Media Advertising

By Jim Singer, A.T. Kearney, and Ryan Mathews, Black Monk Consulting

Helping small business owners and consumers achieve peak performance is the premise behind a new branding initiative at Office Depot called, “Gear Up For Great.”

Retailers will hear a lot about innovation at the National Retail Federation convention this year, but the most innovative thing many will see is the trade group’s latest effort to elevate the industry’s profile.

Ace Hardware is set to launch a “Free Store Pickup” program this April and has chosen PGA tour player Hunter Mahan to serve as pitchman for the omnichannel initiative.

The deal with six-time winner Mahan marks the first time the nation’s largest hardware cooperative has teamed with a professional athlete on an endorsement deal.

Americans’ appetite for e-commerce grew again in 2014 with holiday sales slightly exceeding an optimistic forecast by digital measurement firm comScore.

Total desktop online sales for the entire November through December holiday season advanced 15 percent to $53.3 billion, comScore said. Cyber Monday retained its crown as the highest volume day with e-commerce spending of more than $2 billion.

Lebanon, Tenn. – Cracker Barrel Old Country Store is taking a decidedly new-fangled approach to promotion. The casual dining chain has enlisted Nashville-based advertising agency Redpepper to create a holiday-themed social marketing campaign.   The promotion targets a younger, more social demographic with Facebook posts. Some posts in the campaign have received more than 10,000 interactions.

It remains to be seen how Big Lots performed this holiday season, but the closeout retailer’s catchy and original television advertising drew accolades from industry experts.

In a recent piece in Ad Age, Big Lot’s holiday campaign “Nailed It” was singled out by writer Ken Wheaton as the top campaign of the season.

Brawny paper towels are known for being tough, but now the brand is standing strong with wounded service members in need of help.

Georgia-Pacific, the maker of Brawny, announced it has raised $2 million for the Wounded Warrior Project (WWP) following its third year of partnering together. WWP is a national organization dedicated to honoring and empowering wounded service members transitioning back to civilian life through unique, direct programs and services.

Sam’s Club is hoping the popularity of author Nicolas Sparks translates to would-be furniture buyers as the warehouse club has launched a new furniture line with a design aesthetic inspired by Sparks’ latest novel.

Retailing Today will be closed for Christmas, Dec. 24 through Dec. 26, and will publish again on Monday, Dec. 29. The editor and publisher of Retailing Today would like to wish you and your families very best wishes for a happy, healthy and joyous holiday.

Cheers, Mike Troy Editor, Retailing Today