Marketing Tactics

NEW YORK — Gap has launched its Shine On campaign, which features a ballerina, comedian, DJ, violinist and anti-bullying advocate alongside the winners of Gap’s sixth annual casting call contest.

SECAUCUS, N.J. — Panasonic Corporation of North America has launched a new communication campaign designed to bring attention to the brand's broad scope of products and solutions designed to meet consumer, business-to-business, and industrial needs. The campaign will also underscore Panasonic's global commitment to becoming the electronics industry's leader in green innovation by its 100th anniversary in 2018.

San Diego -- Walmart has completed its 100th solar installation in California, at a store on College Avenue in San Diego. After launching its solar pilot program in May 2007, Walmart strengthened its commitment to renewable energy in the state of California last year when it announced plans to expand its solar portfolio to more than 75% of its stores in California, approximately 130 stores, by the end of 2013. There are now 100 Walmart stores and Sam's Clubs in California using traditional and thin film solar installations.

New York -- Modell's Sporting Goods has added a mobile component to its MVP loyalty program. The sporting goods retailer is using Key Ring Reward Cards’ mobile coupon and customer acquisition platform to introduce mobile into its loyalty marketing mix for its 150 retail locations.

PITTSBURGH — GNC recently extended its relationship with Sam's Club, the company announced in conjunction with its second-quarter results.

Beginning in third quarter 2012, GNC's presence in all Sam's Club locations will incorporate established shelf space with branded signage, adding to the existing rotational assortment program.

Shoppers aren’t stupid. With momentum gathering around e-fairness, it’s only a matter of time before the online giant is required to collect sales tax. And when shoppers get wind of the looming change, watch out!

Amazon.com’s sales will surge in the quarter before the e-fairness legislation kicks in and the retailer is required to collect sales tax on behalf of jurisdictions nationwide. It will mark the end of a golden era for shoppers who will rush to make purchases, especially big ticket items, in advance of the legislation’s effective date.

ST. LOUIS — Save-A-Lot is raising awareness for its stores as a destination for affordable food with the help of two contest winners. Molly Stankovsky and Alex Frecon, who won a national competition, will lead the retailer's "2012 Fuel Your Family Road Trip" across 18 cities in 30 days.

ARMONK, N.Y. — IBM's fifth annual Online Retail Holiday Readiness report has uncovered that 2012 may just be the year of mobile.

Based on data from more than 500 U.S. retailers, the report found that online mobile sales increased 88.8% in second quarter 2012, compared with year-ago period.

What's more, IBM is forecasting that mobile sales will reach 20% of total online holiday sales this holiday season, and that mobile traffic will close in on 25%.

PLANO, Texas — When JCPenney first announced its “fair and square” pricing strategy back in January with a great deal of hoopla and fanfare -- complete with a NYC media event attended by 700 people -- there was much hope that former Apple executive CEO Ron Johnson and then president Michael Francis, formerly at Target, would be able to bring some of their retail magic to the stagnant retailer.

NEW YORK — Macy's announced that Brazilian actress and model Camila Alves, will serve as the ambassador for it's exclusive I.N.C. International Concepts brand. Beginning this fall and continuing through 2013, Alves will highlight I.N.C.'s fall collection as she appears in a multi-platform campaign with a significant presence in print, digital and in store. Alves also takes on the role of media spokesperson, being at the forefront of all brand messaging such as new initiatives and product launches.