Marketing Tactics

Campaigns on the social platform get results, according to Erin Hunter, global head of CPG strategy at Facebook, assuming they involve great creativity and speak to shoppers in the right voice.

A little more than a month ago, Robert Hanson resigned as CEO of American Eagle Outfitters, following disappointing holiday sales, and caused shares to drop 10%. Shares dropped again, nearly 7% this time, following what the company called “highly disappointing” fourth-quarter results.

Jelly Belly Candy Co. makes more than 100 different flavors of jelly beans, but in celebration of St. Patrick's Day, it's showing some special attention to its green Jelly Belly beans. There are 17 green varieties in all, each containing its own special flavor.

Seattle - Starbucks Coffee Company and the Disneyland Resort will open a new company-owned Starbucks location at Downtown Disney in Anaheim, Calif. This store will be the first of four to be operated by Starbucks across Disney properties in the U.S.

Seattle – Amazon.com is reportedly planning to pilot the sale of goods created by 3-D printers. According to the Cincinnati Business Journal, Amazon is partnering with Cincinnati area-based startup 3DLT and four other companies to launch a pilot where Amazon would directly sell 3-D printed products through its website.

New Albany, Ohio – Abercrombie & Fitch Co. reportedly plans to shift its marketing and merchandising focus from teens to college students. According to Bloomberg, Abercrombie executives said they will shift marketing, assortments and pricing to appeal to the collegiate market.

Issaquah, Wash. – Costco Wholesale Corp. is reportedly attempting to draw in younger customers. According to The Seattle Times, after recently missing quarterly earnings estimates, Costco is taking active steps to attract a younger shopper demographic.

These steps include piloting a same-day delivery service with Google in San Francisco, building up its social and online efforts, and increasing its offerings of organic products such as kale.

By Gian Genovesi, Briteskies

When it comes to interactive marketing, too many retailers myopically focus on site visits, hits, or traffic. SEO and SEM are the most popular areas of focus, and I equate this to sports teams’ exclusive focus on scoring as many points as possible. Increasing the points your team scores, similarly to the traffic your site obtains, is a factor of success, but in no way the end-all-be-all in e-commerce success. After all, of the top 10 scoring offenses in NFL history, only one has won the Super Bowl.

Oak Brook, Ill. – U.S. same-store sales dropped 1.4% at McDonald’s Corp. during February 2014, with global same-store sales declining 0.3%.

Other segment same-store results for McDonald’s during the month included a 0.6% increase in Europe and a 2.6% decrease in Asia-Pacific/Middle East/Africa (APMEA). The company cited severe weather and challenging industry dynamics in affecting its U.S. same-store sales performance.

In recent years, the retail industry’s view of technology has expanded from something only the IT department needs to be concerned about to something that other departments, such as marketing and finance, also share an active interest in. But as demonstrated by the speakers lined up for the March 11 Tech Boot Camps at this week’s SPECS conference in Dallas, technology is also a concern of operational departments such as store planning, energy management, construction management, and real estate.

Secure the Perimeter