Co-Marketing

In the South, it’s never too early to talk about football, which is why N.C.-based department store Belk made a big college football announcement this week.

The chain says it will be the title sponsor of the 2015 Belk College Kickoff Game, featuring the University of North Carolina Tar Heels and the University of South Carolina Gamecocks. The game is set to take place at Bank of America Stadium in Charlotte on Sept. 3 with a 6 p.m. kickoff.

Staples is donating the tools and resources necessary to make graduation happen for thousands of students across the country -- and throwing in a little Taylor Swift to boot.

Wayfair is leveraging the popularity of HGTV’s hit series “Fixer Upper” by partnering with the stars of the show on upcoming marketing campaign.

The Internet home furnishings retailer says it will feature design tips from Joanna Gaines and Chip Gaines in Wayfair promotions.

New York – American Express is launching a new loyalty program called Plenti. The program lets consumers use loyalty points accrued at one participating retailer and use them at another.

Initial participating organizations include AT&T, Exxon, Macy’s, Mobil, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu. The program is expected to include more brands in additional categories over time.

By Sherrie Mersdorf, director of marketing, NewBrand

Sam’s Club’s MasterCard 5-3-1 Cash Back program, which has created keen customer engagement and memorable customer experiences since it launched less than a year ago, has won more awards.

The program, featuring a co-branded MasterCard including chip-enabled technology issued by Synchrony Bank pursuant to a license by MasterCard International Incorporated, won a silver award in the Customer Experience & Engagement category; a bronze award in the Creative Campaign category and a silver in the 360 Degree Loyalty Award for Excellence in North America.

Meijer has partnered with Scotts-MiracleGro to create an unprecedented lawn and garden section in its stores, just in time for the spring gardening season. 

Meijer is the first supercenter to partner with the national lawn care and garden brand to create a Garden Marketplace inside 27 Meijer stores across the Midwest as peak gardening season begins.

Foot Locker is looking to the future of the footwear industry with a new partnership designed to drive innovation.

The retailer is collaborating with Pensole Footwear Design Academy on a class that will help design the new ASICS Tiger this summer.

Staples is looking to Martha Stewart once again to re-invigorate its home office product assortment.

The retailer and Martha Stewart Living Omnimedia have announced a new, multi-year strategic direct retail collaboration for the manufacture and distribution of a brand new line of Martha Stewart Home Office products.

Macy’s Inc. is teaming up with a former Victoria’s Secret Angel to develop a new line of contemporary bras and panties designed to appeal to women who are looking for the "perfect fit and shape."