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Marketing Tactics

  • Brick-and-Mortar Retailers’ Secret Weapon: Conversion Rate Optimization

    Given the difficult business conditions so many brick-and-mortar retailers are facing, it’s baffling that conversion rate optimization (CRO) hasn’t become more of a focus if not an obsession.   In the online world, CRO has become an industry onto itself, spawning a global community of consultants and service providers, formal methodologies and over a hundred books dedicated to the topic on Amazon alone. There is only one book on brick-and-mortar conversion listed on Amazon.  

  • Retail sales rebound in July to a yearly high

    Shoppers turned out in force in July, driving retail sales to their largest gain since December 2016.   Retail sales in July increased by 0.6% June on a seasonally adjusted basis, triple the revised 0.2% growth seen in June, according to the National Retail Federation. Sales have increased by 3.5% year-over-year. (The NRF numbers exclude automobiles, gasoline stations and restaurants.)  

  • Harnessing the Power of Pop-Up Shops

    Pop-up stores are a retail trend that shows no sign of slowing down.   The ability to create a brick-and-mortar presence without many of the hassles that come with establishing and maintaining a permanent physical location has become an increasingly attractive option in recent years. The pop-up store concept has transformed into an estimated $50 billion industry — fostering new partnerships, experiential marketing opportunities and a unique way for retail brands to engage with their customers.   

  • Analyst: Home Depot's Q2 performance ‘very impressive’

    After a solid first quarter, Home Depot has posted an even stronger set of second quarter figures. Total sales rose by 6.2% with underlying comparables up by 6.3% overall and by 6.6% in North America. Given the long run of big uplifts in same-store numbers, this is a very impressive performance.  

  • Dick's Sporting Goods' earnings disappoint in Q2; increasing promotional efforts

    Posting less-than-expected earnings in its second quarter, the nation's largest sporting goods retailer plans to take a more promotional stance.   Dick's Sporting Goods reported consolidated net income of $112.4 million, or $1.03 per diluted share, for the quarter ended July 29, compared to $91.4 million, or $0.82 per diluted share, in the year-ago period. Excluding certain items, earnings came in at 96 cents, lower than the $1.01 that   analysts had expected.  

  • Vitamin Shoppe launches online subscription service — with a hook

    Taking a page out of Birchbox's play book, The Vitamin Shoppe is going to be sending out personalized sample boxes of new products.    

  • Beauty giant gives loyal shoppers their own ‘chat-room’

    Sephora’s new service strives to connect customers while they shop.   The specialty retailer launched a digital platform that invites customers enrolled in its Beauty Insider loyalty program to connect and chat about all things beauty. The mobile and online platform serves as a destination for members to find inspiration, ask questions and get recommendations in an unsponsored, real-time social setting.  

  • How High-Ticket Specialty Stores Can Win More BTS Sales

    Back to school is the retail year’s second most critical season. It’s thought of as that make-or-break stretch that provides momentum into the holiday season. For several years, retailers have seen changes in the way the back-to-school season behaves. This year will be no exception as e-commerce and convenience plays continue to devour consumer attention and wallet share.   
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