Marketing Tactics

While RH continued to make investments to transform its business model, these efforts impacted the company’s preliminary fourth quarter earnings.   The furniture and housewares company, which officially changed its name from Restoration Hardware to RH last month, posted net income of $8.75 million, or 21 cents per share, for the quarter ended January 28, 2017. This was a drop from $33.3 million in fourth quarter 2015. Earnings, adjusted for non-recurring costs, came to 68 cents per share, beating analyst estimates of 65 cents per share.

A new kind of makeup consultant is assisting shoppers at Watsons Shanghai.   The health and beauty retailer’s flagship store in Shanghai now features a makeover kiosk. Equipped with the Consultation Mode augmented reality app from YouCam Makeup, the device enables shoppers to try on over 30 different products from their favorite makeup brands, including MaxFactor, Maybelline, and KATE Cosmetics.  

1. The import tax wild card. The Trump administration has floated a new tax policy that would apply a 20% tax on imports from Mexico, as well as other countries with which the United States has a trade deficit. If implemented, this tax could have a disproportionally large negative impact on merchants that export much of the goods they sell — i.e., almost all of our readers.  

A jolly holiday season helped Gap Inc. post fourth-quarter earnings and sales that beat expectations, leading to speculation that the chain’s turnaround may be starting to take hold.    The nation’s largest apparel retailer reported net income of $220.0 million, or 55 cents per share, up from $214.0 million, or 53 cents per share, last year.   Sales totaled $4.43 billion, up from $4.39 billion and ahead of the $4.41 billion analysts had expected.   

Twitter is taking a new approach to “humanize” its business partners’ customer service-based “Direct Messages.”   Twitter’s new feature – “Custom Profiles in Direct Messages” – allows businesses to better emphasize the human element in private conversations, as well as more clearly indicate when a bot is speaking, according to Twitter.   

Bartaco, an expanding food and beverage concept that combines beer, fresh-squeezed juices, and yes, tacos, will debut in Texas at Trademark Property’s WestBend development in Fort Worth.   The mixed-use facility just completed construction on its first phase, which includes office as well as retail space and aims to create a new hub of activity near the campus of Texas Christian University. It features new landscaping, gathering areas along the Trinity River and Trinity Trails, along with a rotating public art program.

The increasing use of smartphones has drastically impacted the consumer's path to purchase — and the momentum continues.   Most online U.S. consumers (60%) now use mobile technology for shopping, and two thirds (67%) searched online for additional product information, according to “The Consumer Technology Association's (CTA) Path to Purchase Using Mobile Devices Market Research report.”