Marketing Tactics

Lord & Taylor has entered into a partnership with make-up icon Bobbi Brown.   The department store retailer appointed Brown as creative consultant, and has launched an in-store shop concept, justBobbi, at select Lord & Taylor locations, including its Manhattan flagship, and online. The initiative is the first Brown has entered into since her recent departure from Bobbi Brown Cosmetics, which she founded in 1991.  

British online fast-fashion retailer Missguided makes the leap to physical retail with a high-concept, high-impact store at Westfield Stratford City mall in London.   Featuring an “on-air” television studio concept, the 20,000-sq.-ft. space delivers a dynamic live stream of real-time content, fashion and inspiration in a bold environment. It reflects the desire of its young, Snapchat-obsessed core audience for the new by offering a constantly changing space that includes plenty of shareable moments.    

The retail industry is ramping up its efforts against House Republicans’ proposed border-tax proposal.      The National Retail Federation has launched the next phase of a television and digital ad campaign against the tax, which is included in the House Republican tax reform plan.   The campaign features three small retailers who tell their own stories and convey their fears that the BAT would put them out of business.   

A messaging app launched a new lens that could help drive shoppers through retailers’ doors.   Snapchat’s Snap to Store product is a geofilter that retailers can sponsor.    When Snapchatters use the retailer-specific overlay on their snaps and share it in their story, Snap analyzes who sees those branded snaps and tracks whether users — or their followers — visit the store, according to New York Business Journal.  

Shoppers hoping to get some great bargains at the 138 stores J.C. Penney has slated for closure will have to wait a little while longer.   The retailer told CNBC that due to improving traffic and better-than-expected sales at the locations on the closure list it has postponed the liquidation sales and shutterings.   The new closure date for the stores is now July 31, which is about six weeks later than Penney originally planned, the report said.   

The struggles of brick-and-mortar retailers have dominated industry headlines over the past few months with an unprecedented number of store closings announced. However, while the bad news has come from all corners, specialty retailers as well as general merchandisers, it has been department stores that have perhaps attracted the most headlines.  

Selfridges is giving shoppers a new way to test and purchase cosmetics.   Through a partnership with Estee Lauder and YouCam Makeup, the U.K.-based department store chain now features a virtual makeover app. Harnessing augmented reality and facial mapping technology, YouCam Makeup’s cosmetics app enables Selfridges’ shoppers to virtually try on up to 30 lipstick shades prior to making a purchase at the store.  

Some of the biggest names in retailing and foodservice used experiences to encourage a high percentage buyers to visit at least once last year.   Specifically, Walmart, McDonald’s and Target had more than five out of six U.S. consumers shopping with them in 2016, according to “The Checkout Penetration Index,” from The NPD Group’s Checkout Tracking.   

Under Armour has brought its experiential “brand house” store concept to downtown Detroit.    The three-floor, 17,000-sq.-ft. space reflects the company’s roots in Baltimore and also pays homage to the history and spirit of Detroit. The design uses athlete imagery and product installations to convey an immersive brand experience and inspire customers.   

Walmart has fired another shot at Amazon.   In a move that leverages the retail giant’s vast store and delivery networks and expanding online capabilities, Walmart, starting April 19, will begin offering a discount on merchandise that customers buy online and have shipped to a Walmart store for pick-up. Walmart’s new Pickup Discount program will initially be available only on about 10,000 items, but will be expanded to more than one million of the chain’s most popular items by the end of June.