Marketing Tactics

MENOMONEE FALLS, Wis. — Olympic gold medalists Dara Torres (swimming), Mia Hamm (soccer) and Lindsey Vonn (skiing) will star in Kohl's latest marketing campaign. Debuting on March 19, the new campaign titled “Shop to Win,” follows each of the three female athletes as they experience Kohl’s extensive fashion assortment, world-class brands and incredible value, the company said in a press release. It is the first time Kohl’s has used Olympic athletes in its marketing efforts.

Dallas -- Alliance Data Systems Corp. announced that its Canadian coalition loyalty business has signed a new multi-year agreement with Toys “R” Us, Canada to issue air miles reward miles in its 73 stores across Canada effective March 23, 2012.

The Air Miles Reward Program is Canada’s premier coalition loyalty program, with approximately two-thirds of Canadian households actively collecting reward miles.

New York -- The average gift card dollar volume growth on a year-over-year basis increased 10% during the last six months of 2011, with consumers shopping earlier in the holiday season for prepaid cards and adding more value to their purchases than in 2010, according to a study by First Data Corp.

CHICAGO — While consumers will continue to define value based on price, other key trends, including new product development, technology, store layouts and shopping patterns will drive the market in 2012, according to SymphonyIRI research.

In its latest Times & Trends report, "CPG 2011 Year in Review: The Search for Footing in an Evolving Marketplace," SymphonyIRI said that in order to effectively compete in the market, consumer packaged goods manufacturers and retailers should take note of the following predictions:

As Walmart CFO Charles Holley noted recently during an investor conference, the company was pleased with its February sales. Unseasonably warm weather surely played a role as did a surge in promotional activity which seems oddly inconsistent with the company’s renewed emphasis every day low prices. The number of ad pages increased 58% to 41 total pages compared to 26 the prior year, according to promotional research firm Market Track.

Tide laundry detergent is so popular with shoppers that it is regularly featured on the cover of Target’s weekly circular as a means to generate customer traffic, but it appears the detergent brand’s popularity is causing it to generate the wrong kind of traffic. A story by the Associated Press points out this week that Tide has become a frequent target of shoplifters at retailers nationwide and the new currency of an underground economy.

New York City -- A study released Wednesday by the International Council of Shopping Centers found that determining what office workers spend going to work, during the business day, and immediately after work prior to returning home can provide a better understanding of the opportunities that exist for retail, restaurant, and service establishments in proximity to office parks or buildings.

Among the survey highlights:

It isn’t easy being green. Just ask the folks who have to make sure retailers have the science, compliance infrastructure and audit protocols in place to ensure eco-labels are iron-clad. For an insightful look at the issues of eco-labels and the certification process that underpins the validity of such claims, check out this column from Deloitte Consulting executive Chris Park. .