Marketing Tactics

Westlake Village, Calif. - Senior retail marketers report that 38% of their total marketing spend is now devoted to digital. According to a research study released by Conversant, nearly 20% of retail marketers reported that digital accounts for 50% to 75% of their total marketing budget.

The new study found strong retailer interest in personalized marketing and advertising. Eighty-six percent of senior retail marketers said that individualized messages can be more effective than mass messages.

Alpharetta, Ga. – Three-quarters (74%) of businesses report that the time spent on social media has increased since last year, and 54% report that social spending has increased. According to a new study from Social Media Marketing University (SMMU), top social media expenditures include internal staff compensation (37%), social advertising (18%), external staff compensation (10%) and content (7%).

Other notable findings include:

• 60% report that content development requires the bulk of the time dedicated to social.

Staples this week debuted eight new product categories in its Dallas retail stores to help business customers “Make More One-stop Shopping Happen.” The product expansion is rolling out to more than 1,000 stores across the U.S. and hundreds more in Canada.

Michaels has enhanced its online presence with the launch of its new site that enables shoppers to make online purchases from any computer, tablet or smartphone.

The new site goes beyond the typical online shopping experience, according to the company, with project ideas and one-click shopping lists for projects all in one place. It also features "Favorite Pins" — projects and products that are trending on Pinterest from Michaels.com.

Irving, Texas - Michaels has launched its new “inspirational” arts and crafts site that offers 24-hour shopping on any computer, tablet or smartphone. The new site offers project ideas and one-click shopping lists for projects.

It also features "Favorite Pins" – projects and products that are trending on Pinterest from Michaels.com. During the launch period, Michaels.com will feature 21 days of hourly, daily and weekly online specials.

A shrinking net loss was the only positive result from the tough first quarter fiscal 2014 numbers posted by Caché. Net loss shrank to $10.8 million from $17.8 million in the same quarter a year earlier.

Caché’s net sales dropped 11% to $47.4 million, from $53.5 million. Same-store sales declined 8.9%, with the shift in Easter contributing. Jay Margolis, Caché’s chairman and CEO, tried to strike an encouraging tone.

Whirlpool is taking its latest campaign to social media, and encouraging people to take and share photos of the inside of their refrigerators using hashtag #fridgie — a play on “selfie.”

The concept was inspired by the design of the latest Whirlpool 4-Door French Door Refrigerator.

Cambridge, Mass. -- An ongoing debate in retail is whether it’s a better strategy to use markdowns or everyday low prices. Research by MIT Sloan School of Management visiting professor Özalp Özer and his colleague Karen Zheng at MIT Sloan supports basing pricing strategy on consumer behavior compared to a one-size-fits-all approach.