Marketing Tactics

To be successful, growth strategies must go beyond theoretical strategic platitudes, proprietary consumer and shopper insights, robust analytics, and innovative growth platforms; they ultimately must be measurable. To be successful in today’s fast changing world, CPG companies and retailers need to be able to quickly confirm that their strategies are working and, if they are not, quickly regroup and adapt. Strategies today need to be living, evolving blueprints that are continually tested, measured, and reinvented.

NEW YORK — Ann Inc.'s net income for its fiscal fourth quarter dropped to $2.2 million from $8 million in the year-ago period, hurt by heavy promotions at namesake stores.

Sales increased to $566.7 million, from $515.3 million, and same-store sales for fourth quarter rose 5.3%.

By brand, same-store sales plummeted 10.9% at namesake stores, but rose 8.1% at Loft stores. Strength in the online channel boosted overall same-store results.

Overall, February witnessed a year-over-year decline in total flyer circulation per market as well as pages per market. Conversely, the biggest change in this month was witnessed by Walmart, which saw a considerable jump in flyer circulation as well as the number of pages. This dramatic increase of 122% increase in flyer drop was mainly due to the two extra flyers dropped in the second and fourth week of February this year unlike the previous year.

Seattle -- A report by Bloomberg said that Nordstrom Inc. will introduce an ongoing free shipping program for all purchases made at its department stores starting next week.

The program was unveiled just months after Nordstrom introduced standard free shipping and returns on its online orders. It was the first department store chain to do so.

Jacksonville, Fla. -- Apparel retailer Body Central Corp. reported Thursday that net income for the fourth quarter more than doubled to $6.1 million, compared with $2.7 million a year earlier.

Revenue surged 20% to $80.7 million, edging Wall Street’s expected $80.5 million in revenue.

For the year, net income more than doubled to $19.7 million from $9.8 million, and revenue rose 22% to $29.7 million.

Los Angeles -- Guess Inc. has grabbed onto the Pinterest social media tool to launch a new contest for its customer base.

The “Color Me Inspired” contest, for which Guess collaborated with four style bloggers, invites the Pinterest community to showcase how color inspires them for a chance to win a pair of color-coated denim from the Guess spring collection.

The one-week Pinterest campaign kicked off on March 8.
 

The most exciting news coming to Target stores this year isn’t some new designer exclusive or enhancement to REDcard Rewards, but rather a return to operational normalcy as the PFresh remodeling program winds down. This phenomenon won’t generate the same publicity as a Jason Wu pop-up store, but the impact on shoppers and sales promises to be greater.

SACRAMENTO, Calif. — Fresh & Easy Tuesday made its Sacramento, Calif. debut with the opening of two new stores in the region. The retailer plans to open five new stores in the Sacramento area this month.

SAN FRANCISCO — Williams-Sonoma ended fiscal 2011 with revenue and earnings growth in its fourth quarter. The company reported that net revenues for the fourth quarter of 2011 increased 6.1% to $1.3 billion versus $1.2 billion in the fourth quarter of 2010. The company reported diluted earnings per share on a GAAP basis of $1.17 compared with $1.05 for the same period last year.

Why has Google arguably become the most popular advertising platform on the planet, attracting a whopping $36.5 billion in ad spending in 2011?  And why has Facebook, with an expected IPO valuation of around $100 billion, become such a juggernaut in digital marketing?

The short answer is both Internet platforms combine huge audiences and some capacity to understand individual preferences (based on online behavior and conversation) in order to help brands engage the right consumers with more relevant advertising content and dialogues.