Multichannel Retail/E-commerce - Page 1

Customer loyalty strategies determine the department store champion

In addition to long-standing tenure in the retail space, Wal-Mart Stores and Sears Holdings Corp. apply a similar approach to direct marketing, including direct mail, email, social media outreach, loyalty rewards and extensive e-commerce platforms.

Direct-mail heavy nonprofits apply an integrated approach

Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say marrying these messages with outreach through other media is becoming an essential part of the nonprofit marketing mix.

Red Cross drives gift-giving

The American Red Cross launched a multichannel year-end campaign to allow consumers to buy regular gifts for loved ones through a gift catalog that places these items side-by-side with gifts and services for those less fortunate.

Alternate spin on digital interaction  steers auto brands' campaigns

Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's  TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce  the TV spot."

Auto dealer drives ROI with Facebook, out-of-home ads

For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.

Ritz-Carlton CMO reinvents luxury

Once Chris Gabaldon, chief sales and marketing officer of The Ritz-Carlton Hotel Co. starts talking about his brand, it's hard for him to stop. He gets on a roll, effusing about how the company has navigated the recession, or its recent brand repositioning, or the launch of its loyalty program, The Ritz-Carlton Rewards. Gabaldon's enthusiasm is, as they say, contagious.

Sunglass Warehouse filters holiday list with new ESP

Sunglass Warehouse, a division of One Click Internet Ventures, is a Greenwood, Ind.-based retailer of more than 1,000 eyewear products. The online merchant had to devise an email strategy for the 2010 holiday season to more effectively reach and convert shoppers. It previously worked with email marketing and list services company MailChimp, but decided early in 2010 that a new partner was needed.

Q&A: Bill Bass, president, Charming Direct division, Charming Shoppes

Bill Bass, president of the Charming  Direct division of Charming Shoppes, discusses the retailer's digital tactics

Office supply chains apply integrated  strategies to stoke sluggish sales

Office supply chains Staples and Office Depot started the year in equally disappointing fashion.

Lane Bryant puts personal spin on its sexy integrated campaign for slimming jeans

To help spread the word about its new line of "Tighter Tummy Technology" slimming jeans and slacks, dubbed "T3," curvy fashion designer Lane Bryant pulled out all the marketing stops: giveaways, a Facebook sweepstakes, direct mail, TV spots, email and mobile.

Q&A: Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp.

Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp., discusses privacy concerns among global marketers.

Nivea's billion-dollar, global multimedia campaign cleans up

Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever.

Going global

To grow their scale beyond borders, marketers must  negotiate a maze of channels, data and cultures .

Webisodes promote AT&T

Alex Boylan, a winner of CBS' "The Amazing Race," thought up the idea of traveling around the world with no money and recording the experience for a series of Web episodes.

Travel sites partner with daily deals to  lure consumers in rocky economy

As Americans gear up for the holiday travel rush, there's a chance the guy in the next seat didn't just book a cheap flight online — he may have booked a whole luxury getaway at a discount.

Theater titans unleash multichannel  strategies to fill seats

As the holiday movie season gears up, so do the marketing programs of theater operators AMC Entertainment and  Regal Entertainment Group — marketing strategies that have come to rely upon online sales of tickets and partnerships with online ticket vendors.

Q&A: Aaron Shockey, VP of advertising and digital marketing, Neiman Marcus

Aaron Shockey, VP of advertising and digital marketing at Neiman Marcus, discusses the retailer's online strategy.

Golfsmith lowers costs with predictive response model

Golfsmith International, an Austin, Texas-based specialty retailer of golf equipment, sought to improve direct mail response rates, data merging costs and campaign response times. With 75 retail stores, an e-commerce site and a direct mail catalog, the company needed to track data across channels to better understand customer behavior and build more targeted, effective campaigns.

Merrill Lynch eases retirees

Marketers like to portray retirement as a permanent vacation, cocktail in hand. But after the recession, as worries about what would happen with savings kicked in for many Boomers, it became clear to Merrill Lynch Wealth Management that consumers wanted straight talk and real solutions.

