In almost a month, leading retailers, brands, analysts, reporters, investors and more will gather in Las Vegas, Nevada for Shoptalk. As one of the premier events in the retail sector, having a well thought out communications plan is key to making an impact and standing out amongst the noise.
Given the substantial buzz surrounding Shoptalk, communicators must ensure that their brands stand out with unique insights and newsworthy announcements. Timing any major company changes along with the event such as new partnerships or exciting technological advancements can help stick the landing with reporters. Doing so will enhance your brand’s visibility and engagement with relevant audiences through high-quality media coverage.
This year, it’s especially important for executives to be able to speak to topics such as brand safety, AI-driven transformation, customer loyalty and experience, and complicated industry dynamics. These trends, underscored by rapid technological change, increasingly competitive markets, ongoing regulatory changes and increased risk exposure, are prominently featured in the Shoptalk agenda and will be top of mind for those in the audience. Communicators who can help their companies present a unique point of view and offer practical advice on these matters will break through to media covering this space and excel.
Of note, the benefits of attending Shoptalk extend beyond the conference itself. While the conference is great for announcing news and landing coverage in relevant publications, it is equally beneficial for putting a face to a name with key reporters. In-person meetings allow communicators to foster meaningful connections built on mutual understanding and trust. Post-conference, nurturing these relationships—whether by providing reporters with early access to announcements, inviting them to company events, or collaborating on story ideas—is crucial. Remember, just because coverage doesn’t immediately land doesn’t mean the conference wasn’t a success!
To prepare for Shoptalk, we’ve outlined a few reporters that will likely be on the ground at this year’s conference, and how communicators can adapt to their style, tailor messaging and stand out.
Kaarin Vembar, Retail Dive
Kaarin Vembar is an editor at Retail Dive and currently co-hosts the fashion and retail podcast Pop Fashion with Forbes consumer finance reporter Lisa Rowan. Their episodes are primarily focused on pop culture, most recently covering fashion shows, trending styles and leadership changes at household fashion brands. In her reporting for Retail Dive, Kaarin focuses primarily on consumer behavior, market trends, brand strategy and business development. She covers a range of topics including shopping forecasts, leadership changes, marketing strategies, sales reports and more.
Kaarin will likely be on the lookout for new innovations and partnerships announced at Shoptalk. Specifically, keep an eye out for Kaarin’s coverage of the shifting dynamics within the retail sector. And if you’re pursuing a podcast interview, make sure you’re putting the right person in front of her that can speak to the latest trends in the fashion industry.
Sara Lebow, Insider Intelligence
Sara Lebow is a senior newsletter analyst for Insider Intelligence, where she curates daily content across marketing, retail and technology. Sara is a very data-driven reporter rather than news-driven. She covers advertising across a variety of mediums, including retail and social media, and how these trends play into broader industry challenges and opportunities.
Recently, her reporting has touched on the role of creativity in advertising, consumer shopping habits, ad fraud and social commerce. At Shoptalk, she’ll be on the lookout for new data pointing to high-level industry trends.
Emily Chan, Bloomberg
Emily Chang is a host and executive producer at Bloomberg Originals. On her show “The Circuit with Emily Chang,” she focuses on the intersection of technology, entertainment, business and culture. She’s interviewed high-profile executives like OpenAI CEO Sam Altman and Microsoft CEO Satya Nadella and celebrities like Natalie Portman and TikTok star Charli D’Amelio. Emily is also currently developing a new series with Bloomberg Originals to be released in 2024.
Emily brings a lot of enthusiasm to her interviews and is an experienced financial and technology reporter. She is lively and engaged when conducting interviews and will often lightly debate guests. This makes her a great reporter to put more seasoned media executives in front of who can spar with Emily and help her tease out more nuanced perspectives.
Cale Guthrie Weissman, Modern Retail
Cale Guthrie-Weissman is the editor-in-chief at Modern Retail, where he covers technology, business, and culture. He's been a business journalist for over a decade, and his work has appeared in Fast Company and Business Insider.
Cale covers a variety of topics at Modern Retail including the modernization of retail, the convergence of retail and the economy, digital marketing strategies, CPG, DTC and more. He often publishes feature stories on specific brands and executives and focuses more on trends than news, so he’ll likely want to conduct in-depth interviews and cover the broader implications of topics discussed at the event.
To engage with these reporters and more at Shoptalk, it's important for communicators to craft well-rounded strategies that differentiate their brands at the event with unique insights and newsworthy announcements. To maintain evergreen value after the event, communicators should focus on establishing meaningful connections and regular touchpoints with reporters to foster ongoing dialogue and media opportunities.
Will you be on site at Shoptalk? Let us know!
