Digital Marketing

By Rodney Mason, CMO, Parago

When the 2013 holiday shopping season ended, it resulted in sluggish results for U.S. retailers.  Price-match policies worked to fend off some showrooming, but these discounts also ate up margins at a very unhealthy rate.

A recent national shopper behavior study by Parago found that:

• The majority of smartphone owners showroom and regularly make purchases on their phones while in-store;

New York -- The fragrance division of Marc Jacobs will open a pop-up in New York City’s SoHo neighborhood that will trade in social currency instead of money. The Daisy Marc Jacobs Tweet Shop will be open during New York Fashion Week, from Feb. 7 to 9.

According to reports, all transactions at the pop-up will be carried out based on customers’ use of the hashtag #MJDaisyChain across Twitter and other social media platforms. Shoppers will be able to exchange each tweet, Instagram post, or Facebook update for a single item.

Crest has launched Be, a new line of toothpastes that features three new flavors: Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest.

Purchase, N.Y. – MasterCard is unveiling a new omni-channel promotion called “Priceless Surprises.” Consumers who make purchases via any channel, or use #PricelessSurprises on Twitter or Instagram, are eligible to receive random, real-time surprises.

Edison, N.J. -- Dotcom Distribution, a provider of fulfillment and logistics solutions, is adding a photography and creative services branch, Dotcom Photo Studio. The studio produces e-commerce imagery for retail brands, including lingerie retailer Adore Me.

Goleta, Calif. – Deckers Outdoor Corporation has created three new senior management positions Dave Powers, currently president, global direct-to-consumer (DTC), has been promoted to president of omni-channel, reporting to the CEO.
In addition to continuing to oversee Deckers' domestic DTC operations, he will also oversee all wholesale, distributor, retail and e-commerce channels in Deckers' international regions. Deckers also promoted Constance X. Rishwain, president, UGG Australia to the additional role of group president fashion & lifestyle brands

Colorado Springs, Colo. -- Accellos, Inc. has released multiple updates to Mile.com, a website dedicated the transportation industry and Prophesy Transportation Solutions. The new website features enhanced content including industry white papers, case studies and videos.

In addition, the new site includes the free commercial mileage tool, Prophesy webMiler.

By Stacy Adams, VP marketing, mBlox