Marketers shift efforts to  responsive Boomers

As the first Boomers have begun to hit 65, the generation that turned so many institutions on their heads is poised to do the same with retirement. Consumers born between 1946 and 1964 are more active, better educated and living longer than their parents, with Boomer women leading the way.

Cola giants scurry to attract younger  consumers in decades-long turf war

At first glance, the marketing strategies of Coke and Pepsi — the two ubiquitous, global players that have dominated the soft drink market for decades — might appear more similar than different.

Boom times for integrated ROI

As marketers begin to connect the dots between their integrated programs' online and offline elements and tag offline elements with digital components, they are on the cusp of attaining fully measurable cross-channel initiatives.

Q&A: Mark Krebs, VP of marketing, Kirkland's

Mark Krebs, VP of marketing at Kirkland's, discusses his company's integrated marketing media mix.

Mastering  the mix

With the explosion of media choices, today's consumers are everywhere at once — and yet, never in one place for very long.

GameStop CMO sees CRM as key

Mike Hogan may be the CMO of GameStop — the world's largest videogame and entertainment software retailer, with more than 6,100 stores — but people might be surprised to learn that he is not a gamer himself. He is passionate about riding motorcyles and playing tennis, though he practices those activities strictly in the real world.

Q&A: Bill Brand, EVP of programming, marketing and business development, HSN

Bill Brand, HSN's EVP of programming, marketing and business development, discusses DM, e-commerce and CRM.

SunSetter directs viewers outdoors with DRTV spots

SunSetter Awnings, a retailer of awning products and backyard accessories, wanted to create a direct response TV campaign that would drive consumers to purchase products over the telephone, on the company's e-commerce site, through Costco.com, or from the company's network of 500 authorized dealers.

Athletic apparel and equipment chains  blend digital and traditional channels

A wholly integrated approach to direct marketing and  e-commerce has elevated Sports Authority and Dick's Sporting Goods to the top of the athletic equipment leader board. Both brands offer similar multichannel approaches that include on- and offline circulars, email newsletters, social media and an e-commerce platform.

Valassis delivers  on integration

As a farmer who raises his own crops on a 40-acre farm — plowing the fields on a John Deere tractor, harvesting soybeans, corn and clover — Valassis chairman, president and CEO Alan Schultz knows a thing or two about making things grow, even when conditions aren't always most favorable.

USPS streamlines management

Shortly after taking office as Postmaster General in late 2010, Patrick Donahoe reduced the number of his top-level lieutenants to seven. His predecessor, Jack Potter, had nine senior officers on his executive committee.

Steuben refreshes brand to chase younger consumers

Steuben Glass, the 98-year-old maker of crystal barware, stemware, tabletop accessories and collectables, wanted to refresh its brand image to attract a younger demographic. As the company and its customer base had grown older, Steuben felt the time was right to freshen up its designs and its marketing.

Furniture titans face off with multichannel  tactics despite housing crisis

Because of the housing crisis, it's been a challenging couple of years for home-furnishings retailers such as Pottery Barn and Crate & Barrel. However, business is looking up, particularly online.

A special occasion at Hallmark Cards

Last year should have been one nonstop celebration for Hallmark Cards and its marketing chief Lisa Macpherson. The Kansas City, Mo.-based purveyor of greeting cards and other products turned 100, and Macpherson, after about nine years at the company, had recently been promoted to the top marketing job.

Q&A: Amy Sullivan, director of e-commerce, Brahmin Handbags

Amy Sullivan, director of e-commerce at Brahmin Handbags, discusses why her brand won't abandon direct mail.

Q&A: Lynn Gore, VP of marketing, Plow & Hearth

Lynn Gore, VP of marketing at Plow & Hearth, discusses strategy for a uniform brand message across various channels.

