Marketing teams face more pressure than ever to fill the pipeline and acquire new customers. With access to more data and analytics than ever before, it’s no surprise that business leaders and stakeholders are focused on acquisition, too.

The problem arises when that focus overshadows one of your most valuable assets — your existing customers. Retaining customers, and even cross-selling or upselling them, costs less and delivers stronger results than attracting new ones. 

TikTok is beginning to resonate with food and beverage brands as a platform through which to capture shoppers’ attention, sell through TikTok Shop and even develop new products.

Amanda Parker, head of food for TikTok Shop, told Modern Retail at the Groceryshop conference in Las Vegas that while the platform initially had success with smaller entrepreneurs,major CPG players like Mars and Coca-Cola have joined TikTok Shop as an additional channel of commerce.There, food and beverage brands can introduce new flavors or new products, do R&D, or offer limited-time-only flavors — things that they may have historically done through a grocery partner.

Every lead interaction holds hidden opportunities – if you know where to look. This guide shows how AI surfaces insights you’d otherwise miss, helping you uncover buying signals, personalize follow-ups, and act on customer needs with precision.

In this guide, you’ll learn:

How AI uncovers patterns and opportunities across your leads

Strategies to reveal hidden buying signals and customer sentiment

Marketers are struggling with new ways to uncover new customers, but they don’t have to be. Did you know that a data clean room might be the answers to your audience challenges? These data-rich spaces put the power back into the hands of marketers to not only find new customers, but ones who are ready to buy right now. Clean rooms empower marketers to find new in-market customers and then activate on a person-level to reduce ad waste.

Each year we survey retailers on their growth strategies, and customer acquisition is always a top priority alongside retention. It’s also a topic that comes up time and again during our customer-focussed events. The question is, what customer acquisition strategies have proven to work in 2025? Luckily a generous number of industry experts have shared their knowledge on this for this blog.

Insights in this blog include:

In this research report, find out why maximizing rewards is a better way for brands to build strategies that personalize consumers’ experiences. When it comes to understanding the efficiency and effectiveness of their customer acquisition, retention, and engagement efforts, nearly half (47%) of retail, CPG, and QSR executives surveyed only somewhat agree that their organization is doing a good job tracking and understanding the impact of advertising dollars. To acquire and retain lifelong consumers and win the next era of commerce, organizations need solutions that deliver efficient targeting, measurable outcomes, and value-driven consumer engagement.

This year, top brands aren’t just optimising campaigns—they’re aligning teams, unifying platforms, and focusing on customer retention. Klaviyo’s 2025 state of B2C marketing report uncovers what’s really driving results, backed by survey data from over 1,500 marketers worldwide.

Inside, you’ll learn:

Why marketing and service alignment is driving outsized performance

How tool consolidation is fueling personalisation at scale

Consumers and businesses are increasingly giving gift cards, which are much more likely to be used and have rocketed in popularity in recent years. In fact, the U.S. gift card market is projected to continue its significant growth over the next decade, jumping to $1.4 billion by 2033. That represents an annual growth of nearly 18%. Driving the appeal? Purchasers opting for an alternative to giving cash and allowing recipients to choose their own gifts.