Marketing Tactics

Disney's marketing firepower will be on full display starting at  12:01 a.m. on Friday, Sept. 1, when it launches a global merchandise promotion — complete with augmented reality — of toys and products inspired by its upcoming film, "Star Wars: The Last Jedi."  

Sears Holdings Corp.'s second-quarter earnings beat the Street as it benefitted from cost-saving initiatives. But it continued to struggle with weak traffic and declining sales, and added 28 more locations to its long list of store closings.    Sears reported that its second-quarter loss narrowed to $251 million, or $2.34 per share, in the quarter ended July 29, helped by cost savings resulting from the streamlining of operations and store closings.  

Uber riders nationwide can now earn credits for shopping and dining under a rewards program with Visa.   The program, Visa Local Offers with Uber, launched last year in the San Francisco and Los Angeles markets. It has been relaunched to be made available to Uber riders across the country. The program is open to Uber riders with an eligible U.S.-issued Visa card on file in the Uber app.  

Victoria's Secret loss is American Eagle Outfitters’ gain as the teen apparel retailer posted better-than-expected second quarter results, fueled by strong demand for its Aerie lingerie brand.   Net income fell to $21.2 million, or 12 cents per share, in the quarter ended July 29, from $41.6 million, or 23 cents per share, in the year-ago period. Excluding restructuring and related charges of $0.07 per diluted share, the company’s adjusted EPS was $0.19 for the quarter, above analysts' estimates.  

Retail marketers take heed: Facebook's appeal is fading among teens even as two other platforms continue to pick up momentum.  

Fashion retailer Express topped analysts' second quarter sales and earnings estimates amid surging e-commerce growth.   Express had a net loss of $11.8 million, or 15 cents a share, in the quarter, compared to net income of $10.1 million, or 13 cents a share, in the year-ago period. Adjusted per-share earnings came to 1 cent, better than the consensus for a loss of 1 cent.   

Millennials are on board with personalized marketing.   While security may be a concern with older shoppers, 70% of millennials are comfortable with retailers tracking their purchasing and browsing behaviors if it means they’ll receive more relevant communications, according to a report from SmarterHQ, a multichannel behavioral marketing platform.   

Overall, this is a solid set of results from DSW which shows the company is moving in the right direction. The 0.6% rise in comparable sales may not be spectacular, but given it is the first time in over two years that the measure has been positive, we see it as an encouraging sign.