Facebook proves a forceful  channel for tech accessories

Incipio Technologies, an Irvine, Calif.-based retailer of laptop, smartphone and tablet cases, sells its products online and in more than 35,000 retail locations throughout the US, including all Wal-Mart, Target and Best Buy locations. Despite its impressive reach, the company, which was founded in 2009, understood an opportunity existed on Facebook.

Hardware chains match multichannel efforts nearly nail for nail

With more and more consumers using digital technology throughout the purchase process, home specialty retailers such as The Home Depot and Lowe's are bridging their in-store offerings with a multichannel approach to keep up with the various consumer touchpoints. The two companies share a foundational strategy and execution, if little else.

Forbes CMO leads multichannel effort

Jorge Consuegra never stops moving. The CMO of Forbes Media, and two-time New York City marathon veteran, was born in Havana, Cuba, but his parents brought him to the United States when he was still a baby

Plumbing fixtures website turns around conversion

FaucetDepot.com, a Commerce, Calif.-based distributor of brand name residential and commercial plumbing fixtures and accessories, has more than 42,000 products on its website and in parent company Hirsch Pipe & Supply's 17 retail locations. The company has been around since 1996, but it was struggling to master paid search and, more specifically, figure out how to drive commerce without paying extraordinary amounts for each customer click.

Sandwich shops compete for $5 lunch  emphasizing health and value

With cost-conscious consumers looking for cheap, healthy lunch options, sandwich chains are focused on marketing that highlights value. Fast food purveyors Subway and Quiznos both promote sandwiches to consumers as a healthy alternative to burgers and fries at a competitive $5 price point.

Q&A: Kelly Mulroney, GM and VP of e-commerce, GameStop

Kelly Mulroney, GameStop's GM and VP of e-commerce discusses the social networking aspects of e-commerce.

Continual testing on Tafford Uniforms'  e-commerce site lifts conversion rates

The Tafford Uniforms brand has sold nurses' scrubs and other medical uniforms to healthcare workers for nearly 25 years. While other brands focused on a b-to-b model by negotiating bulk contracts with healthcare facilities, such as hospitals, Tafford remained committed to selling directly to the individual worker.

Jeweler's search marketing overhaul captures new sales

Michael C. Fina, a New York-based retailer of engagement rings, wedding bands and household décor items, has more than 70,000 products on its website and in its retail store. Its e-commerce site, which launched in 1998, was in serious need of search engine marketing  enhancements in order to drive online sales and to encourage consumers to schedule in-store appointments.

Q&A: Christa DePoe, general manager of  e-commerce, Keen Footwear

Christa DePoe, the general manager of e-commerce at Keen Footwear, explains its mobile and e-commerce site tactics.

Auto maintenance chains race to take the lead in digital marketing

Millions of American consumers obsess over their cars out whether for fun or out of necessity. Competing for the business of auto aficionados and do-it-yourselfers are many auto repair and maintenance chains, including AutoZone and Pep Boys.

Gilt Groupe CMO cultivates audience

As chief marketing officer of Gilt Groupe, Zucker employs a data-driven approach that allows him to streamline the luxury e-commerce retailer's marketing.

Education marketers find there's no  longer any room for an off-season

Education industry marketers are communicating frequently with both parents and students to acquire and retain customers, and they're using a mix of traditional,  e-mail and social media to do so.

Social sites reap sales leads in education

Education sector b-to-b brands know that librarians benefit from collaboration and networking with their peers. However, education professionals are often difficult to reach through social media because many school districts have policies that restrict their employees' activity on Facebook and Twitter.

National fitness clubs fight member churn, but better marketing integration is needed

There are more than 30,000 fitness centers in the US, double the number from just 10 years ago, according to a study by business research firm IBISWorld. Two fitness franchises, Town Sports and 24 Hour Fitness, are trying to maintain an edge in this growing sector, though they vary in size and approach.

