Inspiration Pages” to showcase items aligned with users’ health needs. These enhancements aim to differentiate Instacart from competitors like DoorDash, Shipt, and Uber Eats.
What experts say…
Customer sentiment low point. Consumer sentiment in the U.S. has declined significantly due to economic uncertainty and policy shifts under President Trump’s second term. The University of Michigan's consumer sentiment index fell to 57.9 in March, a 10.5% drop from February and the lowest since November 2022, with declines seen across all political affiliations. Rising inflation concerns, linked to tariffs and economic policies, have further weakened confidence, leading economists to predict slower consumer spending growth in early 2025. Here’s what James Tenser mentioned on this topic:
In-store theft. A recent survey found that about one-third of U.S. adults view shoplifting and organized retail crime (ORC) as serious issues, leading many to prefer online shopping. Concerns over theft have prompted retailers to implement more security measures, including locked merchandise and increased surveillance, frustrating shoppers and causing some to abandon purchases or switch retailers. Smaller retailers are also struggling with rising theft, relying on security cameras, store layout adjustments, and inventory management software to mitigate losses while trying to balance security with a positive shopping experience.
Statistic of the week
38% of retail organizations have been using microservices-based, API-first, cloud-native SaaS and headless (MACH) technology for more than seven years
According to the MACH Alliance’s 2025 Global Annual Research, nearly 38% of retail organizations have been using MACH (microservices-based, API-first, cloud-native, and headless) technology for over seven years, with adoption continuing to grow. Retailers are leading the shift, with 91% of surveyed organizations increasing their MACH infrastructure in the past year and expecting it to make up 61% of their tech stack by 2026. While older CPG companies have been slower to adopt due to operational concerns, experts suggest a gradual approach to integrating MACH technology alongside legacy systems to ease the transition.
In other news
TikTok shopping. A survey by PartnerCentric found that U.S. shoppers under 60 spent an average of $708 on TikTok Shop in 2024, with an average purchase of $59. Personal accessories and household items were the most popular categories. Gen Z leads in TikTok adoption, followed by millennials and Gen X.
Produce found online. Price alone is no longer enough to attract produce shoppers, as social media increasingly influences their purchasing decisions. An FMI report found that a third of shoppers discover new fruits and vegetables online, prompting grocers to enhance digital engagement and merchandising strategies. Millennials and Gen Z are driving this shift, favoring convenience, organic options, and social media-driven discovery.
