The Top Marketing Problems Facing Retail (& Ecommerce) Marketers in 2025

Marketing in the retail sector is becoming increasingly complex, with brick-and-mortar and online models navigating new challenges. While many businesses are focused on high-visibility trends like personalization and AI-driven campaigns, several important issues are being overlooked.

Although subtle and less talked about, these marketing challenges can have a massive impact on your business if not addressed.

If your company can manage these, the future could involve stronger brand loyalty, more efficient operations, and a more resilient business model.

 

 

GUIDE: Ten 2025 Marketing Challenges Facing Retail Marketers

Here are the most overlooked marketing challenges, randomized to help shake up conventional thinking:

 

1. Declining In-Store Foot Traffic for Niche Retailers

• Problem: While large retailers may still see strong in-store traffic, smaller niche retailers are experiencing a steady decline in foot traffic. This can result from changing shopping habits and consumers prioritizing convenience over brand loyalty, especially when shopping for specialty items.
• Why It’s Overlooked: Most industry discussions focus on how large retailers can leverage omnichannel strategies, but niche retailers are often left out of the conversation. Their challenges are unique, requiring a more localized and personalized approach that isn’t adequately addressed in broad marketing discussions.

 

2. Privacy Concerns Impacting First-Party Data Collection

• Problem: With increasing regulations around data privacy and a growing consumer wariness about how their information is used, retailers are finding it harder to collect meaningful first-party data. As cookies and third-party trackers become obsolete, companies need to rethink how they gather customer insights.
• Why It’s Overlooked: The conversation tends to revolve around solutions like zero-party data, but few are discussing the deeper implications of building trust and consent-based data collection. Many retailers are still relying on outdated tactics or simplistic opt-in forms, which may not be enough moving forward.

 

3. Product Returns as a Marketing Weak Point

• Problem: The rise of online shopping has led to an increase in product returns, and while logistics teams are working to streamline this process, few companies treat returns as part of the marketing strategy. Managing returns effectively can make or break customer satisfaction, but it often gets treated purely as an operational issue.
• Why It’s Overlooked: Returns are generally seen as a logistics problem, not a marketing challenge. The marketing potential in handling returns with care, offering alternatives, or even using the return process to gather more customer data is under-explored.

 

4. Geographic Pricing Strategies and Consumer Mistrust

• Problem: Many retailers use geographic-based pricing to maximize profits, but this can erode trust when consumers realize they are being charged differently based on their location. This tactic, once seen as harmless, is coming under scrutiny as more shoppers compare prices online.
• Why It’s Overlooked: Geographic pricing is often viewed as a revenue management tool, not a marketing risk. Discussions tend to focus on the benefits to the retailer, while ignoring the long-term damage to customer trust and loyalty.

 

5. Wholesale Relationships Affecting Brand Perception

• Problem: Brands that sell wholesale to retailers often have little control over how their products are marketed, displayed, or discounted. This can harm brand perception, especially if the retailer’s values do not align with the brand’s image.
• Why It’s Overlooked: Wholesale marketing tends to be seen as a distribution strategy rather than a brand-building effort. Few companies consider how poor retail partnerships or inconsistent messaging from wholesale channels can dilute their brand.

 

6. Fragmented Loyalty Programs

• Problem: Loyalty programs often vary across online and in-store experiences, confusing customers and preventing them from fully engaging. Consumers may abandon these programs if they feel the rewards are too complex or disconnected from their shopping habits.
• Why It’s Overlooked: Loyalty programs are frequently discussed in terms of how to boost customer retention, but the problem of fragmentation between channels, especially in omnichannel businesses, is under-researched. The challenge is not just about offering points but creating a cohesive experience.

 

7. Supply Chain Disruptions Impacting Marketing Campaigns

• Problem: Yup, it can still be a problem. E.g. East coast dock workers put off a majority of their strike until after the 2024 holiday season. Supply chain disruptions can delay product launches, cancel promotions, or limit availability, which can lead to frustrated customers and wasted marketing spend. Marketing teams often work in isolation from supply chain operations, creating a disconnect.
• Why It’s Overlooked: The focus on managing supply chain disruptions is typically operational, with little attention paid to how marketing teams can proactively adjust campaigns or communicate with customers during delays.

 

8. Brand Dilution from Overextended Product Lines

• Problem: Expanding product lines to capture more market segments can dilute a brand’s core message and confuse consumers about what the brand stands for. This is particularly problematic for companies that sell both online and through retail partners, where messaging can become inconsistent.
• Why It’s Overlooked: Brands often focus on growth through product diversification but don’t always consider the long-term effects on brand identity. The short-term sales boost from new product lines often overshadows the potential harm to brand equity.

 

9. Misalignment Between Marketing and Customer Support

• Problem: Marketing teams often emphasize speedy responses and customer engagement, while customer support may struggle to keep up. If customer service fails to meet the expectations set by marketing, it can lead to dissatisfaction and churn.
• Why It’s Overlooked: There’s a heavy focus on acquiring customers through marketing, but not enough conversation about the alignment between the customer-facing promises made in campaigns and the reality of customer service delivery.

 

10. Localized Messaging in Global Markets

• Problem: As retail brands expand into international markets, they must balance global brand consistency with local relevance. Many retailers struggle to adapt their marketing messages to resonate with diverse local audiences without losing the essence of their brand.
• Why It’s Overlooked: The conversation around global expansion tends to focus on logistics and market entry strategies, not the subtleties of adapting marketing messages while maintaining brand coherence.

 

 

Get Help Tackling 2025 Marketing Challenges in Retail (Brick and Mortar & Online, wholesale and direct selling)

By paying attention to these nuanced issues, you’ll stand out from competitors and build stronger, more loyal customer relationships.

 

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