Digital Marketing

There are few demographic segments that have generated as much discussion in the retail community as Millennials. A great deal of literal and virtual ink has been spilled discussing the importance of catering to this large and influential group of young adults. From their spending habits to their social and behavioral characteristics, addressing the priorities and preferences of Millennials is seen as critically important for any retailer that wants to remain competitive in today’s marketplace.  

Eyeing a strong holiday season, Pier 1 is working on a new fulfillment strategy to meet omnichannel shopper demand.   As the home decor retailer continues to focus on how to enhance its digi-tal channel, Pier 1 is turning its attention to drop-ship capabilities. By working with third-party suppliers, the chain will be able to augment its assortment, and “test new categories with much less risk using vendor-owned inventory,” Alexander Smith said during the company’s earnings call on Wednesday.   

There is a new identity option for retailers eager to stand out in a competitive digital landscape.   The introduction of the 'dot-shopping' (.shopping) domain provides retailers with another way to brand themselves online. Launched by domain name provider Donuts Inc., the new digital names, also called "not-com" domains, can be used as a brand’s main e-commerce name. It can also point shoppers to a company’s existing online shopping web site, or a marketing or promotional site.  

Zappos.com has found a new way to “wow” its passionate shoppers.    In a strategic move to drive engagement, the online shoe retailer launched its first-ever loyalty program. Called Zappos Rewards, the progression-based program will allow customers to earn points toward future purchases, get free expedited shipping on all orders, and receive early access to exclusive products and sales.  

Interactive media continues to shake up retailers’ digital marketing strategies.  

Sears is hitching a ride with Uber — and inviting its loyal shoppers along.   A new program, called Rider Rewards, is designed to award Sears shoppers for using Uber’s ride service. Customers that link their Sears Shop Your Way loyalty plan to their Uber account will earn $2 in loyalty points for every Uber trip they take. Besides points, the loyalty program also tailors deals to members. Drivers can also take advantage of the program, and earn up to $1,000 in certain markets.   

Visa and Oracle are partnering to provide merchants with new insights regarding their digital ads.   Visa has introducted Visa Advertising Solutions, a new suite of products available to retailers through the Oracle Data Cloud. It is designed to help merchants understand whether their digital advertising efforts are influencing consumer purchase decisions online and in stores.  

Mark your calendars. Free Shipping Day, the one-day online event featuring free shipping with no minimum order requirement and delivery by Christmas Eve, is scheduled this year for Friday, Dec. 16.

"While we try to schedule the event one week before Christmas Eve, the calendar doesn't always accomodate," said Luke Knowles, founder of Free Shipping Day.  "What sets Free Shipping Day apart from other shopping holidays is small business participation.”