Marketing Tactics

Chicago – Women represent $20 trillion in annual consumer spending, and that figure is expected to grow to $28 trillion in the next five years. According to a new report from email marketing solutions provider SimpleRelevance, women make or influence 85% of all purchase decisions.

Skechers USA has filed a lawsuit against Reebok International for selling footwear that, according to Skechers, infringes on its Go Walk product line.

The suit, filed in the United States District Court for the Central District of California, seeks compensatory and punitive damages as well as injunctive relief for infringing on Skechers’ patent and trade dress rights and for unfair competition. The suit states that Reebok is selling the infringing products under the name Reebok Walk Ahead RS.

New York – L’Oreal Paris is releasing Makeup Genius, a free mobile app that uses advanced facial mapping technology to turn the front-facing iPhone and iPad camera into a virtual mirror that allows women to try on products in real-time. Makeup Genius allows consumers to scan a L'Oreal Paris product or advertisement to detect a color match, virtually try on individual products or test out curated looks from expert makeup artists, and share with friends and family on Facebook.

Santa Monica, Calif. — Macerich is collaborating with HGTV, a home and lifestyle cable network, to create Santa HQ, an interactive holiday experience, at 10 Macerich malls. The initiative aims to add digital and social media to the traditional holiday experience of visiting Santa.

Fresh & Easy has launched a full-scale marketing campaign inviting customers to discover the company’s new image.

Since transferring to new ownership in November, the company said, it has reinvigorated the brand and its stores with the aim of being the anytime, anyway, anywhere solution for getting healthy, convenient and affordable food.

Increasing strength in Pier 1 Imports’ e-commerce business translated into better-than-expected sales that fueled the company’s overall financial results for the first quarter.

Total sales for the quarter were $419.1 million, a 6.1% increase versus $394.9 million in the year-ago quarter. Comparable sales increased 6.3% during the quarter, driven by increases in total brand traffic, conversion and higher average ticket. E-commerce sales exceeded the company’s estimates, reaching 9% of sales for the quarter.

During the World Cup, Bud Light will donate to the Hispanic Scholarship Fund for each goal scored, up to $250,000. Though Budweiser is the official Beer of the World Cup, 2014 is the first year that Bud Light has been a partner of the month-long event.

"Integrating our sponsorship with education is at the core of our company values,” Bud Light Brand Manager Miguel Nigrinis said. “It's a winning recipe for Latinos that aspire to hold a university degree.”

Irvine, Calif. - Baja Fresh is piloting a solution from Sparkfly that will allow it to launch promotions through Google Search, Facebook, Yelp, Opera Mediaworks and UberMedia, and assess the effectiveness of each individual channel with real-time redemption data. Leveraging the technology from the Sparkfly platform, the campaign includes information on basket size and individual items purchased.