Retail marketing is not a black-and-white, linear process. A consistent brand personality or story is likely on every retailer’s wish list, but marketing tactics and methods vary greatly. Some retailers rely on discounts, sales and avoiding politics to drive traffic, while others feel comfortable being playful or taking a stand on social issues to win over loyal customers. We’ve already taken a look back at the stories that impacted retail marketing in 2018, but those trends also tell us a lot about what to expect in the year to come. Here’s our list of trends that could continue to shape retail marketing in 2019. Read more at Retail Dive.