Marketing Tactics

Americans pull back Super Bowl spending
American consumers are ready to celebrate the Super Bowl, but they don’t plan on spending as much as they did last year. Consumers will spend an average of $75 for a total of $14.1 billion as an estimated 188.5 million watch the Atlanta Falcons face the New England Patriots in Super Bowl LI on February 5, according to the National Retail Federation’s annual Super Bowl Spending Survey conducted by Prosper Insights & Analytics.
First Look: Lululemon opens London flagship
Lululemon Athletica has opened a community-centric, European flagship on Regent Street in London. The two-level, 6,344-sq.-ft. store is the brand’s second largest in the world, second only to its New York flagship. Designed by Dalziel & Pow, London, the new Lululemon combines the latest in technology with a locally-inspired design and community experiences. A palette of greys and marbles with hints of bronze help make for a soothing escape from the hustle and bustle of the city streets.

Survey: Retail execs optimistic about 2017

Retailers executives are bullish on 2017. That’s according to a survey from TD Bank, which polled 173 retail executives at the National Retail Federation’s annual Big Show in New York City. Seventy-four percent of the retailers said they believe sales will increase in the next 12 months. What’s more, 81% of the retailers reported that they met or exceeded their revenue goals in 2016. In other key findings:
Fast-growing home décor retailer taps Sally Beauty exec as chief marketer

At Home has appointed veteran marketer Ashley Sheetz as chief marketing officer. Sheetz was formerly chief marketing officer and group VP at Sally Beauty, where she led a turn-around strategy to reposition and modernize the brand. Prior to that, Sheetz held a variety of marketing leadership roles at GameStop before being appointed chief marketing officer in 2012.
Walmart throws its hat into the car sales ring

Walmart is adding a new category to its assortment: automobile sales. While the chain has always sold tires and accessories, a new partnership with CarSaver, an online auto retail platform, is allowing the retail giant to dip its toe into the car sales industry. The retail giant is setting up CarSaver kiosks at 25 Walmart superstores in Houston, Dallas, Phoenix and Oklahoma City.
PepsiCo vet to head up Toys ‘R’ Us global marketing

Toys "R" Us has hired a veteran marketer to lead its global marketing efforts. The retailer announced that Carla Hassan will join the company as executive VP, global chief marketing officer, effective February 20, 2017. She will report directly to chairman and CEO Dave Brandon. Hassan was most recently senior VP, brand management for PepsiCo's Global Beverage Group, where she was responsible for driving the growth agenda for brands including Pepsi, 7UP, Mountain Dew, and Gatorade.
Study: Retailers need to pay attention to Gen Z

Watch out millennials, Gen Z is coming on strong. With Generation Z expected to comprise 40% of the North American population by 2020, retailers must address the needs of this generation and understand its purchasing power in households, according to a survey conducted by HRC Retail Advisory.
Division of high-end chain rewards shoppers with Nordstrom Notes

Nordstrom is giving shoppers a new way to earn loyalty points. As of Friday, Jan. 20, Nordstrom Rewards members will earn points toward Nordstrom Notes when they use their Nordstrom credit and debit cards at the chain’s Trunk Club division, a personalized styling service for men and women, offering both virtual and in-person shopping options. Additionally, Trunk Club will waive its $25 home try-on fee when shoppers order curated trunks of clothing using their Nordstrom card.
Report: China leads global e-commerce race

Despite global economic fluctuations, China is still a world leader in many markets — including global e-commerce. China’s online retail sales have grown by 33.3% to exceed $581 billion in 2015. Momentum is expected to continue, as sales in the country are expected to grow by 20% yearly through 2020, according to BizView, a B2B marketplace that enables users to connect with over seven million companies around the globe.
‘Dash Button’ hits Amazon’s homepages

The device that allows Amazon shoppers to re-order their favorite items with a single click of their finger has a virtual alter-ego. The Dash Button is now an icon available on Amazon’s homepage and the retailer’s app homescreen, according to ReCode.
Home decor brand’s sales data reveals most enthusiastic NFL fans

Wayfair has tapped into analytics with an unusual goal: to rank its most enthusiastic football fans ahead of the Super Bowl. By using analytics to tap sales data of its NFL merchandise, Wayfair pinpointed its most enthusiastic team fan bases — and where they reside. The online retailer’s results are based on overall sales of licensed merchandise sold on its NFL Fan Shop during the 2016-2017 NFL season (Sept. 8, 2016-Jan. 15, 2017).
Target names new chief marketing officer

Target has made a key addition to its executive team. The discounter has promoted Rick Gomez to the position of executive VP and chief marketing officer, effective Jan. 29. Gomez, currently senior VP of brand and category marketing, has been with Target since 2013. He replaces Jeff Jones, who left Target last summer to become president of Uber.