Marketing Tactics

For all the buzz about interactive digital marketing options, the track record of email keep it at the top of marketers’ holiday wish lists.    This was according to the “2017 Christmas in July Survey,” a study from j2 Global. The study tapped 564 members of its customer base and 100 retailers.  

Greg Portell, lead partner in the retail practice of global strategy and management consulting firm A.T. Kearney:   

Target is discontinuing its mobile Cartwheel Perks rewards program, but new app-based improvements are underway.   The discounter alerted shoppers participating across its five test markets via email that its “perks pilot is winding down.” Shoppers have until August 27, to collect points toward perks rewards, and all rewards must be redeemed by October 27, according to Target.  

Expensive, ineffective loyalty programs are in need of a makeover.   Retailers that shift to digital-centric programs that engage and promote brand advocacy will retain the loyalty of customers, according to the “Intelligence Report: Loyalty 2017.” The report, from L2, evaluates the successes and pitfalls of loyalty programs for 99 consumer brands across activewear, beauty, big box, department stores, and specialty retail.  

Retailers who fail to promote back-to-college offers and savings this year do so at their own peril.   

Gen Z shoppers are gearing up to hit the stores for back-to-school purchases — and their top destination is Walmart.    Thirty-six percent of boys and girls cite Walmart as their first choice for back-to-school shopping, more than double that of any other retailer, according to a survey conducted by strategic retail advisory firm HRC Retail Advisory.    

A clothing brand know for its "radical transparency" is putting down roots in its hometown.   Everlane will open its first permanent brick-and-mortar location, in San Francisco. The opening date hasn't been announced yet, but the company has posted a variety of available jobs, including "flagship store leader," on its website.  The storefront, on Valencia Street in the city's Mission District, is already identified with the brand's "100% Human"  tagline.   

On the heels of opening its first location in Arizona, West Elm is entering a new state.   The home furnishings retailer, a division of Williams-Sonoma, will open its first store in Maine, in the historic Old Port district of Portland. The 12,000 sq. ft. location will open its doors on Thursday, July 27.   

An important demographic for many retailers appears to be staying home more these days.   In remarks at  Fortune’s Brainstorm Tech Conference in Aspen, Colorado, Target CEO Brian Cornell cited an 11% dip in shopping activity among Hispanic consumers in the past several months. (A Target spokesman said later he was referencing industrywide data from the NPD Group, The Star-Tribune reported.)   “There’s almost a cocooning factor,” Cornell said.