Marketing Tactics

Marketplaces are taking an increasing share of business-to-consumer (B2C) online retail sales.    Last year, shoppers did half of their online spending through marketplaces — a level that could rise to 66% by 2022, according to “Half of B2C Online Retail Spend Came from Marketplaces in 2016,” a report from Forrester.  

Rue La La members are getting a new “perk” for their loyalty.   The online fashion retailer is partnering with Dunkin' Donuts in a new mobile marketing program. In a move to bolster the coffee giant’s DD Perks loyalty rewards program, models in Rue La La’s custom-branded, shoppable boutique, "Girl on the Go: Fall Style,” will be touting Dunkin’ Donuts beverages as accessories to their fall looks.  

The Tile Shop has expanded its presence in greater Detroit with the opening of its sixth metro store in Troy.    The new location features 14,750 sq. ft. of showroom space and over 4,000 tile designs for consumers and the professional trade. It also features more than 30 fully decorated displays providing design inspiration  

An 80-year-old fashion magazine is using technology to bring the fashion, beauty and entertainment featured on its glossy pages to life.  

The president and CEO of Macy's, Jeff Gennette, and Google's president of global partnerships, Daniel Alegre, will be among the headliners at Shoptalk 2018, the nex-gen retail and e-commerce event.   Also on the bill: Alon Cohen, president and co-founder of Houzz, the home furnishings and design site. Shoptalk's final agenda will feature more than 400 speakers, an increase of 25% over 2017’s event.  

Office supply retailer Office Depot has tapped a 30-year marketing veteran to lead its marketing efforts.    Office Depot announced that Jerri DeVard has been appointed executive VP and chief marketing officer. She will report directly to Office Depot CEO Gerry Smith.  

DSW Inc. is making good on its promise to create a foothold in the Persian Gulf.   The footwear giant opened of its first warehouse store in the Kingdom of Saudi Arabia. The new 15,000-sq.-ft. store is located at the Mall of Dhahran.   

The Kroger Co. is looking to extend its share of consumers' food dollars — this time, however, it’s aiming for the dollars spent on meals outside the home.    The supermarket retailer is opening its first-ever full-service restaurant, which will be located next to Kroger's new Marketplace store in Union, Kentucky. In a nod to the year Kroger was founded, the restaurant will be called Kitchen 1883. It will open in late October.   

The maker of what it calls "the world's most comfortable shoes" has set up shop in New York City.   Allbirds, the eco-friendly online brand with a fast-growing and devoted following (especially in the Silicon Valley), has opened its second brick-and-mortar location, in Manhattan's SoHo neighborhood. The company opened its first store, on the ground floor of its San Francisco headquarters, in April.  

With access to more disposable income, Hispanic consumers will up their holiday spending this year — especially through e-commerce.