Digital Marketing

For the first time, H&M shoppers will be able to purchase merchandise straight on the runway.   On March 2, H&M is launching its ‘See Now, Buy Now’ show, which enables customers to log onto its site and purchase items from its H&M Studio collection immediately following its presentation during Paris Fashion Week. Merchandise will also be available in select H&M stores.   

At Home has appointed veteran marketer Ashley Sheetz as chief marketing officer.   Sheetz was formerly chief marketing officer and group VP at Sally Beauty, where she led a turn-around strategy to reposition and modernize the brand. Prior to that, Sheetz held a variety of marketing leadership roles at GameStop before being appointed chief marketing officer in 2012.  

Watch out millennials, Gen Z is coming on strong.   With Generation Z expected to comprise 40% of the North American population by 2020, retailers must address the needs of this generation and understand its purchasing power in households, according to a survey conducted by HRC Retail Advisory.  

Toys "R" Us has hired a veteran marketer to lead its global marketing efforts.   The retailer announced that Carla Hassan will join the company as executive VP, global chief marketing officer, effective February 20, 2017. She will report directly to chairman and CEO Dave Brandon.   Hassan was most recently senior VP, brand management for PepsiCo's Global Beverage Group, where she was responsible for driving the growth agenda for brands including Pepsi, 7UP, Mountain Dew, and Gatorade.

Wayfair has tapped into analytics with an unusual goal: to rank its most enthusiastic football fans ahead of the Super Bowl.    By using analytics to tap sales data of its NFL merchandise, Wayfair pinpointed its most enthusiastic team fan bases — and where they reside. The online retailer’s results are based on overall sales of licensed merchandise sold on its NFL Fan Shop during the 2016-2017 NFL season (Sept. 8, 2016-Jan. 15, 2017).  

Target has made a key addition to its executive team.    The discounter has promoted Rick Gomez to the position of executive VP and chief marketing officer, effective Jan. 29. Gomez, currently senior VP of brand and category marketing, has been with Target since 2013. He replaces Jeff Jones, who left Target last summer to become president of Uber.   

Despite global economic fluctuations, China is still a world leader in many markets — including global e-commerce.   China’s online retail sales have grown by 33.3% to exceed $581 billion in 2015. Momentum is expected to continue, as sales in the country are expected to grow by 20% yearly through 2020, according to BizView, a B2B marketplace that enables users to connect with over seven million companies around the globe.  

The device that allows Amazon shoppers to re-order their favorite items with a single click of their finger has a virtual alter-ego.   The Dash Button is now an icon available on Amazon’s homepage and the retailer’s app homescreen, according to ReCode.