In-Store Media

By Scollay Petry, OtherLevels

Top of mind for retailers wanting to better engage with shoppers in their brick-and-mortar locations this holiday season are in-location technologies (e.g. beacons) and the personalization tactics they make possible. According to MediaPost, about 20% of retailers already use iBeacons, while 54% plan to implement the technology by 2015. With the promise of immediacy and “in-store engagement,” others undoubtedly will jump on the beacon bandwagon soon.

Toys "R" Us is expanding its partnership with the Special Olympics with a whopping $1.25 million commitment toward sponsoring the 2015 Special Olympics World Games.

The Games, which will welcome 7,000 athletes and 3,000 coaches representing 177 countries, to Los Angeles, Calif., from July 25 to Aug. 2, is the flagship event of the Special Olympics and biggest sporting event of the year. The 2015 World Games marks the first time in 16 years that the Summer World Games have been held in the United States.

Santa Monica, Calif. -- Mall owner Macerich is hosting a large-scale, week-long public event at its Scottsdale Fashion Square property, as a tie-in to the NFL’s Super Bowl XLIX showdown on Feb. 1 between the Seattle Seahawks and the New England Patriots. Fan Fest Scottsdale, held Jan. 26-Feb. 1, is designed to attract thousands of fans converging on metro Phoenix for pro football's biggest game of the year.  

Atlanta -- PGA Tour Superstore, which is backed by Home Depot co-founder Arthur Blank, has signed a multi-year national partnership agreement with Golf Channel that includes a brand integration program and a strategic media buy.

The PGA TOUR Superstore only operates 22 locations but it just signed a deal with the Golf Channel that should do wonders for brand awareness in a category that has proven challenging for mass market retailers.

San Francisco - Mobile is increasingly influencing all stages along the shopper’s path-to-purchase for CPG items. New research from mobile audience intelligence firm NinthDecimal examines how mobile usage and marketing is transforming how shoppers interact with CPG brands.

The Macy’s Bloomingdale division is pursuing a micro-seasonality promotion opportunity with an Asian-inspired marketing campaign.

The company announced that it will be ringing in the Year of the Ram this Chinese New Year with unique merchandise, special events and cultural presentations from Jan.22 – March 2.

Target may have ruffled some feathers in the past with what some considered a lack of plus-size offerings. But the retailer seems to be making up for it now.

Target says it is launching a brand new plus-size line, Ava & Viv, which will be sold both online and in stores starting on Feb. 22.

Irving, Texas – Chuck E. Cheese’s is running a dance-themed omnichannel promotion featuringYouTube stars Shaniah Jones and D’Squared Live. Kids can win free tickets by learning to “do the Chuck E.,” an original dance, at Chuck E. Cheese’s locations.

The obituary for the printed retail catalog might have been a bit premature, if J.C. Penney is correct.

The retailer is reportedly bringing back its big glossy paper catalog after new evidence surfaced suggesting that print catalogs drive sales, the Wall Street Journal reports.