Digital Marketing

Cumberland Farms, a convenience store fixture in New England and central Florida for half a century, once fielded more than 1,000 stores. But, it has slimmed down to 600 locations as it transforms itself from a strip-center and gas station dairy store to a chain of freestanding, modern C-stores providing an array of food service options and gasoline.

Shoppers may notice digital ads, but they are not necessarily clicking on, or responding to, them.   That’s according to a new study by Valassis, “Motivating the Dynamic Shopper: Purchase Decisions In-Progress,” which analyzes how digital ads best engage and then motivate customers to take action. Three groups were studied; parents, millennials and Gen X.   

Vitamin Shoppe missed profit expectations for its first quarter, amid challenges with its Nutri-Force contact manufacturing division.    Vitamin Shoppe posted net income of $8.0 million for the quarter ended April 1, compared to $14.8 million in the same period last year.  Reported fully diluted earnings per share were $0.35 in first quarter 2017, compared to $0.59 in first quarter 2016.    

One hotel chain is putting a new spin on room service.   Hawthorn Suites by Wyndham is partnering with Peapod and Instacart on a new grocery delivery pilot. Targeting the many travelers who are eager to keep a few “staples” in their hotel room, but struggle to hunt down the closest grocery store in an unfamiliar city, Hawthorn Suites is piloting a program that delivers groceries directly to guests’ doors.  

Rent the Runway, a disruptor in traditional formal wear category, is now a leader in the paid search advertising category.  

Mobile ads and solid user growth across its suite of apps contributed to a strong first quarter for Facebook.   For the quarter ended March 31, revenue rose 49% to $8.03 billion, from $5.38 billion in the same period a year earlier. This surpassed analyst predictions of $7.83 billion. Based on this quarter’s earnings, Facebook has exceeded analyst expectations for eight straight quarters.   

Facebook is proving social media does in fact influence brick-and-mortar sales.   The social media giant offers a feature that enables users to scan a personalized QR code to nab discounts when they buy something at specific brick-and-mortar locations, reported TechCrunch.    The Rewards feature, which is discretely tucked away under the More tab of Facebook’s mobile app, has been in test mode for a few months, according to the report.  

Eighteen year-old online home décor and furnishings brand ATGStores.com has a new name, a new look and a new focus on personalized, one-on-one service.