Digital Marketing

A disruptive retail climate and underperforming categories took their toll on HSN during the fourth quarter.   HSN’s net income was $43.5 million for the quarter, or 82 cents per share, ended December 31, 2016, compared to $59.7 million for the same period last year. This exceeded analysts’ estimates of 74 cents per share.  

HSN’s feature, “The Beauty Spy,” uses social media to introduce shoppers in the United States to new, emerging and exotic beauty trends. Now it is coming to the small screen.   The program, which can be seen on HSN’s social media platforms, including Facebook, Instagram and SnapChat, will become a monthly program appearing exclusively on HSN — a move that will deliver a multi-platform experience to viewers.  

Snapchat users may be in the market for a new gadget to share their pictures — a new way to purchase it.   Snap, the parent company of the SnapChat messaging platform, launched a new e-retailing site, Spectacles.com, which highlights brightly colored, whimsical video-recording sunglasses, ReCode said.    

Specialty retailer Bow & Drape is putting a new spin on how it sells its cheeky merchandise.   The brand, which lets shoppers customize pun-inspired apparel, is rolling out sample sales on Instagram, Glossy said.   

Retailers may have a new way to spread the word about their job openings.   Facebook now allows businesses in the United States and Canada to post available positions on their company pages or in the new “Jobs on Facebook” bookmark. Facebook users can also see job posts in their news feed, and alongside other posts on Facebook’s business pages, the social network said.   

Shoptalk, the “nextgen commerce event,” is still accepting applications for a new initiative that connects retailers and brands with technology companies — and provides complimentary tickets and travel reimbursement to the event.    Shoptalk will accept applications for its new “Hosted Retailers & Brands Program” until midnight on Friday, Feb. 17. More than 100 retailers and brands have already been accepted into the program. (Shoptalk will be held March 19-22, 2017, at the Aria in Las Vegas.)

T-Mobile’s digital loyalty program just got more valuable.   The company’s “T-Mobile Tuesdays” app delivers free gifts and dis-counts to its users each week. Through its partnership with Excentus, the wireless provider now features a 25-cent-per-gallon “Fuel Rewards” discount code within its weekly rewards rotation.   

Walmart has added another online asset to its battle against Amazon.   The chain announced it has acquired Moosejaw, an outdoor retailer know for its social media marketing expertise and strong online following among younger consumers, for approximately $51 million.    The acquisition, which closed on Feb. 13, is Walmart’s second acquisition in less than two months. In late December, the chain’s Jet.com unit acquired online footwear retailer ShoeBuy.    

Remember the memory-erasing Neuralyzer in "Men in Black"? Or more recently, "Ex Machina," the Oscar-winning story of a humanoid robot that uses emotional persuasion to outsmart humans and escape from the secluded home of its creator?  

Driving conversion in a digital landscape requires a new level of engagement.   Pacific Sunwear of California has found a way to reconnect with its digital shoppers, as well as improve its click performance, drive conversion, and thus, sales. Using Rakuten Marketing Search, a solution available through Kenshoo’s advertising platform, the retailer is refining its strategic marketing approach, focusing on consumer engagement (click performance) and automating its ad spend management processes.