Marketing Tactics

Wayfair is so bullish on virtual reality that it launched its second app — a solution designed to guide shoppers through virtual showrooms.   Available on Daydream, Google’s mobile VR platform, Wayfair’s IdeaSpace app enables consumers to explore a variety of uniquely designed spaces, and shop their favorite finds in an interactive setting. IdeaSpace was built by Wayfair Next, the company’s internal research and development team, using Google’s virtual reality technology.   

Competition is fierce in the apparel business — even for online players with a devoted following.   Los Angeles-based women’s apparel retailer Nasty Gal has filed for Chapter 11 bankruptcy protection.      

Macy’s third quarter profit fell short of analysts’ expectations, but the retailer raised its annual sales outlook based on improving trends in its business.    The retailer also announced an agreement with Brookfield Asset Management to monetize the value of its massive real estate portfolio.   

As Amazon continues to up the ante on convenient, fast shipping options, shoppers expect their favorite brands to follow suit.   Specifically, 42% of shoppers surveyed consider three- or four-day shipping "fast" – a significant drop from the 63% who said so last year. Instead, the majority (83%) of shoppers consider fast shipping to mean delivery within two days or less, according to the “2016 Deloitte Holiday Study,” a report based on responses from 5,038 consumers in the United States.  

Four of the nation’s largest retail chains remain committed to opening their doors on Thanksgiving.    Target Corp. announced it will open its stores at 6 p.m. on Thanksgiving Day, and Best Buy said it plans to open at 5 p.m. Walmart will start its Black Friday event at 6 p.m. on Turkey Day (most Walmart locations are open 24 hours).   

Eager to keep early omnichannel holiday shoppers from “shopping around, Zappos.com unveiled introduced its “price promise” program.   The program, which launched on Oct. 31 and runs through Nov. 20, uses software to automatically price match the site’s most popular products with those found on qualifying online competitors’ sites.   

Bed Bath & Beyond is going local in Brooklyn, New York.   The home décor chain’s upcoming store in the Sunset Park section of Brooklyn will include a cafe that will feature local items, brooklynpaper.com reported, along with a coffee bar. The 120,000-sq.-ft. store will also offer cooking classes.     Other features will include a “Born in Brooklyn” department spotlighting items made in the borough as a means of supporting local manufacturers, according to the report.

Pinterest is launching a new program designed to help brand partners present more relevant advertising messages to Pinners.   Through a partnership with Neustar, Pinterest’s marketing partners now have a solution that leverages the social media platform’s customer-specific information as well as Neustar’s proprietary audiences. The combination of data gives advertisers a standardized view of customer across every marketing channel, and an unprecedented reach among customers.