Overstock chief etches out niche

Patrick Byrne loves a good fight. The chairman and CEO of Overstock.com, who holds a black belt in Tae Kwon Do, once pursued a boxing career. Byrne also turned  Overstock.com from a two-year-old $1.8 million startup into a $1 billion enterprise in little more than a decade.

Paintball-Online.com attracts buyers with product videos

Paintball-Online.com, a Vancouver, WA-based retailer of paintball equipment and gear, has more than 5,000 products on its website and in its retail location. It wanted a non-text format to quickly describe its products in an appealing manner to customers, so it explored the option of producing online product videos.

Q&A: Jason Roussos, president and COO, Living Direct

Jason Roussos, president and COO of Living Direct, discusses its decision to move away from full product catalogs.

Financial industry focuses on customer  engagement in retention programs

Financial services companies are making investments in direct marketing  programs that aim to boost loyalty among their customers — many of whom have become suspicious and angry with the industry for their part in the financial crisis.

Local search services create fast returns

Despite industry excitement about local-focused daily deal sites like Groupon and LivingSocial, multichannel retailers have continued to employ search, social and location-based tactics to effectively target by region and location.

Q&A: Chris Moloney, SVP, head of marketing, Wells Fargo Advisors

Chris Moloney, SVP and head of marketing at Wells Fargo Advisors, discusses his new role and the financial firm's approach to social media

Sun & Ski Sports revamps  e-comm site to boost sales

Sun & Ski Sports, a winter sports equipment and ski  apparel retailer, implemented Baynote's e-commerce service in 2008 to attract potential customers to its website.

Rebrand stresses simplicity

Lakeland Bank is the third-largest commercial bank in New Jersey (based on assets of $2.7 billion), but the company felt its brand identity could be stronger, particularly among younger customers.

Retail's nature-loving outdoor brands  seek e-commerce balance

Choosing to ignore the digital aspects of direct marketing will likely earn your brand the consumers' collective cold shoulder. Just ask The North Face and Patagonia — two outdoor apparel retailers with distinct customer approaches that effectively blend e-commerce efforts with catalog mailings.

Bracing pace for Starbucks' CMO

Starbucks rode into its 40th anniversary year after scoring the strongest holiday sales season in its history. The coffee retailer's CMO Annie Young-Scrivner, though, is determined to keep Starbucks a youthful brand, riding on the cutting edge of technology and innovation.

Hoover's marketing team responds to analytics

B-to-b information provider Hoover's has used end-to-end metrics to align its marketing department to help drive sales.

PepsiCo elicits cheap giggles without staying power

Super Bowl spots have always served a purpose in terms of new companies launching with clever taglines or existing brands repositioning themselves.

Hooked on discounts

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.

Q&A: Dan Saia, VP of consumer engagement, Dunkin' Donuts

Dan Saia, VP of consumer engagement at Dunkin' Donuts, discusses its advertising, social media and interactive strategies

Discount mastery

Despite a seemingly nonstop deal-of-the-day bonanza this past holiday season, retailers remained careful in determining how to position price cuts.

Drugstore chains compete for customer loyalty and growing online sales

As consumers are faced with rising healthcare costs, competition among the country's leading drugstore chains, CVS and Walgreens, has increased, fueling sector-wide acquisitions and dueling marketing campaigns.

Data-driven analytics yield better offers at Navy store

The Navy Exchange is a $2.5 billion retailer with more than 300 stores across the globe that caters to active and retired US sailors and their families. Its merchandise runs the gamut from clothing and food to electronics and home and bath products with brand names, such as Victoria's Secret and Levi's.

Eloqua creates new social media jobs

Eloqua, a Washington, DC-based marketing software company,credits its marketing team for driving a large portion of this growth, including sourcing 60% of new business in 2010.

Interview with David Friedman, president of marketing at Sears Holdings

"E-tailing is a big part of what retail is today," says David Friedman, president, marketing at Sears Holdings Corp. He should know: Friedman, who joined the retailer in September 2010, is the former president, Americas, of interactive marketing agency Razorfish.

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