Marketing Tactics

Etsy and the West Elm division of Williams-Sonoma continue to fuel the maker movement with new initiatives that were launched to coincide with a Presidential Proclamation establishing the National Week of Making.

In conjunction with an event at the White House and a proclamation by President Barack Obama, online retailer Etsy said it planned to expand its Craft Entrepreneurship program to 30 cities by July 2016 from the current 19 cities.

CORTE MADERA, California — Restoration Hardware is going modern. The luxury home furnishings retailer is introducing a new store concept called RH Modern this fall. The company officially unveiled its new format in a video on its website.

RH introduced the concept on the same day that it posted first-quarter earnings and sales that topped analysts estimates and also boosted its annual guidance.

Yahoo has named the former marketing chief at JCPenney as its new senior vice president consumer marketing.

Debra Berman will be joining Yahoo as our new Senior Vice President of Consumer Marketing, reporting to me. Berman will join the Yahoo marketing team on July 6, bringing with her more than two decades of marketing experience.

New York — Walmart continues its building boom in Northwest Arkansas, opening a Neighborhood Market store just a few miles from the chain’s headquarters in Bentonville. During the past few years, company has added new Sam’s Clubs, Supercenters, a Walmart To Go convenience store, a grocery pick up facility and nearly 10 new Neighborhood Markets to the area.   While adding another new Neighborhood Market isn’t a huge deal, but the store’s location, its layout and some of the signing elements are noteworthy.

Kmart has overhauled its marketing team by making several personnel changes and replacing its CMO with a veteran from DSW.

According to Ad Age, the company has named Kelly Cook as its new chief marketing officer after Mark Andeer left the company.

Cook will be leading the company's "omnichannel transformation," according to Ad Age.

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Fremont, Calif. — Men's Wearhouse on Thursday announced it had signed a 10-year agreement with Macy's to operate men's tuxedo rental shops inside 300 Macy’s locations. The shops are expected to be located in or near the men’s department.

Men's Wearhouse will begin operating 17 pilot tuxedo shops in fall 2015,  and expects the remaining shops to be open by fall 2016. Macy's and Men's Wearhouse will also collaborate to develop a digital tuxedo rental shop on macys.com.

By Joe Dalton    As technologies advance, social channels proliferate, and consumers become more plugged into digital marketing, personalization and contextualization is becoming the key to connecting with customers. While consumers build their online identities simply by using their devices for everything from browsing to averting traffic, they leave trails of their preferences, behavior, and values that retailers can draw upon to appeal to the interests of each individual customer.   

Irving, Texas – The Michaels Companies Inc. is teaming up with The Gymboree Corp, on a summer Instagram promotion. Customers who share on Instagram how their family is crafting in style using the hashtag #CraftingInStyleSweeps and follow both Michales and Gymboree on Instagram will be entered to win a $100 gift card to both retailers.

Three winners will be chosen at random each week.