Brands including Mars and Deckers are already taking steps to provide a more consistent customer experience and partner better with retailers.
The good-natured approach to social-media criticism conveys that the brand takes feedback in stride and doesn't take itself too seriously.
It features the cartoon realm of Ernie the Elf, shots of real families enjoying the treats together and a beta test of shoppable Hulu ads through a Walmart deal.
As consumer expectations grow, retailers are taking a closer look at how data can support cross-channel experiences.
At NRF's Big Show, CEO Kevin Johnson shared why the chain is embracing artificial intelligence to compensate for some of mobile's downsides.