Many retailers saw declining revenue last quarter due to the devastating hurricanes, but with the holidays approaching, this month could be different. Ahead of Black Friday and Cyber Monday Jharonne Martis, Director of Consumer Research at Thomson Reuters, and Melissa Gonzalez, Founder of Lionesque Group, join The Long and The Short to discuss how certain retailers are gearing up. Martis says department stores are banking the most on this holiday season on trying to beat estimated earnings, but she already sees some failing. JCPenney is on track to miss earnings this quarter. Gonzalez says stores like Macy's need to really invest in their loyalty rewards and teach salespeople to be more personal when working with shoppers. When it comes to off-price retailers like Wal-Mart, Martis says the company is being smart with the way it discounts merchandise. The big box store is only discounting 25% of products and is more aware of what it gives away. Plus, Martis & Gonzales talk about how tech's partnerships with Amazon are not necessarily a good thing. They both talk about how the omnichannel approach to marketing is what will give retailers their edge.