Marketing Tactics

For the second year in a row, Staples will close its stores on Thanksgiving.   Shoppers, however, will be able shop the office supplies giant’s e-commerce site.   

There are few demographic segments that have generated as much discussion in the retail community as Millennials. A great deal of literal and virtual ink has been spilled discussing the importance of catering to this large and influential group of young adults. From their spending habits to their social and behavioral characteristics, addressing the priorities and preferences of Millennials is seen as critically important for any retailer that wants to remain competitive in today’s marketplace.  

There is a new identity option for retailers eager to stand out in a competitive digital landscape.   The introduction of the 'dot-shopping' (.shopping) domain provides retailers with another way to brand themselves online. Launched by domain name provider Donuts Inc., the new digital names, also called "not-com" domains, can be used as a brand’s main e-commerce name. It can also point shoppers to a company’s existing online shopping web site, or a marketing or promotional site.  

Who says you can’t go home again?   Certainly not Gap Inc., which appointed Jamie Gersch as the senior VP, chief marketing officer of its Old Navy banner, reported adage.com. She replaces Ivan Wicksteed, who left the company in March. She will come aboard at the end of October.  

Shoppers at select West Elm stores will soon have their very own listening rooms — with state-of-the art sound speakers.   The home furnishings retailer announced a partnership with Sonos to sell the company’s sound speakers and components in its U.S. stores and website, and to install “Sonos listening labs” in 16 West Elm stores. The listening rooms will be outfitted with West Elm’s signature modern furnishings and accessories and Sonos home sound system products.   

In addition to posting its earnings, Pier 1 announced a plan to protect the company from potential takeover bids.    On Tuesday, the home decor chain announced a “Rights Protection Agreement,” which will protect itself from any single shareholder seeking to acquire a 10% stake or more, as summarized in an article in MarketWatch.  

Sears is hitching a ride with Uber — and inviting its loyal shoppers along.   A new program, called Rider Rewards, is designed to award Sears shoppers for using Uber’s ride service. Customers that link their Sears Shop Your Way loyalty plan to their Uber account will earn $2 in loyalty points for every Uber trip they take. Besides points, the loyalty program also tailors deals to members. Drivers can also take advantage of the program, and earn up to $1,000 in certain markets.   

Forever Flawless, a global skin care company that puts diamond dust in its creams, has opened a flagship store at Westfield World Trade Center in New York.   The company, which claims to bring celebrity skin care methods to consumers, sells Black Diamond Age Defying Series, Pink Diamond Collagen treatments, and 24 Karat Gold therapy.   Forever Flawless fields stores in Hong Kong, London, Madrid, Miami, London, and Syndey, among other locales.

---

Knowing business is not just about sales, Staples leads the charge when it comes to responsible business practices.   The chain’s positive impact on society — and the planet, as a whole — has earned Staples a place on the Dow Jones Sustainability Index for the thirteenth year in a row. The global benchmark weighs corporate responsibility and sustainability performance among the largest 2,500 companies listed on the Dow Jones Global Total Stock Market Index.   

Zappos.com has found a new way to “wow” its passionate shoppers.    In a strategic move to drive engagement, the online shoe retailer launched its first-ever loyalty program. Called Zappos Rewards, the progression-based program will allow customers to earn points toward future purchases, get free expedited shipping on all orders, and receive early access to exclusive products and sales.