Digital Marketing

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.  

What better place is there for global exposure than the Olympic Games?   At least, that is what Alibaba is counting on now that it struck a deal to become a top sponsor of the Olympic Games through 2028. The sponsorship, which is worth $800 million, pits the brand among giants like Coca Cola Co. and Samsung Electronics Co., according to Bloomberg.  

Faster shopping and the transformation of old age are two of the trends identified by Euromonitor International on its annual report of the trends that will shape the consumer landscape this year.   The “Top 10 Global Consumer Trends for 2017” report noted that 2016 was defined by uncertainty with growth in global consumer expenditure slowing to 2.4% in real terms – the lowest rate of growth since the financial crisis.  

Another retailer is reporting a less-than-stellar holiday.    Target Corp. on Wednesday cut its guidance for the fourth quarter and year on the heels of a 1.3% decline in same-store sales in November and December. (Total sales for the combined month decreased 4.9%, reflecting the impact of the December 2015 sale of the company’s pharmacy and clinic businesses.)  

Macerich is offering retailers a promotional connection to smartphone shoppers at 22 of its properties.   Shoppers will be able to access the StepsAway app via mall Wi-Fi and search for products by category or individual retailer. Macerich tenants can create and deliver promotional offers through a cloud-based platform installed at the company’s headquarters.  

Holiday sales not only beat expectations among industry observers, it hit a five-year high.   Retail sales grew by 4.8% through the holiday season, as compared to the same period in 2015 — and November and December spending growth is the strongest it’s been in five years, according to a new report from Visa.   “The Visa Retail Spending Monitor” tracks retail sales, with the exception of autos, gas, and restaurants, among retail goods, services and stores on Visa payment products.