Retailer Campaigns

The world’s largest social network has updated its policies regarding branded content and, in so doing, given retailers a new marketing tool.

Facebook is now allowing retailers and other marketers to work with media companies, celebrities and other key “influencers” to place certain types of branded content on its platform.

Many retailers’ long-held assumptions about consumer loyalty programs are no longer accurate, according to a new study.

Maritz Motivation Solutions surveyed more than 2,000 consumers regarding their feelings about brand loyalty and engagement. The data showed that there are at least five myths when it comes to consumers and loyalty programs. “When evaluating your brand, consumers also are evaluating your loyalty program,” said Barry Kirk, VP Customer Loyalty Strategy for Maritz.

Kirk detailed the myths in a webinar this week:

A new ad campaign from Food Lion, airing in select markets, promotes the message that the retailer has raised its standards, but not its prices.

The new campaign plays on familiar themes in the grocery industry — convenience, freshness, price and trust — and is designed to support Food Lion’s effort to upgrade the store experience in key markets, where major remodeling and remerchandising efforts have occurred.

For only the third time in three years, Kroger has created a new installment of its Savor World Flavor globally themed promotional effort.
 

American Eagle Outfitters is launching another viral marketing campaign, this time with a funny focus on the fight against the body shaming of men.

The retailer is kicking off its #AerieMAN campaign, featuring a mix of quirky male characters of different sizes and personalities sharing "real life" stories in their skivvies. American Eagle's Skinny Skinny Jean and American Beagle Outfitters campaigns were huge successes in 2013 and 2014. Now the brand is focused on raising awareness around body diversity.

Hy-Vee has partnered with the Pinky Swear Foundation to sponsor several Hy-Vee Pinky Swear Kids Triathlons in cities across the Midwest. The partnership will help with the foundation’s efforts to raise funds and awareness for the families of children who are suffering from cancer.

Hy-Vee is collaborating with the foundation to bring youth triathlons to several of the communities it serves. In summer 2016, races will be held in Des Moines, Minneapolis, Chanhassen, Omaha, the Quad Cities and Kansas City.

Furniture and specialty home goods retailer Conn’s is extending its Conn’s Cares philanthropic program for a second year.

The company is partnering with First Book and Little Free Library — organizations that have been recognized by the Library of Congress for their excellence in the advancement of literacy — to expand the literacy focus of Conn’s Cares.

Market expansion into the Minneapolis market may be the next step for Meijer, The Grand Rapids Press reported last week, confirming that the grocer acquired 30 acres of land in a Twin City suburb. "I can confirm Meijer has purchased property in Brooklyn Park, Minn.," Frank Guglielmi, Meijer senior director communications, told The Grand Rapids Press.

While the annual South By Southwest festival was underway in Austin, regional department store operator Belk was connecting with its core customers in the southeast by hosting a festival of its own.